Case Uber 4m2l4k

Case Study - Uber in 2016 CAN IT REMAIN THE DOMINANT LEADER OF THE WORLD’S FAST-EMERGING RIDESHARING INDUSTRY?

Bambang Kuncoro – 1706997054 Tamara Putri Andini- 1706997981

CASE HIGHLIGHTS Top-5 ride (Uber, DidiTop-5 ride sharing sharing companies companies (Uber, DidiChuxing, Lyft, Lyft,Ola, Ola,andand have Chuxing, GrabGrab Ride)Ride) have raised more $25 billion to $120tobillion raisedthan more than $25 (2010) billion (2010) $120 (2017) private billion in (2017) in capital private capital Uber has has already alreadyestablished establisheditself itselfasasa amarket Uber leader most geographies marketinleader in most geographies

The original original intent intentofofUber Uberwas wastoto create a The create a new lifestyle for riders new lifestyle for riders Key near-term debates include Key near-term debates includebusiness legal/regulatory legal/regulatory framework, ethics framework, business ethics issues and intense issues and intense weighing on competition weighingcompetition on unit economics unit economics

Can Uber remain the dominant leaders in the ridesharing industry?

What were the true impacts on society from the creations of the new lifestyle app?

COMPANY HISTORY

In 2017 Uber Customer reach 40 million, Uber valuation is $69 billion.

UBER

– BUSINESS MODEL

Product Definition

Customer Definition • Do not own a car • Do not want to drive themselves to a party or function • Like to travel in style and want to be treated as a VIP • Want a cost-efficient cab at their doorstep

Tap the app, get a ride Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.

Relationship: • Social Media • Customer • Review Rating and system

UBER

– BUSINESS MODEL

UBER

– BUSINESS MODEL

UBER COMPETITORS & ISSUES

Uber Competitors

Issues Driver Treatment Recruitment Tactics Background Checks Driver Violence enger Refusal Undermining Competitor • Surge Pricing • • • • • •

RELATED THEORY /CONCEPT The Components of a Company’s Macro-Environment PESTEL Analysis

EXTERNAL ANALYSIS - GENERAL ENVIRONMENT PESTEL Analysis

Political

• Laws banning or limiting the number of Uber drivers • ed with Federal Motor Carrier Safety istration

Economical

• Increased competition

Sociocultural

• • • •

Tecnological

• Self driving cars and Electric cars

Legal/ Regulatorial

• Public transportation regulation • Labor regulation

Low driver wages Uber refusal in certain areas Driver violence issues Economic friendly alternatives

RELATED THEORY /CONCEPT

SWOT Analysis

SWOT ANALYSIS

RELATED THEORY /CONCEPT Porter - The Five Forces Model of Competition

EXTERNAL ANALYSIS – PORTER FIVE FORCE

EXTERNAL ANALYSIS – PORTER FIVE FORCE

INTERNAL ANALYSIS – MOST IMPORTANT PEOPLE

INTERNAL ANALYSIS – PRODUCT DIVERSIFICATION

INTERNAL ANALYSIS – STRATEGIC ALLIANCES

INTERNAL ANALYSIS – OTHERS RESOURCES AND COMPETENCIES

ANSWERS TO THE QUESTIONS Can Uber remain the dominant leaders in the ridesharing industry?

Yes, by applying dynamic capabilities to respond quickly to all changes that occur in the business environment, make continuous improvements and / or develop new products to respond to changes that occur, and doing business ethically.

What were the true impacts on society from the creations of the new lifestyle app?

Improving the quality of life by providing quality ridesharing products. Uber must respond positively to all issues, especially those related to socio-cultural issues, and deg products and services with attention to customer insight and providing the best experience for the customer.

RECOMMENDATION

– OTHERS SERVICES

RECOMMENDATION

– UBER LEGISLATION

RECOMMENDATION

– INTERNATIONAL EXPANSION

RECOMMENDATION

– REWARD PROGRAM

LESSONS LEARNED Ideas can come from anywhere and anytime Aware to change, both technology and socio-culture, as a source of innovation

Do business ethically to ensure sustainability

REFERENCES Arthur A. Thompson, Crafting and Executing Strategy, McGrawHill, 21th Edition, 2017  Xxxxxx, Uber, www.uber.com, 2017  Allson Qanum, Kevin Cartlon, etc., Uber, Case Study Presentasion, 2014  Xxxx, Biz Model for Uber Technologies Inc., Uber, 2017 