Uber Technologies Inc. Report

  • Published: July 2021
  • 13879 Words
  • 51 Pages
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Uber Technologies Inc. is a global transportation technology company that operates in more than 10,000 cities in approximately 71 countries. The ride-hailing giant and its subsidiaries employ approximately 22,800 people globally (Annual Report, 2020). The global transportation technology company generated revenues of USD 11,1 billion in 2020, a decline of 14% compared to the previous year.

Uber incurred operating losses of USD 3.0 billion, USD 8.6 billion and USD 4.9 billion in 2018, 2019 and 2020 respectively. The largest taxi company in the world has no cars of its own. Drivers are independent contractors for the company and they use their own or rented cars to drive with Uber using Uber app. The company has effectively disrupted the taxi industry in the global scale. Uber business strategy involves increasing service range to cater for the needs of great amount of customers and focusing on high levels of user convenience. Moreover, cost-saving through technological innovation is placed at the core of Uber business strategy. The company follows growth path through acquisitions, purchasing start-ups that can contribute to its ecosystem.

The ride-hailing giant had a leadership crisis in 2017. Lack of leadership skills of co-founder and the first CEO Travis Kalanick had caused the formation of a poor corporate culture. As a result the company suffered from a range of serious scandals involving discrimination, sexual harassment and even mobbing. Uber CEO was even caught on video rudely arguing with driver about declining fares (Wong, 2017). Mr. Kalanick had to step down from leadership role as demanded by investors and Expedia’ CEO Dara Khosrowshahi became a new CEO for Uber.

Uber possesses considerable strengths such as the first mover advantage, global market leadership and the brand value and advanced level of user convenience. At the same time, the company has serious weaknesses such as damaged brand image due to numerous scandals and increasing losses of the business. Moreover, the business can be easily imitated by new market entrants and low earning claims by Uber drivers is a significant problem yet to be addressed by the company.

Uber Technologies Inc. Report contains the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Uber. Moreover, the report contains analyses of Uber business strategy, leadership and organizational structure and ecosystem. The report also analysis marketing strategy, ecosystem and discusses the issues of corporate social responsibility.

1. Executive Summary
2. Business Strategy
3. Leadership
4. Organisational Structure
5. Organizational Culture
6. Uber and Ansoff Matrix
7. SWOT Analysis
7.1 Strengths
7.2 Weaknesses
7.3 Opportunities
7.4 Threats
8. PESTEL Analysis
8.1 Political Factors
8.2 Economic Factors
8.3 Social Factors
8.4 Technological Factors
8.5 Environmental Factors
8.6 Legal Factors
9. Marketing Strategy
9.1 7Ps of Marketing
9.2 Segmentation, Targeting & Positioning
9.3 Marketing Communication Mix
9.3.1 Print and Media Advertising
9.3.2 Sales Promotions
9.3.3 Events & Experiences
9.3.4 Public Relations
9.3.5 Direct Marketing
9.3.6 Personal Selling
10. Porter’s Five Forces Analysis
10.1 Threat of new entrants
10.2 Bargaining power of buyers
10.3 Bargaining power of suppliers
10.4 Threat of substitute products or services
10.5 Rivalry among existing firms
11. Uber Value-Chain Analysis
11.1 Primary Activities
11.1.1 Inbound logistics
11.1.2 Operations
11.1.3 Outbound logistics
11.1.4 Marketing and Sales
11.1.5 Service
11.2 Support Activities
11.2.1 Infrastructure.
11.2.2 Human Resource Management
11.2.3 Technology Development
11.2.4 Procurement
12. McKinsey 7S Model
12.1 Hard Elements
12.2 Soft Elements
13. Uber Ecosystem
14. Corporate Social Responsibility
14.1 CSR Programs and Initiatives
14.2 CSR Criticism
15. Recommendations

List of Figures

Figure 1 Uber Organizational Structure
Figure 2 Uber Ansoff Growth Matrix
Figure 3 Rideshare sales in US in May 2021
Figure 4 Annual lobbying by Uber Technologies
Figure 5 Uber Porter’s Five Forces
Figure 6 Uber market share of US ride-hailing segment
Figure 7 Uber Value Chain Analysis
Figure 8 McKinsey 7S model

List of Tables

Table 1 Uber SWOT analysis
Table 2 Uber services and descriptions
Table 3 Uber segmentation, targeting and positioning

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  • Published: July 2021
  • 13879 Words
  • 51 Pages