Unit 32: Business Strategy

Business Strategies

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task 1...............................................................................................................................................3
P1. Applying appropriate framework analyse to having impact influence of Marco
environmental of given organisation strategies......................................................................3
Task 2...............................................................................................................................................5
P2. Analyse the internal environment and capabilities of given organisation using appropriate
framework...............................................................................................................................5
Task 3...............................................................................................................................................8
P3. By using Porter five elaborate the business strategic formulation to evaluate the
competitive forces in the market in the context of organisation............................................8
Task 4...............................................................................................................................................9
P4. Applying a range of theories, concept and model interpret and devise strategic planning of
given organisation..................................................................................................................9
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
The term Business Strategy is refers about the planning, creation of creativity in felid of
management, this concept is tend to depicts about to involves the formulation and
implementation the major objective accomplish to better initiates by an organisation’s which
enhance systematic assessment of the internal and external for scrutinize environmental in
organisation perspective.
As to enhancing better service, the company is consideration of Uber Technology
incorporate as it commonly used by Uber technology is general motor where it offers vehicles
towards food delivery within having packages freight transportation and through a partnership
and they provide rental service of delivering cars and scooters (Abugre and Anlesinya, 2020).
The company is based on San Francisco and has operates in 900 metropolitan areas worldwide. It
ahs one of largest provider in gig economy sell driving cars (Ansoff and et. al, 2019. In this
report the topic are going to covers the external environmental to given strategies. Internal
environmental that enhance to better capabilities of given organisation, Porter five forces model
for better evaluate to competitive advantages and different theories model applies in strategic
planning for selected organisation.
MAIN BODY.
Task 1.
P1. Applying appropriate framework analyse to having impact influence of Marco environmental
of given organisation strategies.
Macro environment: It is the type of business external factor that helps to identify better
functioning. The company establish to estimated company. As it helps to measure overall
external eniornemnat information in terms of scope and range of business related can expand
in better way. It comprise of efficient tool which help to identified outside factor from Pestle
Analysis.
Pestle Analysis: This framework support to scanning towards external environment for
better retrenchment of measuring challenges and opportunities in business related activities
in form of political, social, technological, economical, environmental and technological
(Baumgartne and Mangematin., 2019). As in following below Uber company is adopt for

Pestle Assessment for their long term growth in United Kingdom region. As Uber wants to
establish their business or service in UK sector for better development.
 Political: This factor is comprising about norms, rules and regulation which is enhanced
by corporate guidance that regulated by government of specific country. As United
Kingdom political condition is quite stable, the company Uber can attain many benefits
from political factor such foreign trade policy, corporate taxation, fiscal policy that
helps to increase business in corporate world. For Uber company there negative impact
of Brexit Market which not allow to trade business in European country which can reduce
the growth in productivity.
 Economical: According to this factor it reflects the performance of economic about
specific country where their supply and demand, productivity rate, employment rate and
optimum usage of resources availability in comes under takes GDP rate. In United
Kingdom the situation of economic criteria is far better, as the value of pounds currency
is much productive (Clemons and et. al, 2019). Uber company can easily attain their
product and services in effective manner, but there is uncertainty of recession, inflation
and economic downfall which can happen in certain way. Apart from it, Brexit market is
prevails huge barriers some how they would attain competitive advantages.
 Social: In this macro factor it facilitates internal as well as external information related
with demographic and geological aspects where company can determines their target
people through age, gender (Cosenz and Noto., 2018). Caste and taste preferences which
enables to highlight better product and service deliverables in effective manner. As per
scenario of Uber company they can approach their service in all over United Kingdom
region through geological factor is because Uber is mainly provide transportation service.
 Technological: It is mainly comprise about the availability of resources and enhance
effective research and development from perspective of company. As per situation of
Uber company they mainly deliverables transportation services, through which they
require better technology to accomplish the targets. The factor of artificial intelligence is
wider scope in United Kingdom where they involves high proficient resources
involvement effective manner.

 Environment: Through this factor multinational companies used to contribute
betterment towards for society where companies get ti attain tehri brand value and
positive awareness in societal factor. As Uber company team member ensures that they
would get approach CNG gas to use as fuel and reduces the amount of petrol which
better enhance contribution towards environment background.
 Legal: In this factor is consideration where governmental policies in term of impact of
performances of company which is similar as in international brand of companies where
Uber company need faces many barriers through policies that can effectively use by
company by implement which mainly prescribed better compliance oriented rules such
as Employment laws, minimum wages.
Task 2.
P2. Analyse the internal environment and capabilities of given organisation using appropriate
framework.
Internal Environment: It defines about the set of culture members, events and factor within an
organisation that has the ability to effective influence the decision making towards organisation
and specify the behaviour and attributes from human resources department. As for assessing
internal environment about framework of Benchmarking and VIRO model analysis of Uber
company perspective:
Benchmarking: This is trait of process which is measuring the performance of company related
product service which regulates through process of business consideration to the best in the
industry. The purpose of benchmarking to better identify internal opportunities for effective
improvement. To enhance a necessity of study about superior performances as it enhance
possible. It involves the process which reflects about product and service of benchmarking are:
 Planning: In this step of benchmarking, where it helps to focus on quality of project or
study data which is opted for organisation success material (Cusuman., Gawer. and
Yoffie., 2019). To setting criteria where uber marketing team expects from employees
and other co-workers that they enhance a better relationship to better establishment.
 Collect: by collecting data related information in qualitative and quantitative manner that
reflects numeric data and effective trait of questionnaire within face to face interview.
Uber can conduct research where they can ask certain question from people about heir

services, through this practice it provide a certain idea to enhance better business
operation presumes.
 Analyse: Through developing goals by collecting data in numeric and theoretical format
which commence a better understand within partners. By determines the difference in
practises that cause the gaps.
 Adapt: To making develop goals your organisation goals with systematic procedure, on
the basis of that Uber company can structure their plan to better accomplish those goals
and interpret within monitor the plan effectively.
 Consideration: By analysing the overall structure there is full accomplish of better
benefits benchmarking to enhance better study by control.
Two types of Benchmarking:
 Technical Benchmarking: Through this type of benchmarking it depicts about staffs
that better determine the capabilities towards product and services, on specifically by
comparison between product and services towards leading competitors (Habib and
Hasan., 2019). In context of Uber company they need to measure their service quality
and compare with other transportation service where they would get effective issues of
solution.
 Competitive Benchmarking: It enhance for pursuing to major compare within an
organisation that efficient leading competition. As within the respect to critically
measure essential attributes that enhance better function or value which highly
associated on organisation product and service related. As Uber need to make their
product and service in effective quality enhance for better attainment to design
misguided and they can compete with other services and give tiff competition by raising
highly benchmarking.
VIRO Analysis:
This is business type of analysis that predicts to form part of firm which is larger strategic
scheme. The basis strategic vision of any company that effective continues through highly
objectives through better internal and external analysis, strategic choices within strategic
implementation. Valuable: When resources are valuable, it effectively provide certain benefits of
organisation. Uber is having valuable resources like human resources, finance

department and production manpower are one of important factor for valuable
resources. Rare: This type of resource is mainly emphasis about uncommon by most of the
organisation presumes about which is precious and not easily available in other way
(Hendy and et. al, 2020). The Uber is having their own production and service centre
which provide unique hospitality service that not commence by other service centre
company. Hard to imitate: The resources are hard to imitate where they are extremely expensive
or high cost incurred which is nit acquire by others. A different source of resource is
hard to recognize where they immediate on the basis of legal proceedings. Some of the
resources are considerable to gain high competitive advantages where it consists
valuable. Organised: This helps to identified the organised which capture to the value that
supported to the long process of structure which emphasis the culture and norms of
company (Lanzolla and Markides, 2020). Other aspect which is considered toward
imitate within manpower, assigned job role and responsibilities and infrastructure.
VIRO Analysis
Resources Valuable Rarity Inimitable Organized What is the
result?
Human
Resource
Yes Yes Yes Yes Competitive
Disadvantage
Innovation Yes NO Yes Yes Partially
competitive
Customer
Loyalty
Yes Yes No Yes Temporary
competitive
advantage
Service Quality Yes NO Yes Yes High
Competitive

advantage
In above VIRO Analysis of Uber company it emphasis about four factor of major
components in terms of Human resource, Innovation, Customer loyalty and Service Quality.
Whereas, the proper systematically having valuable with rare aspect of human resource
activities which is imitate and proper organised. The innovation is commence valuable but
rare which enhance easy to acquire by others as well as effectively imitate and stable
(Lombardi and et. al, 2019). As the customer loyalty is not imitate where it enhance a value
with better organised. Service quality is provides is better form and it has rarity which
overall organised in effective format.
Task 3.
P3. By using Porter five elaborate the business strategic formulation to evaluate the competitive
forces in the market in the context of organisation.
Porter five forces: It is a framework which enhance to provide information as per
according to the market performance situation in term of product and services substitute,
new player entry and nmber of buyer and suppliers are commence to industry rivalry in
competitive market. Similarly, for Uber technology having porter forces assessment in
which to mapped about company’s challenges and opportunities can faces by them in
effective manner.
 Industry Rivalry: As Uber company is having presence in many countries where there is
high competition of industry rivalry. The market is very intense structure where many
other transportation service is involves in competitive market (Müller, Buliga. and Voigt.,
2020). Uber wants to establish their venture in United kingdom there is high form of
coemption arises as local cabs are still provide better service where Uber can be face
clashes, not only that other service industry are Ola, Grab, Didi, Curb etc are much more
influence the market with their presence.
 Threats of New Entrant: In this kind of structure business model of Uber is having high
influence new entrant where it does not take any cost effective to build. According to this
type of concept of business operates who presumes to work as per according to introduce
new cars and get it registered and effective manpower work in flexible working hours. As

if any company is shows interest to enter in this industry there would be less cost
effective and barrier entry is having low segments. Many people are seeking and they
found to other alternatives for better travelling in economic range.
 Threat of substitute: As per scenario of Online transportation services is now huge
influence where many other substitutes are highly presence in the market with their
effective services. It reflects high threat of substitute where there is better convenience in
which price to provide customer where many other companies is having direct
competition with uber (Pourali and et. al, 2019). In United Kingdom, or other countries in
where Uber has establish their services there is local taxis which are most prominent
service which people use to approach easily. These kind of barriers and substitute can
reduce the growth of business growth.
 Bargaining power of suppliers: The influence of supplier of Uber company is moderate
or low range as it dependent on the individual driver where their cars and other
outsourced product provide better services which they can enhance to give better and
effective supplier (West and et. al, 2018). Therefore these supplier are counted as high
bargaining power of suppliers and there is risk for Uber company that if a case arise in
negative factor then it will only impact on Uber’s brand and its performance in market.
 Bargaining Power of Buyers: The Buyer of Uber is not in permanent where it unless
becomes a loyal towards the company because their service are propounded to provide
with a reason behind it. As many other services and transportation company are having
better presence in which people can approach the product and services as per their
convenience (Riwanto and Andry, 2019). These scenario shows that there si high
influence of bargaining through customer. As many customer are faces prices in Uber
where they leaving and other disadvantages mainly compete on the basis of prices.
Task 4.
P4. Applying a range of theories, concept and model interpret and devise strategic planning of
given organisation.
Porter Generic Strategies: According to this strategic approach it emphasis about product
and service in all industries where all organisation depicts sizes and scope. It mainly
consider better cost leadership strategic and differentiation of desirable product to determine

effective focus. Similarly, porter generic strategic is explains on the basis of Uber company
perspective. In following there is elaborates of four types of process towards Uber company:
 Cost leadership strategy: As in this strategic practise it mainly emphasis of better
competitive advantages to developing new plan which enhance better sales and
undertakes the competitors. By increasing market share price through changing of lower
prices to enhance better reasonable product. By applying of this practise in Uber
technology can enhance better regulatory of reducing prices to increase the revenue
purposes.
 The Differentiation Strategy: It mainly involves to forming products or services that
predicts different from more other product which enhance to attract other competitors.
Within the perception of customer thy usually compare product and services with other
brand or competitors effectively (Savitri, 2018). As per perspective of Uber company
which enhance to features and functionally ,durability check by clients and support to
increase the brand image in competitive marketplace.
 The Focus Strategy: On the basis of focus strategies which mainly determine the niche
market to better understanding of dynamic of low costs as well as specified towards
product and services. The Uber company ensures that their service quality served within
unique style and effectively build strong relationship with customer for long term
purposes. This strategy is less attract to competitors.
Interpretation:
In above Porter Generic strategic towards Uber company, their marketing team must
focus on cost leadership strategy where they need to compromise with their prices and increase
their profitability in effective manner (Teece., 2018). As many other competitors and their
substitutes product and services are prevails more competitions where it directly enhance better
business expansion and it helps to gain high competitive advantages.
Ansoff Matrix: It is process of strategic planning which is mainly planning technique that
better provides a structure which supports to executive, senior managers and innovative
marketers that enhance to devise strategies which implies better further growth. As in below
there is analysis of Ansoff Matrix for Uber company that provides better understand of marketer
and products in competitive marketplace.

 Market Penetration: It mainly refers to selling and existing product to existing market.
As Uber company is basically approach market penetration via application of various
sales promotions techniques. Uber services is enhance VIP member service in which they
provide extra transportation service with limited cost incurred. Somehow, this services is
only for special loyal customers who were stays of long term purposes.
 Product Development: This involves the process of selling new product in existing
market. By effectively providing better transportation service where Uber were provides
their service on hetch pack cars (Theoharakis, Bicakcioglu and Tanyeri., 2019). But now
they came in new concept of servicing as now the allows SUV, primer cars, bike as they
provide different alternative to customer point of view to approach as per their
convenience.
 Market Development: According to this development strategy where marketer provides
new product in new market for selling purpose. The company Uber has introduced their
new venture in United Kingdom with better finding of product in San Francisco as well
as it mainly operates 760 countries worldwide (Tuan , Thanh and Le Tuan, 2019).
Through this global transportation company has it own vision to acquired more advanced
technology which boosts up the business for new market development.
 Diversification: Through the involvement of practise that developing new product to sell
towards new market (Varadarajan., 2018). It tends to be one of riskiest strategy as they
launched taxi company where they entered their take away towards Uber eats segments.
In above Ansoff Matrix analysation for uber company’s product and services scope for
betterment aspect their marketing team need to focus on Product Development. To intruding
new type of services in reasonable price to decides on economic scale basis which helps to
initiates better performance as well as the ability of gaining competitive advantages in better
way (Visnjic., Neely and Jovanovic., 2018).

CONCLUSION
Through explanation of above report of business strategy in describes of Macr
environmental of Pestle, Swot, Porter five forces and Ansoff matrix analysations are
concluding the market is fluctuates as per the trending which consumer are tend to be
expected by the company have to follow the guidance of the market researcher which gives
the product information in terms of quality and configuration. And by using of managerial
approaches which provides the basic techniques of market about how to perform and when?
By using of VIRO model t helps to determine the objectives in context of organisation’s
resources. As above all process of implementation in business to accomplish better
competitive advantages. To highlight two methods of external assessment such porter
Generic model and Ansoff Matrix that enhance to improve and guide about how business
can develop and gain more competitive advantages in better approach. By determines Cost
leadership strategy for reducing price and increase profit and in other hand, Product
development helps to enhance better new concept of product inbuilt for customer retention
and competitive advantages.
1

REFERENCES
Books and Journals
Abugre, J.B. and Anlesinya, A., 2020. Corporate social responsibility strategy and economic
business value of multinational companies in emerging economies: The mediating role
of corporate reputation. Business Strategy & Development. 3(1). pp.4-15.
Ansoff and et. al., 2019. Societal strategy for the business firm. In Implanting Strategic
Management (pp. 285-310). Palgrave Macmillan, Cham.
Baumgartner, M.A. and Mangematin, V., 2019. Strategy renewal: breaking the mould with new
business models. Journal of Business Strategy.
Clemons and et. al, 2019, January. Platforms in the Sharing Economy: Does Business Strategy
Determine Platform Structure?. In Proceedings of the 52nd Hawaii International
Conference on System Sciences.
Cosenz, F. and Noto, G., 2018. A dynamic business modelling approach to design and
experiment new business venture strategies. Long Range Planning. 51(1). pp.127-140.
Cusumano and et. al., 2019. The business of platforms: Strategy in the age of digital competition,
innovation, and power. New York: Harper Business.
Habib, A. and Hasan, M.M., 2019. Business strategy and labor investment
efficiency. International Review of Finance.
Hendy and et. al., 2020. Enterprise Architecture Artifacts Enablers for IT Strategy and Business
Alignment in Forwarding Services. International Journal of Advanced Trends in
Computer Science and Engineering. 9(2). pp.1465-1472.
Lanzolla, G. and Markides, C., 2020. A business model view of strategy. Journal of
Management Studies.
Lombardi and et. al., 2019. Entrepreneurial universities and strategy: the case of the University
of Bari. Management Decision.
Müller, J.M., Buliga, O. and Voigt, K.I., 2020. The role of absorptive capacity and innovation
strategy in the design of industry 4.0 business Models-A comparison between SMEs
and large enterprises. European Management Journal.
Pourali and et. al., 2019. Business strategy, earnings management, and IT
management. International Transaction Journal of Engineering, Management, &
Applied Science & Technologies. 10(11). pp.1-11.
2

Riwanto, R.E. and Andry, J.F., 2019. Enterprise Architectures Enable of Business Strategy and
IS/IT Alignment in Manufacturing using TOGAF ADM Framework. International
Journal of Information Technology and Business. 1(2). pp.7-7.
Savitri, E., 2018. Relationship between family ownership, agency costs towards financial
performance and business strategy as mediation. Verslas: teorija ir praktika. 19(1).
pp.49-58.
Teece, D.J., 2018. Business models and dynamic capabilities. Long range planning. 51(1).
pp.40-49.
Theoharakis, V., Bicakcioglu, N. and Tanyeri, M., 2019. Green business strategy and export
performance: an examination of boundary conditions from an emerging
economy. International Marketing Review.
Tuan, M.N.D., Thanh, N.N. and Le Tuan, L., 2019. Applying a mindfulness-based reliability
strategy to the Internet of Things in healthcare–A business model in the Vietnamese
market. Technological Forecasting and Social Change. 140. pp.54-68.
Varadarajan, R., 2018. Innovation, innovation strategy, and strategic innovation. In Innovation
and Strategy. Emerald Publishing Limited.
Visnjic, I., Neely, A. and Jovanovic, M., 2018. The path to outcome delivery: Interplay of
service market strategy and open business models. Technovation. 72. pp.46-59.
West and et. al, 2018. Strategy war games: how business can outperform the
competition. Journal of Business Strategy.
3