Uber Strategic Analysis Case Study
Part I: Introduction
Uber’s History
Uber was started in 2008 as UberCab by Travis Kalanick and Garret Camp. It was a result of market niche identification by Camp who had spent $800 by hiring a private car. Camp thought that allowing people to share the drive will lower the cost and make taxis more affordable to the average person. It was out of this idea whereby UberCab was started. The company shortened its name to Uber in 2011 and 2012 it introduced new services, Uber X that has offered drivers a chance to work for Uber by using their cars. Since then, the company has diversified its product portfolio to include carpooling services, helicopter services and self-driving cars.
Strategic Direction
Currently, Uber goals are to take over the public transportation system, eliminate car ownership, and expand their presence all over the world. The goals of Uber are in line with its vision and mission statements.
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Vision and Mission Statements
The company’s vision is to offer smarter transportation with fewer cars and greater access. In offering smart transportation with greater access, the company aims to provide reliable and cheap transport that is affordable to the customers. Uber’s mission is to ignite opportunity by setting the world in motion (Uber, 2019). The mission statement aligns with Uber strategic goals of dominating the transportation and expanding their presence globally.
Uber Objectives
Uber’s short term objective is to provide inexpensive, safe, convenient taxi services with the overall goal of eliminating congestion in the cities. The company will measure this objective by increasing the pool of the clients and expanding their services in more cities.
Uber’s long term objective is to become the Amazon of transportation (Zaleski, 2019). To achieve this objective, Uber seeks to end private car ownership by introducing self-driven cars, to launch Uber and claim the leading position in the public transportation sector. The company will measure these objectives by establishing its presence all over the world, whereby the billions of people will be using its products.