Uber Technologies: Strategies, Portfolio, and Recommendations

This report provides a comprehensive analysis of Uber Technologies, focusing on its strategic environment, business operations, and strategies for improving its services. It explores Uber's market position, financial performance, and competitive advantages within the taxi service industry. Th...Read More

UBER TECHNOLOGIES

Executive Summary
In this context, research project is related to present Urber tourism and its travelling
services for million customers worldwide. However, study aims to introduce financial and other
business operations of the entity by which several ideas are generated for further operations.
Including this, formulation and implementation of different strategies can present for better
quality services and satisfying all customers through this assignment. Moreover, actual business
portfolio and recommendations to improve taxi and travelling services of Uber technologies are
presented for effective services effectively.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1) STRATEGIC ENVIRONMENT WITHIN WHICH UBER OPERATES AND ITS
CONCEPTUAL FRAMEWORK....................................................................................................1
2) STRATEGIES TO IMPROVE SERVICES OF UBER IN FUTURE TIME..............................4
3) BUSINESS PORTFOLIO AND RECOMMENDATION FOR BETTER QUALITY
SERVICES.......................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9

ILLUSTRATION INDEX
Illustration 1: Financial position of Uber technologies....................................................................4

INTRODUCTION
In recent time, technology is growing at rapid pace specifically for travelling from one
place to another frequently. However, it helps businesses in effectively exchanging goods and
services to various places. The present report is based on understanding strategies for Uber
technologies, UK for bringing up improvements in business operations. In this regard, actual
market position of the entity including its financial position for improving taxi services
worldwide is described. However, several information is to be collected related to taxi services
and its operations for customers through different sources. On the basis of which, effective
strategies can understand for providing better services and achieving competitive advantages.
Moreover, business portfolio and corporate strategy for Uber would be analysed through this
assignment.
1) STRATEGIC ENVIRONMENT WITHIN WHICH UBER OPERATES
AND ITS CONCEPTUAL FRAMEWORK
Uber is one of the leading and fastest growing online taxi service providers across the
globe. Due to its continuously improving market image, it has emerged as a massive debate topic
worldwide. Further, for once court has banned Uber services because taxi service is giving
unfair competition to traditional modes of transport (Cramer and Krueger, 2016).
Uber connects its drivers and customers through online application; travellers need to
download this app and can connect to Uber taxi services wherever they want. With the help of
this app drivers seek passengers’ location (Elliott, 2015). The organisation does not have its own
cars or taxis, instead private taxi drivers who are willing to merge and need to increase their
services through using web signs up with the company.
Pricing Strategy of this business is according to distance per kilometre. However,
travellers can pay through online traction or cash, actual transaction that is between drivers and
the company stays online like 70 or 80 percent of each fare remains with drivers and rest is kept
by the company. Uber is amongst cheaper taxis in United Kingdom, its business offers affordable
taxi service to passengers friendly through implementation of user-friendly technology (Huber
and et.al, 2017).
The Uber application shows every destination as per the location of passengers. It serves
maximum number of passengers as compared to any other taxi services in UK. The firm
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maintains record of all the personal details of its drivers to ensure safe and sound travelling
experience for its travellers.
On contrary to this, the application trace each and every movement of the taxis to avoid
uncertainties that occur during travelling (Chen and et.al., 2017). The company offers
discounted travelling to some specific locations, cashback schemes and reward points to its
regular passengers to maintain its bond with Uber.
For reducing these obstacles, the firm’s goal is set to make proper use of technology by
making transportation accessible for disabled people by giving them capabilities like: Cashless Payments: The Company ensures easy payment mode for travellers by
providing them cashless payment options which reduces the burden of counting cash and
exchanging bills from drivers. However, it also accepts debit card, credit card, paytm etc
that provides comfortable and convenient services to its customers. Thus, proper facilities
to pay on services remains effective through this method ( Cornwell, 2014). Real Time GPS: The company uses and track location on GPS in real time which makes
passenger feel secure about their ride and remove the chance of being cheated. At most
level, service takers of Uber gets satisfied with its services as well all facilities are met in
proper time that builds up trust of on its s demand for services at high level (Davis,
2016). On demand transportation: Uber offers easy transportation anytime for disabled people
by giving services to book rides with the click of button from location X to location Y. In
addition to this, travellers do not have to pre-book the rides as Uber provides fast service
for every location. Through taking advantages of these services, travellers express their
views that all transport services of Uber satisfies its customers in majority ( Ross, 2015).
Therefore, its profit earning capabilities and effective competitive strategies get improved
effectively. Share your ETA and location: Travellers can access details of route, time of arrival,
also they get a link in which they can look for drivers' name, photograph and all its
details for satisfying them and building up their trust towards services provided by
entity. . Riders can also track their own location until the driver arrives at the location.
 Equal access for all: In this, when passengers’ books the ride, app automatically
updates the nearest driver about the location. This in turn reduces unlawful discrimination
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and make services more reliable for customers (Amin, 2015). In case, if the passenger is
blind and travelling with pet, then the driver needs to comply with all the legislation
related to transport services for animals. Riders suffering from hearing disability do not
have to struggle for verbal communication as the app supports the non-verbal
communication between rider and driver. Further, for person suffering from disability
regarding mobility; Uber drivers make wheelchair attainable vehicles that provide lifts or
ramps. Therefore, it is considered that travel agency provides effective services to all
customers to build up their trust at the maximum level.
According to recent analysis, the biggest competitor of Uber is Hailo which has around
10000 registered drivers and owns 17000 black cabs in UK. The company is operating in 50
cities across the 9 countries. Now, the company is trying to switch to my taxi instead of Hailo
(McKee, 2016). In this regard, competitiveness of Uber with Hailo can understand as below:
Competitive advantage Uber follows according to Hailo are
 The company offers friendly rides to its passengers.
 It offers cheap and affordable prices to travellers.
 Uber is not limited just in UK, it operates its services across the globe.
 Comparatively, from Hailo, the Uber application offers easy and user- friendly its
travellers.
 Uber does not control the timing of its drivers; even the drivers can sign in and sign out
as per their convenience.
 The company do not invest a million dollars in buying cars because it hires taxis who are
willing to work with the company.
In comparison to Hailo, it is recognised that Uber has higher profitability and has
occupied good market position to provide travelling services across the country. It prepares and
implements strategies for pulling customers towards services of entity affects its long-term
sustainability in global market. Therefore, increasing in demand for its services is obtained on
large scale that improves its profit earning capacity efficiently (Financial position Uber, 2016).
In this regard, competitive strategy of Uber is quite impressive in present time that can lead to
enhance its profitability in future time at higher levels (Loots and Grobler, 2014). However, it is
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gained that travellers are almost satisfied with its services also demand for its services on large
scale. For analysing its financial position, following data is to be analysed as:
As per analysis of travelling services, it is recognised that Uber has earned 52% of profit
which is quite impressive for further operations. However, in 2015, this position was 40%; while
in 2016 it increased by 12%. It is because of increasing demand of its services on large scale it
became able to improve its profitability and good reputation across UK and in international
market. On behalf of this current position, it can be forecasted that in future time it would be
able to improve its services by satisfying customers. Therefore, by preparing and following on
several prepared strategies at corporate level also, profit earning capacity and its effectiveness
will be enhanced at high level for longer time period.
2) STRATEGIES TO IMPROVE SERVICES OF UBER IN FUTURE TIME
Uber technology is planning to improve its services to satisfy its customers and
enhancing entity’s profitability. For this purpose, different strategies are to be formulated and
implemented that affects effectiveness of Uber and its profit earning capabilities (Allen, 2017).
In this regard, following strategies are to be followed on that can understand as: Effective market research: It is necessary for Uber to conduct market research critically
and analysing different views of its customers Therefore, systematic planning procedure
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Illustration 1: Financial position of Uber technologies
(Source: Financial position of Uber, 2016)

can be followed on to enhance its services. However, different ideas can generate for
further implementations and competitive advantages. Including this, proper timing and all
aspects regarding market research should be considered for implementing strategies to
analyse customers' requirements for attracting them at maximum level. Including this,
various tools are used for better services and satisfying travellers at high level. Thus,
conducting market research in effective way impacts on further operations of entity to
face competition and increasing its competitive strategies efficiently (Chen and et.al.,
2017). Improving quality services: For improving taxi services and adding quality features in it
attracts customers at maximum level. However, by providing services through online
booking and producing convenient facilities affects profitability of entity. Including this,
different positive outcomes can achieve through following on this process (Davis, 2016).
Hence, preparing strategies related to improving taxi services of Uber in accordance to
customers' comfortability impacts on further operations effectively. It is essential to
maintain travellers' trust that affects increasing in demand for its services on large scale.
Thus, by improving services of travelling and taxi services relates with productivity and
profitability of Uber for competitive advantages and creating positive environment
effectively. Time punctuality: Preparing strategies related to setting time regarding customers'
preferences and providing services to them as per their comfortability affects
effectiveness of Uber. In accordance to this, it aims to provide all services in proper time
to reach their destination and satisfy them with services (Elliott, 2015). However, by
setting goal to provide services in sufficient and required time will be able to enhance its
competitiveness. Thus, setting small goals to accomplish in a certain time period remains
able to achieve their trusts and effective for improve its services. Advertise in more attractive manner: It is essential to prepare strategies according to
advertising taxi and travelling services in attractive way to people across UK and at
international level. Including this, it remains suitable for providing better quality services
and reaching out their expectations effectively. In addition to this, outlook of services
provided by entity and its facilities are required to present in an efficient way (Fan,
2016). Therefore, customers will pull at high level to take advantage of taxi services on
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large scale. Moreover, promoting services through different mediums like; newspaper,
magazines, social networking sites and other tools remains more effective for attract them
at high level. It influences productivity and profit earning capacity of entity to maintain
its competitiveness. Hence, this strategy will be effective to improve services provided by
Uber and enhancing demand for services at high level.
 Customers' preference: It is one of the main strategy to achieve travellers' attraction
towards services provided by Uber. In order to this, it is required to consider customers'
preference and their requirements according to business operations. Including this, by
preparing strategy related to market demand and customer preferences, good quality of
services and competitiveness can be enhanced at high level (Grant, R. M., 2016.). In
addition to this, it is possible through identifying all market requirements and providing
services to travellers according to their needs effectively to satisfy them. Hence, customer
preferences are required for reaching out their expectations and providing comfortability
with it effectively.
Therefore, by following on above mentioned strategies systematically, taxi and
transportation services of Uber can be enhanced effectively. In this regard, increasing in demand
for services can achieve that affects profitability and competitiveness on large scale. It will be
able to meet expectations of travellers and improving services for longer time period (Huber and
et.al., 2017). Hence, implementing all strategies will be able to improve quality services provided
by entity and proper management of its all operations adequately.
3) BUSINESS PORTFOLIO AND RECOMMENDATION FOR BETTER
QUALITY SERVICES
Business portfolio is an activity to collect products and services produces by Uber. In this
process, all information and strategies are analysed to improve its quality services for
competitiveness effectively. In addition to this, it remains suitable for managing all operations
and preparing strategic planning to improve competitive strategies on large scale. However,
varieties of tools and planning procedures are used for achieving its effectiveness and improving
provided services effectively. In accordance to this, various tools are to be applied for optimum
allocation of resources and fund efficiently (Interian, 2016). Thus, business portfolio is a great
tool to manage all operations and providing better taxi services. Moreover, business portfolio is
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one of the great tool to improve taxi services provided by Uber in an efficient manner. All
planning and strategies are prepared to enhance satisfaction level of travellers by producing its
services on large scale. Hence, business portfolio remains suitable for improving competitiveness
also able to maintain attraction of customers with travelling services effectively.
Recommendation for better quality services: Uber can improve its travelling services
through preparing and implementing strategies systematically. For this purpose, it should follow
on suggestions presented below:
 Tourists' requirements and market demand should consider effectively for preparing
further strategies and following on them.
 Customers' protection and safety tools should be considered to build up their trust
efficiently.
 For providing effective taxi and travelling services, it is required to implement all
prepared strategies and getting adjusted according to occurred changes for Uber
technologies.
 Dealing with customers should be in proper manner to assure them with services
provided by entity.
 All details and travellers' requirements should fulfil that affects profitability and
competitiveness for long time period.
 Attracting customers through advertising services provided by Uber should be in
attractive manner that will be able to increase its efficiency for sustaining its market
position at high level.
Thus, all of the above mentioned recommendations are required to be followed on for
providing better taxi and travelling services at high level. It will be appropriate to enhance its
competitiveness for long time period efficiently. In addition to this, various tools and strategies
should be followed on to improve quality services provided by Uber. Moreover, comparison of
services provided by Uber with its competitive strategies for competitive advantages on large
scale (Lucchese, Nascia and Pianta, 2016). Therefore, varieties of ideas can be generated for
facing competition. In addition to this, analysing customers views on services provided by entity
are needed to meet their expectations effectively. However, effectiveness of organisation can be
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achieved as well its services can be improved through these processes. Thus, proper management
of all business operations can manage efficiently for providing better services and satisfying its
customers on large scale. Including this, using innovative tools and techniques will be able to
enhance quality services provided by company at large scale (McKee, 2016). Hence, by
following on all of these suggestions and implementations, Uber can improve services of
travelling and proper customer satisfaction can gain effectively.
CONCLUSION
As per the presented report, it is concluded that Uber technologies can improve its quality
services though implementing prepared strategies systematically. In this regard, actual market
position of entity and different tools are described for its competitiveness. Moreover, several
strategies and recommendations are described for better taxi services and attracting its customers
at maximum level. In addition to this, manner to achieve competitive advantages and
organisation's effectiveness is presented through this assignment to face competition and
sustaining its good reputation in market for long time period. Thus, different strategies and tools
are understood to improve travelling services of entity through this report.
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Lucchese, M., Nascia, L. and Pianta, M., 2016. Industrial policy and technology in Italy.
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%2F168411%2Fuber_rental_taxi_large.png&imgrefurl=https%3A%2F
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