Uber Case Study Karanveer Singh Gill
Uber Case Study Karanveer Singh Gill
Title Page
Prepared for
Section: O03
Edmonton, Alberta
Prepared By
Table of Contents
• Introduction ------------------------------------------------------------------------ 3
• Question 1 ------------------------------------------------------------------------ 4
• Question 2 ------------------------------------------------------------------------ 9
• Question 3 ------------------------------------------------------------------------ 9
• Planning tools that uber might use to overcome the risks ----------------- 10
• Question 4 ------------------------------------------------------------------------ 10
• Conclusion ---------------------------------------------------------------------- 13
• References ---------------------------------------------------------------------- 14
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revolution in the transportation industry using “Gig” economy model. After its foundation in 2009,
Uber revolutionized the way people use services and challenged the traditional way of taxi industry
and made it more convenient and accessible for customers to use it.
Founded by Travis Kalanick and Garrett Camp, Uber put a significant impact on Taxi
industry and make it more affordable and convenient, the company’s innovative business model
advantages the gig economy and connecting riders with drivers through a user-friendly mobile app
which is quite easy to use, and the interference of app is extremely attractive and decent.
After introducing the mobile app of Uber, it disrupted the traditional taxi industry in many
ways such as with the few taps on mobile user can book a ride very easily and track their ride live
and arrival dimensionally, pricing Uber introduce a different pricing system that adjust fares based
One of the main factors of “gig” economy of Uber is instead of full-time work Uber provide
contracts to their employes that they can work according their willing and use their own vehicle
supply rides to users who book taxis. It also provides flexible earning methods; employees can
make their own schedule and decide how much time they can work and generate income using
Question 1
Using examples from the text case, apply the five steps of the Planning Process to Uber’s
Certainly, let's delve into how Uber's development of its app-driven online cab service aligns
Uber was established with the primary objective of transforming the transportation
industry by providing a taxi service that was user-friendly, dependable, and accessible on
demand through the utilization of a smartphone application that was simple to operate. The
provision of uninterrupted rides, the reduction of wait times, and the overall improvement of
accessibility to public transportation were some of the things that were offered.
The transportation sector is now experiencing a number of issues, some of which include
the inconvenient nature of traditional taxi services, lengthy waiting periods, and restricted
accessibility limits. Uber uncovered these challenges after conducting an inquiry into the current
status of the transportation industry. The beginning of the process that would eventually result in
Uber was able to anticipate the increase in the number of individuals using smartphones
as well as the rising reliance on technology for doing ordinary tasks. It was something that the
company predicted would happen in the future that consumers would choose the convenience of
using a smartphone app to seek transportation services. This was something that the business
anticipated would happen. This idea served as the driving concept for the development of a
The research was carried out by Uber, a company, into a variety of alternative options,
which included a wide range of business models and technological solutions. The concept that
was selected involves the development of a powerful mobile application that would act as a
conduit for communication between passengers and drivers in the context of transportation.
Several features, including real-time tracking, cashless payments, and a rating management
system, have been added into the program with the purpose of ensuring a high level of service
quality. These features are only some of the elements that have been included.
Uber's app-based taxi service was implemented in a number of locations, which involved
the deployment of technology and the hiring of drivers. These cities were chosen for the
implementation of the service. Throughout the process of putting the service into operation, Uber
carried out continuous assessments of the results. Key Performance Indicators (KPIs) were
tracked as part of this approach. Some of the KPIs that were examined were rider satisfaction,
driver engagement, wait times, and overall market share. Through the utilization of data
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analytics, the business was able to get a deeper understanding of the preferences and actions of
As a result of its ongoing review process, Uber was able to make judgments based on
data, improve its service, and discover answers to new difficulties as they emerged. In the
process of developing the app-driven service in an iterative manner, feedback mechanisms like
as customer evaluations and driver ratings played a significant role. Due to the fact that the
Question 2
Using examples from the text case, outline the Strategic, Tactical, and Functional plans
Uber has concerning its new self-driving car program. Show at least one plus and one
1. Strategic Plans:
Strategic plans are usually centered on the company as a whole or on a significant part of the
organization.
Plus:
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Advantages: The process of defining a holistic vision for the incorporation of self-driving
technology into Uber's services, with the purpose of ensuring alignment with the long-term
Opportunities: Therefore, Uber is able to establish itself as a pioneer in the field of autonomous
Minus:
Challenges: The process of developing a strategy that is both coherent and adaptable in order to
market dynamics.
2. Tactical Plans:
Plus:
Advantages: Operationalizes the strategic goals, providing a roadmap for the actual deployment
of self-driving vehicles.
Opportunities: Allows Uber to address specific challenges such as testing protocols, safety
Minus:
Challenges: Execution risks, potential unforeseen technical challenges, and the need for
3. Functional Plans
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Plus:
Facilities Plan: Infrastructure planning for maintenance and storage of self-driving cars.
Human Resource Plan: Adequate workforce planning, skill development, and training.
Minus:
Facilities Plan: Real estate and infrastructure investments, potential zoning issues.
Human Resource Plan: Recruitment challenges for specialized roles, potential resistance from
existing workforce.
In conclusion, the strategic, tactical, and functional strategies that Uber has developed
offer a thorough foundation for the company's initiative to develop autonomous vehicles. A
acceptability, are possible obstacles that Uber will need to overcome in order to successfully
deploy its self-driving vehicle project. Despite the fact that these plans provide a multitude of
benefits, Uber will need to overcome these challenges. To ensure the success of the project, it
will be essential to have a flexible and adaptable mindset. (Uber Technologies Inc., 2020)
Question 3
What planning tools might Uber use to deal with two of these risks Uber has faced
Plans often deviate from the intended course. In chapter 8, a case highlights five
significant risks for the world. To address two of these risks that Uber has encountered in its
online cab business model, Uber can employ various planning tools. For instance, they can use
risk assessment techniques to identify and evaluate potential risks. Additionally, they can utilize
contingency planning to develop alternative strategies and actions to mitigate the impact of these
risks. By employing these planning tools, Uber can effectively manage and navigate the
challenges posed by these identified risks in their online cab business model.
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downturns, inflation, and unpredictable fuel prices. These factors have the potential to
• Regulatory risks: Regulatory risks refer to the potential impact of evolving laws and
standards, and insurance obligations that can affect the operations of ride-sharing
Question 4
How might Uber use Fig. 8.5 to work with municipalities and provinces to create the
infrastructure and legislation needed to achieve its self-driving car goals? Use examples
1. Jointly Plan:
When it comes to the technology behind self-driving cars, Uber works along with local
authorities to set shared goals. These goals include safety requirements, traffic management, and
Choosing Actions:*
the particular steps that must be taken in order to incorporate autonomous vehicles into the
current transportation system. As part of this process, pilot initiatives, regulatory frameworks,
2. Individually Act:
Performing Tasks:
Specific duties are taken on by Uber depending on activities that have been collectively
planned. It is possible that this will involve the creation and testing of technology for
autonomous driving, the verification of compliance with local rules, and the implementation of
Providing Support:
Sharing their expertise, offering information on the benefits and safety of the technology,
and assisting in the development of educational programs for the benefit of the general public are
all examples of the ways in which Uber provides support to local authorities.
3. Jointly Control:
Reviewing Results:
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The outcomes of the programs involving self-driving cars are studied jointly by Uber and
the authorities in the respective communities. This involves doing an analysis of data pertaining
to safety records, public reception, and the overall influence on the ecology of transportation
transport.
Discussing Implications:
In order to evaluate the consequences of the findings, there are talks that are held
together. In order to do this, it is necessary to address any issues or concerns that have surfaced,
Renewing Cycle:
Uber and the local authorities have come to the conclusion that it is necessary to repeat
the cycle of planning and action in light of the new information that has been gathered. It is
probable that this will involve rewriting norms, revising objectives, and introducing new
initiatives in order to continuously improve the integration of self-driving cars into the
transportation network. This aims to make the integration of these vehicles more seamless.
By aligning goals through jointly planning, individually acting, and jointly controlling,
Uber and local entities can create a collaborative framework that fosters the development and
implementation of self-driving car infrastructure and legislation. This approach helps build a
cohesive strategy that considers the needs and perspectives of both Uber and the municipalities
or provinces involved.
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Conclusion:
In conclusion, Uber has taken a strategic approach to the development of its self-driving
car program that includes close collaboration with local governments and provinces. To
overcome obstacles and harmonize goals, the company has used a cycle of joint planning,
individual action, and joint control. This approach facilitates the seamless integration of
autonomous vehicles into urban transportation systems by empowering Uber and local
authorities to effectively address infrastructure and legislative needs. This collaboration seeks to
guarantee the adoption and success of self-driving technology, which will benefit the business
References
Officials, U. (2018, september 6). Uber Blog. Retrieved from Uber.com: https://www.uber.com/en-
CA/blog/forecasting-introduction/
in-the-economy/
Uber Officials. (2018, july 5). Uber Blogs. Retrieved from Uber.com: https://www.uber.com/en-
CA/blog/transforming-financial-forecasting-machine-learning/
https://en.wikipedia.org/wiki/Uber
https://www.uber.com/ca/en/
Uber Technologies Inc. (2024). Introducing Uber's Self-Driving Car Program. Uber Newsroom.
https://www.uber.com/newsroom/self-driving-car-program
Uber Technologies, Inc. (2022). Climate Assessment and Performance Report. Retrieved from
www.uber.com
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Margherita, A., & Heikkilä, M. (2021). Business continuity in the COVID-19 emergency: A
695. https://www.sciencedirect.com/science/article/pii/S0007681321000227
Nandakumar, R. (2021). Pros and Cons of Self Driving Vans-A Real Life Motorway Case Study
Schermerhorn Jr, J. R., Bachrach, D. G., & Wright, B. (2020). Management. John Wiley & Sons.
https://eprints.qut.edu.au/115645/14/Schermerhorn%2B-%2BMANAGEMENT_6TH_ASIA-
PACIFIC_EDITION_----_%28Front_Matter%29.pdf
van de Ven, M. R., Machado, P. L., Athanasopoulou, A., Aysolmaz, B., &Türetken, O. (2022).
Key performance indicators for business models: a review of literature. In 30th European
Conference on Information Systems (ECIS 2022): New Horizons in Digitally United Societies
https://research.tue.nl/files/201742813/ecis22a_sub1714_cam_i7.pdf