Uber: A Rough Road Ahead?| Marketing Strategies

Code : MM0077 Year :2020 Industry :Transport & Logistics			Region : Global Teaching Note:Available Structured Assignment :Not Available
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Abstract: The case study titled “Uber: A Rough Road Ahead?” focuses on the pitfalls of Uber’s business model that led to a deterioration in the company’s relationship with its driver-partners, who served as major sources of revenue generation. The case study talks about the challenges that Uber faced in different countries during the introduction and growth stage in its Product Life Cycle and how its business model itself strained its relationship with the drivers. The case study also throws light on the impact the numerous protests that were staged by the drivers against the company had on Uber’s financial performance and how the company responded to the growing unrest using gamification and tools borrowed from behavioral science. It also covers the kind of impact external factors have on the performance of a company operating in the B2B space.
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Pedagogical Objectives:

To showcase the importance of inter-organizational relationships in B2B markets

To showcase how businesses use same-side and cross-side network effects

To analyse the shortcomings of the strategies and the business model of Uber that led to dissatisfaction among drivers

To highlight how vendor management is executed in platform business

To showcase the importance of market entry in platform economy.

Keywords : Platform Economy; Platform Business Model; Business Model; Ridesharing; Dynamic Pricing; Surge Pricing; Labor Market; Gig Economy; Vendor Relationship Management; Regulations; Customer Relationship Management; Innovation; Artificial Intelligence

Contents :
» INTRODUCTION
» A NOTE ON UBER
» UBER’S BUSINESS MODEL
» FINANCIAL PERFORMANCE OF UBER POST S-1 FILING
» DISSATISFACTION AMONG TAXI UNIONS
» DISSATISFACTION AMONG UBER DRIVERS
» UBER’S RESPONSE TO GROWING UNREST IN THE LABOR MARKET
» IMPACT OF CALIFORNIA ASSEMBLY BILL 5 ON GIG-ECONOMY
» SELF-DRIVING VEHICLES – WILL THEY BECOME UBER’S SALVATION?
» ROAD AHEAD
» EXHIBITS

Business Case Studies,Marketing Strategies Case Study, Uber: A Rough Road Ahead?