Assignment.

Über Case Study

(Summary)

Course Title: Strategic Marketing

Student Name: Mukhtar Abdullahi Ahmed
Student Id: FA20-MSMG-0030)
 Summary
• Founded at march 2009, with official name Über Cab
• Head quarter, San Francisco, California, U.S
• Area Served 69 countries, over 900 metropolitan areas
• Founders, Garrett Camp & Travis Kalanick
• Product, Vehicle for hire (Mobile app). It was instant
success because it was new kind of transportation
services.
• In 2010, Public Utility commission issued a cease and
desist order because people believe that Über was
operating as unlicensed cab company. Official name
changed to Über.
 Summary
• Business continuously grown in 2011 by $11 million and
expended its services to other cities of U.S.

• Despite operating loss of $55 million in June 2015,

valuation of the company surge to $18 billion to $ 68
billion.

• Operation mechanism was simple, operated through app on

mobile device. The mobile device pinned the user’s location
and allowed the user to have cab to his or her exact location .
 Summary
• Über was the part of Sharing economy, a
collaborative consumption sort of activity which
strengthened communities, decrease barriers to
entry and reduced the environmental impact.

• Über drivers were not considered as the employee

of the company rather treat as independent
contractor, a unique aspect of the business.
 Summary
• Product portfolios as per rider choices such as Über
Taxi, Über black, Über X, Über XL.

• Product portfolios as per location specific such as

Über Chopper, Über Boat, Über Pop, Über Pool etc.

• Product Portfolios based on experimental purpose

such as Über fresh, Über rush, Über Ice cream etc.
 Summary
• Major competitor Lyft, founded in 2012, worked
similar to Über.

• Company wants to conquer the world by its services

but major domination in USA, Canada, Mexico,
Australia, UAE, Middle east and Indian markets.
 Issues & Solutions
S.No Potential Issues Potential Solutions
1 Un ethical treatment by the management Fair treatment, Fair Pay system
toward drivers. should be impose
2 Back ground check procedures Police Verification is compulsory

3 Passenger safety Über should think to installing new

app or (accommodate in same app)
as the once opened in the time of
emergency during any assault that
will send call or message to police
control room.

4 Surge Pricing Controversial issue but many firms

5 Poaching Competitors
are using it in time of increase
demands.
Making fake accounts to disrupt
the competitors are not the real
step to increase presence in the
market but to adopt new strategies.
Ridesharing: The Pakistan Perspective

Simply, I have no experience to have such service, but

if need exist, Government should seek constitutional
help. It will be better way to provide the save,
affordable & comfortable ride to the commuters.