This paper critically analyses the major problems faced by Uber in its current business operation in the London market. Then, this paper aims to provide recommendations for Uber to improve its strategic thinking and value management. The finding of this paper shows Uber is a modern and dynamic technology company that offers convenient, affordable, and flexible car hiring to the customers. The users can download the Uber app and can hire and track their reserved cars on the streets. Uber has been very popular among the Londoners, where it has 3.5 million users and about 40,000 drivers.
The finding from the analysis of different models and theories disclose that Uber has a good brand image along with a good market share, customer bases, and operation in a wider range of geographical areas including 632 cities across the world. However, Uber has limitations in its internal process, leadership and management, competencies, skills, and experiences of drivers, and technologies. Although it has opportunities to maximize its business operation in global markets, it is facing several challenges. Uber is now facing great challenges with its license because Transport for London (TfL) refused to renew its license. In addition, it is facing issues with the employment rights of drivers, sexual harassment of female users, and sexual discrimination of female drivers, and tax issues from the government……
Table of Contents
2.0 Overview of Uber
3.0 The major problems faced by Uber
3.1 Problems that Uber is facing now.
3.1.2 The major problem that Uber is now facing.
3.1.3 Why is this a major problem?.
3.1.4 How the problems faced by Uber are related to strategic thinking and value management
4.0 Literature reviews.
4.1 Business license and its importance.
4.2 Balanced scorecards.
4.3 SWOT Analysis.
4.4 PESTLE Analysis.
5.0 Theoretical analysis.
5.1 Balanced Scorecard Analysis.
5.2 SWOT Analysis.
5.3 PESTLE Analysis.
6.0 Recommendatiorature reviews.
Organizations develop, implement, and change their strategies on a regular basis to sustain in the competitive marketplaces. On the other hand, strategic value management contributes to dealing with problems raised among the business managers and other business stakeholders involved in business decision-making. This paper defines major problems faced by an organization (Uber) and critically analyses and applies models and theories related to strategic thinking and value management.
The first section of this paper describes the overview of Uber, the major problems it is facing now, the importance of dealing with issues from the perspective of strategic thinking and value management. The second section of this paper analyzes theories, models, and literature related to strategic thinking and value management. The third section of this paper conducts technical analysis using the models and theories on the problems faced by Uber. The fourth sections provide proposed solutions for Uber. The fifth section describes the limitations of the theoretical models applies in this paper. Finally, the last section provides a conclusion of the research findings in this paper.
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2.0 Overview of Uber
Uber is a technology and communication company. It provides internet-based services; particularly it provides e-commerce services for car hire. Uber has developed a website and an application that offers customers to request a care hire (Quora, 2017). Users can download Uber’s application on their smartphones and similar mobile devices and can send texts/messages to Uber and the nearest Uber car on the street. Instantly, Uber’s driver responses to the user’s calls and gets ready for the ride. Uber is now offering its services to many cities across the world in 632 cities. Uber has been famous for replacing the yellow cabs.
Uber is now proud to connect about a billion people from across languages, cultures, and borders (Uber, 2017). Uber’s application deals with all hiring and payment, whereas the fares are billed automatically to the credit cards of customers. Uber provides opportunities to reserve cars by using Uber apps and sending a text message. Uber’s application is also used by users to track their reserved cars’ locations (TechCrunch, 2017).
3.0 The major problems faced by Uber
3.1 Problems that Uber is facing now
Ober is facing several problems in its current operations in the UK market. According to Prince (2017), Uber’s license has been canceled by the London transport regulator (TfL) in September 2017, that why Uber is now fighting to retain its license in London. Uber lost its license in September 2017 but has done a legal appeal to the court and waiting for Judge’s decision. If the decision comes negative, Uber will fail to operate in the UK market. In addition, Uber has been ruled by an employment tribunal to consider drivers as “workers” rather than “self-employed” along with other incentives and rewards. Uber has appealed the decision to the court and has been waiting for the judge’s decision within a few months. As Uber’s top executive in London has decided to leave the company, Uber is now looking for a new boss to overcome its leadership and management problems. Price (2017) also said Uber has been accused of sex discrimination by women drivers.
Hodges (2017) said Uber has failed to ensure security for its female drivers. Gaurdian (2014) said Uber has a woman problem because it has failed to provide a safe and secure workplace for female drivers. Price (2017) said the government is giving ongoing pressure on Uber, mainly regarding tax issues. Uber has also been attached over sexual assaults by drivers because the polices accused that Uber had failed to report an attack by its driver, rather Uber had allowed the drivers to continue to drive that was the cause of other “more serious” attacks……….