Uber: A Comprehensive Analysis of its Operations and Future Plans

This report provides a detailed analysis of Uber, an American multinational transportation network company. It explores Uber's business model, including its peer-to-peer ridesharing, food delivery, and bicycle sharing services, and its global presence across numerous countries and metropolitan areas. The report examines Uber's current operations, policies, and internal challenges, such as issues with taxi drivers and controversies. It also delves into Uber's innovations, including the Uber app, peer-to-peer rides, ride-sharing facilities, and other services, and discusses its sustainability plans for the next five years, including safety measures and business strategies like aggressive marketing, policy changes, and partnership businesses. The report concludes with a discussion of the major business plans for Uber, including proper designing, policy changes, aggressive marketing, a balancing act, partnership businesses, strategic adaptation, safety planning, and new options like Uber Eats, aiming to ensure the company's long-term success and sustainability in the competitive global market.

UBER AND ITS FUTURE
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INTRODUCTION
• “UBER” is an American multinational transportation network company that offers
services of peer to peer ridership and food delivery services.
• The company currently operates in across 63 countries and 785 metropolitan areas.
• With a revenue of around US$11.27 billion and a total asset of around US$24 billion as
of 2018, the company employs close to 40,000 people directly and indirectly.
• The huge employment opportunity and the presence of a good network of business in
both developed and developing countries makes UBER one of the best transportation
companies of the globe.

INTRODUCTION
• As mentioned earlier, Uber Technologies Inc. is a multinational transportation network company of
America.
• It offers various services including peer-to-peer ridesharing, food delivery and bicycle sharing structure.
The organization is established in San Francisco and operates in 785 metropolitan locations globally.
• Uber can be accessed through their mobile applications and the websites (Ross 2015). Uber has 110 million
users globally and a market share of 69% in the United States for customer transport and a market share of
25% for food delivery.
• Uber is very popular in sharing economy and is known as uberisation. Uber X is the basic service provided
by the company where a private ride is provided to four customers in a standard car (Cramer and Krueger
2016).
• Uber XL and Uber X cars have seats that provide child safety that can be availed with an extra charge.

UBER PRESENT
• Uber have been facilitating their service rapidly across the metropolitan cities around the
world. Sydney, Melbourne, Canberra, New York, Los Angeles, Chicago and other major
cities where the rush of the competitive corporate work life pushes people in achieving
more, Uber have been helping those people is accomplishing their daily work
• At present, Uber have been hailing as kind of archetypal disruptive business.
• The organization have also played havoc certainly with the upcoming taxi industry as they
have been emerging in most of the major cities around the world by modifying the rules of
transportations.
• Therefore, in the modern marketing analyst have found many provoking controversies at
their existence in the market (Cohen et al. 2016).

UBER POLICIES
• The policy can be said to be one of the most important elements and perspectives for the business of
app cab.
• The importance of the policies cannot be undermined easily as it shapes up the organization operations
and sustainability in the market.
• There has been a huge increase for UBER in the last five years globally and thus the importance of the
policies comes to the forefront.
• The increase in the business of UBER has been mainly because of the growth policy of the business
which has seen the expansion of the business in different kinds of new as well as old markets.
• The increase in the expansion of the business has been one of the major strategies of the business
enterprise.

UBER POLICIES
• There are different kinds of policies that is able to ensure the success of the business in a
proper and efficient manner.
• There is no doubt about the global plans of the company at the very start of the business
in the market.
• UBER took up the problem to solve that is truly global.
• The company came up with the idea in Paris, launched the company in San Francisco of
America and then just within 7 years of its existence, the company was able to expand
to more than 500 destinations worldwide.

INTERNAL ANALYSIS

ISSUES FACED BY UBER
• The main issue regarding the livelihood extermination of the taxi drivers has been the cheapness of the
rides charged by them.
• The tour that is estimated to be completed for $30 for say, is given under $26 by Uber, depending on
the fare experience and fare class of the ride and the vehicle selection.
• Thus, public have been preferring Uber for their modes have transportation over normal cab and taxies
that have raised in protests and charges over the organization.
• Sometimes it also have been seen that it becomes a zero-sum game when it comes to profit margin and
providing service, thus, one of the reason would be able to offer lower price rides to the customers
(Kashyap and Bhatia 2018).

ISSUES FACED BY UBER
• In the beginning of 2018, Uber have been faced to pay an amount of $20 million for settling
the claims and protest that were made by drivers.
• The claim was on the fact that they have been misleading the drivers working under them as
no matter how much they were standing at particular cities for earning.
• It was states that drivers in the New York region have been earning a median of $90,000 and
in San Francisco the figures have reached to an extent of $74,000, however the real rate
would be around $61,000 - $53,000 for the drivers who have been working for 40 hours a
week as estimated by the Federal Trade Commission of the United States of America
(Leguizamo et al. 2018).

FUTURE AND THE SUSTAINABILITY OF UBER
Current Innovations:
• In order to look at the priorities as well as future strategies of the company, first, it is essential to analyse
the present state of innovations conducted by Uber.
• Since its emergence as an ‘Uber Cab’, Uber has always tried innovation in order to create convenience
for its customers.
• This was reflected through the emergence of the Uber app in the month of June, in 2009, the same year
when it was born.
• After its birth, Uber had tried innovations like the introduction of peer-to-peer rides, with the help of
Uber Pop. This was again followed by the ride-sharing facilities through Uber Pool.

FUTURE AND THE SUSTAINABILITY OF UBER
• The expansion of Uber as food delivery, bicycle sharing system were also evident of the
company’s innovative plans to attract more customers in USA.
• Uber did not limit itself to only commercial services to the public, it had also included
luxury services like Uber Chopper.
• Uber Chopper offers the riders a 12 minutes, 15 minutes and also 25 minutes of riding with
just the help of a few taps on the riding options shown in the mobile app.

SUSTAINABILITY PLAN IN THE NEXT FIVE YEARS
• All the current innovative strategies of Uber have paved the way for the sustainability of the
company for the next 5 years in the competitive environment of global cab business.
• The advancement of the Uber Chopper, the addition of new system banners as well as alerts
in the year 2019; for the purpose of reminding the users to gather detailed knowledge about
the rides, like- car make and model, license plate and also the name and photo of the driver;
all these are able to make people availing Uber more secured.