Uber's Organizational Change: Analysis, Strategy, and Implementation

This report provides a comprehensive analysis of change management within Uber, identifying key areas requiring organizational adjustments, such as driver satisfaction, pricing models, safety standards, and regulatory cooperation. It explores the application of change management models like Kotter's 8-Step Change Model and Lewin's 3-Stage Model to facilitate effective transitions. The report outlines a strategic plan for implementing changes, emphasizing stakeholder engagement and customized customer experiences. Furthermore, it discusses the benefits and sustainability of proposed changes, including loyalty programs and structural planning, to ensure Uber's continued growth and competitive advantage. This analysis aims to equip Uber with actionable strategies to navigate challenges and capitalize on opportunities in the dynamic international market, fostering a more innovative and efficient operational environment.

Managing Change

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Identify and analyse the situation where Uber needs to make necessary changes at the
organisational level and the areas where changes are required..............................................1
The models, concepts and theories that can be used in managing the change process in Uber..3
Give justification for the process of change and approaches adapted for Uber and also create a
plan of strategy in order to implement the process ...............................................................6
Discuss how the strategic plan which will be produced in terms of implementation for Uber
and also about the analysis of the benefits and sustainability of the proposed changes........8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Change management refers to the process of managing and preparing for any kind of new
change at the organisational level. Within the change management process, an individual
prepares for the transition to a new kind of change that gains support at the organisational level
for whatever the change is and also deploy the change over the period of time(Barley and et.al.,
2017). Change management is important because it ensures that employees understand their new
responsibilities and can also perform the tasks into the efficient manner. In the present report, a
case study is taken into consideration on the challenges faced by the Uber. In this case study,
Uber has to face competition in terms of maintaining the significant price increases. They have
aimed for providing earnings opportunity which is comparable to that available in wholesale,
retail and restaurant services. The present report will cover discussion about the necessary
organisational changes and the areas where changes are required. In addition to this, the present
report will cover analysis about different models, concepts and theories which can be used in the
process of change. Moreover, the report will cover discussion about approaches adopted for Uber
and development of strategic plan for the implementation of the process. The reports also consist
of strategic plan which will be implemented for Uber and analysis of sustainability and benefits
of the proposed changes.
MAIN BODY
Identify and analyse the situation where Uber needs to make necessary changes at the
organisational level and the areas where changes are required
Changes are very important at the organisational level for the organisation’s further
growth and development as well. Change refers to that process which transforms an organisation
from one phase to another phase where there is requirement of proper planning and strategy as
well. Change management also helps an organisation in terms of remaining viable due to its
ability to grow and also adapt to the current trends of the market(Bolton and et.al., 2018).
Change is basically the part of a business’s overall growth and development as well. Every
company has to pass certain levels of change in order to achieve positive results and
development as well. For identifying changes it is important that to find out the loop holes of the
organisation so that proper actions can be taken in the direction of proper growth.
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According to case study, Uber has to make changes in terms of satisfying their drivers into
positive manner by providing them enough amount of payment so that it can make their
employees satisfied from their job role. Uber should find out other ways of increasing profits of
their own company rather than reducing the payment of the drivers of the company. Company
has to make changes in terms of their models which are underpricing to customers.There are lots
of competitors of Uber into the market such as Bolt, Ola and Kapten who were making difficult
for the company to maintain a significant increase into the prices and also there are number of
competitors in other parts of the world as well(Bossert., 2016). The company has facing issues
into the context of renewing their license regarding the public safety and security concerns. So
it’s necessary for the organisation to make necessary changes at the organisational level
regarding this issue.
Uber has to also make changes in terms of ways of operating into a particular country so
that they can easily give tough competition to other companies into the market. It has been
observed that Uber does not have control measures in terms of providing adequate safety
standards for their customers so its important that company has to make necessary changes
towards it so that they can give adequate results into the form of customers satisfaction level as
well. Uber also do not cooperate with transport authorities into appropriate manner due to which
it creates a kind of negative image into the market in terms of cooperation level. Uber has also
taken some steps which are not leagalised in terms of performance due to which they have to
face problems with senior authorities. These are the main areas where Uber has to make changes
at the organisational level.
For making improvement in terms of organisational level, it is important to take appropriate
actions for it. According to the case study, the main areas where changes are required into the
overall manner are the job satisfaction level of their employees, ways of operating into different
country (Capdevila and Zarlenga., 2015). In addition to this, ways of earnings profits at the
organisational level, license renewal procedure, providing safety standards to their customers,
cooperation with senior authorities. To make changes at the organisational level, Uber can reduce
the driver downtime and also allow for scheduled pick-ups. When Uber allowed for scheduled
pick-ups then they become more efficient in terms of the performance and can also do interesting
things in terms of consumer facing things. By creating loyalty programs at the organisational
level they can gain trust of their employees and customers as well.
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For increasing the experience of their customers into positive terms it is important that to
customize the experience so that customers feel good into the context of the experience and can
refer to other people as well. For customizing the experience, the company has did the spotify
partnership. The bigggest change can be created through analysing about the level of interaction
in terms of customisation purpose(Christl and et.al., 2017). Fo earning profits at the large scale it
is important that they made the structural plan into specified manner so that they can steps
according to the market requirement. The structural plan act as GPS for the company in terms of
growth of the company and also gives details in terms of running the business into effective
manner.
Through the analysis of different situations of company it has been observed that Uber can
identify challenges and opportunities both at the internal and external level in terms of service of
the organisation. This kind of situation analysis also defines the scope of problem due to which
they work towards this spectrum that in which manner they can emerge into the innovative
manner in this international market. With support of situation analysis from the case study of
Uber it has been find out that in which manner the team can be motivated and also reduce the
unnecessary procedures for the effective performance of the company. The changes which has
been identified from the case study also gives the idea that in which manner they can remain
ahead in terms of performance of the company through innovative manner. So these changes
help the company in terms of further growth and development of the organisation.
The models, concepts and theories that can be used in managing the change process in Uber
The change management is a systematic procedure that could assist a business to bring
change in their management practices(Denis and Baker., 2015). It includes selecting, adopting
and identifying changes that are related to the business environment, structure, strategies,
methods and technology. To critically open the change management that could enhance business
practices of Uber, the Lewin's 3 stage model along with Kotter’s change management theory are
utilized and elaborated under:
1. KOTTER’S CHANGE MANAGEMENT:
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It is among one of the most reputed and applied change management theory which
involves of eight stages, every stage focuses on the reaction of employees in relativeness to
changes. Create situation of URGENCY: The management at Uber needs to include employees in
their process of decision making and planning activities of organisation in order to instil a
sense of urgency among the staff members to work effectively and efficiently towards
organizational goals. Build Guiding Team: The management at Uber needs to identify the correct set of talents
and individuals in order to develop an effective team within the business essential for a
changing organization to ensure efficiency. Development of SCOPES and VISIONS: It is important for the management at Uber not
to just plan but rather focus on innovations and sentiments along with objective of
employees as well, to develop a vision and mission for effective management change. Develop better COMMUNICATION: The management at Uber could promote change
by communicating clearly and effectively with its staff members within the
organisation(Diao and et.al., 2021). This will assist them with employees being aligned
with organizations objectives and core values. EMPOWERMENT actions: The management at Uber has to give importance to
eliminate hindrances by creating an effective feedback form staff members in order to
evaluate their perspective on the changes that are being made. This will help instil
harmony within the workforce. Raising DON'T GIVE UP Attitude: It is crucial to the management in Uber to be calm
because changes take length and barriers are inevitable (Fielbaum and Tirachini., 2021).
This is vital to be continued with activities during the process of change, to be effective
and optimal in overall activities. Create SHORT-RUN VICTORY: The management at Uber has to enhance importance
on short term victories instead of the long term huge victories and focus on small
achievements in order to build the moral of employees while also motivating them.
 Implementing TRANFORMATION: It is important for the management to solidify and
develop some functions of their organizational culture as it could be helpful for their
employees to adapt to changing conditions.
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2. LEWIN'S 3 STAGE MODEL OF CHANGE:
This model consists of 3 strong steps consisting of de-freezing, making changes and
freezing again. The model in context to Uber is mentioned below: Unfreezing: This stage is important in order to manage change of Uber, as this stage is
important to introduce factors to change their employees-needs and improve their
motivation to achieve better results. Change process: This stage is also considered as the transition which could assist the
managers at Uber to enable its employees to accept the change innovations and introduce
new ways of doing things through effective communication and promoting individuals
for endorsing implemented changes.
 Refreezing: This stage of model mainly focuses over the transition of individual after
implementing change process towards a relativity stable condition(Greenwood and
Wattal., 2015).The management at Uber could be able to use this model at present stage
effectively and efficiently, as this will provide crucial support in making employees
accept or internalize the implemented changes.
These are the main models, concepts and theories which can be used in terms of managing the
process of change. The change process adopted by the company in terms of gaining the support
of stakeholders of Uber company and it can be explained into the following manner:
There are certain stakeholders which are very significant and this includes riders,
investors, mobile operating systems providers, drivers and its employees. According to Kotter's
change management theory which brings change in terms of process at the organisational level
talks about the employees involvement. When Uber has decided to not reduce the payment of
their drivers then their positive attitude in terms of performance help in terms of bring new
change implementation into positive manner (Hein and et.al., 2019). When company has decided
to give customize experience to their customers then their positive feedback for the company
contribute in terms of implementing the change into successful manner. The new mobile
operating systems also help in terms of raising the performance into technical parameters where
it is easier to do their rides into more effective manner.
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The employees who are working at the organisational level can cooperate the Uber
through accepting the change into positive manner and perform a good behaviour as well at the
cooperation level. At the time of change process, the investors gain the confidence level through
observing the changes into positive manner at the organisational level(Lam and Liu., 2017). In
this manner, investors feel that they are safer in terms of investing into Uber company because
they are removing their negative aspects by working into positive manner towards their career.
These are the main stakeholders of the company and their support system has been gained
through following certain actions and particular kind of behaviour which contribute in terms of
positive growth of the Uber company.
Give justification for the process of change and approaches adapted for Uber and also create a
plan of strategy in order to implement the process
According to the case study, there is requirement of positive growth and development of
the organisation of Uber. Company s facing problems in various aspects such as drivers job
dissatisfaction, problems in earning profits, model implementation, maintaining price level into
competitive manner and dealing with senior authorities of transportation. So Uber is required to
adopt the process of change so that they can resolve the problems into appropriate manner with
proper actions and strategies(Leckie and et.al., 2017). There are certain approaches, models and
theories adopted by the company in order to resolve problems into appropriate manner. It
basically includes Kotter's change management, Lewin's three stage model. These models help
in terms of bringing change at the organisational level and within the employees behaviour as
well.
According to the Kotter's change management model, it basically provides a roadmap
which change manager can follow it and also even they are new towards the change. This model
is also helpful into this context that organisation who are going through the change period of
time and it can be in terms of any aspect whether it is about change of location, business tools or
processes. According to Lewin's three step model which can be adopted by the Uber company by
giving an understanding about the significance of change. In the further step, change has been
implemented with the positive perspective and also about the transition of employees in any kind
of aspect. This kind of new transition also help Uber company in terms of their performance at
the organisational level.
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For improving the performance of the organisation, Uber has adopted the
internationalisation strategy which was very successful but up to certain aspect they have to do
analysis of market so that they can beat the competitors into effective manner in order to perform
into result oriented manner (Light and Miskelly., 2015). According to the case study, they have
to face certain problems at the international level but it can be resolved through support of
certain models and theories as well. These theories and models bring changes into the process of
working due to which they can perform into result oriented manner. For implementing the
change into effective manner, there is requirement of strategic plan so that they can take their
decision for the positive growth and development of Uber company. Strategic planning is
basically the process into ongoing manner where an organisation has to set its course into
forward manner through bringing all stakeholders together in order to examine current realities.
The strategic plan for the change process can be made through following certain steps and it is
defined into the following manner:
First of all Uber company has to set define its goals, mission and vision into appropriate
manner so that they can work accordingly for it. When Uber has defined its vision into
appropriate manner then they sure about this aspect that how their success would look like into
the upcoming years. When Uber has clear mission then they describe the values into appropriate
manner and in which manner they reach towards the vision. In the next step, they have to analyse
their strengths, weaknesses, opportunities and threats as well into positive manner. In the further
step, the company has to value themselves by forecasting into financial parameter. While making
the strategic plan, Uber has to set the organisational direction for the business so that they can
work accordingly for it into positive manner. In the further step, it is important that to create
strategic objectives by the Uber company so that they can take decisions accordingly for it.
After setting or creating the objectives into appropriate manner, it is important that to
align the work into proper manner (Peppers and Rogers., 2016).At the organisational level of
Uber, it is important that they understand about the team effort and this can be successful into
this aspect when their strategy implementation connected to the goals of the organisation. With
the cross functional decision making it is easier to aligned within a proper period of time. While
making the map of strategy in this step it is important for Uber company to illustrate the cause-
effect of those perspectives and connecting them to objectives into strategic manner.
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In the further step of strategic planning, Uber has to think about the strategic initiatives
which helps the organisation in terms of reaching towards those objectives (Saito and et.al.,
2019).Within the strategic plan, it is important that to analyse the performance and it s related
measures in this step so that they can make SMART goals for themselves. The task of creating
these goals is to be more specific, measurable, attainable, relevant and time-based as well. In the
last step of strategic plan, Uber has to evaluate the performance into appropriate manner so that
they can take appropriate decisions for their further actions and work towards it into proper
manner. So in this manner, Uber can make strategic plan for their further growth and
development of the organisation. Strategic plan is important for the company because they act as
an important tool for their future goals and performance as well. So strategic planning is
necessary from the perspective of innovative performance of an organisation and result oriented
work as well.
Discuss how the strategic plan which will be produced in terms of implementation for Uber and
also about the analysis of the benefits and sustainability of the proposed changes
For implementing the strategic plan it is important that to have proper consideration by
the Uber company into positive manner. Uber has to put all those steps into actionable manner so
that plan can be implemented into effective and result-oriented manner. Implementation is that
parameter where plans and strategies can be turned out into actions in order to accomplish the
strategic goals and objectives as well. Implementing the plan is very important as compared to
the strategies made by the Uber company. For applying the strategic plan into effective manner,
it is important that the plan must incorporate the process (Schechtner and Hanson., 2017). The
strategic plan can be implemented into successful manner when it follows the same strategy of
value discipline and when it is expressed into the more detailed policies and communications
which are directed towards at the workforce throughout the organisation.
For implementing the plan into successful manner, it is important that to have the
commitment from the senior management so that they can be applied into significant manner. It
has been observed from research that the commitment from senior management act as the
important key role in terms of effectively applying the strategic plan. It is important that the
middle level managers should also very important into the context of effective implementation of
the strategic plan.
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It is also important that for the effective implementation of strategic plan it is necessary
that to have proper effective communication so that implementation process becomes more
smoother. It has been observed at the organisational level that the two way communication from
the employees also help in terms of implementing the plan into successful manner.
Communication is the best way to be remain informed into the new requirements, activities and
tasks which has been affected by the employees(Schultz and et.al., 2015). In this manner, the
strategic plan can be implemented into effective manner by the Uber company at the
organisational level.
It has been observed at the organisational level, there are certain changes which has been
proposed by the Uber company and it is defined into the following manner:
When the proposed changes have been implied at the organisational level then employees
will be able to acquire skills, knowledge and also seeks opportunities in terms of creativity.
These new ideas and creativity will eventually favours the organisation in terms of better
performance and proper development as well. Within the process, knowledge transfer also plays
a very significant role where people have idiosyncratic information which is valuable to other
people as well. The new kind of technology has been implemented for customizing the
experience of customers also help in terms of training other people at the organisational level.
This kind of organisational change also leads towards the people development and also generate
new opportunities for the business as well. It also enhances the morale level of staff into positive
manner due to which they perform into the more potential manner. These are the main benefits of
proposing changes at the organisational level of Uber. These proposed changes the face of
organisation from the perspective of future as well.
Within the Uber organisation, it has been observed that the changes which are proposed
should into sustainable manner that they don't harm the environment into negative spectrum.
They should be eco-friendly in terms of nature so that resources used can be recycled at the
organisational level(Selloni., 2017). For instance, when drivers pay has been decided into
appropriate manner then it does not harm any aspect of the environment.
9

At the organisational level, when they have changed their way of working at international
level then it make changes into the process which will not harm environment and does not have
irregularly use of resources into negative manner. When Uber has made proper plan to properly
coordinate with their senior authorities then it does not harm any parameter of the
environment(Todolí-Signes., 2017). For increasing the safety standards of the employees, it is
important that to give assurance into such a manner that consumers increases the faith into
positive manner and give preference to take ride from Uber company only. For standing out
competitively into the market it is necessary that to have a proper plan and strategy so that they
can give tough competition to others into the market. This action taken by the Uber company
also does not harm the environment into negative spectrum and also do not have any misuse of
resources at the organisational level. For making the procedure more effective, it is important
that they follow legal procedure with full concern and potential manner so that they can give
assurance with full confidence level to their customers in terms of safety standards. So adopting
such kind of change, it is important that it does not harm the environmental aspect and follows
the procedure into sustainable manner(Weill and Woerner., 2018). These are the benefits of
proposed changes at the organisational level and these changes has been followed into
sustainable manner. At the organisational level, structural plan is very important and its
implementation needs to be done by following the procedure into sustainable manner. So for
running the business into appropriate manner, it is important that to work into eco-friendly
manner and also follows the each aspect of environment without harming it into negative
manner.
CONCLUSION
The above stated report concludes that change management is very important at
organisational level in order to achieve objectives into successful manner. It has been concluded
that there are certain situations where change is required at the organisational level so that they
can overcome their loopholes into positive manner. It has been determined that there are certain
theories, models and concepts that can be used in terms of bringing change at the organisational
level. It has been analysed that process of change is very necessary at the organisational level and
the approaches related to it. The plan of strategy is also very important in terms of implementing
the change at the organisational level.
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There are certain steps or procedure through which organisational change can be
implemented at the organisational level. There are also certain benefits of proposed changes at
the organisational level and these changes should be followed into sustainable manner so that
they can give exact results to the organisation.
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