Uber's Competitive Strategies: Research Proposal Analysis

This research proposal examines Uber's performance in the international market and identifies strategies to maintain its competitiveness and market leadership. It outlines the research aims, objectives, and questions, focusing on Uber's strategic positioning and competitive advantages. The proposal includes a literature review of Uber's strategies, highlighting product line expansion, service improvements, and disruptive strategies, while acknowledging challenges like regulatory issues and employee treatment. The methodology employs a secondary qualitative research approach, using research journals and business reviews for data collection, and thematic analysis for data analysis. The study is structured into introduction, literature review, findings and discussion, and conclusion and recommendations chapters, providing a framework for analyzing Uber's competitive strategies and suggesting ways to improve its market performance. The proposal aims to provide recommendations based on which the firm will be able to perform well in the future and maintain its market leader and image.

Running head: RESEARCH PROPOSAL
RESEARCH PROPOSAL
Name of the Student
Name of the University
Author Note

1RESEARCH PROPOSAL
Table of Contents
Introduction................................................................................................................................2
Overview................................................................................................................................2
Research aim..........................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................3
Literature review........................................................................................................................3
Uber strategies........................................................................................................................3
Research Methodology...............................................................................................................4
Format of the study....................................................................................................................4
References..................................................................................................................................6

2RESEARCH PROPOSAL
Introduction
Overview
The research proposal aims to set out the prospect of the research project which is
based on the overall competitiveness of Uber in the international market. As the profit
earning capability of the transport and the ride sharing industry has been increasing to a great
extent, it becomes essentially crucial for the enterprises like the Uber to ensure that they are
being able to maintain the overall competitiveness of the business organizations as it would
assist them to engage in a leading market positioning (Rajesh and Chincholkar 2018). The
research proposal will lay down the research aims, research objectives and the research
questions with the help of which the study will be completed. The study aims to find certain
ways in which Uber will be able to strategize and attain competitive advantage.
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 competitiveness 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.

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 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?
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?
Literature review
Uber strategies
According to Kim, Baek and Lee (2018), Uber over the years has adopted a wide
number of strategies which can be essentially categorised to be diverse in nature. From
increase in the product lines to the improvement in the service, Uber has taken over several
market segments. The international strategies which the Uber as a firm has planned for itself
have assisted the firm in attainment of success and an attractive positioning in the market as
well.
Malos, Lester and Virick (2018) states that the strategies which have been by the
Uber as an enterprise can be stated to be disruptive strategies pertaining to which, the firm
has reflected disruptive entrepreneurship. However, over the past few years, the company has

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fallen into trouble because of its aggressive strategy with the regulators, the mistreatment of
the employees and the price wars and local disruption as well (Persia et al. 2016).
Research Methodology
The research methodology which will be essentially adopted for the study can be
stated to be the Secondary Qualitative research methodology whereby the study has been
focusing on the secondary methods of data collection and the Qualitative means of data
analysis (Saunders and Bezzina 2015). In this strategy various secondary sources such as the
research journals, the business reviews and other news articles will be selected as the main
source of data collection and this will then be followed by the analysis of the overall
competitive strategy of the firm by thematic analysis (Kumar 2019). By using this method of
analysis, the author plans to complete both the Literature review and the discussion. It is
based on the critical analysis of the findings that the recommendations will be made in the
last section of the study.
Format of the study
The format of the research project as planned can be stated to be as follows:
Chapter 1: Introduction
The Introduction will highlight the background of the firm which will then be followed by the
research objectives and questions.
Chapter 2: Literature review
The second chapter will be typically based on Literature review which will critically analyse
the theories relating to the strategies which are being applied by Uber
Chapter 3: Findings and Discussion

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The findings and discussion as a chapter will outline and underline the findings from the
research and present a thorough discussion on it.
Chapter 4: Conclusion and recommendations
The last chapter will summarise the findings of the study and provide brief recommendations
for the improvement in current strategic planning and implementation of uber.

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References
Kim, K., Baek, C. and Lee, J.D., 2018. Creative destruction of the sharing economy in action:
The case of Uber. Transportation Research Part A: Policy and Practice, 110, pp.118-127.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Malos, S., Lester, G.V. and Virick, M., 2018. Uber Drivers and Employment Status in the
Gig Economy: Should Corporate Social Responsibility Tip the Scales?. Employee
Responsibilities and Rights Journal, 30(4), pp.239-251.
Müller, B., Zachäus, C. and Meyer, G., 2017. European strategic processes towards
competitive, sustainable and user-friendly electrified road transport. In 30th International
electric vehicle Symposium, Stuttgart (Vol. 10).
Persia, L., Cipriani, E., Sgarra, V. and Meta, E., 2016. Strategies and measures for sustainable
urban transport systems. Transportation Research Procedia, 14, pp.955-964.
Rajesh, R. and Chincholkar, S., 2018. A Study on Consumer Perception of Ola and Uber Taxi
Services. Indian Journal of Computer Science, 3(5), pp.25-31
Saunders, M.N. and Bezzina, F., 2015. Reflections on conceptions of research methodology
among management academics. European management journal, 33(5), pp.297-304.