Uber Eats: Analysis of Corporate, Business, and Functional Strategies

This report provides a comprehensive analysis of Uber Eats' management strategies, encompassing corporate, business, and functional levels. It begins with an overview of the company's founding, growth, and market position in the food delivery industry, including its expansion and response to market dynamics like the COVID-19 pandemic. The main body delves into the corporate-level strategies, such as stability, expansion, and diversification, evaluating their impact on Uber Eats' competitive advantage. The report also assesses business-level strategies, including market budget increases, and explores functional-level strategies. Recommendations are provided based on the analysis, with a conclusion summarizing the key findings and a list of references. The report aims to provide insights into the management approaches employed by Uber Eats and their effectiveness.

Management

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Detailed overview of the organisation that has been mentioned above.......................................1
Analysis of the strategy that is of corporate level which possess a lot of importance in the
current market..............................................................................................................................2
Evaluation of the business level strategies that are used by the above mentioned company in a
very detailed manner....................................................................................................................4
Examination of the different functional level strategies that are prevailing in the current
market scenario with context of the firm mentioned above........................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Management is one of the most important aspect as it helps the company which is taken in
the report that is operating in the market irrespective of the industry in which it is working so that
all the factors that impacts the overall performance of the company in the long run can be
examined (Bolino, Long and Turnley, 2016). Also a business firm uses different management
strategies that are prevailing in the market so as to keep a tab on all the activities of the
organization so that necessary rectification measures and adjustments can be taken which can
prove beneficial for the company so as to survive and sustain in the market for a longer time
period as compared to its rivals that are also operating in the similar market conditions. Uber eats
is a company that deals in providing food delivery and takeout services to its customers and has
performed exceptionally well in the market and thus has captured a larger share in the industry.
In this report there is a detailed examination, analysis, as well as evaluation done of various
aspects that are related with the above mentioned firm such as its detailed overview, the
strategies that it is using in the current market scenario, and the things that it can do in the future
so as to improve its performance further. Apart from that the report also covers various factors
that are related with the different strategies that are used by various firms including the above
mentioned one and the major strategies that are explained in this report are of three types that are
corporate, business, and functional level strategy and its detailed examination with context of the
company. Further this report also covers an appropriate recommendation according to the current
working of the company and the things that can be improved by it in the long term
circumstances.
MAIN BODY
Detailed overview of the organisation that has been mentioned above
Uber is one of the biggest firms that is operating in a number of different industries and
thus Uber eats is also one of the sector in which it is working. The company was founded by two
persons named Travis Kalanick and Garrett Camp in the year of 2009 (Boon, Den Hartog and
Lepak, 2019). The company began its food delivery services in the year 2014 with the name of
Uber fresh and it was operational in the area of Santa Monica, California in the United States of
America and thus after a number of modifications and different research is done on an overall
basis and after that the name Uber fresh was renamed as Uber etas with the same services that it

was providing earlier to its customers. A new software was also developed with the same name
so as to increase the footfall of the customers by using the online platform to the best of its
ability so that it can generate more sales and subsequently profitability that can prove beneficial
for the overall growth and development of the company in the market in which it is operational.
So it has implemented a number of different strategies and also initiated many programs that are
of high importance and also helped to increase and improve the trust of the buyers in it and thus
as a result the sales of the firm increased many folds in the subsequent years because of it. The
company is currently providing its services in more than 200 cities all around the world and also
has captured a considerable amount of share in the market as compared to its rivals that are also
operating in the similar industry (Donnez and Dolmans, 2016). There was a new that the
company is planning to merge with its other rival that is Zomato but due to certain circumstances
that proved unfavourable for the company’s acquisition did not happen and thus both remained
separate firms but the deliveries in the United Kingdom’s are not done by Uber eats and has
taken over by Zomato. The thing that the company has done is encouraging the use of take away
services so that it can result in the increased customer share and it has successfully increased the
number too due to the implementation of this. Another this is the pandemic that is COVID-19
which hampered all the economic activities of the world but since the citizens are locked down
for such a long time in their homes it resulted in the increase of online ordering and thus
increasing the sales many folds of the organisation in that period of time. Since the individuals
are still reluctant to go outside for dinner or eat out purposes the app thus carters all the needs,
requirements, and demands of the customers by making the food delivery process much faster
and more transparent so that all the food and related products can reach to the final users and that
too while taking all the precautionary measures at place. Thus it can be seen that the pandemic
was just the beginning of the increase of the sales of the company since and thus it can be said
that it is the best time to make and implement appropriate plans and strategies so that it can help
in the increase of the sales of the firm as compared to the present scenario.
Analysis of the strategy that is of corporate level which possess a lot of importance in the current
market
The strategies that are related with the corporate level are one of the most important ones
as they are the one that helps the company to gain a competitive edge against the rivals that are
also operating in the similar market circumstances (Grant, Wong and Trautrims, 2017). Since the

current market conditions are highly competitive as well as dynamic in nature so it is very crucial
and critical at the same time for each and very firm that is operational in the industry to make
and implement such strategies that can help it to achieve and accomplish its desired goals and
objectives and that too within a limited time frame that can help in adding value to it in the long
term context. Thus the firms in this regard use various types of strategies that are included in the
corporate part so that it can prove beneficial in the selection and management of all the activities
and transactions of the business firm that carriers a lot of value in the present time. since the
company that is mentioned above which is Uber eats is a firm that is operating in a market where
stiff competition is prevailing in the industry and thus it becomes much more crucial and
essential for it to gain advantage over other competitive enterprises so that it can operate on a
good profitable margin that can help it to sustain in the market for a much longer time frame.
The various strategies that are included in it are discussed below in detail-
 Stability strategy- It is a strategy that is related with providing stability to the company
in various factors such as operations, performance, financially, etc. so that it can manage
and all the things that are done in the company and can help it to stabilise in the long term
so that it can stand well ahead of all its competitors that are present in the market
currently. Uber eats has launches a number of different programs in this regard and the
most important one is the fixation of the level of the prices so that it can provide a
stabilised base to the employees of the company which can further result in improving the
overall conditioning of the firm (Homburg, Jozić and Kuehnl, 2017).
 Expansion strategy- This is a strategy which is related with the expansion of the
company and it is very crucial since it helps in providing a platform to the firm where it
can perform exceptionally well and thus it can result in the increase of the sales and
profitability of the organisation as a whole. Uber eats has taken this aspect very seriously
and thus it is one of the major reason for its huge success in the market as it does a
detailed examination of the market conditions of a particular place and then implement
appropriate strategies so that it can expand its business in other parts of the world too
which can substantially increase its profit (Kumar and Samadder, 2017). The example of
it is that the company uses Expansion through Diversification which is explained in detail
in the below point.

 Diversification- Expansion by Diversification is used when a company wants to change
its business definition, such as by introducing a new product or entering a new market,
individually or jointly. To plan for economic downturns, a company adopts an expansion
by diversification strategy. It is a strategy that is associated with the diversification of the
company that is it helps in the firm to take up many things of other industries too and the
firm that is Uber eats has done it in a very effective and efficient manner. The
organisation was Uber but it diversified in various other activities too which resulted in
the growth of the Uber eats and thus it can be seen that the decision of the higher
authorities paved way for the formation of new department and thus it is generating
enough revenue too in the industry.
 Forward or backward integration- It is an approach that is related with the past and the
forward looking approach as in it the company does a detailed research of the things that
it has done in the past so that it can learn the mistakes that it has performed earlier and
thus according to it the company can plan for the future and implement appropriate
changes in the operation of the organisation which can help it in the long term. in context
of the enterprise that is Uber eats the company has done an examination of the past and it
has seen that it can be way much profitable to start online delivering of all the food
products and thus in the near future it implemented that aspect and thus helping the
overall improvement of the company (Li and Xia, 2020).
Evaluation of the business level strategies that are used by the above mentioned company in a
very detailed manner
Business level strategies are the one that is related with the unique selling proposition of a
firm and thus it becomes very much important as well as essential for a company to have it own
unique selling proposition that can enable it to gain and attract a number of customers that are
prevailing in the current market scenario. Different strategies are used by firms so as to lead in
the market by capturing a much larger share of the industry and business level strategies proves
very beneficial in this regard (Makadok, Burton and Barney, 2018). Uber eats is a firm that is not
pretty much old in the market but still it has performed in a much better manner that helped it to
increase its level of sales and profitability and the following strategies are the ones that are used
by it so as to make a mark on the industry so that it can help the enterprise to gain advantage
over others in this aspect-

 Increase market budget- The main thing that can be done by the company is that it can
increase the budget level so that it can fetch good rate of return in the industry and can
also prove useful in acquiring new and improved resources that can further result in the
optimum utilisation of that resources in the current market scenario. Uber eats is a
company that was low on its capital but after a year or two of its formation the capital
that was invested in it rose many times as the budget allocation for the organisation
increased many folds in that period (North and Kumta, 2018).
 Improve quality- It is the most essential aspect since improvement in the quality of the
products and services is a must in the competitive market and also it helps to create an
image in the eyes of the prospective customers which proves beneficial at the time of
purchase. Uber eats constantly tries to improve its quality of the products and the service
that it provides to its buyers by taking timely feedbacks and suggestions from them so
that appropriate changes can be made in the operation of the business that can lead to its
growth and development in the long run (Perlin, Rautemaa-Richardson and Alastruey-
Izquierdo, 2017).
 Rebrand- It is a strategy that is used by most of the firms since it helps in gaining a
market value that proves useful in the near future. Since at the time of formation the
company was Uber fresh but it was renamed as Uber eats after a few years and thus it is
mainly because it can attract a lot of customers that are far more than the current one.
 Tapping of new and emerging markets- It is very crucial to constantly do a detailed
analysis of the market so that the company can enter new areas which can help it to
increase its profitability. The organisation that was formed in the year 2009 was Uber but
while doing examination of other markets the authorities of the company feel that there is
a need for the formulation of another firm named as Uber fresh that can deal in the
delivery of food and related services and thus this decision helped a lot in capturing and
making a mark in the market that has stiff competition prevailing in it (Pollitt, Birchall
and Putman, 2016).
 Cost leadership- Cost leadership in market management refers to gaining a competitive
edge by getting the lowest operating costs in the industry. The performance, size, scale,
scope, and accumulated experience of an organisation are often used to determine cost

leadership. Uber eats uses it in the market so that it can attract more number of
customers.
 Cost differentiation-Differentiation strategy is based on the assumption that one must
have a distinct and distinct role. Differentiation leadership focuses on offering perks that
add value to customers, while higher rates are used to “make up” for higher costs. Uber
eats uses this strategy so that it can stand ahead of all its competitors that are also
prevailing in the current market situation.
Examination of the different functional level strategies that are prevailing in the current market
scenario with context of the firm mentioned above
Functional level strategies possess a lot of importance as they are the one that is related
with the day to day working of the company. These basically help in assigning different roles
and responsibilities to the different departments so that all the functions of the company can be
performed in a very systematic and sequential manner which can add value to the firm in the
long run. Uber eats is an organisation that is operating on a very large scale and thus it is one of
the main reasons for it to have an intact strategy that is related to its functional part (Ronco, Reis
and Husain-Syed, 2020). There are various strategies that are discussed above which carriers a
lot of value in this aspect for the company Uber eats-
 Marketing- It is a strategy that helps in promotion of the products and services that the
company renders in the market and thus it is very important to assign each role in this
department with full precision so that it can add value in the operations of the enterprise.
Uber eats has a team of experts in this regard that mainly uses advertisement and social
media platforms to promote its services so that it can reach to the maximum number of
people and that too within a limited cost (Vlotman, Smedema and Rycroft, 2020).
 Accounting- It is related with the identification, analysis, and summarising of all the
transactions that are performed in the company so that errors can be reduced and it can
help in reducing the unnecessary cost that can be added in the absence of it. Uber etas has
a team of expertise personnel’s that are experience enough in this aspect and thus helps in
improving the overall performance of the company in the long run (Wiersema and Bird,
2017).
 Research and development- It is an area that is related with the research part so that
market conditions can be analysed according to which proper development can be done.

Uber eats has a team that does all the research part of the environment that is currently
prevailing in the market so that implementation of necessary things can be made which
can increase its value in the market in which it is operating (Yu, Yang and Li, 2018).
RECOMMENDATIONS
It can be recommended from the above that the company which is Uber eats is performing
very well in the market but still there are many areas in which it can make improvement which
can substantially increase its market value as compared to the one in the present. Also there are
some loop holes in its working and thus it can be recommended that more detailed analysis and
evaluation has to be done of the market so that it can help it to survive the stiff competition for a
longer time frame. The company uses the demand and supply aspect so that it can fix a price of
the product in an impactful manner so that it can attract a large number of customers.
CONCLUSION
From the above it can be concluded that Uber eats is a firm whose parent company is Uber
and is operating in the area of delivering food and related products to the end customers. Apart
from that it can be concluded that the firm implements various strategies that are related with
corporate, business, and functional level so that it can increase its value and can become much
more profitable in the industry and can stand well ahead of all the rivals of the firm that are
currently prevailing in the industry and giving Uber eats a tough fight. Further it can be
concluded that the company is performing considerable well since its formation in the year of
2015 but the other companies are providing various kinds of stuffs so as to lure other customers
and thus the firm has to analyse all of them so that it can use it too for its advance.

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