BIS Assignment-4

BM: 2021-2023

Topic:
The Journey of Unicorn Uber
from San Francisco to
International Disruption

Submitted by:
Group 7 Section D

UM21195 – Aditya Mishra

UM21198 – Amrit Kumar Maharana
UM21200 – Ankeet Mitra
UM21210 – Daksh Kumar
UM21216 – Kingshuk Roy
Background

When Travis Kalanick and Garrett Camp sought to disrupt the existing individual transportation sector,
Uber was born. They took note of commuters' dissatisfaction and determined to overhaul the overall
transportation experience for them. Getting a taxi used to be a time-consuming operation that involved
standing in lines or waiting for an empty cab to arrive, and travelling at the whim of the taxi driver.
Uber revolutionised the taxi industry by making it easy to book a cab from the comfort of one's own
home, communicate with the driver, make cashless payments, and monitor the vehicle. It is a
smartphone based mobile application that allows users to make reservations.

The Plan 
 
 Uber wanted to expand internationally and aggressively. The goal was to prevent local businesses from
adopting these improvements and stealing Uber's area market. It eventually grew to include 26
countries. Uber needed to service the market based on local demands, therefore even though they went
worldwide, glocalization was crucial. They continued to develop abroad, obtaining funding in a
succession of rounds. Uber's global expansion required it to adjust to local conditions. When Uber
originally came out, it could only be utilised on an iPhone. It then began developing Android and
Blackberry apps. Uber has also begun employing locals in the individual markets in order to better tap
those markets.

Gaps and Analysis

 
 Uber went ahead for a much-needed transformation of the ageing personal transportation
infrastructure. Taxi firms and local taxi services were concerned. Uber has effectively solved a
significant transportation problem. As Uber's popularity grew, more rivals entered the market. It
had turned into a pricing war at this point. Uber offered clients the option of ordering a
limousine at a lesser cost than taxis. Problems were also related to not involving the
stakeholders appropriately when considering any decision or making a plan during the digital
transformation process. 
 To delight local clients, Uber responded to current trends and local demands. It developed a
courier business, a carpool service, and a project to inspire innovative ideas after cooperating
with PayPal to enable cashless payments. Mismatch in inventory management showing
availability on the store though it was unavailable.
 Using market disruption, Uber had snatched its rival.During peak rush hours, there were
complaints and allegations of price increases. Uber and its leaders have been accused of abusing
authority and money, violating privacy laws and regulations, and spreading false information.

Solutions
Uber is one of the most inventive and successful businesses of this decade. They solved a simple
problem and employed technology to make it more user-friendly, all while addressing consumer
complaints in the same market area. Customers appreciated the because it transformed the way an age-
old conventional business of taxi unions operated. To break through this barrier, one must be assertive
in the marketplace, ensuring that competition is reduced and dangers are eliminated. It also
demonstrates the importance of identifying an issue and developing a straightforward solution while
utilising technology to facilitate the process.
The whole essence of a start-up is this. It doesn't matter if you have the greatest scientific or mind-
blowing solution if it doesn't answer the public's concerns. After you've recognised the issue, you'll want
to lay out the path in stages.