This case study report examines Uber's business model, growth strategies, and competitive challenges, providing a comprehensive analysis of the ride-sharing giant. The report begins with an executive summary and table of contents, followed by an introduction outlining the project's rationale, objectives, and research questions. A literature review explores Uber's car services, business model, SWOT analysis, competition, use of emergent technologies, growth strategy, and the challenges facing the ride-sharing industry. The research methodology details the method outline, research philosophy, approach, data collection, sample size, data analysis plans, and ethical considerations. Findings and analysis include descriptive statistics, correlation, and regression analysis. The report concludes with recommendations and conclusions. Appendices include a questionnaire and a screenshot of a Google Form used in the research. The assignment addresses Uber's business model, competitive situation, growth strategy, impediments to growth, and critical challenges faced by the ride-sharing industry. It identifies innovative solutions using information systems and provides recommendations for future improvements.