Unit 32: Business Strategy

This report analyzes the impact of the macro environment on Uber's business strategies and provides insights into the internal environment and capabilities of the organization.

Unit 32: Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Applying appropriate frameworks analyse the impact and influence of the macro
environment on a given organisation and its strategies..........................................................1
M1 Critically analyse the macro environment to determine and inform strategic management
decisions.................................................................................................................................4
TASK 2............................................................................................................................................4
P2 Analyse the internal environment and capabilities of a given organisation using appropriate
frameworks.............................................................................................................................4
M2 Critically evaluate the internal environment to assess strengths and weaknesses of an
organisation’s internal capabilities, structure and skill set.....................................................8
TASK 3............................................................................................................................................8
P3 Applying Porter’s Five Forces model evaluate the competitive forces of a given market
sector for an organisation......................................................................................................8
M3 Devise appropriate strategies to improve competitive edge and market position based on
the outcomes.........................................................................................................................11
TASK 4..........................................................................................................................................12
P4 Applying a range of theories, concepts and models, interpret and devise strategic planning
for a given organisation........................................................................................................12
M4 Produce a strategic management plan that has tangible and tactical strategic priorities and
objectives..............................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
Books and Journals...............................................................................................................16

INTRODUCTION
Business strategy can be describe as the plan that is consider by organisation to
enhancing organisational practices and attaining business goals. There are different factors of
business that could have negative and positive impact on business (Park and Mithas, 2020). It is
essential for organisation to analyse these factors in order to develop effective business
strategies. This is significant for providing guidance and direction to organisation as well as
successfully carry out business practices. This report is based on Uber company. This
organisation is dealing in transportation sector and it is providing its services in different
countries. Uber company was developed in year 2009 and founder of this organisation is Garrett
Camp and Travis Kalanick. Head office of Uber company is located in San Fransicso California.,
U.S. This report will include appropriate frameworks to analyse macro environment. In this
report internal environment and capabilities of business has been determined. It consist of
Porter's five force model for evaluation competitive forces. Apart from this range of theories and
concept has determined for strategic planning.
MAIN BODY
TASK 1
P1 Applying appropriate frameworks analyse the impact and influence of the macro environment
on a given organisation and its strategies.
Mission of Uber – The mission of Uber company is to make transportation reliable and
providing high quality services to customers.
Vision of Uber – The vision of Uber organisation is to provide smarter transportation to
customers with fewer cars and greater access.
Objective of Uber – The objective of Uber company company is to become the worlds
largest transportation network in global market area.
Strategies is refer as the action plan which sis designed in order to achieve goals and
objectives of business (Yuan and et.al., 2020). Strategy play important role in achieving business
objectives as it will providing direction to successfully and effective conducting business
practices. Macro environment can be describe as the external surrounding of organisation which
will affect the performance and productivity of business. Strategic planning techniques includes
SWOT, PESTEL model, Balance scorecard and so on which provide complete guidance to
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performing business task. There are different frameworks that is significant for determining
external frameworks of Uber organisation.
Stakeholder analysis – This is the process of identifying and determining the people along with
their power and role with in organisation. It is essential for Uber company to analyse stakeholder
in order to take better decision for business (Suoniemi and et.al., 2020). Stakeholder analysis is
consider and power interest grid which is mention below -
 Keeping satisfied – It consist of people which have high power but low interest in
business operations. They arte the people who are having the power to change the system
for the organisation. As they are not highly involved in operation that are being done in
the company, but their decision making capacity in the company is high and they can
influence the working of the organisation. .For example government as it will affect the
decision taken by Uber company. Although the government might not have any interewst
in the working of Uber but they are having high power to influence the working of the
organisation. Like if they come up with some new law related to the company and to that
the coom pany have to abide.
 Manage closely – This includes individual with high power and high interest. They are
the one who are having the highest power in the company and they are also having
interest in the profitability of the company and for that they are willing to make the
decision that will help the company to make profits.. Owner of Uber company is consider
under this category. They are the who are having maximum stake in the company. They
are the high table and they are the one that will be making the decision for the
profitability of the company.
 Monitor – It includes stakeholder who have low power and low interest in business
operations. These are those stake holder who are having limited power with them to
influence the decision making of the company. They are also not interested in the
working of the company. For example media and NGOs which are associated with Uber
company. As they are not going to be affected with the working of the company and they
are also not having the enough power through which they can influence the decision
making of the company.
 Keep informed – This consist of the individuals who have high interest and low power
to take important business decisions. These are the stake holders who are having avery
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little power in the management of the company but their interest in the working is very
high. As they wasn't to know all the things that are affecting them or that are affecting
their share in the company.
Thus, it has been analysed that different stakeholder have different interest and power
with in organisation and it will lead to influence the business strategies and decision making
process.
PESTEL analysis – This is business tool which will help in determining external factor that will
have direct or indirect impact on business practices. This model will include - Political factor – Government of UK has developed different regulations and policies for
designation of the driver (Rahmawati and Rahadi, 2020). This will lead to affect internal
functioning and business operation of Uber. UK government has developed different
policies for organisation that is dealing in transportation sector which will influence
functioning of business. On the other hand, due to the changing political conditions of
US, the company is facing issues as its overall performance is declined at marketplace.
Moreover, it is important for the company to develop effective strategies in order deal
with the political situations in an effective manner. The government of UK is also
providing various industry with the subsidiary as they want the existing business to grow
and they want that through the growing of the business they are ultimately going to help
the in the economic growth of the nation. Economical factor - UK nation has one of the highest economic rates in all over the over
but due to COVID 19 it has affected economic system and GDP rates. This influence the
performance of Uber company. Due to COVID 19 economic rates have been decrease
that influence over customers capability to purchase products and services. In addition to
this, the company is facing many issues as people still not prefer cabs for travelling which
affect negatively on its sales and performance level. Due to the lower rates the the
company is facing the issues and they have to reduce the prices of their fares so that they
can stay in the market. Due to the poor economic condition also the people are not
having enough money for providing high fare, so they have to make sure that they are
charginbng reasonable fare from the clients. Social factor – Uber is considering diversity in its business operations. It has reasonable
fare and customer consider Uber as trustworthy services. This increases the chances of
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developing strong relationship with customers. Uber company staff is significant for
developing better relationship with customers and it will have direct impact on sales and
profitability of business. . The services that they provide to their customers are so good
that after delivering their service the clients will still be in touch with the organisation.
Uber is very active socially and all that they want is that they want to maintain good
relation with the their clients so that in the future the clients can recommend them to
different users. In addition to this, the company provide services at lower prices that
attract large number of people and leads to raise in profitability of company. Technological factor – This organisation has opportunities to increase penetration of
internet and smart phone user services to enhance the quality of services. For
enchanginbg the quality of their services Uber is using latest technology and through thei
they just want to provide with the best qualtiy of service that they can provide. Uber
company new and innovative technology is helpful for increasing performance and
potential of company. Along with this, the company has its own website where customer
can directly communicate to the service provider and resolve their issues as well. This
help company to enhance its customer base level in an effective manner. Environmental factor – Uber initiation of offering pool services is eco friendly and it
positively impact on environment. . Every company while they are doing their operation
have to keep in mind the environmental factors and for the same in Uk there are various
laws regarding the protection of the environmental factors. They also have to make sure
that the pollution emitted through them is limited to the instruction provided by bthe
government and that they don't harm the environment by any chance. This company is
considering the impact of its services on environment and focusing on protection. Uber
ensure to make use of carbon footprints in order to protect the environment in an
appropriate manner. This help company to raise its brand image at marketplace.
 Legal factor – This includes different laws and legislation such as changes in
employment regulation will lead to directly affect business activities. Modification in
employment legislation will have influence over productivity and profitability of
business. In Uk there are various type of regarding the protection of the employees and
the regarding the operation of the business .It is analysed that the higher authorities of
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Uber ensure that all the laws and rules is followed by them so that activities is
implemented without any interruptions and issues.
M1 Critically analyse the macro environment to determine and inform strategic management
decisions.
As per the view point of Lee and et. al., (2019) There are various opportunities for Uber
company in macro environment that will help in effective strategic management decision. This
organisation needs to take advantages of new and innovative technology in market area. This
support in enhancing business activities and influence the strategies of business. By developing
new skill respective company will be able to update Uber application and increase its
performance. In addition to this, it is important for company to develop effective strategies in
order to deal with the changing political conditions. It is determine that Uber facing negative
influence due to economical factors so there is a requirement to lower down the price as buying
and consuming power of people is declined. The macro fctors are the o9ne that ius goinfg to
affect the comopany the most they are also going to influence the micro environmemnt of the
company as well
TASK 2
P2 Analyse the internal environment and capabilities of a given organisation using appropriate
frameworks.
Macro environment can be describe as internal surrounding of organisation which will
includes capabilities and potential of business in order to successfully enhancing business
practices. There are different models that will help in determining internal environment and
capabilities of Uber company.
Mckinsey’s 7s model
This is the tool which is significant for analysing the organisational design by
determining different elements such as strategy, structure, systems, shared values, staff, style and
skills. This model includes three hard S's that is strategy, structure and system. Soft S's includes
skills, staff, style and shared values.
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 Strategy – Uber strategy is to provide high quality services to customers in order to
develop strong relationship. . Wirth the help of their high quality services they will be
able to make sure that they are satisfying the needs of the customers. This will help in
boosting sales of Uber services and enhance brand image.
 Structure – This refer as the organisational chart according to which information flows
with in the business. Uber structure is based on hierarchical structure to carry out
business activities systematically (Potjanajaruwit, 2020). with the help of their systematic
working they will be abler to make sure that all their activities are their and all of them
are effectively utilising their resources.
 System – This company is conducting business activities on various system which is
based on business functions. Uber app is very important system that enhance business
function. With the help of Uber app they are able to ease customers service. Thei will
also help the customer to book their ride at any place.
 Skills – Uber employees has various skills that is effective for performing different
business activities very well. Skills is significant for carry out business practices and
activities more creatively and successfully. They are also being provided with the training
and development program from time to time.
 Staff – This consist of the employees that is recruited, trained and motivated to perform
Uber activities in order to successfully attain business objective.
 Style – Uber company top level management includes supportive style for managing
business practices and carry out organisational activities (Iqbal and et.al., 2020).
 Shared values – This includes norms and standards which is significant for guiding
employees behaviour and organisation actions. They are doing their business with
ethical code of conduct in their mind.
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SWOT analysis – This is effective tool that is helpful in determining and analysing
different elements of business which will includes strategies and actions of organisation. SWOT
analysis in context of Uber is mention below -
Strength Weakness
This is the largest organisation which is
providing ride sharing services to customers.
Uber has strong brand recognition that is
significant for attracting more customers
towards business.
The major weakness of Uber company is that
its idea is business operation is very simple and
it can be easily imitated by other rival
companies (Mercado, 2020). Uber company
has low bonding with customers and it impact
on business relationship with customers.
Opportunity Threat
There are different opportunities in business
environment that could be attain by Uber
company. This company can use new and
innovative opportunity which will help in
Uber company has major threat form other
rival company as it is dealing in highly
competitive environment.
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Illustration 1: McKinsey 7S framework, 2021

enhancing its quality of services.
VRIO Model
This model will assist Uber company to analyse different resources of organisation that
will help in enhancing business practices and improving overall performance of organisation.
VRIO mode in context of Uber company is mention below -
Resources Valuable Rare Imitable Organised
Innovation ✔ ✔ ✔ ✔
Financial position ✔ - - -
Customer loyalty ✔ ✔ - -
Service quality ✔ ✔ - ✔
 Valuable - There are various resources of Uber company that are valuable to business
such as innovation, financial position, customer loyalty and service quality. Innovation
of Uber company will lead to increase it business performance and high quality services
will assist in enhancing relationship with customers.
 Rare – This includes the resources that is available only with Uber company. Its rare
resources includes innovative technology, loyalty of customers with Uber and its high
quality services. So, it is important for the company to focus on maintaining this
resources in a proper manner.
 Imitable – It consist all those resources of organisation that can not be copy by other
rival companies (Macchi, Savino and Roda, 2020). Uber imitable resources includes
innovation technology. This will help company to attract large number of customers and
enhance its customer base level in an effective and appropriate manner.
 Organised – Innovation and service quality resources of Uber company is well organised
that will positively influence business practices. In addition to this, it also allow business
entity to improve its brand image at marketplace.
The department that is responsible for having the most profit or the department that is the most
important for the organisation is the innovation depatment.
Value chain analysis
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This can be describe as the process that will assist company is determining firms primary
and support activities which will add value to final products or services. Primary activities of
Uber company includes inbound logistics, operations, outbound logistics, marketing sales,
services. These primary activities of respective company is significant for providing high quality
services to customers and marketing sales practices is helpful for attracting more customers
towards business. Support activities of Uber organisation includes firm infrastructure, human
resource management, technology development and procurement. Uber has strong infrastructure
of business which provide accurate facilities to primary activities. Human resource management
of Uber company is significant for providing training to its employees so that all activities can be
performed significantly (Dau, Moore and Kostova, 2020). Technology development and
procurement play crucial role in enhancing business functions.
Cost benefit analysis
This is refer as the business process which is used in order to analyse decisions. In this
process company will determine the benefits of particular situation along with subtract the cost
association for taking action. The model will help Uber company to take correct decision that is
effective for enhancing business activities and increase profitability.
Internal environment of Uber company can be successfully and effectively analysed by
different frameworks. Mckinsey’s 7s model, VRIO Model, Value chain analysis and Cost benefit
analysis will provide information regarding different aspects of business and assist in better
decision making. Along with this, it also help in gaining insight about internal capabilities and
weaknesses which in turn help company to develop effective strategies and gain opportunities in
an effective manner.
M2 Critically evaluate the internal environment to assess strengths and weaknesses of an
organisation’s internal capabilities, structure and skill set.
In view of Mittendorf (2017) Internal environment includes various strength and
weakness of business which will impact in Uber capabilities and skills set. This organisation is
consider effective technology which is significant for successfully conducting business task
(Valenti and Horner, 2020). It has highly skilled employees who are performing business
activities in required and effective manner. This assist in increase customers satisfaction and
increasing customer services. It is analysed that Uber make use of innovative technologies and is
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consider as strength of company. In addition to this, the company is facing legal issues that
impact negatively on its brand image and decline its performance level as well.
TASK 3
P3 Applying Porter’s Five Forces model evaluate the competitive forces of a given market sector
for an organisation.
The balance score card
This is the framework which is implement as well as manage strategy of Uber company.
This model is related to organisational strategic objective, measures and targets which needs to
be consider by organisation while providing business practices. Balance scorecard assist Uber
company to make balance between financial measures with the performance measures with the
motive of accomplishing business objective. This model will includes four scorecards
perspectives such as financial, customers, internal processes and operational capacity.
Porter's five force model
This model was developed by M. Porters in year in year 1979 and motive of developing
this model is to analyse competitive forces which are affecting industry. Through this model
Uber company will be able to determine various forces of industry that will affect its functioning
and business practises. Porter's five forces model in context of Uber company is mention below - Threat of entry – This force of porter's model will includes the issues that will affect the
functioning of business due to new entries in the organisation (Bhale, 2020). Uber
company is providing business activities form many years and it has developed strong
brand image. New entrant company will require more time to gain trust form customers.
So this threat will have lower impact on Uber business practices. This threat is ver low
for the organisation as there are various laws regarding the entry in this industrial
segment. Bargaining power of buyers - This includes the force of buyer for bargaining regarding
the the price or offering of company. Uber company is providing high quality products in
affordable cost to customers. Buyers are very demanding and this force will have
moderate impact on business. The bargain power of the buyer is very high in this
industry.
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 Bargaining power of suppliers – There are various suppliers in market are that is
providing high quality resources to customers. Uber company has more choice to
purchase raw material and other resources. So this force have lower impact on business.
The power of the supplier in this industry is very less as there are a lot of suppliers out
their in the market. Threat of substitutes – This includes the threat of Uber company form other
transportation facilities. There are other sources of transportation that will Uber
profitability so this force have moderate impact on business. If the company raises their
prices then the customer will be prefering other modes of travel.
 Industry rivalry – There are many rival company which are performing business
activities in transportation sector. Uber company has major threat from these companies
and this force have high impact. The rivals of the Uber are having very high power to
penetarete market and they posse a very serious threat.
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Ansoff's matrix
This model is also known as Product/ market expansion grid which is developed with the
motive of providing direction to organisation (Hauser, Eggers and Güldenberg, 2020). Ansoff
model is developed by H. Igor Ansoff in year 1957. This model is significant for developing
better strategies that will lead to success and growth of business. This model includes different
strategies that will support Uber company to enhance business operation. Ansoff matrix is
classified into four parts such as -
 Market penetration – This strategy refer as the practices conduct by business for
increasing sales and profits of organisation. Market penetration is consider as one of e
simplest business strategy as in this organisation is focusing on selling its current
12
Illustration 2: Porter's 5 forces model, 2021

products or services to existing customer base. In this strategies Uber company can use
promotional strategies such as discount and other offerings to attract more customers.
 Product development – In this strategies Uber company will have to develop or create
new product which is accurate as per the demand of customers. Product development
strategy is significant for determining customers needs so that organisation can create
appropriate products (Lipsmeier and et.al., 2020). This strategy will help in full filling the
requirement of customers by providing unique products.
 Market development – This can be describe as the strategy for expanding and
developing business operations. Market development strategy refer as Uber company
offering current products to new customer base. This strategy is significant for growth of
business and enhancing market share.
 Diversification - This is the most complex and difficult business strategy as in this
organisation is planning to introduce new products to new customer market area.
Diversification strategy include more risk and it will lead to have direct impact in sales
and profitability of Uber.
Thus it has been analysed that Uber company have major threat form current rival
companies and it is essential for organisation to develop better strategies and action plan in order
to overcome threats and enhance business practices. Uber company needs to consider market
penetration strategy that will have significant impact on overall performance of business as well
as increase in sales or profitability of business.
M3 Devise appropriate strategies to improve competitive edge and market position based on the
outcomes.
 This organisation needs to consider new and innovative technology in order to improve
competitive edge over other rival companies.
 Technology will assist Uber in increase its services and providing better quality services
in affordable price.
 Product development strategy by improving Uber application features will assist in
improving competitive edge. This will help in attracting more customer and developing
customer base of Uber company. Through this marketing position of Uber will be
enhanced and attain advantages over other rival companies.
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 In addition to this, it is important for the company to remain in touch with its customers
as it help in retaining them for longer time period. Moreover, the company can also focus
on bringing some innovative services as it assist in attracting large number of customers
and enhance its profitability and performance level in an appropriate manner.
TASK 4
P4 Applying a range of theories, concepts and models, interpret and devise strategic planning for
a given organisation.
There are different theories and model that will help Uber company in strategic planning.
Different models and concept in respect to Uber is mention below -
Porter's generic strategy
This model is developed by Porters in order to support business for developing strategies.
This model has suggested different strategies that is significant for business in order to attain
competitive advantage over other rival companies. This model includes different strategies such
as - Cost leadership - This strategy refer as traditional approach in which company is
focusing on gaining cost leadership then other rival companies (Coulson-Thomas, 2020).
In cost leadership strategy, Uber company will be the lowest cost producer in the industry
and provide its services or products at the lowest rate. Through cost leadership approach
respective company will be able to provide high quality products and services in less
cost. Differentiation – Differentiation strategy includes different the action in which company
is focusing of providing new and different products or services which is not provided by
any other rival company. Through this strategy Uber company will be able to influence
more customers towards business. This is significant strategy that assist in providing
complete new and innovative products to customers and meet with their demand.
 Focus – Focus strategies is classified into two parts that is cost focus and differentiation
focus. In this organisation will be providing its products to limited market area. Uber is a
multinational company which is offering its products to larger customer base. This type
of business strategy is significant when company is products its products and services to
limited market area.
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Bowman clock strategy- In 1996 two authors namely David Faulkner and Cliff Bowman
gave this strategy after a lot of research and analysis of the market. It is a option that gives the
option to explore the strategic position of the product that is it must be placed or positioned in
such a manner that it would take a lead above every other competitor in the market. LOW PRICE AND LOW VALUE ADDED- It is not a very competitive strategy as it
says that prices are at its lowest and only by selling large quantities profit can be earned
that too very little (WangChen, 2020). Uber can do it as it a well established brand and
can afford to dip its prices up to a certain level so that it is profitable. This can be helpful
as mostly customer search for products that are cheaply available so it can fulfil the needs
of both the buyer and the seller LOW PRICE- In this businesses used to keep their prices low but still can get a good
amount of profit by selling large quantities so many competitors enter the market. Uber
can use it to its advantage as many competitors enter this market so it can result in
decrease of price below what a firm would willing to do. As it is done so the company
can use it by reducing the prices of their product and if they capture a big share then it
would make a huge difference in the profitability of the firm. HYBRID- As the name suggests it involves two things that is low price as compared to
the market but also thee is product differentiation. Uber can use it as it is a best stage to
put up a new product with comparatively low price so that it can gain more and more
customers and thus making a good market position. This which can lead to greater
acceptability of the new product and can help a business grow in all dimensions. DIFFERENTIATION- It says that differentiation of a product can be helpful in getting
an extra amount from the customer. Uber can gain by its brand value as it plays an
important role in product differentiation. It can add to the firm's profitability and loyalty,
brand preference and awareness can also be helpful as it can act as medium through
which buyer can purchase a specific product without much hesitation. FOCUSED DIFFERENCIATION- In this a firm places a product at a higher price
bracket which tends to give higher results. Uber can put products in a range higher than
above as it can generate a large amount of profit margin. The margin of people is small
but the amount is huge so it can make a vast difference.
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 RISKY HIGH MARGINS- It is a strategy which is not much competitive as in it a
product is placed in the high price range without providing any additional benefit. Uber
can use it as it is profitable in the short run as products are of high value with no extra
cost. As anything else is not spend it will result in whooping profits that can add to the
profitability and growth of the business. MONOPOLY PRICING- It is a strategy where there is monopoly that is no one is selling
the same product in the market (Adel, Mahrous and Hammad,. 2020). This will result in
capturing the whole share of market and huge profits but due to these reasons these type
of firms are highly regulated which can act as a barrier.
 LOSS OF MARKET SHARE- In it price is set for a product that is high as compared to
other products as well as there is no extra benefit. It can't be applied to Uber as buyer will
shift to other better option in which prices are low with extra benefits. It is harmful as it
will make huge losses as well as it can tarnish the image of the company as substitutes
are easily available.
Strategic plan of Uber company is significant for enhancing its business performance as
well as attracting more customers. In order to attain growth and development Uber organisation
needs to consider hybrid strategy, diversification as well as vertical or horizontal integration.
This will assist in successfully conducting business practices as well as gaining competitive edge
over other rival companies.
M4 Produce a strategic management plan that has tangible and tactical strategic priorities and
objectives.
Strategic management plan is refer as the proper document that will includes different
strategies and action plan to increase business practices. Objective of Uber company is to
increase brand image and attract more customers. Tactical strategies for Uber organisation is
differentiation. This strategy will help in providing new and unique services to customers that
will lead to influence more customers towards business.
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CONCLUSION
From the above report it can be concluded that it is crucial for organisation to develop
better strategies that will lead to growth of business. It is essential for organisation to analyse and
evaluate different factors that will lead to have impact on performance of business. PESTEL
analysis is significant for determining external factor to develop strategies. Porters five force
model will assist in analysing the competitive force to attain advantages over rival companies.
Apart form this it is crucial for organisation to develop better strategies by determining different
strategies.
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