Uber India: A Saga of Innovation
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Uber India: A Saga of InnovationTeaching NotesCase SynopsisUber was founded in 2009 as UberCab by Garrett Camp, the cofounder of StumbleUpon, and Travis Kalanick. On Saturday, 20th May 2017, 156 trips started simultaneously at 7:29:06 am GMT, putting Uber over the five billion mark (source:
In this case, we will talk about the financial growth, expansion strategies, dynamic pricing model and the competitive scenario which Uber deals with and will emphasize on what went wrong with Uber.Target Group:Postgraduate students, MBA students & PhD students.Learning objectives and key issues:Continuous innovation to stay ahead of the competitorsExpansion StrategyMarket Penetration StrategyPricing StrategyManaging Local Markets which are price sensitive, demanding, less or no brand loyaltyInnovation in the Business modelCustomer Relationship ManagementBuilding an organization capable of good strategy executionAcquiring, developing, and strengthening key resources and capabilitiesStrategy execution capabilities and competitive advantageInstituting policies and procedures that facilitate strategy executionDeliver more value to customersReact more quickly to market changes, beat competitors to market with new products and services, and gain uncontested market dominanceQuestions for discussion:Is it time to change the existing Business Model of Uber India? What was the strategy adopted by Uber India and how was it executed?What is the effect of new completion (OLA, MERU, local taxi, auto) on Uber India?What are the regulatory implications on Uber India? How should Uber approach regulatory barriers in new markets?What should Uber India do to understand and approach the local markets better than local players?What should be next for Uber India? Should they continue to expand internationally?How can the company continue to innovate after such massive disruption to the taxi industry? Should Uber India move into the logistics and “experience” space?What are the impacts of Uber’s pricing strategy on its customers?”I drive for Uber as well as Ola !”. How to increase brand loyalty in Indian drivers?How can Uber India enhance the customer experiences?Multimedia:1. Get a Fare Estimate in Your City | Uber –