Case Study Uber

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Uber is a smartphone application car service provider. The company is very well known in transportation industry in the last 4 years, people have begun to take note of Uber during the past year as it has stolen market share from traditional transportation companies. This case study will analyze the value proposition of its technology and examine the strategy Uber creates to stay ahead of both potential and the various cab laws and regulations across United Kingdom. Also, opportunity and threats of Uber will be analyzed with examples. In this analysis, this case study will provide detail to reader about various strategic choices the company should pursue in both the short and long-term. This case study will address the short-term roadblocks…show more content…
Uber has seen this as an opportunity for them and turns this to be a new innovation. The company has also developed strategies that unique and efficiency for customer by offering more option of the Uber cars from standard to luxury. Also, Uber uses pricing structure that makes reasonable for customer.

On the other hand, this new entrant company has made some noises to original black cab in several countries including United Kingdom. This caused protests on the streets. Also, the company is facing with laws and regulations in several countries about their calculating system and driver’s licensees. Safety is another issue for Uber that need to change.
This case study will analyze why Uber is one of the successful ridesharing companies in United Kingdom with service is available in 45 countries and 200 cities worldwide. Opportunity and threats will be provided as well to see whether the company will sustainable in the future or not.

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The company successfully used social media including Twitter and Facebook to show their product and have shown an interest in the transportation industry. Uber has hired celebrities to be their brand ambassador to their attention in public.

Apart from the marketing strategy, Uber has a management team that values the importance of measuring as many inputs and outputs. In management, Uber uses sophisticated technology to measure all levels of customer service, such as speed and product quality to understand their problem in order to develop value propositions, which are cheap, fast, and quality. Uber’s General Manager, Rachel Holt. “There’s literally information coming in every second of the day. We’re using that information to make better, smarter decisions.” (Debonis, 2012)
The Pricing structure of Uber can be divided in three structures, which are fixed airport rates, standard rate which includes per mile/minute charge, and dynamic pricing. Instead, Uber does not charge for any extra occupants and the pricing structure is still reasonable enough to achieve scale among traditional cab

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