This report provides a comprehensive business strategy analysis of Uber Technologies, covering its macro environment, internal capabilities, and strategic planning. It begins with an introduction to Uber's business model and objectives, followed by an examination of the impact and influence of macro-environmental factors using PESTLE and stakeholder analyses. The report then delves into Uber's internal environment and capabilities, applying the VRIO framework and McKinsey's 7-S model to assess its strengths and weaknesses. Furthermore, the report applies Porter's Five Forces model to analyze the competitive landscape of Uber and concludes with a strategic plan, outlining recommendations for Uber's future growth and sustainability, referencing relevant theories and models throughout the analysis.