Uber technology Inc. is one of the most prestigious transportation network companies occupying immense organizational glory all over the World. Headquartered in California this particular organization has widely spread its international network in the market of UK as well (uber.com 2018). Before making market entry in various geographical boundaries, the organization has to make different situational, environmental and internal analysis by using appropriate framework. In order to run the entire process of business in the market of UK the business experts of Uber have made different environmental analysis in order to understand the market condition of EURO zone as per current business scenario.
This particular study has provided in-depth knowledge and understanding about these market as well as environmental frameworks. The study has selected one particular framework, which seems to be the most suitable for the business analysis of Uber. By considering in the position of the CEO, the study has suggested some of the most important areas of changes. By rendering those changes, the organization would be able to gain organizational glory and reputation more widely in the international market. The study has provided some of its major recommendations as well in order to suggest the ways of improvement on organizational managing process.
SWOT analysis is one of the most effective ways of evaluating the strengths, weaknesses, opportunities and threats of the organization. In order to survive in the market of UK this particular organization needs to evaluate its necessary strengths and weakness. Based on that evaluation, the company can make effective business strategy and policy (Hill, Jones and Schilling 2014). Based on the weaknesses, the competitors can get the opportunities in gaining advantages. Therefore, the organization should identify their weaknesses so that they can improve those areas and enhance the level of market opportunity.
In case of evaluating the strengths of Uber, it is observed that the organization is possessed with several strong aspects, which help the company in maintaining their business sustainability in the market of UK. The service procedure of the company is very fast with the help of which the customers do not have to wait for the long time in using its ride facilities (Ginter, Duncan and Swayne 2018). In comparison to other ride facilitators, Uber provides immense benefits by offering promo codes, gift vouchers and free ride facilities and so on. In addition, divers associated with Uber cab are extremely professional and expert. They know on how to communicate with the customers. The riders are safe and secured for the service users. Therefore, the customers can rely on the service methods structured by the business experts of Uber. One of the major weaknesses of this organization is limited workforce strength (Stead and Stead 2014). As a result, the business experts cannot fulfill the demands of large number of customers at a time.
Sometimes, the services become unavailable which fails to meet urgent requirement of customers. In this kind of situation, customers tend to show their dissatisfaction level after being unable to receive the services from the business experts (Elmes and Barry 2017). As per business opportunity, the organization has immense opportunities in expanding their entire business process beyond going the market of UK. The service providers can enter in Asian pacific zone to expand their business (Jackson, Schuler and Jiang 2014). As per the threats of Uber, some of the contemporary competitors have given immense market threats. The most recognizable competitors include Ola cabs, Taxify, Lyft, Waymo and so on. The market craze of Taxify in the current business scenario is high in UK domain. As a result, uber has to receive immense threats from its competitors.
After evaluating SWOT analysis and its various impacts it can be summarized that using SWOT analysis the company can make effective business strategy and policy (Hill, Jones and Schilling 2015). In comparison to other ride facilitators, Uber provides immense benefits by offering promo codes, gift vouchers and free ride facilities and so on. As per business opportunity, the organization has immense opportunities in expanding their entire business process beyond going UK market.
In quest of evaluating the environmental factors of a geographic location the business experts, intend to analyze political, economic, socio-cultural, technological, environmental and legal issue. Before running the entire process of business in the market, organization intends to analyze its environmental factors (Schaltegger, Burritt and Petersen 2017). If the external environmental factors are not very suitable for the organization, the business experts do not have to face challenges in running their business. Sometimes, it is observed that government rules and regulations are not very much effective in helping the business experts in maintaining their organizational wings successfully. On the other hand, it has also been noticed that political set up is not well structured to grab the attention of customers (Beske, Land and Seuring 2014). In this kind of situation, the business experts face difficulties to run their business and maintain organizational image and reputation. The primary purpose of conducting environmental analysis is to evaluate the political economic and environmental flexibility of the country based on which business sustainability is highly dependent (Paillé et al. 2014).
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Ø UK was possessed with politically stable country. After the incident of Brexit the opinion of Britain and European union has been divided. In this situation, the country had to face immense political turmoil (Li and Liu 2014). It was difficult for an established business organization the set up their business in the market of UK. Government rules and regulations were changing very frequently. It was reflecting on the overall process of business. However, as per current market scenario, the political set of UK market is stable than earlier (Engert, Rauter and Baumgartner 2016). The people do not have to face challenges in receiving the services from business experts. |
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Ø The economic structure of UK is strong based on which the business experts of Uber can follow high pricing strategy. In addition, employability opportunity of UK is high in market due to the establishment of immense multi-national companies. Therefore, Uber would have to follow strong employability structure so that skillful and competent employees tend to show their interest in being associated with this business organization. |
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Ø UK is possessed with the people of various cultural backgrounds and attitudes. Therefore, the business experts have to render diversity in their products and services. Business experts and service providers are well accustomed in communicating with the people of different religious backgrounds and attitudes (Lewis, Walls and Dowell 2014). However, product diversification is one of the most significant ways of expanding business in the market of multi-national countries. |
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Ø UK is out an out technologically developed country where the inhabitants are well accustomed in operating advanced technology. Thus, Uber has used online application service method with the help of which customers can access the cab facility by standing their own workplace (Hubbard, Rice and Galvin 2014). Within few minutes, the cab arrives and the customers can use the services. |
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Ø UK is overpopulated island nation where eco-system is less due to degraded soils. In such an over populated nation UK government strictly follow environmental laws and acts to maintain ecological balance (Cornelissen and Werner 2014). While running the entire business process for Uber, the business experts would have to focus on maintaining environmental laws and regulations. |
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Ø UK government regulations and acts are very strict. With the help of employability act the labors associated with the organization have to focus on following data protection act, anti-discrimination act, gender equality act, health and safety act and so on. |
After evaluating the entire PESTEL factors, it can be summarized that political set up is not well structured to grab the attention of customers. Government rules and regulations were changing very frequently. It was reflecting on the overall process of business. The economic structure of UK is strong based on which the business experts of Uber can follow high pricing strategy (Keith 2017). The business experts have to render diversity in their products and services. UK is possessed with the people of various cultural backgrounds and attitudes. UK is out an out technologically developed country where the inhabitants are well accustomed in operating advanced technology. While running the entire business process for Uber, the business experts would have to focus on maintaining environmental laws and regulations. UK government regulations and acts are very strict (Meredith et al. 2016). With the help of employability act, the labors associated with the organization have to focus on following appropriate acts and regulations.
Porter’s five-force analysis actually evaluates the industry’s competitive factors. Apart from Uber there are large number of transport service providers already existed in the market of UK. Porter’s five-force analysis enables the customers in identifying the market power of the buyers and the suppliers. Based on the bargaining power of buyers as well as suppliers the organization would be able to deal with the customers and make their own strategies in accordingly (March, Nguyen and Piro 2015). Competitors’ market analysis helps the organization in getting in-depth point of views on how they should proceed for gaining competitors’ advantages.
The power of the suppliers’ in the field of transport system is low due to large numbers of distributors existing in the market of UK. The organizations belonging to transport industry can get innumerable options to purchase their raw materials due to immense number of distributors.
Buyers’ power in transport industry of UK is high as they have ample options of using services. Apart from Uber, large number of cab facilitators is there who can constantly provide effective services (Ribeiro et al. 2014). Therefore, the purchasers do not have to wait on the service of Uber only. Therefore, they can easily consider this service as an option.
Apart from private cab facilities, large number of taxi service providers also establishes their business wings for making the transportation system systematic and flexible (Li et al. 2015). Therefore, Uber has to receive immense threats from those taxi service providers.
As already mentioned, Ola cabs, Taxify, Lyft, Waymo are the major competitors of Uber. The business experts have to receive constant market threats from its competitors in terms of customer services as well as quality of products (Russo et al. 2014). In order to gain competitors market advantages the organization such as Uber would have to put innovative strategies to grab the attention of customers.
Uber is headquartered in California and the business experts after entering in the market of UK had to face immense challenges in gaining the attention of customers amidst innumerable established cab facilitators.
Porters’ five forces analysis are effective enough in evaluating the current competitors’ market and their threats (Callao 2014). The necessary competitors’ strategies can also be evaluated while analyzing Porter’s five forces.
The business issues within the existing companies cannot be identified and evaluated in Porter’s five forces. In addition, the company cannot calculate their profit margin strategies and policies by using Porter’s five forces.
After evaluating entire analysis on Porter’s five forces it can be summarized that the customers can identify the market power of the buyers and the suppliers. The organizations belonging to transport industry can get innumerable options to purchase their raw materials due to immense number of distributors (Faizal et al. 2015). Apart from private cab facilities, large number of taxi service providers also establishes their business wings for making the transportation system systematic and flexible. The business experts have to receive constant market threats from its competitors in terms of customer services as well as quality of products.
After reviewing the portfolio of the products and necessary scopes, opportunities and market growth BCG matrix helps to evaluate long-term strategic planning of the company based on which the organization would be able to gain good market position (Forouzanfar et al. 2016). BCG matrix while making the market growth evaluation is constituted with four major stages including dogs, questions marks, stars, cash flow.
This particular phase signifies that the company and its product is constituted with low growth of market share. In this very situation, the organization has to struggle in gaining their market image and reputation.
Question market is the phase of high growth of products in the market with low market share (Chang 2016). In this phase, the business organizations have enough opportunities in enhancing their rate of market share.
Star is the phase of high market growth along with high market share. The business organization in this phase has already established their market demand. On the other hand, in this market growth stage organization has to face immense threats in maintaining their business glory and reputation. However, this particular stage is very much effective as well as significant in the entire journey of business.
This particular phase implies that products are in high market share in low growth of market (Serra and Kunc 2015). In this kind of decline phase, products lose its market demand and needs. In this particular phase, organization has to implement new business strategy for gaining their business identity and image.
After discussing four major stages of BCG matrix it can be stated that Uber in current business scenario is holding the position of stars with high market growth and high market share.
With the help of BCG matrix strategy, the company can understand the current market growth structure at the business scenario. In this kind of situation, it has been observed that Uber has achieved international glory and reputation.
BCG matrix is only capable in evaluating the market share and its growth. Organization has to face immense challenges in getting internal strength and weakness (Kumar and Reinartz 2018). As a result, only BCG matrix is not effective enough in getting detailed overview about organizational structure and market threats.
After evaluating the entire BCG matrix it can be summarized that BCG matrix helps to evaluate long-term strategic planning of the company based on which the organization would be able to gain good market position. The business organization in this phase has already established their market demand. In this particular phase, organization has to implement new business strategy for gaining their business identity and image. With the help of BCG matrix strategy, the company can understand the current market growth structure at the business scenario (Obeidat, Al-Dmour and Tarhini 2015). Only BCG matrix is not effective enough in getting detailed overview about organizational structure and market threats.
Benchmarking is the process of measuring the performance of a company in terms of product quality and service facility. Performance is measured and compared with another business, which seems to be the best in current market. After making an effective benchmarking method the company can understand the way of internal improvements of their products and services (Galliers and Leidner 2014). After going through the process of benchmarking, employees can get immense benefits and facilities. It can clearly improve employee understanding of cost structure as well as internal process. It helps in making more team bonding as well as with key performance metrics.
With the help of Benchmarking, procedure Uber has made effective comparative analysis about their products and services in respect to its contemporary competitors. Ola Cab has seriously given a major market threat in the UK market (Schaltegger, Burritt and Petersen 2017). While making a comparative analysis with Ola facility it is observed that the service procedure that Uber follows towards customers is faster and systematic than that of a service of Ola. On the other hand, it is also undeniable that Uber is least costly products than Ola and the employees associated with Uber are more efficient and professional. From every perspective, be it product and service using Uber services is more beneficial than other transport supports.
Benchmarking is one of the most effective ways of measuring the performance of an organization in comparison to other company. As a result, the employees can get in-depth overview about their organizational objectives and goals (Ross 2016). On the other hand, it has also been observed that benchmarking can enhance the company standard in the current market trend.
Benchmarking cannot address the company’s environmental analysis. As a result, the organization has to face innumerable challenges in evaluating the external environmental barriers happened at the workplace.
It can be thus summarized after making an effective benchmarking method that the company can understand the way of internal improvements of their products and services. While making a comparative analysis with Ola facility it is observed that the service procedure that Uber follows towards customers is faster and systematic than that of a service of Ola. The employees can get in-depth overview about their organizational objectives and goals (Doz 2017). Organization has to face innumerable challenges in evaluating the external environmental barriers happened at the workplace. Benchmarking is the process of measuring the performance of a company in terms of product quality and service facility.
After discussing all necessary models, the business experts of Uber have decided to select two proper business models for implementing within workplace. PESTEL and BCG matrix analysis are the two selected models with the help of which Uber can maintain effective environmental analysis (Hill, Jones and Schilling 2014). In order to enter in the market of UK Uber had to critically analyze the environmental factors existing in UK. With the help of this environmental analysis, the business experts can understand on how to make their service strategy and policy at the workplace. PESTEL analysis can help the business experts in getting detailed overview about the external market factors. The Uber can get detailed overview which particular business strategy and policy they can follow in order to overcome the barrier. On the other hand, Uber can select BCG matrix analysis as well. BCG matrix analysis can help the organizational experts in evaluating the marketing growth strategies and policies (Stead and Stead 2014). Marketing growth strategy is very much effective in analyzing the future business opportunities for Uber. Without predicting future market strategy and policy the company can never forecast the future prosper.
However, after evaluating different business strategies and policies it can be stated that Uber should implement some changes within their business strategies and policies. It is however undeniable that Uber service is very fast based on which the service providers can easily reach the pickup destination. At the same time, it is also undeniable that the workforce strength of Uber facilitator is very much limited. By recruiting sufficient number of employees within services, the business experts can deliver services to the people at a time. The range of target audience automatically increases. On the other hand, it has also been observed that the business experts have not implemented marketing strategies and policies within the services. Providing superior quality of products and services to the customers is not the only mission of the customers (Li and Liu 2014). Along with providing effective services the customer service providers have to maintain effective promotional strategies and policies. The primary purpose of maintaining proper promotional strategy is to create brand awareness. In this kind of situation, the business experts would have to focus on enhancing promotional budget. Promotional budget is very much effective in introducing the brands and the services in the global market. Marketing campaign is very much effective in attracting the attention of customers (Hubbard, Rice and Galvin 2014). Uber should use social media platform in quest of introducing their brands and services. As a result, people would not have to face challenges in getting in-depth overview about this brand from various social media services.
It is thus evaluated that Providing superior quality of products and services to the customers is not the only mission of the customers. Along with providing effective services, the customer service providers have to maintain effective promotional strategies and policies. Based on the drawbacks some of the major recommendations can be provided and the recommendations are as follows:
Conclusion:
The study has provided in-depth overview about the importance implementing various business models and frameworks in order to perform well towards achieving business goals. Before making market entry in various geographical boundaries, the organization has to make different situational, environmental and internal analysis by using appropriate framework. By rendering those changes, the organization would be able to gain organizational glory and reputation more widely in the international market. Therefore, the organization should identify their weaknesses so that they can improve those areas and enhance the level of market opportunity. In addition, divers associated with Uber cab are extremely professional and expert. They know on how to communicate with the customers. The riders are safe and secured for the service users. As per business opportunity, the organization has immense opportunities in expanding their entire business process beyond going the market of UK. If the external environmental factors are not very suitable for the organization, the business experts do not have to face challenges in running their business. SWOT analysis is very much restricted within internal analysis. It can only identify organizational strengths and weakness, which is considered under subjective analysis. However, as per current market scenario, the political set of UK market is stable than earlier. UK is possessed with the people of various cultural backgrounds and attitudes. Therefore, the business experts have to render diversity in their products and services. This particular analysis is very much long-term and time consuming. As a result, business experts have to give additional effort for analyzing PESTEL factors
Competitors’ market analysis helps the organization in getting in-depth point of views on how they should proceed for gaining competitors’ advantages. In order to gain competitors market advantages the organization such as Uber would have to put innovative strategies to grab the attention of customers. Apart from private cab facilities, large number of taxi service providers also establishes their business wings for making the transportation system systematic and flexible. BCG matrix while making the market growth evaluation is constituted with four major stages including dogs, questions marks, stars, cash flow. However, this particular stage is very much effective as well as significant in the entire journey of business. The business organization in this phase has already established their market demand. In this particular phase, organization has to implement new business strategy for gaining their business identity and image. After going through the process of different business models employees can get immense benefits and facilities.
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