Strategic Analysis and Poster Creation: Uber Eats Case Study Project

This project provides a comprehensive strategic analysis of Uber Eats, examining its business strategies and market position. The assignment begins with an overview of Uber Eats, including its founding and evolution within the food delivery market. It then delves into a strategic analysis, applying key frameworks such as Porter's Five Forces to assess competitive threats and market attractiveness. The Ansoff Matrix is employed to evaluate growth strategies, including market penetration, market development, product development, and diversification. Furthermore, the VRIO analysis is utilized to assess Uber Eats' internal resources and capabilities to determine its sustainable competitive advantage. The assignment also includes a reflection using the Gibbs Reflective Cycle, discussing the author's experience, feelings, evaluation, and analysis of the project, along with an action plan for future learning. The references include books and journals supporting the analysis.

Strategic Management (Poster
Assessment 1)

Table of Contents
Poster...............................................................................................................................................3
Reflection.........................................................................................................................................5
Analysis...........................................................................................................................................5
REFERENCES................................................................................................................................8

Poster

Strategic management
Overview of Uber eats
The Parent company of UberEATS which is Uber was founded within the year 2009 by Travis Kalanick and Garrett
Camp. The firm began to do food delivery within the August 2014 alongside the launch of the UberFRESH service within
Santa Monica, California. Within the Year 2015, the platform was renamed to UberEats. In 2019, Uber Eats could delivers
food to the consumers through drones from Northern Hemisphere as well as partnered with Apple (Woodcock, 2016). Firms
also offers dine in options within certain nations that enables consumers to order food ahead of time as well as eat within
restaurant. On January 2020, it was reported that Uber Eats has lost its exclusive delivery rights with McDonald's within U.K.
During COVID- 19 pandemic, in March 2020 Uber Eats saw that there is a rise of 30 percent of the new consumers.
UberEats Ansoff matrix
Market Penetration- It focuses on selling the existing products to the existing
markets as within this application of several sales promotion techniques as these
include as distributing promo codes that enables several sales promotional
techniques.
Market Development- It includes to develop new markets within existing products.
As new markets can be new target groups or new nations. It generally involves only
minor changes to the products so that new markets can be adopted.
Product development- It is considered as a strategy that can takes place when the
new goods can be introduced within existing consumers as here within such case
when there is replacing at present range of products.
Diversification- It is known as last strategy that can be used mostly through start-up
firms. Firms also offers completely new products within new marketplace. As it
provides the greatest offers for growth but at the same time also at greatest risks
failures.
Hence to succeed in the market UberEATS can focus on market penetration by
offering discounts, membership etc. to customers. as uber eat in already a new
business expansion form rental industry to fooddelivering industry. So the
UberEATS should look into the new services to people in order to attract them and
fulfil their needs (Raj, Sundararajan, and You, 2020)
VRIO
The Vrio analysis is considered as to look each of its internal resources in order to
assess whether these are given sustained competitive advantage as according to
VRIO analysis mentions that these resources can be improves to give a greater
competitive advantage.
Resources/
Approaches
Valuable Rare Imitable Entity
Positive market
approaches
Yes Yes Yes Yes
Leadership team Yes yes no no
Awareness of brand No Yes No yes
High consumer
rating
Yes yes yes yes
Strategic analysis
Every firm require a specific strategy so that they can grow and expand in the
market. The strategy is developed on basis of strategic analysis in which effective
decisions are taken. this enable firm in providing direction that what they have to do,
how and when. the strategy enables in attaining of goals and objectives in effective way.
Porter five forces
Threats of New Entrants
High- There are various players within space as well as new ones keep emerging. Though
no one enjoys as a profitable growth model, nor they are enjoying the band extension
benefit as compare to Ubereats (Stonehem, 2016).
Threats of Existing firms
High- There are various number of the big players as firm can faces competition from
the food delivery players such as Zomato, Foodpanda, Swiggy. Several other services
also prevent within their growth.
Threats of substitute products or services
Medium- In deriving the competitive advantage UberEATS leverages the use of its
portfolio drivers. It may be sustainable as there are various other players such as Ola
who have trying to implement same lines even within the developing Nations like India.
Bargaining Power of Consumers
High- People have several choices when its comes to food delivery as there are several
players vying for the similar foothold within marketplace.
Bargaining Power of Suppliers-
Medium- Firms has unique competitive advantage, when there is come to fleet of
several vehicles that are plying on roads as for rivalries, competing with the same will be
not going to be possible.
REFERENCES
Books and Journals
Stonehem, B., 2016. UberEats Food Delivery: Learning the Basics (Vol. 1). First Rank Publishing.
Raj, M., Sundararajan, A. and You, C., 2020. COVID-19 and Digital Resilience: Evidence from Uber Eats. arXiv preprint
arXiv:2006.07204.

Reflection
Gibbs Reflective Cycle
Description- Reflection and experience is based on experience that I have had during creating
poster for strategic management of UberEats. This experience involved application of different
strategic models.
Feelings- During creating poster for strategic management I applied different models like
Porter’s five forces, Ansoff Matrix and VRIO analysis (Markkanen and et.al., 2020). During this
I had different feelings that included curiosity because I had very limited knowledge about these
models and strategic management.
Evaluation- This experience was overall favourable and good however I found difficulty in
application of VRIO model. This is because I found it difficult to understand and hence its
application was not good experience.
Analysis- The reason that things went good and favourably were, understanding of the models
and strategic approaches. Similarly, things that were bad and difficult was because of lack of
understanding of the models and approaches and their application.
Conclusion- On the basis of discussion it can be concluded that having effective understanding
of the strategic models would have simplified completion of this assessment and creating poster
(Markkanen and et.al., 2020).
Action plan- On the basis of experience that I have had it can be said that action that I will take
is comprehensive reading and understanding of strategic management subject and its content.
Analysis
Poster involved different types of strategic models and approaches that are used for
strategic management. These models used for strategic analysis of UberEats were Porter’s five
forces model in this model competition of the industry is analysed in which firm is operating.
This model is highly appropriate to determine attractiveness of an industry in which a firm is

operating and what are the forces in which organisation is strong and forces in which position of
organisation is weak.
Another model discussed and applied in poster was Ansoff Matrix and this is very
effective in understanding direction that an organisation can select for its growth and expansion
(Bruijl, 2018). This is also helpful in understanding on what element an organisation focus
should during expansion such as whether product should be focused or market and having strong
focus on one element helps in improving results.
VRIO model is also very important model that helps in determining capabilities and
resources of the company. In addition to this VRIO model also helps in understanding
capabilities on different basis such as valuable, rare, inimitable and organised. Knowledge of
these elements helps organisation in exploiting utmost benefits through these capabilities of the
organisation.

REFERENCES
Books and Journals
Bruijl, G.H.T., 2018. The relevance of Porter's five forces in today's innovative and changing
business environment. Available at SSRN 3192207.
Markkanen, P and et.al., 2020. A reflective cycle: Understanding challenging situations in a
school setting. Educational Research. 62(1). pp.46-62.
Raj, M., Sundararajan, A. and You, C., 2020. COVID-19 and Digital Resilience: Evidence from
Uber Eats. arXiv preprint arXiv:2006.07204.
Stonehem, B., 2016. UberEats Food Delivery: Learning the Basics (Vol. 1). First Rank
Publishing.
Woodcock, J., 2016. Deliveroo and UberEATS: organising in the gig economy in the
UK. Connessioniprecarie.