Case Study Analysis (Essay Sample)

UBER CASE STUDY Student’s name Instructor’s name Institution affiliation Course Date of submission Uber cast study Background of the Uber Company Uber was founded by Camp Garrett and Kalanick Travis in 2009. In the previous year, the founders had established an idea of using a smartphone to call and pay for a cab after they had encountered some struggles –finding a taxi in Paris. Since its establishment, the company was able to expand rapidly by entering Asia, Australia, South America and Africa. By 2019, the company had been established in 700 cities across the globe. In the decades that proceeded, the company began clashing with regulators in markets from some countries like Las Vegas and Boston in U.S, alongside some cities and towards in Ghana, China, Colombia and beyond. The disputes were centred on the technology of the company and not the company’s transportation. Despite these disputes, there are places where the company has been successful while there are those that the company has been least successful for a number of reasons. Where Uber has been successful and why Sao Paulo Brazil is one of the cities in which Uber has been successful. However, the company encountered several challenges before acquiring this success. When the company arrived in the city in 2014, it encountered some challenges in recruiting reliable drivers. The company also experienced unrest from the other traditional taxi drivers which led to drivers being kidnapped. Cash payments were introduced by Uber in 2016 hence increasing safety incidents within the company (Mackay, 2021). To respond to these issues, a more visible and accountable presence was built in Sao Paulo, Brazil. This led to an increase in ridership. Uber entered Delhi, India in 2014 when the country was dominated with traditional taxi options. In the same country, the company was able to debut in 18 cities in India. During this time, the company faced few challenges hence was able to effectively establish its presence. Given that 0Uber had not registered as a transportation company under the MVA, the Delhi government banned Uber operations in 2015. However, the company continued with its operations with an application taxi operator permit. The company put in place some measures to portray a better performance in 2017. By 2019, the company operated in 40 Indian cities with the company contributing to 11% of the Indian market. From this time, Uber has been successfully operating in the India. Shanghai, China is another city in which Uber has successfully operated. In 2013, China was a large and growing untapped market of Uber. The entrance of Uber in China differed from the company’s expansion into other countries. The company courted government entities and local partners in order to be avoid some of the stumbling blocks encountered by other companies while entering the Chinese market. The company had the hope that the formation of a local entity would ease the company’s ability of raising local capital and avoiding hassles of bureaucracy which were faced by other foreign companies that operated in China. Though the company encountered some challenges which were mainly associated with the mobile application, Uber has been able to successfully operate in China. The Uber Company has also been successful in operating in some African countries. In 2016, the company entered Accra, Ghana with cash operations. The company implemented the creation of bank accounts by drivers to avoid issues with payment where drivers could convince customers to cancel their trip on the app and pay directly to the driver. At the time Uber entered Ghana, the country was facing light regulations and fragmentation in its transport sector. The company further expanded its operations in other African countries like South Africa and Kenya. In most of the African countries, Uber was successful in its operations due to the fragmented transport system in the countries. Where Uber has not been successful and why One of the countries that Uber has not been able to successfully carry out its operations is London, United Kingdom, being among the oldest and robust regulated taxicab industries across the globe. The company entered London in 2012, after carrying out preparations for two years. The company operated well until 2014 when it bagan receiving pushbacks from competitors and local regulators. In the same year, it was declared by Transport for London (TFL) that Uber was a major contributor to the congestion that was being encountered I the country. This led to a suspension of its operations, which later resumed in 2015. The challenges that Uber encounter in London with TFL strained its operation in the country. In 2017, it was also declared that the company was subject to the local transportation regulations of EU member countries. This led to t...