Free Corporate Strategy: Uber Report Example
Executive summary 3
1.1 Mission statement and corporate objectives 3
2.1 mission/value statement. Identify the mission and value statements of Uber 3
2.2 corporate objectives 4
External analysis 4
3.2 competitive environment analysis conduct an analysis of the competitive environment using Porter’s five forces of competition theory 6
Internal analysis 6
4.1 analysis of strategic capabilities of the firm. Include an analysis of the unique resources and core competencies 6
Strategic choice 7
5.1 Basis for growth analyses and apply bowmans strategy clock 7
5.2 using Ansoff’s matrix select a strategy for the chosen company. Identify key aspects of this proposed strategy 8
Strategy evaluation 8
6.1 assess the level of suitability, acceptability and feasibility of this selected strategy 8
TOWS matrix 10
7.1 conduct an overall summary of the strategic issues facing Uber by applying the key observations from the previous sections which will feed into the TOWS matrix. 10
Uber is a global brand and multinational which has sustained its operations based on effective comprehension of the various factors that may impede on its operations. As one of the factor, ecological aspects denote the environmental facets of operation that an organisation has to consider when operating within the diverse work environment. An organisation has the mandate of sustaining and enhancing the environment of operation through safe and ecologically construed production processes. Thus, this paper will examine the operational prospects and strategy implementation at Uber.
Mission statement and corporate objectives
The company’s customer centric approach is centred on constructing a long-term based clientele relationship. The company, in reference to Barney (2009 p95) implements a strategic plan and objective that is not based on pricing. However, the company should acknowledge that clienteles within the industry believe extensively into proper service delivery. Hence, the company should make emphatic emphasis towards generation a unique and addictive service experience coupled with car experience. Offering diverse based cars is a noble act, however, an enhanced noble is the inculcation of faster services within the car sharing service. Full refunds in case of organizational fault coupled with after sale services are bound to sustain performance. The fundamentals of operational mandate at Uber depend on effective product and service development towards meeting the consumer needs.
2.1 mission/value statement. Identify the mission and value statements of Uber
EU (European Union) entails a common market place for the diverse member nations. As a political coupled with economic association of over 20 member states, the union offers a plausible work environment emanating from rights and privileges that are equal within the diverse member states. Thus, through the European Union, its importance to Uber has been evidenced by an operational approach that is dependent on trade. Trade is enhanced through the various market economies coupled with regulations evident within the environment of operation. Through the EU, similar economic regulations and market economies have been evidenced with the various member states inculcating a mixed form of economy. The mixed market economy is characterised by both planned and free market economy. Through the mixed economy, various countries which were previously deemed unfavourable for operations such as Poland have opened up necessitating and enhancing trade for Uber. Furthermore, the common regulatory mandate in regards to international tariffs and regulations has generated a flexible environment for Uber to make ventures and sustain operations across the diverse countries.
2.2 corporate objectives
3.1 General environment analysis, Conduct a PESTLE analysis for Uber in the chosen country
In respect to Wilson (2012 p34) the various PESTLE aspects of a business entails analysis into the political. Economic, social, technological, environmental and legal aspects face a business. Admittedly, in the analysis of Uber, the following arises in terms of its PESTLE analysis;
As such political factors have a great and surmount influence on Uber. As such in the current UK scene, the level of governmental and consumer debts are quite high. Hence the level of debts impact highly on the consumer attitudes coupled with the pressure bestowed on the various businesses.
In UK, two crucial aspects of concern are imperative for consideration. Accordingly, in the operative environment of Uber, the increase in unemployment coupled with inflation of prices of diverse apps has had a great influence. Through the aforementioned aspects, the demands for products and services of Uber have reduced significantly.
In the on-going trend in UK, one-stop shopping has been prevalent. Admittedly, the needs of all commodities under one roof have been an aspect of taste and preference by various customers. Admittedly, Uber has taken drastic steps through the inculcation of service centric operations into its portfolio.
There has been a very plausible growth in the incorporation of technology by Uber. Accordingly, the incorporation of online trading has been ever evident. As at 2009, the company showed that there was an increase of 30% in terms of online sales which is a significant portrayal of technological incorporation (Wilson 2012 p33).
The on-going trend is the need for social responsibility by the various firms in UK. The need for recognition of the environment has played a pivotal role to the growth and stability of businesses across UK. Accordingly, Uber has shaped up to the growing trend through, emphasis on fuel consumption, air pollution reduction measures coupled with sustainability strategies in their stores.
The government plays a crucial role in operations at Uber. Key to ponder has been the introduction of a new tax on the advertisement of (Shubik and Levitan 2000 p67). Uber has made significant adaptations through compliance to the legislations.
3.2 competitive environment analysis conduct an analysis of the competitive environment using Porter’s five forces of competition theory
The company’s customer centric approach should be centred on constructing a long-term based clientele relationship. The company, in reference to Barney (2009 p99) should implement a strategic plan and objective that is not based on pricing. However, the company should acknowledge that clienteles within the industry believe extensively into proper service delivery. Hence, the company should make emphatic emphasis towards generation a unique and addictive service experience coupled with car experience. Offering diverse based cars is a noble act; however, an enhanced noble is the inculcation of faster services within the car sharing service. Full refunds in case of organizational fault coupled with after sale services are bound to sustain performance.
4.1 analysis of strategic capabilities of the firm. Include an analysis of the unique resources and core competencies
Termed as the leader in the production and service delivery to consumers, Uber has in its asset base numerous resources that play a pivotal role in their strategic policy making. Accordingly, the resources ensure that proper production phases are undertaken ensuring attainment of their performance targets. Through a proper production mandate, the company manages to meet the client requirements. Hence, in respect to Comeford and Callaghan (2011 p78), resources that a company possess are categorized into the immaterial resources which play a significant role in the production mandate.
Comeford and Callaghan (2011 p78) states that the immaterial resources comprise of mainly the technical resources, goodwill and intellectual prowess. Moreover, the company has been a dominant force in product launch through the different options in their apps. As such Comeford and Callaghan (2011 p57) states that the company has over 50 patented operational dynamics and systems that it has ensured a proper arsenal of products that the consumers can be accustomed to. Through huge investments into research and development, the company has maintained a front seat in innovation of new products, advertisements and strategies in wooing the end consumers. On the other hand, the company has been on the right side of its clients in terms of goodwill and client loyalty. Tobias (2001) asserts that, through the incorporation of client based advertisements, the company has widened its grip in terms of association to its customers. Advertisements that capture the customers in terms of holidays, events and so forth have been a trademark of the company which has cultivated a solid relationship.
Basis for growth analyses and apply bowman’s strategy clock
The strategy performance prospects of an organisation depend on the operational policy. Thus, from the examination of Uber the strategy clock reveals a performance option that is centred on focus on operational dynamics. The company is within a sustainable and heightened mandate due to the prospect of international trade and enhanced international business trade and investment. Within the recent years, cross border trade has been increasing at a formidable trade. Within the last ten decades, multinational corporations have increased by more than 20%. Through the increase in multinational organisations, international trade has become a profitable venture sustaining revenue yield among diverse countries. Furthermore, the performance mandate of multinationals has led to major investments across the diverse economies of operation.
5.2 using Ansoff’s matrix select a strategy for the chosen company. Identify key aspects of this proposed strategy
Strategic analysis has been a tool of organizational use over the ages. Accordingly, through the incorporation of strategic analysis, companies have managed to maintain competitive standards. Hence, from the analysis of Uber through the use of resource focused and porter forces model, it is evident that the company has been on the forefront of organizational success. However, it is crucial that the company incorporates newer measures to deal with the ongoing market changes. Strategic policy changes should form as the foundation for newer and bolder company aimed at maintaining lead in the soft drink market. Thus, as a company, strategic analysis should form a hot bed of ideas construed towards organizational sustainability and profitability.
6.1 assess the level of suitability, acceptability and feasibility of this selected strategy
The standards of operation within the organisation have mainly been construed towards managing the increased supply base within the company. Furthermore, the organisation has instituted a supplier code of conduct. The aforesaid code of conduct is construed towards requiring its suppliers to:
Provide enabling environment for its employees based on safety coupled with conducive work place
Treat the employees with dignity coupled with respect
Inculcate environmentally responsible manufacturing infrastructure and processes especially in the production of Uber products and services
For the diverse outsourced companies coupled with suppliers to maintain partnerships with Uber, it is imperative that they inculcate Uber’s code of conduct. The code of conduct is based on the internationally set standards. The conduct extensively lays out the operational expectations that encompass labour, human rights, health and safety, environment, ethics coupled with management commitment towards the sustenance of ethical approach in operations.
Additionally, within the UK operative environment, the organisation has inculcated the health and safety at work place Act 2006 within a comprehensive mandate. As such, the organisation has incorporated an online training platform in which its employees can undertake effective comprehension of the health and safety work practices. The organisation acknowledges that the organisation is liable for the risks exposed to its employees within the work place. Under the aforesaid act, an organisational performance mandate plays a major role within the work environment. It is imperative that organisations invest into proper training of employees within the highest standards possible to eliminate the risks evidenced. Furthermore, the organisation has to inculcate the diverse measures to sustain an enabling environment for employees. Uber invests extensively on the physical layout of its stores both within UK and across the globe. Plausible temperature, noise levels and so forth are the fundamental aspects of conformity within the health and safety at workplace in UK. Through the appreciation of the cross boundary regulations within the health and safety mandate, Uber has maintained a plausible position towards sustainable operations. Internal operations coupled with organisational partners at Uber have been aligned to the codes of operation that are in conformity to the regulatory stipulations.
7.1 conduct an overall summary of the strategic issues facing Uber by applying the key observations from the previous sections which will feed into the TOWS matrix.
Barney, J. 2009: Firm Resources and Sustained Competitive Advantage. (In: Journal of Management, 1991, vol. 17, no. 1, pg. 99‐120)
Comeford, R., and Callaghan, D. (2011). Environmental, industry, and internal analysis. London: Prentice Hall.
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Shubik, M. and R. Levitan (2000), Market Structure and Behavior, Cambridge, MA:
Harvard University Press.
Tobias, David. (2001). How Coca-Cola keeps its corporate image bubbly. Business and Society Review, p. 71-74.
Wilson, A. M. (2012). Marketing research: An integrated approach. New York: Financial Times Prentice Hall.
Worrell, L. (1998). Strategic analysis: a scientific art. Wolverhampton: Wolverhampton Business School