Kent Institute Australia: Uber Business Process Analysis Report 2018

This report provides a detailed analysis of Uber's business processes, focusing on its value chain model, five forces analysis, and strategic recommendations. The research examines how Uber manages its business processes using information systems, emphasizing network activities and resource utilization to improve service delivery and client access. The value chain model, including primary activities like logistics, operations, and marketing, and support activities such as HRM and technology, is analyzed. A five forces analysis assesses the competitive landscape, including the intensity of rivalry, threats from new entrants, and the bargaining power of clients and suppliers. The report also suggests improvements, such as performance reviews and cultural shifts, to enhance service delivery. The business process model using BPMN is also included for better understanding of the processes.

Business information
systems

Research on business processes
The business processes are managed with proper use of
information systems as an integrated aspect of the research
Management of network activities and utilising the resources is
essential for improving the services along with creating better
scopes for the clients to access the Uber app
The business processes also include the value creation activities
and how these have influenced by HRM, logistics operations and
marketing efforts
The user can book the ride by using internet on their smart
phone and ensure picking up the client and delivering to the
concerned location.

Analysis of Uber’s value chain model
The value chain model adopted by Uber consists of both the
primary activities and support activities
The primary activities are inbound and outbound logistics,
operations, marketing, sales and services’ delivery
The support activities include the concepts of human resource
management along with development of technology and
procurement strategies
With the HRM and enhanced technology, the organisational
infrastructure has improved, thereby leading to enhanced business
performance
The business processes are integrated within the business model
for improving the options for delivery of services by Uber.

Analysis of company’s strategy by five forces analysis
The five major forces are threats of new entrants,
substitute services, bargaining power of suppliers, buying
power of purchasers and threats of rivalries
The rivalry among competitors is intense due to the other
competitors like Lyft, Ola cabs and few others.
The threat of new entrants is medium because Uber has
already developed a sustainable position in the
marketplace
The purchasing power of clients is high because they
prefer value for money services that can provide them with
convenience
The substitute products’ threat is high because there are
multiple other transport options available for clients, which
they can avail at a lesser price.

Business process model by using BPMN

Constructive suggestions for Uber to
improve services’ delivery
The performance review process, also known as the T3 B3
process of Uber is recommended to evaluate the strengths
of the employees and identify the few things at bottom as
well for making necessary improvements thereafter.
The shifting of Uber’s culture is recommended as well for
putting the major goals into the system that can be
accessed by the staffs, employers and managers to work
while holding each other accountable.
This will allow for enabling relevant changes and
improvements to enhance services’ delivery
The management of Spotify account could be useful for
leveraging technologies and ensure seamless services’
delivery to clients

Bibliography
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systems (Vol. 8). Prentice Hall.
Payne, A., Frow, P. and Eggert, A., 2017. The customer value
proposition: evolution, development, and application in marketing.
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Rainer, R.K., Cegielski, C.G., Splettstoesser-Hogeterp, I. and Sanchez-
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& Sons.
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Thank You