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Unit 32: Business Strategy
Learners Declaration: I certify that the work submitted for this unit is my own and the research
sources are fully acknowledged.
Learners Name: Date:
Student Name
ID
Unit Number and Title
Unit 32: Business Strategy
Academic Year
2020/2021
Cohort
Term
Y
e
a
r
2
-
B
l
o
c
k
1
Unit Leader
David Hilton
Assessor
Pranita Gosavi, Dr.
Rajini, Gopinath
Vedula, Ibrahim
Adewusi
Assignment Title
UBER-The State of Autonomous Transport
Issue Date
11/01/2021
Submission Date Formative)
05/03/2021
Submission Date (Summative)
21/03/2021
IV Name
Alfred Agyeman
Date
23
rd
September 2020
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Table of Contents
Introduction: .................................................................................................................................... 3
Company Mission: .......................................................................................................................... 3
Company Vision: ............................................................................................................................ 3
Company Objectives: ...................................................................................................................... 3
Company Core Competency: .......................................................................................................... 3
Macro Environmental Analysis of Uber: ........................................................................................ 4
1. PESTLE Framework for Uber: ................................................................................................ 4
Internal Environment and Capabilities Analysis of Uber: .............................................................. 5
1. Porter’s Value Chain Framework: ........................................................................................... 5
2. Benchmarking Framework: ..................................................................................................... 6
3. McKinsey’s 7S Framework: .................................................................................................... 7
Application of Porter’s Five Forces Model of Uber: ...................................................................... 8
Application of Porter’s Generic Strategies: .................................................................................... 9
Strategic Recommendations to Uber: ........................................................................................... 10
Conclusion: ................................................................................................................................... 10
References: .................................................................................................................................... 11
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Introduction:
Business environment is the composed of two sides of aspects such as internal and external
environment. The strategic analysis of these environmental issues is crucial to find what are
positive and what are negative to business enterprises. This report has interpreted the company’s
macro environment using PESTLE framework and micro environment using value chain
framework, Benchmarking and McKinsey’s 7s model. The competitive analysis of business
company has been done using Porter’s five forces model including other effective frameworks
appropriately. The strategic directions have been given using different competitive advantages of
chosen business entity. The case of Uber has been taken for this report which is the biggest
transport hiring company in the world. This has more than 1000 employees all over the globe to
ensure appropriate transport services for people who desire for car and other transport services.
The company offers vehicles for hire, food delivery (Uber Eats), package delivery, couriers,
freight transportation, and, through a partnership with Lime, electric bicycle and motorized
scooter rental. This has about 74% market share for ride sharing and 24% for food delivery
services in the current markets.
Company Mission:
Mission describes the long term intension of business organizations. Uber’s mission is “to ensure
transportation services for all at all areas where people live with best”. For ensuring good and
affordable transportation services for people the company should determine and execute
effective strategies based on internal and external strengths and capabilities
appropriately(Bharadwaj et al., 2013).
Company Vision:
Vision describes the short term intension of business organizations to supports mission
appropriately. The vision of Uber is giving smarter transportation services with fewer car
services based on greater access for all. Ensuring the best, safer, cheaper and more reliable car
services is the part of company vision. For creating large amount of job requirements and income
sources for large numbers of drivers is also company vision.
Company Objectives:
Uber has a goal of ensuring all car services to all people where they operate their businesses with
the best ways. The company has a goal of earning revenues as much as possible to sustain in the
markets. The company has goal of providing the cheapest car services to customers with gaining
their higher satisfaction.
Company Core Competency:
The company has some effective competencies that gave competitive advantage over other
competitors. The company has skilled technicians for operating car services through internet
function. The company has also direct supervision on drivers to ensure in time and quality car
services to customers(Fearne et al., 2012). In addition, the competency of ensuring the safest
food delivery to any customer is another core competency of the entity.
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