Analysis of Uber's Competitive Strategies in the Global Market

This report provides a comprehensive analysis of Uber's competitive strategies in the international market. It begins with an overview of Uber, its background, and its operations in over 785 metropolitan areas worldwide. The report outlines the research aim, objectives, and questions, followed by a review of existing literature on Uber's strategies, including customer loyalty, growth models, and competitive advantages. The findings and discussion section delves into Uber's competitive strategies, opportunities, and growth models. The report also provides recommendations for Uber to maintain its market leadership and improve customer retention. The report examines the competitive landscape, strategies for long-term success, and the challenges faced by Uber, such as regulatory issues and competition from other ride-sharing services. The report concludes with recommendations to enhance Uber's market position and competitiveness.

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Executive Summary
The research report is based on the competitive strategy of Uber in the international competitive
market. The Ride sharing industry is very competitive in nature and in consideration of this,
Uber has been adopting a variety of strategies to ensure success. This report aims to make a
comparative analysis of those strategies and aims to provide recommendations based on the
same. The report has outlined its objectives followed by the Review of Literature and the
findings of the study. Certain recommendations to be adopted by Uber have also been provided.

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Table of Contents
Introduction......................................................................................................................................4
Overview......................................................................................................................................4
Background of the company........................................................................................................4
Research aim................................................................................................................................5
Research Objectives.....................................................................................................................5
Research Questions......................................................................................................................5
Review of Literature........................................................................................................................7
Gaps in the Literature Review...................................................................................................13
Findings and Discussion................................................................................................................14
Competitive Strategies of Uber LLC in the Present Day and Age............................................14
Strategy of Customer Loyalty and Customer Retention............................................................14
Opportunities which lie ahead for Uber.....................................................................................15
Growth Model of Uber..............................................................................................................17
Competitive Business strategy...................................................................................................19
Conclusions and Recommendations..............................................................................................20
Recommendations......................................................................................................................21

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Introduction
Overview
The business environment can be considered to be largely competitive in nature and it is
due to this reason that, it is important for the different organizations to make strategies with the
help of which they will be able to compete well in the business environment. Hence, with
consideration to this, the main aim of the report is to highlight the overall competitiveness of
Uber in the international public transport and highlight the ways in which the firm can adopt
competitive strategies with the help of which, they will be able to retain their position in the
market as a market leader and in addition to this, also be able to see to it that it is able to improve
its brand image and customer retention.
Background of the company
The Uber technologies is also known as Uber which can be stated to be an American
multinational ride hailing enterprise which offers service which comprise of peer to peer
ridesharing, food delivery services, ride service hailing and the micro mobility system with
electric bikers as well as scooters (Wsj.com 2020). The enterprise is based in San Francisco and
has operations in more than 785 metropoliton areas around the globe. Around the world, the
company has more than 110 million worldwide users and the firm can be stated to be the
competitive leader for the sharing economy concept. The company has been successful in
bringing about a large number of changes in the industry and as a result of this, the act of Uber
and its related operations is often known as uberisation.
However, everything has not been smooth for the firm and like the other transportation
network companies, Uber has been criticized time and along for the poor treatment of the

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different drivers, for disrupting the taxi cab services, for the increase in the traffic congestion
and lastly, for the aggressive strategy which Uber generally tends to apply in dealing with
various unlawful practices as well as regulators.
Research aim
The main aim of the research is to outline way in which Uber has been performing in the
international market and additionally, the report also aims to highlight the different strategies
which can be adopted by the firm in order to maintain the competiveness in the long run and to
be able to remain a market leader.
Research Objectives
The objectives which have been set down for the research can be stated to be as follows:
 To understand the competitiveness of the Uber as a brand in the international market
 To analyze the manner in which the enterprise will be able to adopt various strategies in
order to ensure long term success.
 To provide recommendations based on which the firm will be able to perform well in the
future and maintain its market leader and image.
Research Questions
The research questions which have been set down for the paper can be stated to be as
follows:
1. What is the competitiveness position of the Uber as a brand in the international market?
2. What is the manner in which the enterprise will be able to adopt various strategies in
order to ensure long term success?

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3. What recommendations can be provided based on which the firm will be able to perform
well in the future and maintain its market leader and image?

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Review of Literature
The strategies that have been undertaken by a company like Uber to establish competitive
advantage in the corporate market have been quite diverse in nature. Vargas-Fernandez et al.
(2018) have undertaken research on the many different strategies which have been adopted and
implemented by Uber in order to stay ahead in the game and in order to keep rivals at bay. It has
been pointed out by the researchers that Uber is a global company which is technology based but
it does not offer any standardized product or service which is why traditional theories pertaining
to competitive rivalry and advantage cannot be applied to the case of Uber, when aiming to see
how it manages to stay ahead of its competitors. A number of new techniques and methods have
been proposed in this respect by Vargas-Fernandez et al. (2018), where they argue that the theory
of institutions needs to be given some importance when analyzing the competitive strategies of
Uber. Apart from merely discussing the strategies and techniques which are made use of by Uber
to win over customers and remain in the good books of its clients, efforts have also been made
on the part of the researchers to analyze the effectiveness of these strategies in an attempt to
understand exactly what it is that makes a business like Uber tick, in the global marketplace. The
emphasis on digitalization and diversification of services are two factors that the researchers
point to as being of key importance for the successful implementation of Uber competitive
strategies worldwide.
Anwar (2017) have made an attempt to study the role or the position that is enjoyed by a
company like Uber in the sharing economy worldwide with a discussion being provided on the
part of the researcher on the types of strategies and techniques that are made use of by Uber in
order to acquire and retain a dominant position in the global sharing economy. It has been argued

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on the part of the researcher that Uber is a business that can not only be regarded as aggressive
and competitive, but which also enjoys quite a distinctive brand image. In the view of Anwar
(2017) what has contributed to the success of the company are the competitive strategies that it
has introduced for this purpose over the years, starting with a sound and effective business
model, the establishment of proper corporate networks and also the introduction of important
labor practices, which at times appear to be quite questionable by virtue of the manner by which
these are put into effect. All in all, as argued by Anwar (2017) the internationalization strategies
of Uber to be a prominent transport company worldwide, have proven to be quite successful, not
only because these have the interests, needs and requirements of the customers at heart but also
because such strategies have been implemented without hesitation, and that a considerable
degree of risk has been undertaken by the Uber management to see the strategies through, after
having envisaged them in the first place. The managerial mistakes, the organizational blunders as
well as the growth hurdles of the company are those which according to Anwar (2017) can be
ignored as these have not come in the way of Uber implementing the best competitive strategies
to stay ahead of its rivals, the most basic strategy in this respect being a strategy that ensures that
the Uber app can be used with convenience by customers, and that it is updated on a regular
basis to ensure that customers can access the latest features that will in turn allow them to hail
cabs, book cab services and use cab facilities with a greater degree of convenience than before.
Collier et al. (2018) have undertaken detailed research on the politics of the Uber
Company in the context of the United States of America with special emphasis being laid on the
part of the researchers on the role that the regulation of disruption has to play in this respect. In
the view of the researchers the platform companies are seen to bring about a disruption not only
in the types of economic sectors that they are seen to enter into but also in the types of regulatory

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regimes that are seen to be governing these sectors in the first place. Uber and the regulation of
disruption in the USA is a subject that has been studied by the researchers with respect to three
different arenas namely, the judicial venues, the state legislatures and the cities. A pattern of
disruptive regulation has been identified and discussed in detail by Collier et al. (2018). It is
argued by Collier et al. (2018), that the existing regulatory regime is not something that happens
to go through a process of de-regulation in any given way, but which rather tends to be
disregarded entirely by new entrants in the market. Such disruptive regulation in the view of
Collier et al. (2018) is what takes the form of a process, known as Challenger Capture. It is
argued further by Collier et al. (2018), that there appears to be what may be termed as a dual
regulatory regime in place, where dispersed actors such as the Uber drivers and the Uber
customers are subjected to surrogate representation and who tend to rely heavily on the shifting
alignments with respect to the incumbent and the challenger. The primary argument made by the
researchers to explain the success of Uber’s competitive strategies is that Uber is a company
which has mobilized its customers successfully in agreeing to policy outcomes and the provision
of services on terms which are acceptable not only to the customers but to the company as well.
Barron (2018) has researched on disruptive strategies, dual purpose strategies and the
subject of disruptive entrepreneurship with special reference to the Uber Company. In the view
of Barron (2018) one of the key challenges that is associated with the introduction of disruptive
technology is that it finds it difficult to find recognition and acceptance in the marketplace. It is
argued by Barron (2018) that a two-sided platform is provided by Uber, where drivers and
travelers are matched with each other. The travelers get to decide the type of vehicle that they are
going to move around in, for how long it is that they are going to use this vehicle and where it is
that they are going to be traveling to with the vehicles. The three main issues that are responsible

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for the success of the Uber Company have been highlighted in this piece of research, the first
being to see whether or not Uber is a transportation service or a platform company whose fate is
decided by local regulators, the second being to see whether or not the drivers of Uber fall within
the category of contractual laborers or independent employees and the third being to see if driver
qualifications and passenger safety issues are adequately looked into in order to ensure that
customers enjoy the best possible service when they hire an Uber cab. Some of the other dual-
purpose strategies that have been studied on the part of the researchers to analyze how Uber
establishes its competitive advantage in the global marketplace are the strategies of
accommodation, work enhancement and market engagement.
European strategic processes that are undertaken for the purpose of establishing user
friendly, sustainable, and competitive forms of road transport have been researched upon and
discussed by Mueller et al. (2017). In the view of the researchers, the transportation system in the
continent of Europe is one that has to undergo a drastic change, in order for it to be able to adapt
to as well as respond to the many different societal challenges and changing mobility needs of
customers in European cities and towns today. A few of the major requirements that
transportation companies in European have to cater to in order to be able to come up with
vehicles and transport options that are well-received by passengers are the reduction of CO2 as
well as other types of pollutants and the introduction of use centered approaches on top of global
competitiveness. A strategy known as the Action Plan for future mobility in Europe has been
discussed by Mueller et al. (2017) as part of this researcher to talk about the ways and means by
which competitive advantage can be established by international and domestic transport
companies operating in the European continent, including companies like Uber. In the view of
the researchers, there is plenty of scope or potential for the introduction of innovative and

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disruptive technologies in this context, such as the type that Uber as a company is so well-known
for. This is a company that has indeed played a leading role in the transformation of the mobility
system in the USA and there is no reason why the European framework of mobility and
transportation cannot take cognizance of such disruptive technology and innovation to introduce
user friendly, sustainable, and competitive road transport options in the different cities and towns
of Europe.
Contestabile et al. (2017) have undertaken research to see whether or not the current
policy on electric vehicles is something that is likely to lead to the cost-effective electrification
of what may be termed as passenger car transport. It is argued by the researchers that the EV
policy today is one that tends to focus a good deal on the removal of barriers to the process of
rapid electrification. According to the researchers a proper vision of the phenomenon of cost-
effective electrification of passenger car transport is entirely missing and it needs to be
introduced immediately. A strong bias has also been detected on the part of the researchers
towards the long-range BEV risks which in turn tend to lead to much higher costs. According to
Contestabile et al. (2017), these are likely to go ahead and exceed ability of governments in
sustaining necessary or much-needed initiatives. A promotion of what may be termed as a
balanced mix of PHEVS and BEVS is something that is needed as argued by the researchers in
order for transportation companies to proceed on a path of lower risk than the types of risks that
they are exposed to in the present. The hybrid electric vehicles or BEVS as they are commonly
known as well as the plug in vehicles or PHEVS have been discussed and analyzed in this piece
of work in a great detail and it has been suggested by the researchers that well-known
transportation companies around the world such as Uber take notice of these needs and changes,
in order for them to be able to compete effectively. The competition according to Contestabile et

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al. (2017) is going to be quite acute once electric vehicles do make their way into the global
marketplace.
The measures and the strategies that need to be in place in order for urban transportation
systems to be of a sustainable and competitive standard is a subject that has been researched
upon in considerable detail by Persia et al. (2016). Increasing sustainability when it comes to
urban transportation is something that is quite a crucial objective for all types of strategic plans at
European as well as national levels as argued by Persia et al. (2016). There are various types of
measures and strategies that need to be considered as argued by the researchers, in order to bring
about efficiency in the way by which urban forms of transportation are seen to operate today.
There are three main areas that have been considered for the purpose of research and analysis
and these are the policy indicators, the state indicators as well as the sustainability indicators.
The existing relationship between policy indicators and sustainability for cities is something that
has been investigated in this piece of work, so as to be able to demonstrate the types of
commonalities that appear to be evident in reference to the state indicators. Correlation analysis
has been undertaken on the part of the researchers, for the purpose of identifying as many as
fifty-three relevant indicators out of a compilation of 200. Cluster analysis has also been carried
out on the basis of hierarchical model as a consequence of which cities have been placed in five
distinct groups on the basis of their density as well as population size. The correlations between
all the relevant indicators have been subjected to analysis as well, for each of the groups, and
linear regression models were made use of describe functional relations between sustainability
and policy indicators. Benchmarking was then undertaken with the purpose of identifying
effective measures and strategies that were adopted by the best performers with respect to each
of the groups. Possible paths to better and higher sustainability levels were therefore identified

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for the remaining cities and recommendations have also been introduced by the researchers in the
end, that can be adopted for accurate urban mobility planning, In the ultimate analysis it is
argued by the researchers that urban mobility transportation requires the introduction of new
measures and strategies for companies in this domain to be able to thrive and function effective,
such as companies like the Uber Technology Company or Uber LLC as it is commonly known.
Gaps in the Literature Review
The literature review that has been undertaken above has done a successful job of
pointing out the types of strategies, measures and techniques that ought to be in place in order for
transportation companies to be able to compete quite effectively with one another in the global
marketplace. Special emphasis has been laid by researchers to discuss the types of strategies that
ought to be implemented by transportation companies worldwide, in order to come up with ways
and means by which customers can be encouraged to use their services. The transportation
system in Europe in particular is something that has been put through a considerable amount of
analysis in the literature that has been reviewed. It has been argued how this transportation
system needs to take cognizance of aspects such as climate change and the reduction of CO2
emissions in order to provide services that are appealing for customers while it has been pointed
out as well that user centric approaches need to be undertaken for car and transport companies to
be able to rely upon an extensive clientele for long term business growth and development. The
literature which has been reviewed has also discussed in detail the strategies that have been used
by the Uber Company to stay ahead in the game when it made its entry into the global
marketplace, especially the strategies that it implemented to be the top choice for customers for
urban transportation services worldwide. What the literature review does not do, is talk about the
latest competitive strategies and schemes that the Uber Company is making use of in order to

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reach out to its customers and to create and retain a clientele that will be sure to serve the
company in the years to come. This particular gap in the literature review will be addressed by
the present research report.
Findings and Discussion
Competitive Strategies of Uber LLC in the Present Day and Age
There are a number of effective strategies that are adopted by a company like Uber LLC
in order to grab a large share in the global marketplace, to retain the loyalty of its customers and
to stay ahead of competitors and rivals in the field (Kim et al. 2018). Uber has acquired
considerable name and fame by virtue of its competitive strategies and is today ranked as one of
the leading urban transportation companies worldwide (Malos et al. 2018). While the company
offers a diverse range of services, over and above its transportation services, this section is going
to focus primarily on the competitive strategies that are introduced and implemented by Uber
LLC in the domain of transportation, and which are seen to induce effective and positive results
for the company. The strategies that are subjected to analysis in this section are those that have
been introduced by Uber in the recent past, and which are distinct from the strategies that were
made use of by Uber in the initial or early years of its operation.
Strategy of Customer Loyalty and Customer Retention
Customer loyalty is something that Uber LLC takes very seriously indeed and in the
recent past the company has introduced a number of loyalty programs to retain existing
customers (Das et al. 2017). The review and rating system which is followed by Uber LLC
allows customers of the company to be rated by their drives much in the same way that drivers

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were previously rated by customers for the services that were offered to them (Mutai 2017).
Customers who enjoy good ratings and good profiles are offered an array of exciting new
benefits and services that allow them to avail Uber services at discounted rates (Rajesh and
Chincholkar 2018). Loyalty programs allow customers to avoid paying a surge fee during the
rush hour and they are able to make their way to a desired location by paying the fare that they
would normally be expected to when it is not rush hour. The loyalty programs also put customers
in a position to enjoy regular deals and discounts on the Uber services, and they are consequently
able to avail Uber services more regularly and more frequently than they would otherwise have
been able to (Arbatani et al. 2019). The loyalty programs even allow customers to ride premier
vehicles that are offered by the company at cost effective rates. They get to enjoy a regular
morning ride either to work or to a desired location in a luxury vehicle that they would otherwise
have considered to be out of bounds or not within their reach, thus making for a truly amazing
and remarkable rider experience (Hales and McLarney 2017). The loyalty programs of Uber
LLC have helped the company to create a vast and loyal client base not only in the United States
of America but also in other countries of the world where the company is operational (Bratinau
2017).
Opportunities which lie ahead for Uber
Advancements in the field of technology has resulted in exponential growth in the
transportation industry. The use of such technology has proven to be one of the greatest
opportunities for Uber Technologies Inc. An analysis of the external environment of the
company aids in the evaluation of the opportunities that can be utilized for the purpose of
increasing its productivity and profitability in the transportation industry, along with the

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establishment of a competitive advantage (Gürel and Tat 2017). The following section provides a
discussion on such various opportunities that lie ahead for Uber Technologies Inc.:
 Performance and accountability – Obtaining and establishment of optimum customer
satisfaction is one of the major opportunities that lie ahead for Uber Technologies. In
order to gain maximum customer satisfaction, the company can focus their business
activities to improve their performance and remain accountable to the customers (Shtal et
al., 2018). Such accountability can be ensured by conducting regular surveys regarding
the performance of the drivers through feedback from the customers on the website and
mobile applications. These feedbacks from the customers can further aid the company to
recognize the various discrepancies that may be made by the drivers in terms of
misbehavior or even sexual misconduct (Larcker and Tayan 2017). Identification of such
problems among the drivers will enable the company to take strict action against such
cases and improve customer satisfaction.
 Digitalization – In order to increase the scope of their business activities and customer
base, Uber Technologies can engage in the utilization of digitization of their services.
The website and mobile applications of the company can provide a better interface for the
customers to connect with their drivers and customer support executives (Scheer 2017).
Furthermore, inclusion of additional services like hotel bookings in the places that the
customers are traveling to or ordering food online from the nearby restaurants can help
the company to improve user experience for the customers.
 Diversification of services – The current services provided by Uber Technologies to
their customers include cab facilities and online food ordering (Geldmacher and Plesea
2016). The brand identity and extensive customer base of the company provides them

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with the scope to further expand their business activities into providing additional
services. These may include special transportation services in the form of ambulance
booking or other emergency vehicles. The company may also extend its scope into the
hospitality industry by providing hotel booking services to the customers in the areas
where the customers are traveling to. Moving and packing services can also be provided
by Uber Technologies in order to enhance the convenience of its customers. Such
diversification of the services currently provided by the company can aid in the
expansion of its customer base, thereby providing it with a competitive edge in the
market (Wirtz and Tang 2016).
 Expansion of services to other areas – The services provided by the company are
restricted to urban areas, primarily important cities and its outskirts. The company also
provides out-station services at prices which are slightly higher than the rates of the
regular cab services. However, the company can expand the areas in which the regular
cab services are provided in order to improve the convenience of the customers.
Furthermore, there are certain countries like Denmark and China where the services of
Uber Technologies are not available presently (Dudley, Banister and Schwanen 2017).
The company can engage in expansion of the scope of its business in such countries,
which will ultimately help in increasing its customer base and profitability.
Growth Model of Uber
The concept of growth model entails the strategies adopted by a business organization for
the purpose of acquiring a greater market share in the industry and improving its overall
productivity and profitability. There are various strategies that can be adopted by organizations
to bring about growth and development in business activities, including market penetration,

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market expansion, product expansion, diversification and acquisitions or mergers (Bamiatzi and
Kirchmaier 2014). The exponential growth in the business activities and scope of Uber
Technologies Inc. can be attributed to the following growth strategies:
 Market expansion and development – The growth strategy of market expansion and
development involves the introduction of the products and services provided by the
organization to its customers in new markets for the purpose of increasing its customer
base and market share in the industry (Kowalkowski et al. 2015). Uber Technologies Inc.
has steadily expanded the provision of its services in 63 countries and over 785
metropolitan areas in the world (Dudley, Banister and Schwanen 2017). The customer
base of the company is well over 100 million. In this regard, it can be said that the
company has utilized a growth strategy of market expansion and development in order to
provide the service made available to a large number of customers across different
countries. Furthermore, in order to increase its market shares, the company has also
engaged in the provision of specialized transportation services in countries like India and
Thailand in the form of motor bikes and rickshaws.
 Diversification – The growth strategy of diversification involves the addition of new
products and services to the market of the business organization (Bowen, Baker and
Powell 2015). Uber Technologies Inc. has incorporated a growth strategy of
diversification in the form of expansion of its services to online food ordering. Uber Eats
is a food delivery application developed by Uber Technologies Inc., which enables the
users to browse through a list of restaurants near their location and order food or
beverage items (Sun and Govind 2017). Therefore, in this regard it can be said that
diversification of the organization in the application-based consumer services has enabled

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Uber Technologies to not only expand its market share but also increase its customer
base. The growth strategy of diversification has proven to be successful for the
organization through the provision of its services in all the countries and areas in which
the company already operates.
Competitive Business strategy
Competitive business strategies are long-term plans devised by business organizations for
the purpose of establishing and maintaining a competitive advantage in the market. These
strategies are formulated through a careful evaluation of the external environment in which the
organization operates (Gamble, Peteraf and Thompson 2014). The different competitive threats
and pressures are then analyzed according to which strategies are formulated to establish a
competitive position in the market. There may be several types of competitive business strategies
that can adopted by organizations, including cost leadership, cost focus, differentiation focus and
differentiation leadership (Stonehouse and Snowdon 2007). The competitive business strategies
adopted by Uber Technologies Inc. may be discussed as follows:
 Differentiation focus – The differentiation focus strategy is adopted by business
organization in order to prioritize the obtaining of a competitive advantage in the market
by outperforming the rivals (Alstete 2014). Such a competitive advantage is obtained by
the organization by providing the customers with superior quality and wider range of
product and services to the customers than its competitors. Uber has employed the
competitive business strategy of differentiation by incorporating additional services
within the scope of its business like the online food ordering service of Uber Eats
(Edelman 2015). Furthermore, the organization also provides specialized transportation

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services in a few countries and areas like the rickshaw and motor bike services in India
and Thailand.
 Cost leadership – The competitive business strategy of cost leadership is employed by
organizations with the aim to establish a competitive advantage in the market by
providing its services and products to the customers at lower costs than that of its
competitors or rivals (Banker, Mashruwala and Tripathy 2014). There are several
competitors of Uber Technologies in the transportation industry like Ola Cabs, Lyft,
DiDi, Taxify and the like (Jiang et al. 2018). In order to obtain a competitive advantage
in the market, the organization seeks to provide frequent discounts to the customers.
Furthermore, the company engages in cost cutting in terms of its maintenance and
infrastructure by using the method of networking to hire new drivers (Chang 2017). A
person who owns a personal vehicle can rent it to the company for the provision of cab
services. This helps Uber Technologies to lower its prices of rides without incurring any
significant financial loss. The strategy of cost leadership has thereby enabled the
company to gain a popular brand image and a huge customer base, thereby providing
them with a competitive edge in the market.
Conclusions and Recommendations
Therefore, from the above analysis, it can be rightfully mentioned that the report has
undertaken a critical analysis of the performance of Uber individually and as a part of a
disruptive industry. In association of this, it can be mentioned that Uber has been successful in
creating a disruption in the ride sharing industry and in line with this, the report has followed a
comprehensive format. The first chapter is the Introduction chapter which lays down the
objectives and aims of the research. The second chapter is the Literature review chapter which

20UBER STRATEGY
states the overall competitive strategies which are being applied by the firm and this is followed
by the Discussion on the findings of the research objectives and the questions. The next section
of the study provides certain recommendations which can be adopted by the enterprise.
Recommendations
There are certain recommendations that can be provided to Uber Technologies Inc. for
the purpose of improving their overall business performance. These recommendations can be
discussed as the following:
 Provision of additional services – Uber Technologies Inc. may expand the scope of their
business by providing a diverse range of services to its customers like emergency
transportation in the form of ambulances, hotel booking services, movers and packers’
services and so on. The provision of such additional services by the company will help
them to strengthen their position in the market through an increase in market shares in
different fields as well as an expansion of the customer base of the organization.
 Proper training of the drivers – The Company can ensure the maintenance of the
quality of services offered to the customers by adequately training the drivers allotted for
the cab services. Regular feedbacks and surveys from the customers will enable the
company to identify discrepancies on part of the customers in terms of misbehavior or
misconduct. Provision of training to the drivers will help the organization to ensure
optimum quality of services to the customers, thereby obtaining maximum customer
satisfaction. Obtaining and maintaining of a high level of customer satisfaction will
further enable the organization to have a popular brand identity in the market and
establish a competitive advantage.

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 Improvement of customer support services – Another recommendation that can be
provided to Uber Technologies Inc. is the improvement of the customer support services.
The present interface of the website and mobile applications can be improved upon so
that the customers may be able to contact the customer support executives in a faster and
efficient manner. This will ensure that the support team may be able to assist the
customers in a prompt manner. Provision of prompt and efficient customer services will
further ensure a maximization of customer satisfaction thereby increasing their trust and
loyalty towards the organization.
 Provision of services in larger number of areas – The regular cab services provided by
Uber Technologies Inc. is limited to metropolitan areas. However, the company may
increase the scope of its business by providing these services to a larger number of areas
in order to enhance the convenience of the customers. Furthermore, the company may
also provide its services in the countries in which they do not operate presently like China
and Denmark.

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