Strategic Performance of Uber in the International Market

This report analyzes the strategic performance of Uber in the international market and provides insights into its growth model and competitive environment.

Running head: UBER
UBER
Name of the Student
Name of the University
Author Note

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Executive Summary
Strategic management is measured to be a critical part of the business and with reverence to this,
it befits essential for any business to ensure that if I wants to attain success in the long run then in
such a case, it needs to plan strategically for the long run of the firm. The report is based on Uber
cab applications and the manner in which it has been perfuming considerably well. The report6
outlined the overall background of the paper, outlined their theoretical background of the
different strategic concepts and additionally, the manner in which the firm intends to throw. The
Thematic analysis presents the deep insight into then operations of the firm and outlines its
overall performance.

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Table of Contents
Chapter 1: Introduction....................................................................................................................5
Overview......................................................................................................................................5
Problem statement.......................................................................................................................6
Research aim................................................................................................................................6
Research objectives.....................................................................................................................7
Research questions.......................................................................................................................7
Research rationale........................................................................................................................8
Structure of the paper...................................................................................................................8
Chapter 2: Literature Review: Introduction...................................................................................10
Business strategy...........................................................................................................................10
The generic strategies theory.....................................................................................................11
Application to Uber...................................................................................................................14
Growth strategies...........................................................................................................................15
Ansoff Growth Matrix...............................................................................................................15
Application to Uber...................................................................................................................16
Capabilities and resources.............................................................................................................17
The resource based theory.........................................................................................................17
Application to Uber...................................................................................................................18
Competition in the industry...........................................................................................................18

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SWOT Analysis.........................................................................................................................18
Five forces analysis....................................................................................................................20
Chapter 3: Research Methodology................................................................................................24
Overview....................................................................................................................................24
Research Outline........................................................................................................................24
Research Philosophy..................................................................................................................24
Research Approach....................................................................................................................25
Research Design........................................................................................................................25
Research Strategy......................................................................................................................26
Data collection...........................................................................................................................26
Data analysis..............................................................................................................................26
Ethical considerations................................................................................................................27
Accessibility Issues....................................................................................................................27
Summary....................................................................................................................................28
Chapter 4: Analysis and Findings..................................................................................................29
Overview....................................................................................................................................29
Thematic analysis......................................................................................................................29
Justification and chosen approach.............................................................................................29
Theme 1: Strategic performance of Uber in the international market.......................................30
Theme 2: The Growth Model....................................................................................................31

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Theme 3: The Competitive environment...................................................................................32
Discussion..................................................................................................................................34
Chapter 5: Conclusion...................................................................................................................35
References......................................................................................................................................36

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Chapter 1: Introduction
The organization Uber can be considered to be a considerably good firm which
has been performing considerably well and has over time portrayed a considerable market
growth which is the reason why the study on Uber can be understood to be the most common and
popular. In case the organization is required to maintain its growth streak, then in such a case, the
firm would be required to ensure that, it is able to adapt to the changing needs of the market and
is successfully able to adapt accordingly. The Introduction section will lay down the different
aspects of the research which are required to be carried out and in addition to this, it will also
provide the structure as followed by the paper.
Overview
The international market has become very competitive in nature and the research aims to
evaluate the market competitive power of Uber in the coming five years. The particular topic is
being chosen to determine the overall current performance of the firm and will be then followed
by the measurement of the future performance of the firm in the imminent few years. The
business atmosphere can be understood to be considerably dynamic and it is in line with this,
that, if a firm wants to ensure accomplishment in the future then in the long run, the firm would
be needed to undertake considerable measures which will ensure that it is able to create a good
standing for itself in the long run (Moutinho and Vargas-Sanchez 2018). As the competition has
increased due to the globalization, it has become substantially imperative for the firm to ensure
that, they gather their competitive strength and use it to their overall advantage. The study is
based on Uber and will be evaluating their performance in order to understand the business

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strategy to be followed by the firm in the long run, to determine the growth model of the firm
and to recommend strategies to the firm as well.
Problem statement
The problem statement for the research paper can be largely understood to be the fact that
as the Uber has been performing in a considerably competitive business environment, it is with
respect to this, that it may face considerable competition and price wars from different local
firms in every country and may be restricted by the governmental laws as well as the policies
present. Hence, it is in line of this that, the research aims to undertake a comprehensive analysis
on the overall performance of the firm and aims to determine the manner in which the firm will
be performing with a change in the overall strategic objectives of the firm and a change in the
operations.
Research aim
The main aim of the research is to outline the overall strategic performance of Uber in the
international market and follow this by an analysis of the manner in which the company as a
whole has been affected by the different operations of its competitors. In addition to this, the
research paper will aim to analyze the overall growth and expansion model which is adopted by
the firm currently and to predict and prescribe with the help of theory how the company can
perform in the long run within a time span of 5 years. For this, the study will be undertaking a
secondary approach whereby various business articles, journals and related newspaper and
informative websites shall be analyzed in a comprehensive manner which will go a extended way
in supporting the firm to advance an understanding of the performance and based on this, certain
strategies will be recommended to improve the future performance and to be able to ensure that
the organization is able to maintain its competitive positioning in the long run.

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Research objectives
The research objectives which have been undertaken for the purpose of the paper can be
stated to be as follows:
1. To understand the current strategic performance of Uber in the international market
2. To evaluate the current strategic performance of Uber in the international market
3. To find the state to Uber growth model in the coming five years in the dynamic
competitive environment
4. To recommend certain strategies which may adopted by the firm in the long run to
improve its overall performance.
Research questions
The research questions which have been outlined for the purpose of the paper can be
understood to be as follows:
 What is the business strategy which is currently being followed by Uber in the
international market?
 What will be the state of the Uber growth model in the coming five years in the dynamic
competitive environment?
 What strategies can be adopted by the firm to improve its overall performance in the long
run?
 What is current strategic performance of Uber in the international market?
 What will be the state to Uber growth model in the coming five years in the dynamic
competitive environment?
 What recommended strategies may be adopted by the firm in the long run to improve its
overall performance?

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Research rationale
The reason why the Uber has been chosen as a topic can be understood to be because, it
will target the current performance of Uber as a firm and determine the competitive advantage
which the firm enjoys for itself. As mentioned earlier, as the organization has become
considerably dynamic in nature, it has become comparatively very difficult for all the different
firms as present in the business environment to sustain well in the organization and it is for this
purpose that, it is crucial to understand the steps and strategies which will be adopted by the firm
to ensure overall success in the long run (Moutinho and Vargas-Sanchez 2018). The Uber has
been facing considerable competition from various companies in the local companies which are
existent in the market. The core values, strategic business processes as well as the strategies will
assist in understanding the current capabilities of the organization and in line of this the overall
performance can be predicted and processed accordingly. Certain recommendations which will
be beneficial for the firm to adopt in the future shall be provided.
Structure of the paper
The structure which will be followed by the paper can be understood to be as follows:
 Chapter 1: The first chapter can be understood to be the Introduction Chapter which will
lay down the overall background of the paper and in accordance with this, it will also set
the overview of the research topic for the paper. In this way, the overall goals and
objectives which the paper aims to attain can be identified accordingly.

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 Chapter 2: The second chapter of the research project can be understood the Literature
Review chapter which will identify the theoretical concepts as well as the overall
background related to the domain of the research. The topic of the research is Strategic
management and related growth of the firm.
 Chapter 3: The third chapter will be the Research Methodology which shall be outlining
all the research techniques which shall be effectively adopted in the paper for the purpose
of the research.
 Chapter 4: The fourth chapter can be stated to be the findings and analysis chapter
whereby the overall strategic management and related decisions will be carried out with
respect to the operations of the Uber as a company.
 Chapter 5: The fifth chapter will be the conclusion chapter which will outline the overall
summary of the research project and in addition to this, will provide recommendations
with respect to the same.

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Chapter 2: Literature Review: Introduction
Uber has portrayed a considerable market growth since a long period of time since its
inception and in line of this, it becomes considerable crucial to understand the overall
performance of the firm which will then go a long way in supporting the business to become a
global leader. In line of this, it has to be understood that, if the firm wants to continue this growth
streak then it will be required to certify that, it is efficaciously able to engage in certain strategies
which will help the firm in achieving long term success (Goetschand Davis2014). Moreover,
through this review of literature, it will be useful to understand and compare the overall status of
Uber through different theoretical frameworks which have been essentially developed by the
different authors as present in academia. The review of Literature shall be divided into different
sections whereby each section of the report will focus on the different Strategic Management
theories as present relation to the growth of Uber and its related activities.
Business strategy
A business strategy can be rightfully stated to be the combination of all the different
types of strategies which are generally made use of in a well-defined combination by a business
to take considerable decisions as well as decide upon actions as undertaken by the firm. This will
go a long way in confirming that, the firm is able to accomplish the overall business goals and
secure a competitive positioning in the market for itself. The business strategy can be understood
to be a backbone of the business as it proves to be a roadmap which helps in achieving the
overall goals of the firm. Hill, Jonesand Schilling (2014) described a business strategy to be
considered to be of the utmost importance because without a well-defined strategy of a business,
the overall goals as well as the objectives of the firm will not be achieved adequately and the

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firm will not be able to survive in the market for long (Pulaj, Kume and Cipi 2015). As the
competition can be understood to have increased considerably, the importance of the business
strategy can be stated to have increased and there exists a huge increase in the overall business.
The business strategy can be considered to be an integral part of the business plan and when a
business sets the overall goals and objectives in the right manner, it will be able to engage in
long term sustenance and ensure that the overall operations of the firm are carried out
comfortably.
The generic strategies theory
The generic strategy can be understood to be a useful strategy which assists any business
to understand the direction which is largely adopted by the firm. To understand where the
organization is leading, it becomes crucial to capture the overall strategy of the firm and to
determine where the firm would be in the next few years. (Noe et al. 2017) The different
strategies which are essentially described in the Michaelporter’s Generic strategy are as follows:
 Cost Leadership
 Differentiation
 Cost Focus
 Differentiation Focus

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Figure 1: The Generic strategies
(Source: Wheelen et al. 2017).
Cost Leadership
The first strategy in the Porters generic strategies can be considered to be the Cost
Leadership strategy. The cost leadership strategies state that any firm which wants to survive in
the long run would be required to target a considerably broad market and in line of this offer the
lowest possible price to the different customers. The firm is generally faced by two options in
this discourse. The first one is that the firm can keep the overall costs of the products or the
services being offered as low as possible or in a better case they will be required to have a larger
market share with an adequate average price. In both of these cases, according to Hill, Jones and
Schilling (2014), the main point comprises of keeping the company costs as low as possible. This
enables the firm to ensure that it will be able to attract a larger crowd. The different firms which

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generally make use of this strategy would be required to have substantial investment capital at
their disposal and will be required to have efficient logistics which will ensure that they are able
to incur considerably low costs when it comes to the labor and the materials. The firm generally
focuses on the internal procedures during this kind of a strategy.
Differentiation
The second generic strategies which can be rightfully adopted by the firms in the
competitive market can be stated to be related to the strategy of the differentiated offerings. This
means that, the different products and services which are required to be offered to the different
consumers can be scared to have considerably unique features (Brenes, Montoya and Ciravegna
2014). Although the firm aims to target a broad market, the product features are relatively unique
in nature and the firm aims to make the product more attractive than the other products which are
generally present in the market. With this, according to Moutinhoand Vargas-Sanchez (2018),
the firm makes to make the product as exclusive as possible and ensures that the firm is able to
present the consumers with an offering which seeks to meet their overall needs and in line of
this, the firm also aims to find considerable success in the long run. The organization which
seeks to follow the differentiation strategy aims to ensure that the firm is able to meet the needs
of the growing market and be able to have a creative approach. In a similar line of this, the firm
seeks to ensure that it inculcates flexibility in the workplace.
Focus strategies(cost)
The focus strategies can be rightfully considered to be the strategies which help a firm in
ensuring that it is successfully able to focus on one area which will help them to attain their
overall goals as well as objectives. According to Hill (2017), the cost focus strategy under the

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focus strategies aims to ensure that a firm will be able to target a niche market like where the
competition is comparatively low and offer the lowers pricing policy as possible. The dynamics
of the market need to be understood in this case and the overall strategy needs to be defend
accordingly.
Differentiation Focus
The differentiation focus strategy aims to target a niche market and offerings products
which have a unique offering. The strategy seeks to involve a considerably strong brand loyalty
amongst the different customers (Morschett, Schramm-Kleinand Zentes2015). The firm general
makes the offerings of a unique product to ensure long term growth.
Application to Uber
The generic strategy which is made use of by Uber can be stated to be a combination of
the cost based leadership strategy and the technology based differentiation strategy. The Uber
generally undertakes a small cut ranging between the mark 5 to 20%. As the firm does not hire
any full time riders or rides but uses a networking facility to grow the number of drivers. Any
individual with a valid vehicle will be able to become a driver for the firm. Hence, this assists the
firm in cutting down the maintenance and the cost of infrastructure. It is this cost cutting which
goes a long way in making the product considerably popular in the metropolitan areas. In
addition to this, the firm also makes use of the Technology based differentiation so as to ensure
that it is being able to gain a competitive advantage for the brand (Bryce 2017). The technology
has a key role to play in the business model and enables a majority of the services as offered by
the firm. Through the technology, the firm has enabled the convenience of the different
customers and added to the overall quality of the services in order to ensure that the organization

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is able to find considerate growth in the long run and the convenience also becomes considerably
better.
Growth strategies
Any firm which aims to ensure that it will be able to confirm considerable success for
itself in the long run would be required to undertake certain growth strategies, for it to be
efficacious in the long run and for it to be able to see to it that, it is able to achieve its overall
long term objectives (Ginter, Duncanand Swayne2018). The Uber has recorded a significant
growth in the past few years and in line of this, it turned out to be vital for the firm to ensure that
it is being able to maintain this growth rate throughout. For this, the use of the Ansoff matrix will
be made in rider to ensure that, the right growth strategy is captured for the firm.
Ansoff Growth Matrix
Morden (2016) mentions that the Ansoff Matrix was originally developed by Igor Ansoff
who published its first matrix Harvard Business Review and has given the different generations
of marketers as well as the business leaders a quick guidance which would assists them to
undertake growth and analyse the overall risks associated with each one. The different growth
strategies which the firm is open to can be understood to be as follows:
 Market penetration: According to Lasserre (2017), the market penetration can be
understood to a strategy which is generally recommended to be adopted by the different
firms who want to take the safest side and with respect to this, generally choose to focus
on the expansion of sales for the existing product in the existing market. In line of this, it
also needs to be understood that, the strategy is understood to be the safest one as the
existing market holds very few surprises.

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 Product development: The product development strategy is believed to be another crucial
strategy which is generally adopted by the different firms when they seek to introduce
new products into the existing market (Ansoff et al. 2018). In line of this, it also becomes
considerably important for the firm to ensure that, they are being able to present the
different firms with latest offerings.
 Market development: The market development strategy can be understood to be a
strategy whereby the firms aim to present an existing product in a comparatively new
market. This can be done by finding a new use of the product, altering certain features
and ensuring that the firm is successfully able to ensure long term success by finding a
new use for the product (Business2016). In this manner, when a new market is identified
the firm is successfully able to find long term success.
 Diversification: The diversification strategy is one of the most crucial strategies which
are generally adopted by the firm because they aim to present a new offering into an
entirely new market. This becomes risky because the market frame is unexpected for the
firm.
Application to Uber
The Uber is requisite to make use of countless growth strategies to ensure that the firm is
able to attain its overall objectives. The different growth incentive strategies that are largely
available to the firm can be stated to be the market penetration strategy and the market
developmentstrategy. Using the market penetration strategy, the firm has been able to make use
of its application to help the customers to connect to the drivers and ensure that they are provided
with low costs as well as additional initiative to build the customer loyalty (Bull et al. 2016). In
addition to this, the market development can be understood to be another useful strategy which is

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used by the different firms in order to introduce the product into new markets. The firm has been
successfully able to add new products in its portfolio. The markets with largest revenues and
customer base can be stated to be US, China, Brazil, India and Mexico.
These are the steps taken by the firm to attain long term competitive advantage for itself.
Capabilities and resources
Any firm which aims to attain success in the long run would be required to ensure that
they are successfully being able to utilise their overall resources effective and are also being able
to make use of their capabilities effectively. The Uber can be understood to be one of the most
successful firms as present around the globe. In addition to this, Uber needs to understand the
manner in which it will be able to successfully make use of its resources in the long run.
The resource based theory
The resource based theory tends to state that if an organization owns its own strategic
resources then, it is believed to have certain competitive advantages over the different
organizations which do not have the own resource. Some simple resources like the cash, trucks
as well as other assets are not considered to be the strategic resources because, they are present
with the firms who are the competitor companies (Gamble, Peterafand Thompson 2014). Hence,
in line of this, a strategic resource is required to fulfil the definition of being valuable, rare, non-
substitutable and difficult to imitate (Alvarez and Barney 2017). The valuable aspect of the
resource assists in improving the overall effectiveness of the firm and neutralises the
opportunities as well as threats. Moreover, a resource is understood to be rare when it is only
owned by a few and no other competitors, in addition to this, it will be Difficult to imitate those
resources which means they need to be protected by the intellectual property like trademark and

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other related aspects like the brand names. Lastly, it is also important that the resource needs to
be non-substitutable which ensures that it cannot be duplicated or replaced easily.
Application to Uber
The different resources which are largely possessed by the firm can be understood to be a
brand name, intellectual property right, financial resources, marketing strategies and the good
will of the firm. Out of these only the brand name and goodwill are such resources which cannot
be replaced and are rare in nature(Kozlenkova, Samaha and Palmatier 2014). Other resources
like the financial resources and marketing strategies can be easily replaced or substituted by
competitor firms.
Competition in the industry
The competition in the business atmosphere can be implicit to be very fierce whereby
there exists a considerable involvement of the different firms as present in the similar field which
then requires the firm to make use of its various resources and capabilities in order to ensure that
the firm is successfully able to attain long term competitive advantage and engage in long term
growth and sustainable market position. The two different theories which are largely related to
the competition in the market place can be understood to be the SWOT analysis and the Porters
five forces.
SWOT Analysis
The SWOT can be understood to an acronym for the Strengths, Weaknesses,
Opportunities as well as Threats which is generally used to analyse and predict the overall
competitive position of a firm in the market. Kaya (2015) mentions that the SWOT analysis
analyzes the internal as well as the external factors along with the current as well as the future

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potential of the firm. The SWOT analysis can be understood to be realistic look into the overall
strengths as well as the weaknesses of a firm and serves as a considerable initiative which can be
adopted by the firm in order to form a new strategy. The SWOT acronyms explained individually
can be understood to be as follows:
1. Strengths: The strengths can be rightfully stated to be the internal capability of the firm
that goes a long way in assisting the firm to excel and ensures that the firm can
differentiate itself from considerable competition. There are various strengths which can
be possessed by a firm and some of them can be understood to be the strong brand,
loyalty of the customers, balance sheet or the unique technology and others (David and
David 2016).
2. Weaknesses: The weaknesses are the internal in capabilities which are possessed by the
firm and limit the organization from performing at its optimum level. It can be stated to
be the areas where the business is generally required to remain competitive and retain its
capability.
3. Opportunities: The opportunities refer to the favourable external factors which are
generally available to the firm and may provide an overall competitive advantage to the
firm. For instance, it has to be understood that any governmental trade licenses and
related opportunities may be beneficial for any firm (Ortega, Jalón and Menéndez 2014).
4. Threats: The threats can be referred to as the factors which have a potential to harm the
firm. This means that if a firm wants to guarantee victory in the long run, then it would be
required to face all threats.

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Figure 2: The SWOT Analysis of Uber
(Source: As made by the author).
Five forces analysis
Hubbard, Riceand Galvin (2014) states that the porters five forces framework can be
understood to be a tool which can be largely used by a business to analyse the competition which
exists in a workplace. It makes use of industrial organization economics to understand the
competitive intensity which exists in the workplace and tends to ensure that the attractiveness of
the industry can be derived successfully in terms of the profitability of the workplace. The
different forces which are generally present in the five forces of the industry can be understood
to be as follows:

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1. Threat of the new entrants
The threat of the new entrants can be largely understood to be the factors which either
attract or repel the new entrants existing in a firm. In line of this, it needs to be largely
understood that, when there already exists a large number of players as present in the industry
with considerable competition, the threat of new entrants is low. Moreover, when there are strict
legislatives and laws existing in the industry, even then, the threat of new entrants can be
understood to be considerably low (Frynas and Mellahi 2015). The brand equity, economies of
scale and product differentiation can be understood to be the major factors which influence the
entrants.
2. Threat of substitutes
The threat of substitutes can be understood to be a similar offering made to the firm by
making use of a different technology (Verhoeven and Johnson2017). The examples of such
substitutes can be landlines and telephones, airlines or automobiles and other such products or
services. The potential factors for the threat of substitute can be understood to be the buyer
propensity to substitute, relative price performance of the substitute, the switching cost which
has to be incurred by the buyer and the product differentiation of the substitutes.

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Figure 3: The five forces of Uber environment
(Source: Phadermrod, Crowderand Wills 2019).
3. Bargaining power of customers
The bargaining power of the different customers can be describes as the market of
outputs with respect to which the ability of the customers to put the firm under relative pressure
can be understood and the price seniti is analyzed. According to Hitt, Xuand Carnes (2016),
various firms can also undertake measures to reduce the buyer power and implement certain
loyalty programs to ensure success in the long run. The potential factors affecting the firm can be
stated to be the buyer concentration to firm, buyer switching costs, buyer information
availability, the price sensitivity, differential advantage or the industry products and the
switching costs (Stead and Stead 2014).
4. Bargaining power of suppliers
The bargaining power of the different suppliers can be understood to be the market of
inputs. It is understood that an industry would be suitable for an individual which has a limited
number of suppliers (Ansoff et al. 2018). The different factors which affect the overall
bargaining of suppliers can be understood to be as factors of degree of differentiation of the
inputs, presence of the substitute products, the strength of the distribution channel, the employee
solidarity and the supplier competition.
5. Competitive rivalry
The competitive rivalry can also be understood to be a major determinant of the overall
competitiveness of the industry and hence, any good business should have an understanding of
the overall industry rivals so as to understand the positioning of the firm (E. Dobbs2014). The

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potential factors having an impact can be stated to be the factors relating to the advertising
expenses, competitive strategy and the innovation aspects.

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Chapter 3: Research Methodology
Overview
In order to carry out the research in a comprehensive manner, it becomes imperative for
the business to ensure that, they are able to adopt the right kind of research techniques which will
help in ensuring success with the overall research objectives and will also assist in improving the
overall field of study as present (Mackey and Gass 2015). Hence, this section of the paper will
outline the different research techniques which will be adopted for the paper and how the
research work will be proceeded.
Research Outline
The section will be laying down the different aspects of the research which will be
adopted for the study as present. The Research Philosophy, the Research Approach, the Research
Design as well as the Research Strategy will be outlined effectively. The chapter will also be
laying down the overall data collection as well as the Data analysis techniques which will be
adopted for the purpose of the research.
Research Philosophy
The research philosophy can be rightfully understood to be the clarification of the
assumption which is generally made about the overall nature as well as the source of knowledge.
The research philosophy can be understood to be the manner in which the researcher believes
that the data about a researcher needs to be collected and in line of this, it is also critical to
understand how this is going to impact the overall research objective which the researcher aims
to outline for himself. The research philosophy which was made use of in the paper can be stated

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to be the Positivism approach. In this research Approach, the researcher tends to underlie a
positivism approach which is based objectivities and well stated facts.
Research Approach
The research approach can be understood to be another crucial aspect of the Research
Methodology with respect to which, the researcher is able to understand the specific choice of
research methods (Malhotra et al. 2006). The research approach is generally of two types which
range from the deductive type and the inductive type. The deductive research approach can be
understood to be appropriate for this kind of a research topic and in line of this, the deductive
research approach was adopted for the paper whereby the information is deduced from the data
which is collected.
Research Design
The research design can be understood to be the manner in which the researcher wants to
analyze as well as present the findings which have been collected for the purpose of the paper.
The research design in any research paper can either be exploratory or conclusive in nature. The
research design which was adopted for the purpose of the research in this case, can be
understood to be the descriptive research approach (McCusker and Gunaydin 2015). In line of
this, the researcher would describe the data which is being extracted adequately. This shall go a
long way in assisting the researcher to understand the main issue behind the overall operations of
the firm and in a manner similar to this, it also assisted the research in presenting all the viable
researcher which is required to be present.

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Research Strategy
The research strategy can be defined as the overall research approach which the
researcher aims to make use of. In line of this, it can be rightfully understood that, they approach.
In the case the research strategy which has been adopted for the purpose of the research is the
Case study approach. In the case study approach, the case of the Uber has been analyzedcritically
and this has been successful in presenting an overall global approach to the different problems as
faced by the firm and also focuses on the future strategies which may be adopted for the firm.
Data collection
To respect to the same, there are two kinds of data which a researcher generally collects.
These can be understood to be the Primary data collection technique or the Secondary data
collection technique. Any business which wants to ensure success in the long run would be
required to use these methods. For the purpose of the research paper, the data collection method
which has been adopted can be stated to be the secondary data collection method. In this kind of
a data collection method, the researcher tends to secure the data from the different business
journals, newspapers, magazine reviews and the related mediums as possible (Peffers et al.
2007). Using the secondary data collection method for the paper, the researcher will be able to
attain a deeper insight into the overall operations of the firm as present.
Data analysis
The data analysis can be largely understood to be another crucial aspect of the Research
methodology with respect to which the researcher would be required to analyze the different data
sets and secondary information which is collected for the purpose of the research. The data
analysis method which has been adopted for the purpose of the research can be understood to be

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the qualitative analysis approach with respect to which by using the thematic analysis, the
answers to the research will be provided adequately.
Ethical considerations
The Ethical Considerations can be understood as one of the most specific and integral
parts of a research. All the research papers need to ensure that, they are able to integrate the
different principles of the ethical consideration in the paper in order to be successfully able to
carry out the overall research paper and achieve the research objectives (Moutinho and Vargas-
Sanchez 2018). The ethical considerations which need to be followed for the purpose of the
research can be understood to be the fact that in case any participants are involved in the
research, then the researcher will be required to take full consent of the different respondents as
present and in line of this the protection of the privacy of the research participants needs to be
ensured adequately (Newman, Benz and Ridenour 1998). In addition to this, the overall
confidentially of the research data needs to be maintained accordingly. Any deceptions or
exaggeration about the research aims as well as the objectives cannot be made adequately
(Marczyk, DeMatteo and Festinger 2005) . In addition to this, the researcher should not be
providing any type of misleading information and needs to present the data privacy in the right
manner. In addition to this, it can also be considered crucial to note that, no misleading
information has to be provided and in a manner similar to this, all biasness must be avoided
adequately.
Accessibility Issues
The accessibility Issues that lie within the scope of the paper can be understood to be
related to the fact that only the thematic analysis was made use of in order to present the overall
findings of the paper. In line of this, it also has to be noted that, as no questionnaire was made

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use of and the data as collected was solely based on the secondary sources of information
collected like the business reviews, the journals and the related sources, it can be stated to be that
with respect to this, the data as collected can be considered to be very limited in nature.
Summary
Hence, the given chapter outlined the research as present and in line of this it laid down
the various research techniques which were adopted for the overall purpose of the paper.

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Chapter 4: Analysis and Findings
Overview
The given chapter will lay down the overall performance of the firm and will thereby
propose a model which can be rightfully adopted by the firm. In addition to this, the overall
analysis of the Uber can be stated to be carried out accordingly. This thematic analysis will help
in the achievements of the overall objectives of the research paper and shall contribute towards
ensuring that the research questions can be answered adequately.
Thematic analysis
The thematic analysis is a popular qualitative analysis method which tends to make use of
a cluster of methods and then lays the focus on identifying a pattern from the given data set. The
primary purpose of the Thematic analysis can be stated to be to address the different questions as
present in the Research paper and in line of this, the patterns which are identified in the case of
the Thematic analysis generally tend to undergo a procedure whereby the validation of the data
familiarization can take place, coding is undertaken and in line of this, the overall research
questions are addressed accordingly (Businessinsider.in 2019). Through the format, the paper
will be able to focus on the overall growth and related concepts relating to the Uber as a firm.
The authors generally tend to make use of the thematic analysis can be stated to be because, they
are able to justify the different actions easily and are therefore, being able to achieve the overall
research objectives as present.
Justification and chosen approach
The reason why the thematic analysis can be adopted for the research can be understood
to be because, it helps in identifying the strategic problems which are being faced by the

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organization and in addition to this, it also helps in gaining an understanding of the manner in
which, the firm will be able to attain success in the long run. The different themes which have
been formed can be understood to be as follows:
Theme 1: Strategic performance of Uber in the international market
Uber undertook an idea which was difficult but it solved the problem and currently the
firm is a global company with its operations in more than 450 markets around the globe.
Through sheer excellence, the firm has been successfully able to expand its overall operations
around the globe and has its offices in all the continents. To top it all, Uber recently expanded its
overall operations to different markets like India and Thailand where the services of the
motorbike are generally common. The growth in the product as well as the geographic expansion
can be understood to be unprecedented. It can be mentioned that in line of this, Uber has been
able to move faster and better than any other firm which is present in the global industry.
However, in line of this, it has to be rightfully understood that, the model of Uber in the United
States cannot be necessarily successful somewhere else and they generally tend to drift away to
the Asian markets(Businessinsider.in 2019). When the different companies intend to expand then
in such a case, they are often faced by economic, political as well as the cultural environments in
addition to the other unforeseen domestic pressures the business is faced by. However, in line of
this, it can be considered essentially crucial to understand that, in the Asian market, the
challenges as faced by Uber can be stated to be considerably different and difficult. In line of
this, the only thing common here is that it solves the transportation issue (Wsj.com 2019). The
localization can be understood to be a key ingredient of the Uber`s Asia Pacific marketing
strategy as it tends to battle against the regional competition. However, in such a scenario for
Uber, the localization goes behind the services. The payment method as adopted by the firm also

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has to be altered accordingly as compared to the other countries. In the Asian countries, the Cash
can be understood to be an emerging medium of payment because the use of Credit cards and
Debit cards cannot be stated to be feasible in the Asian countries. The particular strategy of the
Uber is popularly known as a global strategy and this strategy provides the firm with adequate
flexibility in the different markets which the firm operates in (Nytimes.com 2019). The different
aspects of the global strategy of the firm can be understood to be a common aspect of the overall
strategy of the firm which covers the different strategies like Lion City Rentals in
Singapore whereby Uber has spread its operations considerably. In addition to this, in India the
company has come up with UberAUTO which provides auto rickshaw to the users.
Additionally, Uber Chopper has been launched in Shanghai which helps to ensure that, they are
being able to fulfill the needs of the people.
However, over the past few years, the organization has been faced by various problems in
the different countries and struggling in cities like China and in Europe. According to Ginter,
Duncan and Swayne (2018), the company has committed a classic globalization mistake and it
assumed that the market approach as adopted by the firm and its business model, would translate
easily into the other domains of the countries and the firm failed to check out the different
external environment problems which take place in the countries.
Theme 2: The Growth Model
Hence, in line of this, it can be rightfully mentioned that it has become considerably
difficult for Uber to deal with the local regulators and the labor groups as present in the
organization. There have been various anti Uber protests in various European cities and even in
Australia, Belgium, Germany and the Philippines there have been instituted short lived bans on
the service or levied stiff fines on the drivers. Hence, in line of this, it can be stated considerably

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that, the firm would be required to modify this overall strategy which has been adopted by it in
order to come up with a better and new strategy which would ensure that the firm is successfully
able to carry out its different operations in a smooth and sound manner (Businessinsider.in
2019). Moreover, it can also be deemed crucial to understand that, although Uber provides
considerable convenience to the different customers as present, but to form a competitive
positioning of itself in the market, the firm would be required to look after the labor as well as
the statutory mediums in order to long last in the field (Nytimes.com 2019).
Hence, although the overall strategy which has been adopted by the firm can be
understood to be considerably fair, however, for the future, the firm is required to successfully
able to retain this strategy and grow well. For this reason, according to Ginter, Duncanand
Swayne (2018), the company should consider the practices as well as the policies to consider
whether they were being appropriate to each and every specific country. The Uber would have
performed considerably better in case where the proper authorities would be in place and there
would be no legal or regulatory threat as faced by the firm. In addition to this, in order to make
the overall growth of the firm successful in the long run, it needs to invest considerably in
building relationships with the different unions with aggressive entry techniques so as to ensure
that it remains in harmony with them.
Theme 3: The Competitive environment
Uber can be understood to be one of the most popular private companies as present in the
United States and as the Uber provides the technology to book a cab with the help of an
application. The firm does receive client requests and sends the same to the different drivers,
who are within the same location (Nytimes.com 2019). The competitive scenario of the Uber
can be understood to be considerably tough and all over the globe there are various competitors

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of the brand. The first competition of the Company which can be discussed can be stated to be
the Lyft. The Lyft organization, is an application which can be made use of in order to book a
cab and the services offered by the company can be understood to be very similar to that of the
Uber as a brand and the app company tends to function in California and other states in the
United States as well (Wsj.com 2019). Although the firm does not engage in such vast markets
like that of Uber, however, it needs to be understood that, it does provide a considerably strong
competition to the firm in the state.
The Curb or the Taxi Magic application can be understood to be another critical
application which tends to operate in New York and manages all the Yellow and the Green cabs
in the city. As the company has an access to approximately 14000 green as well as yellow cabs,
which make it a strong competition to the Uber (Nytimes.com 2019). These firms ted to provide
tough compet6ition to the Uber brand in the Unites States and hence, this can be considered to be
a major reason, why the firm tends to expand its operations wo5rlwide as it will become
considerably easier for the firm to spread their technology in the other countries where the
competition is not that serious and the firm will easily be able to extend its market share
considerably. The Didi Chuxing can be taken to be another popular dominant taxi companies
which has its operations laid strong in the Chinese countries. The Didi tends to offer various
services like the Chauffeur services, the taxi hailing and the private car hailing to over 400
million people by the use of a Smartphone across the different cities as present. The company
has been successful able to reach various milestones and thereby in a manner similar to this, it
has been able to take up a huge market share in the Chinese market (Businessinsider.in 2019).
The company came up as a result between the KuaidiDache and the DidiDache. The
company performed considerably well and it is due to this that by t6e ends of the period, it was

34UBER
successfully able to take over the Uber branch in China. The application has also begun to
develop the English version of the application with aims to expand into the other Asian
countries. Another brand which is present in the Asian region can be understood to be the Grab
application (Wsj.com 2019). The Grab Application is a Singapore based company which has a
variety of logistics and ride hailing services through the mobile application and has its operations
in Philippines, Vietnam, Malaysia and Indonesia as well. The application has come up with
various translation services so as to break the barriers. Grab currently functions in 30 cities
around 6 countries.
In addition to these organizations, the company also has various indirect competitors
which range from the Local Taxis as present in the different countries. In majority of the cities
around the globe, the dsiffere4nt organizations have the Uber as a competition and in line of this;
the strategic areas tend to have a high number of these competitors who are willing to offer
competitive pricing to the brands (Nytimes.com 2019). These taxi brands function on a fist
come first service and this is what makes them this popular. These taxi brands also have the
capacity to argue for the location and the clients which can then give them an upper hand. The
Public transport also serves as another key competition to the brand.
Discussion
Hence, from the given analysis, it can be rightfully understood that the brand has been
performing considerably well and in line of this, over the years it has been able to come up with
consistent strategies and a comprehensive growth model (Businessinsider.in 2019). Although the
competition which is being faced by the company can be stated to be very huge, the company has
been able to come up with considerable ways which have gone a long way in assisting the firm to
attain all the success as possible. In the future, the firm will be required to come up with

35UBER
adequate facilities and competitive pricing which shall then enable it to combat against the
competition as present.
Chapter 5: Conclusion
Therefore from the given study and examination it can be rightly understood that, the
business environment can be understood to be very competitive and with reverance to this, it has
become considerably important for the different business organizations as present in the domain
of business that if they want to ensure long term success then in such a case, they will be
required to come up with various strategies which will then enable the firm to undertake an
overall success. The report outlined the overall background of the firm which was then followed
by a comprehensive Review of Literature. This review of Literature outlined the different
Strategic Management concepts which are required to be made use of the business, and how the
firm has been performing. The third chapter outlined the Research methodolog6y as adopted for
the paper and this was then followed by the Findings which were presented in the form of
thematic analysis. Although faced by considerable competition, the organization has been
successful in standing and making a strong place for itself.

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