Mission:

Uber's mission is to "create opportunity through movement." This reflects the company's core
focus on providing convenient transportation options and creating economic opportunities for
drivers.

Objectives:

● Market Leadership: Uber aims to maintain or expand its position as a market leader in
the ride-sharing and transportation industry.
● Diversification: The company seeks to diversify its services beyond ride-sharing, such as
food delivery (Uber Eats) and freight transportation (Uber Freight).
● User Experience: Uber aims to continually enhance the user experience through
user-friendly technology, easy booking, and efficient service.
● Global Expansion: Uber's objective includes expanding its services to new markets and
regions, tapping into previously untapped customer bases.
● Sustainability: Uber may have objectives related to adopting sustainable practices, such
as transitioning to electric vehicles or reducing its carbon footprint.

Strategy:

● Technology Innovation: Uber's strategy involves continuous technological innovation to

improve the app's functionality, enhance user experience, and optimize ride-matching.
● Market Penetration: Uber uses aggressive marketing and promotions to penetrate new
markets and acquire new users.
● Partnerships: Collaborations with other companies (e.g., restaurants for Uber Eats) are
part of Uber's strategy to expand its service offerings and attract more users.
● Diversification: Uber's strategy involves expanding into related industries like food
delivery and freight transportation to diversify its revenue streams.
● Regulatory Engagement: Addressing regulatory challenges through negotiation,
lobbying, and compliance is a strategic approach to ensure business continuity.
Tactics:

● User Incentives: Uber employs tactics like offering discounts, referral rewards, and
loyalty programs to attract and retain customers.
● Driver Benefits: To maintain a driver base, Uber may use tactics like flexible work
schedules, incentives for high ratings, and additional earnings during peak times.
● Localized Marketing: Uber employs localized marketing campaigns to tailor its
promotions and offerings to specific cities or regions.
● Technological Enhancements: Tactics introduce features like real-time route optimization,
improved navigation, and better communication between drivers and passengers.
● Partnership Agreements: Uber establishes partnerships with restaurants, retailers, and
other service providers for cross-promotions and enhanced user experience.