1

TOURISM DESTINATION
MANAGEMENT OF UBER
TECHNOLOGY
With Special Reference to Uber Ride
Research Presentation
 2
INTRODUCTION
Company Background

 Uber is an international transport network based on San Francisco, United States

 Industry: Ride Hailing

 Founded in 2009 and initial operations were launched at California

 The key service portfolio include taxi rides, food delivery, courier services and freight
transportation

 Uber revolutionized the taxi service system, with its developed mobile application
system to book car rides via smart phone technology
(Uber Technologies Incorporation, 2021)
 The internet-based taxi service is reaching its climax at present
 3
Key Highlights

Uber has recorded $17.4 Bn revenue from its international operations in 2021 (annual
growth rate: 56%)

Main revenue source: Mobility Services

Total trips completed during 2021 was 6.3Bn (slight decrease compared to 6.9Bn in
2019)

Mobility and delivery segments has recorded the highest revenue figures in 2021
($7.5Bn and $8.3Bn Respectively)

The major proposition of Uber revenue is recorded by US and Canada ($10Bn)

(Iqbal, 2023)
 4
Market Growth

Uber records its highest growth rate in China

That is mainly because the public transport system is not up to the

standard level and cities are mostly congested

China is one of the largest economies of the world, hence the revenue
expectations are at peak

Uber strives on turning China into its biggest market at present

(Cook, 2015)
 5
Innovative Novelties to Expand Market Share
in China

 Uber has partnered with domestic firms – Baidu, in China

 Uber utilizes the mapping and mobile technology of Baidu in terms of connecting riders
and passengers
 The investment made by Baidu on Uber was $600Mn

(venturebeat, 2014)
 6

Brand Building
 Customized Taxi Service
 High Quality
 Unique Customer Experience Enabling Smart Phone
Technology
 Customer Satisfaction Maintained at High Ratings
 Reliability (On time arrivals)
 Convenience and Comfortable Interior Designing

(Uber Technologies Incorporation, 2021))

 7
SWOT Analysis

Strengths Weaknesses

High brand reputation Offensive on multiple scandals

First and the largest ride sharing Reputational damages
technology High dependency on internet and
Extensive global reach technology, hence significant capital
Dynamic Pricing Strategy investments

Opportunities Threats

Digitalization strategy Severe market competition

Driverless technology Lawsuits and regulations
New markets Public Relations
Diversification strategy
 8
Target Market Segment

 The target market of Uber is 16-65 age category

 Yet, the technology is mostly popular among the young generation (age group between
16-24), who are mostly connected with new technology

 Further smart phone owners centralized to the urban cities are being targeted

(start.io, 2022)
 9
Core Competencies

 Localization and personalization in accordance with consumer

demand
 Strong marketing campaigns to get connected with consumers
to make a sense of a fresh experience
 Uber map interfaces the riding experience
 Flexible and smooth payment function

(Uber Technologies Incorporation, 2021)

 10
Future of the Market

 Rapid alterations in consumer demand patterns should be speedily

addressed

 Severe price competition between market players must be cautiously

handled with unique differentiations

 High probability on potential growth especially in high growth economies

 Current market dominance of global ride hailing industry lies with Uber
and expected to be continued in future
 11
Suggestions on Further Improvements

 High regulatory risks influences uber to be ethically compliant

 Formation of strategic alignments with domestic consumers

 Execution and reformulation of an innovative global strategy

 Consider on cultural adoptability and avoid cultural dissonance

 12
References

• Cook, J., 2015. Uber is raising even more money in China. Business Insider. [Online]
Available at: https://www.businessinsider.in/uber-is-raising-even-more-money-in-china-and-it-could-signal-that-an-ipo-is-on-the-way/articleshow/47784510.cms
[Accessed 19 January 2023].
• Iqbal, M., 2023. Uber Revenue and Usage Statistics. [Online]
Available at: https://www.businessofapps.com/data/uber-statistics/
[Accessed 19 January 2023].
• start.io, 2022. Who is Uber’s Target Market? Uber Market Segments Analysis, Marketing Strategy & Competitors. [Online]
Available at: https://www.start.io/blog/who-is-ubers-target-market-uber-market-segments-analysis-marketing-strategy-competitors/#:~:text=The%20Uber%20target
%20market%20of,includes%20both%20males%20and%20females.
[Accessed 19 January 2023].
• Uber Technologies Incorporation, 2021. Annual Report, San Francisco: Uber Technologies Incorporation.
• venturebeat, 2014. Baidu confirms partnership with Uber to bring ride-sharing service to China (updated). [Online]
Available at: https://venturebeat.com/entrepreneur/baidu-confirms-partnership-with-uber-to-bring-ride-sharing-service-to-china/
[Accessed 19 January 2023].
 13

THANK
YOU