Entrepreneurial Strategies of Uber: A Case Study Report HOT301

This report provides a comprehensive analysis of Uber's entrepreneurial journey within the hospitality sector. It begins with an introduction to entrepreneurship, highlighting its significance in creating, building, and scaling businesses, followed by an overview of Uber's origin, growth, and the challenges it has faced. The report then delves into the entrepreneurial schools of thought that influenced Uber's development, examining the impact of social and economic factors. It explores recent trends and opportunities, focusing on technological advancements and customer-centric approaches. Furthermore, the report presents growth strategies for Uber's future, including market development and diversification of services. The conclusion summarizes key findings, emphasizing the role of technology, economic and social factors, and Uber's focus on long-term profitability. The report includes references to support the analysis.

Management
Entrepreneurship
Student’s name
10/8/2019

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Introduction
Entrepreneurship highlights about the act, which helps in creating, building and scaling
businesses at large in order to create a profit. In modern terms, entrepreneurship majorly helps in
renovating the world by revealing solutions to big issues. They also tend to initiate social change,
generate innovative products and present the new life-changing solutions. In short,
entrepreneurship majorly involves an entrepreneur who majorly takes actions to generate change
in the world. Moreover, it highlights the ability and the enthusiasm to build, organize and
manage an organisation along with the threats of creating revenues (Kuratko, 2016).
Furthermore, it is also seen that entrepreneurs primarily take actions to resolve the major
issues, bring individuals compositely, setting up newer strategies and constantly setting up
actions to ensure that such aspects help in maintaining the corporate progress along with the
global development. Moreover, in terms of the hospitality sector, it is important for
entrepreneurship to generate innovation. As with time, it is seen that customers’ needs, wants
and behaviour keeps on changing so accordingly the entrepreneurs' needs develop innovative
techniques and strategies so as to target the large base of customers so as to generate the
maximum profits in relation to entrepreneurship (Glöss, McGregor, & Brown, 2016).
Overview of the company
When we talk about the origin of UBER, Travis Kalanick and the Garrett Camp under the
umbrella of Uber Cab first established it in 2009. Ryan Graves in 2010 was the first employee
for the Uber Cab, further formed as the manager, and was given around 5 to 10% of the
corporation. Furthermore, in 2011, the corporation was named as Uber and 2012; Uber X
generates the service, which enables individuals to work for driving their personal vehicle
(Suhaimi, et al 2018).
In terms of growth, Uber recently is operating in 300 cities and across 6 continents and
in, to date it is considered as the best service provider company which has developed the newer
services and technologies which have revolutionized the transformation industry. However, there

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are certain challenges, which Uber is facing, which is the face of familiarity as not everyone was
comfortable to ride with the unknown drivers. Secondly, people, who were riding were not able
to get the real-time notifications of their rides. Lastly, the fear of safety is also one of the major
challenges, which the individuals face which opting for the Uber services (Timothy, 2018).
Entrepreneurial school of thoughts
In term of the Uber growth aspect, the two main factors, which were considered, as-
When we talk about the social environment analysis in terms of business, they have
mutually beneficial relationships linked. Hence, in Uber's concern, the socially acceptable and
respectable image was an important tool for the generation of success. Thus, these aspects gained
a fast acceptance and popularity in a term, of Uber. Hence, it was seen that for Uber the prices
and the quality of the customers’ service should go hand in hand (Rogers, 2015). Due to these
aspects, Uber earned a greater growth on a rapid as well as at ease. Although, the company does
have faced many controversies in terms of competition, laws and human resource, Still with
time, it was seen that Uber has survived and faced tough challenges in terms of their competitors
at a great extent for its brand image which helps them in generating the long term growth and
success (Rogers, 2015).
In economic terms, Uber was greatly affected by the economic factors of the
environment, like it, uber in this concern helps the economy in generating employment for the
individuals on a big scale. As due to this, they formed unique jobs and generated larger
employment for a large number of drivers. Furthermore, it was also noticed that uber faced a lot
of competition which has mainly affected the economic factors but with time it was seen that
uber due to the intensive and good quality of services have gained or generate the very faster
growth irrespective of the higher competition in the market (Shtal, et al 2018).
Recent emerging trends/opportunities of Uber
In terms of recent trends of the uber company, or the opportunities which lead to the
future growth of the company mainly highlights the technology aspect and along with this, it also

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highlights the customers and social aspect which majorly impacts the future of the company at
large.
As when we talk about the technical aspect, it is one of the finest roots of success in the
21st century as technology is one of the optimum ways to generate success with the technical
aspect. Behind uber also earlier also, technology played a major role in which Uber seized the
big piece of a ride-sharing marketplace based on the technology aspect, which further provides
both smooth access and a good experience for both riders and drivers. By the formation of
applications, geo-locations to directions, push notification and payment are done with the single
use of the application is all because of the technology (Ganguly, Das, & Farr, 2017). As, it
mainly connects the two end the driver and the customers which in future will surely due to more
innovation in technology will tend to generate the higher growth of uber due to the continuous
improvise and use of technology due the marketing use will surely generate the long term profit
for uber company (Dudley, Banister, & Schwanen, 2017).
Secondly, in the customers’ aspect of the socio-cultural concern, it was seen and analyzed
that Uber has given the right to access rides on-demand and the entire power given to the
customers to get anywhere they want to travel. Right from the access of the clear navigation
options along with the cashless payments, the application designed by Uber was made to helps
the customers to get on to their destinations. Hence, such aspects help in building greater and
smarter relations with customers, which for the future helps in building a reputation at large.
Therefore, for the future, uber with its increase in reputation generates trust in the minds of the
customers, which therefore increases the customers' travel with uber will be more, and thus in
future helps a company in increasing sales at large.
Growth strategies for future
Uber in the future tends to focus on market development as they trying to tap or introduce
the set of products or services in the new market or region. With the service aspect, they keep on
adding the varieties of services to offer to their customers. Similarly, they are trying to launch a
newer set of services in China, India, Brazil because all these countries constitute the larger
customer base which further leads to a competitive advantage through a mix of cost and
technology-based differentiation are mainly taken into consideration.

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For the future, the company for its growth aspect tends to push its brand where newer
opportunities might lie. As in earlier times, only travelling from one point to another was a basic
need, and then uber came up with a safer and more easily accessible factor. Than helping
customers to order food quickly and affordably and now they as opportunity targeting and
forming a new freight booking resolutions, removing barriers to healthcare and lastly generating
or providing various opportunities for individuals to work on their individual positions. Lastly,
in similar concern Uber remain consistent with its brand positioning as for future now they are
diversifying towards the successful products, services, which are including the core rideshare
programs, Uber visa card, and now lime was introduced to generate the higher productivity in the
system along with the profitability (DAS, Bhatt, & Path, 2017).
Conclusion
From the above report, we can conclude that Uber a well-known company that was
introduced in 2009, the best service provider company which has developed the newer services
and technologies which have revolutionized the transformation industry. Along with the two
main entrepreneurial schools of thoughts, mainly comprise the two main aspects, which mainly
highlight the social and technological factor, which have a major impact on the uber success
story. AS technology plays, a key role in the success of Uber Company and future innovation in
such aspects will also help them in gaining more trust and profitability in the long run. Secondly,
in terms of recent trends, economic and social factors also have a major impact on the company.
Lastly, by considering the above emerging trends Uber has started working over its future to
generate long-term profit.

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References
Rogers, B. (2015). The social costs of Uber. U. Chi. L. Rev. Dialogue, 82, 85.
Dudley, G., Banister, D., & Schwanen, T. (2017). The rise of Uber and regulating the disruptive
innovator. The political quarterly, 88(3), 492-499.
Timothy, D. (2018). Producing and consuming heritage tourism: Recent trends. Tourists and
tourism: A reader, 167.
Shtal, T. V., Buriak, M. M., Amirbekuly, Y., Ukubassova, G. S., Kaskin, t. t., & Toiboldinova,
Z. G. (2018). Methods of analysis of the external environment of business
activities. Revista ESPACIOS, 39(12).
Ganguly, A., Das, N., & Farr, J. V. (2017). The Role of Marketing Strategies in Successful
Disruptive Technologies. International Journal of Innovation and Technology
Management, 14(03), 1750016.
DAS, S. P., Bhatt, D., & Path, S. (2017). Transformation Of Urban Transportation-Strategic
Perspective A Case Of Uber Technologies, Inc. International, Journal of Research in
Business Management, 5(3), 69-78.
Kuratko, D. F. (2016). Entrepreneurship: Theory, process, and practice. Cengage Learning.
Rogers, B. (2015). The social costs of Uber. U. Chi. L. Rev. Dialogue, 82, 85.
Suhaimi, M. Z. A., Talib, S. A., Bachok, S., & Saleh, M. M. (2018). Service attributes, customer
satisfaction and return usage: A case of Uber Malaysia. Journal of Tourism, Hospitality
& Culinary Arts, 10(2), 81-103.
Glöss, M., McGregor, M., & Brown, B. (2016, May). Designing for labour: uber and the on-
demand mobile workforce. In Proceedings of the 2016 CHI conference on human factors
in computing systems (pp. 1632-1643). ACM.

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