In this paper, a critical analysis has been conducted about the challenges Uber is facing currently in the market of London. The aim of this paper is to provide recommendations for Uber about the certain ways they can improve their current situation. The study of this paper describes Uber as a convenient, cost-friendly, comfortable and easily accessible technology and communication company. Customers can easily hire their ride through a simple mobile application. They can directly call the driver from the app and the payment will be charged through their credit card. At present, Uber has 40,000 drivers in the London market and they serve in about 632 cities all over the world.
The models and theories used in this paper show that Uber is a very popular company in London and across the world. Their business operations, profit level, revenue, market share, position in the market, brand image are very satisfactory. However, there are some limitations to this company. Lack of proper leadership and management in the business has led them to encounter legal issues related to their license. They have been charged for doing discrimination towards their women drivers and sexual assault on their customers. They have failed to provide their customers with a safe and secure ride. Nevertheless, there are many opportunities for them to defeat their difficulties and turn back into the market.
To overcome these issues, Uber can take several initiatives. They can hire more expert and proficient drivers and management people in their company. They should look for greater leaders who will lead their workers and manage the company. They should introduce more advanced technologies to offer their customers a more secure ride.
Table of Contents
1.1 Overview of Uber
1.2 The major problems faced by Uber
3.1.4 How the problems faced by Uber are related to strategic thinking and value management
1.3 Aims and objectives.
Questions that are answered.
2.0 Theories and models applied.
2.1 Business license and its importance.
2.2 Balanced scorecards.
2.3 SWOT Analysis.
2.4 PESTLE Analysis.
2.5 SOF methodologies.
3.0 Theoretical analysis of Uber
3.1 Balanced Scorecard Analysis.
3.2 SWOT Analysis.
3.3 PESTLE Analysis.
3.4. SOF Methodology.
6.0Limitations of the study.
In the modern age, the market has become very competitive. To survive in the market, businesses have to alter and update their marketing strategies and implementations regularly. On the contrary, to deal with the problems and conflicts raised amongst the stakeholder and management people involved in the business, strategic value management plays an important role. This paper discusses the great difficulties encountered by an organization called Uber. This paper conducts critical analysis and discusses various models and theories associated with strategic thinking and value management.
The first part of this paper gives an overview of Uber. Then it discusses the challenges Uber is facing now and the significance of strategic thinking and value management in this case. In the second part, the models, theories, and literature reviews linked to strategic thinking and value management are explained. In the third part of this paper, technical analysis has been conducted on the difficulties faced by Uber applying the models and theories. The fourth part of the paper delivers a proposed solution to the problems of Uber. The fifth part discusses the models and theories’ limitations that have been implied in this paper.
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1.1 Overview of Uber
Uber is a communication company that is based on technology. They give e-commerce services for car hire. Quora (2017) stated that consumers can hire a car through their website and an app they have launched. This app can be downloaded on consumers’ smartphones. They can contact the nearest Uber driver through this app. The drivers respond instantly to their calls/messages and then they come to their customer to give the ride. Uber is now a well know company in 632 cities across the world. People prefer Uber more than the yellow cab. According to Uber (2017), Uber has billions of customers all over the world. The app of Uber handles all the issues with hiring and payment. Customers can finish their payments through credit cards. Uber also gives the facility of making a reservation of the car by using their app and sending just a message. TechCrunch (2017) suggests that the app of Uber is also utilized in locating and tracking the cars used by the company.
1.2 The major problems faced by Uber
1.2.1 Problems that Uber is facing now
Recently, in the UK, Uber has been encountering several difficulties. Carson (2017) suggested that the London transport regulator (TfL) has canceled the license of Uber in September 2017. For this Uber is trying to get their license back. Uber has also legally appealed in the court once to get back their license and now they are waiting for the hearing of the judge. Unfortunately, if the judge’s decision does not come in the favor of Uber, Uber will lose its license and work permit in the UK market permanently.
Additionally, an employment tribunal ruled Uber to recognize their drivers as workers instead of freelance or self-employed. They also ruled Uber to offer their drivers more encouragement and rewards. On the other hand, Uber’s lead executive has decided to quit Uber and for this, they are searching for a new leader for their company. Carpentier (2014) stated that Uber has been blamed for doing sex discrimination toward female drivers. Fischer (2017) added that Uber has been unsuccessful to assure the protection of the women drivers. Price (2017) stated that Uber is having pressure from the government concerning their tax issues. Uber has also been unsuccessful to provide security to its female passengers in an event of sexual assault happened by a driver of Uber. Still, Uber has given permission to their drivers to continue their job, which gave rise to more severe inconveniences…………
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