Contenu connexe


Study on Management of Uber

  1. ABOUT UBER TECHNOLOGIES  Founders: Travis Kalanick and Garrett Camp in 2009.  Services: Economy and luxury rides, food delivery, package delivery, freight transportation and rental ridership.  Company Headquarters: San Francisco, California, United States.  Seed Funding : $44.5 Million (On official launch in 2011)  Company Valuation: Over $70 Billion.  Number of Users: More than 75 Million.  Average number of daily Uber Trips: 1 Million
  2. SWOT ANALYSIS; STRENGHT  Largest ride sharing network  Surge Price Technology  Customer to driver interaction WEAKNESS  Dependency on workforce  Multiple Scandals  Highly dependent on internet OPPORTUNITIES  High investment rate  High growth rate THREAT  Customer and employee retention  Competitions from Lyft  Costly legal formalities.
  3. PLANNING ASPECTS  MISSION STATEMENT : “Transportation as reliable as running water, everywhere for everyone”.  VISION STATEMENT : “We ignite opportunity by setting the world in motion.”
  4.  Different cab models to cater to everyone: Uber has not limited itself to a particular segment of cars or to a particular segment of people. There is Uber X, Uber Black for those who love to travel in a black car, Uber Taxi for those looking for cost-efficient solutions and Uber SUV for those who want luxury.
  5.  Surge Pricing Technology: Variation in cab fares according to situation is an important aspect of their planning and strategy. It holds a price surge technology patent in the  Other Uber rides: Uber has come a long way from cabs. It now offers boats, helicopters as well as some other transportation means on demand. However, these means are available in selected geographical locations.
  6. ORGANIZING ASPECTS  Uber is a classical Weberian hierarchy given by Max Weber, based on a vertical, linear understanding of superiority and subordination.  At the bottom of the company are the drivers who lack employment protection, have no official wage.  Above the drivers are the founders and management who set the rules and aims of the organization and impose their decisions on the drivers.
  8. STAFFING ; RECRUITMENT OF DRIVERS  The driver must possess car’s documents including RC and Insurance policy.  The driver must have an active phone number, savings/current account along with identity and address proof.  The car’s condition is also examined during the process. RECRUITMENT OF EXECUTIVES  Uber generally recruits people with creative and analytical skills.  It executes various off campus and referral drives to recruit members. It also has a dedicated Careers section on its website so that candidates can apply directly and conveniently.
  9. STAFFING ; SELECTION PROCESS  Situational interviews : Real life scenarios along with a Skype interview of 2 hours duration which focusses on creativity and critical thinking.  Behavioral Aspect : Interview with HR Manager of 15 minutes duration to check the candidate’s adaptability and cultural fit.  Technical knowledge about Finance, Operations and Design is also examined by a professional with a moderate level of difficulty.
  10. STAFFING ; TRAINING AND DEVELOPMENT  Partnership with Maruti and National Skill Development Corporation (NSDC) with an aim of creating 1 million livelihood opportunities in India (UberSHAAN)  Uber Training Videos : Helping drivers understand do’s and don'ts, better communication skills and good practices while riding for Uber.  Off Shore Training : Making new employees familiar with job environment and culture.
  11. DIRECTING ;  Setting up earning goals to tell drivers they're close to hitting target when they try logging off.  With Quest, you can make extra money if you complete a target number of trips in a set time period. Example: Earn $40 extra for completing 40 trips this week.  Uber has opened 33 Greenlight Hubs to distribute disposable ear loop masks and other supplies for free.  Uber openly promotes freedom to work, freedom to innovate and even the freedom to experiment, within the management.
  12. CONTROLLING ;  Uber executes data-driven decisions.  Uber’s three main performance metrics are the driver’s rating, how many rides the driver accepts, and how many times they cancel a ride.  Uber’s algorithm rewards drivers with higher ratings.  Feedbacks from customers help Uber to keep a check on its drivers about any misbehavior or misconduct.
  13. APPROACH TO COVID-19;  Globally Uber had to slash 6,700 jobs but it has recently resumed fresh hiring for select job profiles.  Gross bookings fell by 73 percent and as a result the company lost $1.8 Billion in Q2,2020.  Uber announced financial assistance policy which provides up to 14 days of financial assistance to drivers diagnosed with an active case of COVID-19.  In some markets, Uber is providing free transportation for frontline healthcare workers, helping them get to and from patients’ homes, as well as between healthcare facilities.  It partnered with airports to disinfect cars before every trip.
  14. CONCLUSION ;  Uber is successful because it found some very specific needs that were not being met by traditional taxis or car services.  Keeping in mind the safety of the passenger, Uber also sends you the name of the driver and his/her picture so you know who to expect.  Passengers get high-quality service: they always know the price in advance.  Many drivers consider this taxi app a great opportunity to earn more money.  Word of mouth strategy.
  15. BIBLIOGRAPHY ;    