This report provides a comprehensive analysis of Uber's business strategy, examining its internal and external environments. It begins with an introduction to business strategy and an overview of Uber Technologies, Inc. The report then applies the PESTLE framework to assess the macro environment and stakeholder analysis to understand the interests and power dynamics of various stakeholders. It further analyzes Uber's internal environment using VRIO and McKinsey's 7S frameworks to identify strengths, weaknesses, and core competencies. Porter's Five Forces model is applied to evaluate the competitive landscape. Finally, the report explores strategic planning, including the application of concepts, theories, and models to devise strategic plans. The analysis includes strategic recommendations to improve market position and competitive advantages.