Columbia Southern University Uber Market Transportation Case Analysis

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Economics

Columbia Southern University

Description

  • Weight: 24% of course grade
  • Grading Rubric
  • Due: Tuesday, 09/21/2020 11:59 PM (CST)
Instructions
A Case Analysis of Uber

Uber is a ride-sharing service started in 2009. If you are not familiar with Uber, you can learn more about the services it provides at Uber.com.

Construct an eight-page analysis of Uber using the following criteria.

  • Analyze the market before Uber’s entry. Describe the inefficiency Uber exploited.
  • Explain Uber’s surge pricing in the context of shifts in supply and demand.
  • Evaluate Uber’s surge pricing in the context of price discrimination.
  • Apply the concepts of economies of scale and economies of scope to Uber’s business model.
  • Apply the concepts of game theory to Uber’s market.
  • Assess Uber’s potential for international expansion and potential trade policy issues.
  • Explain the incentive pay model Uber uses and how it affects the principal-agent problem.
  • Discuss any asymmetric information issues with Uber’s business model.

Your essay must be at least eight pages in length (not counting the title and references pages) and include at least five peer-reviewed resources. Adhere to APA Style when writing your analysis, including citations and references for sources used. Be sure to include an introduction. Please note that no abstract is needed.

If you wish to include a supply and demand graph in your paper, view the video How to Graph in Word for some guidance. Also, not that any graphs you include in your paper should be placed in the Appendix of your paper.

How to Graph in Word video transcript

If you need help identifying peer-reviewed publications, review the CSU Online Library resources Peer-Reviewed Resources and video How to Find Peer-Reviewed Resources (Transcript for Peer-Reviewed Resources video).

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Explanation & Answer

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Running Head: UBER CASE ANALYSIS

Uber Case Analysis
Student’s Name
University’s Name
Date of Submission

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UBER CASE ANALYSIS

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Uber Case Analysis

Introduction
Uber is an American-based technology company, which mainly works in share riding and
items/food delivery. Uber is now known globally; it made a big global expansion. The secret
behind Uber's success is bringing an innovative idea and impressive technology to the market. In
this paper, a case analysis of Uber will be presented regarding economic aspects, including
Uber's power, Uber's pricing strategies, the game theory in Uber's market, etc.
The Market before Uber Entry
Before Uber entrance to the market, people were following the classical method for
having a taxi trip by being ready and going down the street then waiting for an available taxi.
People who depend on public transportations had experienced a lot of struggles for having a safe
drive. Firstly, many people have experienced long times of waiting, like waiting for hours to find
a taxi. Secondly, many people live in areas where there are no or minimal cars and taxis, people
living in such areas were in trouble with public transportations because they were obligated to
walk for a long time to find a taxi. Thirdly, people have always been concerned about taxi rides
safety, especially women and young people. Criminal taxi drivers in some countries may target
women, kids, and youth. However, safety still a concern for Uber. According to Rogers (2015),
“some Uber drivers will assault passengers, and Uber shares causal and moral responsibility for
such assaults since it links up drivers and passengers in the first place."
Uber had exploited all the previously stated points to offer rides on-demand, which are
safe, and can reach areas that traditional taxis cannot reach. Individuals, taxi drivers, and car
owners had also benefited from Uber technologies. Before Uber entrance, offering someone a

UBER CASE ANALYSIS

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safe and on-demand drive was non-convincing. People are usually afraid of being in the same car
with someone they don't now. Uber gave people the chance to gather extra income by offering an
on-demand drive, which is authorized by Uber, and hence the government. The biggest outbreak
of Uber had been achieved because of the innovative idea that is outside the box, Uber offered
safety and rest for riders, and it offered a safe extra income source for drivers. The big success of
Uber had enabled it to offer new services such as food and items delivery.
Uber’s Surge Pricing in the Context of Shifts in Supply and Demand
In the economy and business world, shifts in supply and demand are two main forces in
pricing strategies. Uber's idea is all about supply and demand, where supply is recognized as the
number of drivers, and demand is recognized as the number of riders/customers. Generally,
companies increase prices where the demand is high and reduce prices when the ...


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