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Case Analysis-Uber

CONTENT Formal Case Presentation UNIVERSITY Laurentian University COURSE COMM-2036 PROFESSOR Michelle Medina Munro GROUP #1(Yunbo Bai, Yiwei Fu, Yuxiang Shen, Shuo Yang)

2015-03-16

Background Uber was founded by Travis Kalanick and Garrett Camp in 2009 in San Francisco and the app was released in the following June. The app allowed users to summon a car to pick up them where they are, and take them to the destination. In February 2014, Uber cracked the world’s largest transportation market in China. Through the expansion in large cities, under the fierce competition in the China’s taxi market, ride-hailing service provided by Uber achieves great success and obtains consumer’s loyalty while faces lots of problems respectively.
Objectives
Individual Objectives Uber’s chief executive officer (CEO), Travis Kalanick, aims to make Uber’s market in China surpass the United States.
Corporate Objectives Looking at data of Chinese online chauffeur market in 2015, Uber only held 8.4% of the market share. Therefore, Uber still has huge upside potential to earn more market shares. In addition, Uber tries to develop various types of cars, like “People’ Uber”, “Uber Green”, and “Tesla”, which have already exited. Improving consumers’ satisfaction is also one of Uber’s objectives. Uber aims to provide safer, comforter, and quicker service to attract consumers and raise consumers’ loyalty. In order to encourage employees’ enthusiasm, Uber even tried to create a reward system. Fortunately, due to the well development before entered China,

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