Strategic Analysis of Uber's Performance and Growth in the Market

This report provides a comprehensive strategic analysis of Uber, examining its performance in the international market. It delves into Uber's business strategy, evaluating its current strategic performance and growth model. The report identifies key research objectives, including understanding Uber's market position, analyzing its competitive environment, and recommending strategies for future growth. The methodology involves a thorough literature review and thematic analysis to assess Uber's strengths, weaknesses, and opportunities. The findings highlight the company's strategic performance, growth model, and competitive landscape, leading to discussions on its future prospects and strategic recommendations for sustained success. The report concludes with a summary of key insights and actionable strategies to enhance Uber's market position and long-term performance.

Running head: UBER
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Name of the Student
Name of the University
Author Note

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Executive Summary
Strategic management is measured to be a critical part of the business and with reverence to this,
it befits essential for any business to ensure that if I wants to attain success in the long run then in
such a case, it needs to plan strategically for the long run of the firm. The report is based on Uber
cab applications and the manner in which it has been perfuming considerably well. The report6
outlined the overall background of the paper, outlined their theoretical background of the
different strategic concepts and additionally, the manner in which the firm intends to throw. The
Thematic analysis presents the deep insight into then operations of the firm and outlines its
overall performance.

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Table of Contents
Chapter 1: Introduction....................................................................................................................5
Overview......................................................................................................................................5
Problem statement.......................................................................................................................6
Research aim................................................................................................................................6
Research objectives.....................................................................................................................7
Research questions.......................................................................................................................7
Research rationale........................................................................................................................8
Structure of the paper...................................................................................................................8
Chapter 2: Literature Review: Introduction...................................................................................10
Business strategy...........................................................................................................................10
The generic strategies theory.....................................................................................................11
Application to Uber...................................................................................................................14
Growth strategies...........................................................................................................................15
Ansoff Growth Matrix...............................................................................................................15
Application to Uber...................................................................................................................16
Capabilities and resources.............................................................................................................17
The resource based theory.........................................................................................................17
Application to Uber...................................................................................................................18
Competition in the industry...........................................................................................................18

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SWOT Analysis.........................................................................................................................18
Five forces analysis....................................................................................................................20
Chapter 3: Research Methodology................................................................................................24
Overview....................................................................................................................................24
Research Outline........................................................................................................................24
Research Philosophy..................................................................................................................24
Research Approach....................................................................................................................25
Research Design........................................................................................................................25
Research Strategy......................................................................................................................26
Data collection...........................................................................................................................26
Data analysis..............................................................................................................................26
Ethical considerations................................................................................................................27
Accessibility Issues....................................................................................................................27
Summary....................................................................................................................................28
Chapter 4: Analysis and Findings..................................................................................................29
Overview....................................................................................................................................29
Thematic analysis......................................................................................................................29
Justification and chosen approach.............................................................................................29
Theme 1: Strategic performance of Uber in the international market.......................................30
Theme 2: The Growth Model....................................................................................................31

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Theme 3: The Competitive environment...................................................................................32
Discussion..................................................................................................................................34
Chapter 5: Conclusion...................................................................................................................35
References......................................................................................................................................36

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Chapter 1: Introduction
The organization Uber can be considered to be a considerably good firm which
has been performing considerably well and has over time portrayed a considerable market
growth which is the reason why the study on Uber can be understood to be the most common and
popular. In case the organization is required to maintain its growth streak, then in such a case, the
firm would be required to ensure that, it is able to adapt to the changing needs of the market and
is successfully able to adapt accordingly. The Introduction section will lay down the different
aspects of the research which are required to be carried out and in addition to this, it will also
provide the structure as followed by the paper.
Overview
The international market has become very competitive in nature and the research aims to
evaluate the market competitive power of Uber in the coming five years. The particular topic is
being chosen to determine the overall current performance of the firm and will be then followed
by the measurement of the future performance of the firm in the imminent few years. The
business atmosphere can be understood to be considerably dynamic and it is in line with this,
that, if a firm wants to ensure accomplishment in the future then in the long run, the firm would
be needed to undertake considerable measures which will ensure that it is able to create a good
standing for itself in the long run (Moutinho and Vargas-Sanchez 2018). As the competition has
increased due to the globalization, it has become substantially imperative for the firm to ensure
that, they gather their competitive strength and use it to their overall advantage. The study is
based on Uber and will be evaluating their performance in order to understand the business

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strategy to be followed by the firm in the long run, to determine the growth model of the firm
and to recommend strategies to the firm as well.
Problem statement
The problem statement for the research paper can be largely understood to be the fact that
as the Uber has been performing in a considerably competitive business environment, it is with
respect to this, that it may face considerable competition and price wars from different local
firms in every country and may be restricted by the governmental laws as well as the policies
present. Hence, it is in line of this that, the research aims to undertake a comprehensive analysis
on the overall performance of the firm and aims to determine the manner in which the firm will
be performing with a change in the overall strategic objectives of the firm and a change in the
operations.
Research aim
The main aim of the research is to outline the overall strategic performance of Uber in the
international market and follow this by an analysis of the manner in which the company as a
whole has been affected by the different operations of its competitors. In addition to this, the
research paper will aim to analyze the overall growth and expansion model which is adopted by
the firm currently and to predict and prescribe with the help of theory how the company can
perform in the long run within a time span of 5 years. For this, the study will be undertaking a
secondary approach whereby various business articles, journals and related newspaper and
informative websites shall be analyzed in a comprehensive manner which will go a extended way
in supporting the firm to advance an understanding of the performance and based on this, certain
strategies will be recommended to improve the future performance and to be able to ensure that
the organization is able to maintain its competitive positioning in the long run.

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Research objectives
The research objectives which have been undertaken for the purpose of the paper can be
stated to be as follows:
1. To understand the current strategic performance of Uber in the international market
2. To evaluate the current strategic performance of Uber in the international market
3. To find the state to Uber growth model in the coming five years in the dynamic
competitive environment
4. To recommend certain strategies which may adopted by the firm in the long run to
improve its overall performance.
Research questions
The research questions which have been outlined for the purpose of the paper can be
understood to be as follows:
 What is the business strategy which is currently being followed by Uber in the
international market?
 What will be the state of the Uber growth model in the coming five years in the dynamic
competitive environment?
 What strategies can be adopted by the firm to improve its overall performance in the long
run?
 What is current strategic performance of Uber in the international market?
 What will be the state to Uber growth model in the coming five years in the dynamic
competitive environment?
 What recommended strategies may be adopted by the firm in the long run to improve its
overall performance?

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Research rationale
The reason why the Uber has been chosen as a topic can be understood to be because, it
will target the current performance of Uber as a firm and determine the competitive advantage
which the firm enjoys for itself. As mentioned earlier, as the organization has become
considerably dynamic in nature, it has become comparatively very difficult for all the different
firms as present in the business environment to sustain well in the organization and it is for this
purpose that, it is crucial to understand the steps and strategies which will be adopted by the firm
to ensure overall success in the long run (Moutinho and Vargas-Sanchez 2018). The Uber has
been facing considerable competition from various companies in the local companies which are
existent in the market. The core values, strategic business processes as well as the strategies will
assist in understanding the current capabilities of the organization and in line of this the overall
performance can be predicted and processed accordingly. Certain recommendations which will
be beneficial for the firm to adopt in the future shall be provided.
Structure of the paper
The structure which will be followed by the paper can be understood to be as follows:
 Chapter 1: The first chapter can be understood to be the Introduction Chapter which will
lay down the overall background of the paper and in accordance with this, it will also set
the overview of the research topic for the paper. In this way, the overall goals and
objectives which the paper aims to attain can be identified accordingly.

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 Chapter 2: The second chapter of the research project can be understood the Literature
Review chapter which will identify the theoretical concepts as well as the overall
background related to the domain of the research. The topic of the research is Strategic
management and related growth of the firm.
 Chapter 3: The third chapter will be the Research Methodology which shall be outlining
all the research techniques which shall be effectively adopted in the paper for the purpose
of the research.
 Chapter 4: The fourth chapter can be stated to be the findings and analysis chapter
whereby the overall strategic management and related decisions will be carried out with
respect to the operations of the Uber as a company.
 Chapter 5: The fifth chapter will be the conclusion chapter which will outline the overall
summary of the research project and in addition to this, will provide recommendations
with respect to the same.

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Chapter 2: Literature Review: Introduction
Uber has portrayed a considerable market growth since a long period of time since its
inception and in line of this, it becomes considerable crucial to understand the overall
performance of the firm which will then go a long way in supporting the business to become a
global leader. In line of this, it has to be understood that, if the firm wants to continue this growth
streak then it will be required to certify that, it is efficaciously able to engage in certain strategies
which will help the firm in achieving long term success (Goetschand Davis2014). Moreover,
through this review of literature, it will be useful to understand and compare the overall status of
Uber through different theoretical frameworks which have been essentially developed by the
different authors as present in academia. The review of Literature shall be divided into different
sections whereby each section of the report will focus on the different Strategic Management
theories as present relation to the growth of Uber and its related activities.
Business strategy
A business strategy can be rightfully stated to be the combination of all the different
types of strategies which are generally made use of in a well-defined combination by a business
to take considerable decisions as well as decide upon actions as undertaken by the firm. This will
go a long way in confirming that, the firm is able to accomplish the overall business goals and
secure a competitive positioning in the market for itself. The business strategy can be understood
to be a backbone of the business as it proves to be a roadmap which helps in achieving the
overall goals of the firm. Hill, Jonesand Schilling (2014) described a business strategy to be
considered to be of the utmost importance because without a well-defined strategy of a business,
the overall goals as well as the objectives of the firm will not be achieved adequately and the

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firm will not be able to survive in the market for long (Pulaj, Kume and Cipi 2015). As the
competition can be understood to have increased considerably, the importance of the business
strategy can be stated to have increased and there exists a huge increase in the overall business.
The business strategy can be considered to be an integral part of the business plan and when a
business sets the overall goals and objectives in the right manner, it will be able to engage in
long term sustenance and ensure that the overall operations of the firm are carried out
comfortably.
The generic strategies theory
The generic strategy can be understood to be a useful strategy which assists any business
to understand the direction which is largely adopted by the firm. To understand where the
organization is leading, it becomes crucial to capture the overall strategy of the firm and to
determine where the firm would be in the next few years. (Noe et al. 2017) The different
strategies which are essentially described in the Michaelporter’s Generic strategy are as follows:
 Cost Leadership
 Differentiation
 Cost Focus
 Differentiation Focus