Strategic Management Assessment 2: Uber Eats Business Analysis Report

This report examines the strategic management practices of Uber Eats, a food delivery company established in 2014. It discusses current opportunities, such as business expansion, and challenges, including building customer trust and resource management. The report evaluates Uber Eats' strategic assets, competences, and capabilities, highlighting its strong brand value and strategic alliances. It also addresses ethical concerns and analyzes the internal and external business environments, identifying sustainable competitive advantages. The analysis provides recommendations to improve the company's performance, focusing on resource management, employee development, and financial strategies to enhance growth and market position. The report concludes with a discussion of the company's future prospects and strategic directions.

Strategic Management
(Assessment 2)

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Current opportunity and challenge faced by organisation..................................................................3
Sustainable competitive advantages...................................................................................................6
Ethical concern to inform strategies...................................................................................................8
Suitable framework to analysis internal and external business environed..........................................9
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................12

INTRODUCTION
Strategic management is defined as forming strategies and based on the formation
proper implementation is done of strategies. In this report strategic management practices of
Uber Eat Company will be discussed. Company was established in the year 2014 by the
founders Travis Kalanick and Garrett Camp. Headquarter of the company is located in San
Fransisco, California, United States. Currently company serving its services to approximately
45 countries across the globe. Henceforth, report will emphasis on current opportunity
associated with the organisation. Current challenge company is facing will also discuss in this
project. Critical evaluation will also be done in respect to strategic assets, competence and
capabilities of the organisation. Furthermore, report will also emphasis on the strategic issues
associated with the complex business environment in order to make recommendations to
improve the performance of the organisation. External concerns will also identify in order to
inform strategy formulation and implementation. Suitable framework will also analyse to
understand the external business environment as sources of sustainable competitive
advantage.
MAIN BODY
Current opportunity and challenge faced by organisation
Uber Eat Company is a new aged business organisation. Young organisations always
needed to face more challenge as compare to established business organisation as they
understand the business environment and various impacts stakeholders of company make in
the normal business functions. Challenge that are becomes part of the organisation can be
projected in the following points.
Challenge of building customers trust
This is the biggest challenge Uber Eat Company is facing at this point in time where
company is trying to establish trust between customers and the organisation about the
products of company. Uber Eat Company has been engaged in delivering food products and
items at different locations across the globe. Direct from the restaurant and hotels customers
get to deliver the food at home. The business model of the company seek immense trust
factor of the potential customers only than the organisation will get to achieve the business
success. Building trust is a key challenge company is facing and in such a context
organisation runs various marketing and branding campaign that can deliver such trust factor

of company and customers (Al Shobaki and et.al., 2017). Customer trust is the indicator that
denotes that denote that customers of company do not feel any kind of hesitation before
ordering any food products from the Uber Eat Company. In case of food products customers
are deeply concerned about the quality of food product as to whether the organisation will be
capable of serving the best quality of food products or not. They are more concerned about
the quality and nutrition these food products will serve to the customers. This is the biggest
challenge for the company to make the customers realise that all products and food items
company is delivering are best in quality and ensure all quality standards. The business model
of the Uber Eat Company is that in this business customers get to deliver its food products
made in the favourite restaurant and best food chain networks at a local level. Its important
for the company to ensure that the restaurant company is contacting for the delivery process
ensure the best level of cooking techniques and maintain the taste customers are looking for
in against to getting the services delivered from the Uber Eat Company.
Resource management
Resource management is another huge challenge Uber Eat Company is facing at this
point in time. Resource management is about to manage the company’s resources in such
manner that it can generate the best level of outcomes against the utilisation process. In case
of new organisations like Uber Eat Company where resources are limited in number even if
the company is associated with the big brand still the resources are limitation for the
organisation. This is the big challenge for new organisations to manage all its limited
resources in the best way possible (Fauziah and Mulyana, 2018). Resources involve financial
resources and human resources. Financial resources are the biggest limitations the new
organisation face in against to the business it has undertaken. Managing the human resources
or further denoted as employees of company is another crucial challenge organisation face in
against to the business operations t has undertaken. Resource management is a professional
and strategic approach to conduct the management.
Training and development of employee challenge
Employee development is another key challenge associated with the new organisation
that is looking for establishing the business operations in market. This is the key challenge
such organisation face in company. In this due to limitation in company’s resources
company’s face challenge of conducting proper training and employee development
opportunity. Training seeks company’s financial resources which are already limited in

number so the organisation do not get to channelizes precise employee training and
development campaign. Employee training allows the human resources of company to
enhance and improve the work efficiency and potential capability. They to learn new skills
along with polishing the existing skills and knowledge which support them further in
achieving the best level of services and product quality in market (Hussin, Jamaludin and Yu,
2017). Employee training requires a precise development campaign where company need to
hire those professionals and conduct training program. All these needed huge resources of
company which are already limited in number. Due to the limitation in resources company do
not get to deliver the best level of employee training program that further restricts the
potential capabilities of such employees part of the Uber Eat Company. This is a key
challenge associated with the company that requires dealing by the company in order to boost
the growth opportunities for the organisation.
The above mentioned challenges are the key challenges associated with the company.
All these challenges allow the organization to restrict in achieving the best level of
operational efficiency.
Current opportunity company face
Following are the current opportunities company is facing at this point in time.
Business expansion opportunity
This is a big opportunity associated with the Uber Eat Company. As even if the
organisation is new in the sector but the name Uber is old. Company already contain a strong
brand image which allows the organisation to make a good image in between its customers.
Business expansion opportunity allows company to improve its business locations. Currently
Uber Eat Company is delivering its services at approximately 45 locations which require
expanding further in this strategy. Business expansion will allow the Uber Eat Company to
take competitive advantages in the market. In this opportunity company get to deliver its
services more number of potential customers available in the market across the globe. This
will also enhance the existing brand value of company in market (Jono and Sulton, 2018).
Expansion is a key technique that allows company to boost its growth rate in market. This
opportunity will allow company to boost its existing growth rate of company in market. This
is a new organisation irrespective of the well established brand image company face issues in

expanding its services. Business expansion opportunity will allow company to serve the
services to more number of potential customers based in different business locations.
Financial management strategy
Financial management is another crucial strategy available with the company. As the
Uber Eta Company is a new organisation which also indicate that company contain limited
amount of resources. Its important to channelizes effective financial management services.
This strategy will allow company to make the best level of utilisation of company’s financial
resources that are limited in numbers. As the organisation contain the limitation in its
financial resource availability so to utilise the financial resources of organisation in the best
way possible play the most significant role in order to achieve the best level of growth
opportunity for company.
Employee training and development opportunity
In today business situation skilled human resources are the key need of the company.
Every company seek skilful employees that can deal with any of the worst situation company
face. Conducting training of employees with the support of specific employee training
program will make the campaign more successful for the organisation. In the training
program professionals will provide a guidance about the skill development of the employees
and human resources associated with the organisation. New skills will taught to students
along with polishing the existing skills employee hold (Keter, Maiyo and Kiainge, 2018).
Skill will allow the employees of company to deliver more productive employment
experience in favour of the organisation. Employee development practices also involve
channelizing services such as talent management, performance management of employees
and different other facilities. All these services would support the company to achieve the
best level of work efficiency in favour of the organisation.
The above mentioned challenges and opportunities are the key challenge that restricts
the company taking competitive advantages and opportunities that will deliver the best level
of business outcomes in favour of the organisation.
Sustainable competitive advantages
Sustainable competitive advantages are defined as all such strategic choices available
with the company that can sustain the competitive advantages for the organisation for long
time frame.

Strategic assets
A strategic asset is denoted as the strategies company use to deliver the competitive
advantages for the longer time. Strategic assets of company are that customers get to book its
order by staying at home. Within the specific time frame company deliver its product to its
customers. This is a key strategic asset company sustained that deliver the competitive
advantages to the organisation (Khairina, 2017). Uber Eat Company is a subsidiary of the
Uber Company so the organisation contain the high brand value which is another sustainable
strategic advantage associated with the company in against to the business operations
undertaken. Strategic asset allow the company to boost its growth rate in the limited spam of
time. High goodwill and brand value are the two key strategic choices that will deliver the
best level of growth opportunities in favour of the organisation. This has allowed company to
gain the highlight in such a sort spam of time. Strategic asset will deliver the competitive
advantages to the organisation and also gain attention in such a short span of time in such a
competitive market.
Competences
Uber Eat Company is a subsidiary organisation associated with the Uber Company.
Due to the effective and attractive brand value contains by the Uber Company this
organisation carry the huge changes to grow in the market. High brand value of the company
make the organisation to deliver the best level of growth opportunities in the market. Service
of company is also a key aspect that worked in favour of the organisation. This business
model is all about delivering the order to customers to their door steps by buying them from
the good restaurants and food chain networks (Köseoglu and et.al., 2020). The whole idea is
unique and make the business able to establish a unique brand image which allow company
to achieve the best level of growth opportunities in the market.
Capabilities
Uber Eat Company carries the capability of delivering the best level of services at all
its business locations. Organisation contain high brand value as it is a subsidiary company of
Uber which allow company to hold high brand value which support the organisation in
achieving the objectives of the business. Currently company is serving its services at
approximately 45 locations at international level which give a huge potential to the
organisation in order to achieve its all different business objectives. Capabilities is the

positive aspect about the business that allow company to have a huge strength against the
business operations undertaken (Lee and et.al., 2019). Uber Eat Company has formed
strategic alliances with all the top food chain which make the organisation more capable of
delivering the best level of food products to all its customers within the stipulated time frame.
The strategic alliance of company has created a different place for the organisation in the
respective market which has made the organisation more capable of performing the
operations in the market.
Community
Uber Eat Company is associated with delivering the best level of food products at
different locations across the globe. Company carry a community of suppliers, employees,
loyal customers and different other stakeholders which support the organization in
performing the operations in the best way possible. This community company hold has
allowed the organisation successfully delivering the best level of operations at the best price
possible. Reasonable price structure of company is another crucial factor that supports the
organisation to achieve the best level of operations in market.
Ethical concern to inform strategies
Following are the ethical concerns arise while informing strategy formulation and
implementation.
Information leakage: This is the key ethical issue arises while information is granted in
respect to strategy formulation and implementation. Many times while strategies are informed
information that is confidential get leak (NJOKI, 2017). This completely spoils the strategy
that is formed by the company in order to enhance the business potential at the global level.
Information is a key tool that channelizes in such a circumstances. Leakage of information
makes the strategy complex and challenging for the company to deliver new strategy that can
allow the organisation to take competitive advantages in the associated dealing market.
Innovation challenge: This is another key challenge associated with the informing strategies.
Bring innovation is a key area of development strategies formation has been associated with
in current circumstances. Innovation is all about implementing something new that can
provide better growth opportunities to the organisation. This will further improve the
business potential of the organisation. Bringing new innovation strategy is a key ethical
challenge associated with informing strategies to other stakeholders involved in such strategic

formulation. This will expand the growth and development of the business in market. Target
market for Uber Eat Company is restricted to the 45 countries so this is a bigger challenge
company has been associated with ir order to conduct the business operations.
Taking safety measures against the strategy formed: This is another key challenge that is
associated with information about the strategic formulation. Taking suitable safety measures
that can ensure best level of security about the strategy has formed. This is important to build
a specific team of selected people so that there is not any risk arises of the leakage of
company’s strategy.
Data protection: Data protection is a bigger challenge associated with the organisation. To
protect the necessary data and information is a key challenge associated with while
information about the strategic formulation is done. Data is the fundamental; that ensure that
weather the strategy formed is effective in favour of the organisation or it is not keen with the
latest trends and business practices. This is a key challenge associated with the company
which informing the formulation of company’s strategies.
The above mentioned challenges associated with the company while information
related to formulation of company’s strategies.
Suitable framework to analysis internal and external business environed
Following are the tools that can be used to analysis the internal and external; analysis
success of the organisation.
GAP Analysis:
GAP Analysis is a framework that is used to monitor and measure the success of
company’s business in the associated market. In this analysis comparison is draw in between
the current company’s position with the future or desired outcomes of the business. This
framework allow company to comparatively analysis the growth of the organisation as to
whether the strategies could deliver the desired level of outcomes against the strategies
formed and business practices implemented by organisation (Stretton, 2018). In this
technique figures are analysed and evaluated about the sales of the company and other such
figures that denote the performance of organisation in a respective financial year. This is a
tool that makes recommendations of organisation on the basis of the expected outcomes and
actual outcomes. If the organisation could effectively achieve the outcomes that are expected
than no such modification will be implemented and in case the gap is monitored in between

the expected outcomes and actual outcomes that strategic evaluation will be done by
company.
Strategy evaluation
This is another tool that is used by company. In this tool strategies company has
formed to achieve the business objectives are evaluated and analysed. On the basis of the
expectations of organisation these strategies are analysed and evaluate. In this technique all
existing strategies are analysed on the basis of certain parameter and standards and based on
the evaluation certain changes are also implemented in the strategies of company to derive
more effective results in favour of the organisation. All strategies of company are analysed in
this technique.
SWOT Analysis
SWOT Analysis is another internal analysis tool that are used by the Uber Eat
Company. In this strategic assessment internal parameter of company are evaluated that are
denoted as strengths, weakness, opportunity and threat of company (Yuan and et.al., 2020).
This is a key internal analysis tool that denotes all different strengths, weakness, opportunity
and threats organisation is associated with in the normal business circumstances. This tool
evaluates the company’s potential for achieving all different objectives of business.
VRIO Analysis
VRIO Analysis is another crucial tool that can be used to understand how effective
the organisation is performing against the business operations. This tool assesses all such
areas about which company could bring a unique image in the market in front of the target
customers in the market. This also supports the organisation to form the best level of
strategies and policies to achieve the business objectives of company.
The above mentioned tools can be used to monitor the success of company on the
basis of the internal and external business environment organisation is associated with in
against to the business operations.
CONCLUSION
This project has evaluated the strategic formation of the organisation. Opportunities
for the organisation are denoted as training and developing human resources associated with

the company and different other opportunities such as expanding business of company.
Challenges such as innovations and different others are associated with the company. Tools
such as VRIO, SWOT and different other tools are used to analysis the challenge and
opportunities associated with the internal and external business environment of company.

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