Analyzing the Macro and Internal Environment of Uber

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Apply appropriate frameworks to analyse the macro environment for a given organisation 3
TASK 2............................................................................................................................................6
P2 Using appropriate frameworks analyse the internal environment and capabilities of a given
organisation............................................................................................................................6
TASK 3............................................................................................................................................9
P3 Apply Porter’s five forces model and to evaluate the competitive forces of a given market
sector for an organization .....................................................................................................9
TASK 4..........................................................................................................................................11
P4 Apply a range of theories, concepts and models, interpret and devise strategic planning for
a given organisation .............................................................................................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Business strategy is a document which works as a blueprint for company holding all
respective guidelines and directions for the company in order to cope up with all the emergency
and present marketing opportunities as well as friends with focusing over profit maximization.
Also enable the organisation in understanding its competencies and capabilities which leads to
strategic direction and decision making in the most productive style (Alkan, 2020). In regards to
this report, Uber Technologies, Inc. is chosen is commonly known as Uber around the globe
offering vehicle for hire services, food delivery (Uber Eats), package delivery, and freight
transportation services. The company was founded in 2009 in United States and headquartered in
California serving to over 69 countries the world. In the study for the report internal and external
analysis is conducted by using models like PESTLE, Stakeholders analysis, VRIO and
McKinsey's 7S. Along with it Porter's Five Forces model is applied as well for examining
competitive forces existing in the market. Finally at the end of the report with the help of Ansoff
growth Matrix and Porters Generic model strategic management plan is developed with proper
strategies and tactics.
TASK 1
P1 Apply appropriate frameworks to analyse the macro environment for a given organisation
Macro environment of an organisation refers to the overall business surrounding. In
simpler words it is a condition that exists in the economy as a whole that is around the globe
rather than a particular region or in a geographical location. In order to study and develop a
critical interpretation of Uber's macro environment PESTLE and Stakeholders analysis models
are used.
PESTLE ANALYSIS
This is external environmental study guide that includes several factors that exist in the
surroundings of a business and effects it in both positive or negative manner depending upon the
size scope and nature of the business. Thus, Uber’s PESTLE analysis is presented beneath: Political: The major factor which can affect and entities operations is the political
environment in which it is operating or dealing with (Schultz and Hernes, 2020). Uber is
operating in different countries which expose it to multiple political environments. Thus,
Uber has to follow respective regulations such as laws for designation of drivers and

conductors in respective location, there pay scales and others. The exposure of the Uber
in multiple places and countries geographically which enrols the organisation to higher
risky and complicated environment in political context. The polices and political
surroundings in areas are different which makes the macro environment more and more
complicated for Uber. Economical: Current, the world economy is suffering from a recently outbreak pandemic
of coronavirus bringing a disease named as covid-19. Economies is been affected in all
over the world imposing severe negative impacts on Uber’s sales and revenues and as per
say on the whole transportation industry with other connected industries like hospitality,
retail etc (Cardoni, Kiseleva and Lombardi, 2020). The impact of economical changes on
Uber was closure of their pool services and reducing in revenues. The company suffered
huge losses economically due to lack of money flow in the economy. Social: As per the social environment is considered Uber is dealing with the most
dynamic and rapidly changing social environment and trends in in recent decades. Uber
established itself with a social opportunity provided by technology. Thus, company is in
close contact with the changing social trends and development taking place in the society.
In present situation, Uber has to establish itself according to the new trend off social
distancing and sanitization brought in due to the pandemic. The impact was pretty clear
the company has to close their pool services which reduced their customer base and thus,
they need to make further changes in their strategies for keeping up with the competition
and development. Technological: This one of the most prominent external environmental factor that is the
most beneficial for Uber. The company basically established itself over technological
revolution and increasing internet penetration in the society. Moving along as per futures
sake technology is bringing more options for the companies such as scars and effective
CSR through social media. Legal: In consideration with legal environment of Uber the company is liable to follow
and incorporate with all the laws and regulations established by the governments for the
specific actions and business regulation (Trabucchi, Talenti and Buganza, 2019). In past
years Uber have faced number of lawsuits and legal battle with other competitors due to
inefficiency in understanding and implementation of legal laws. For which company is