Uber 3c6b3n

Uber: Company Assessment Dean Rozier Darren Smith Stephanie Urbina Pattayawat Youcharoen Zhou Zhou

Company Background • Founded in 2009 by Travis Kalanick and Garrett Camp in Silicon Valley. • Shared economy model with advanced technological platform. • Present in over 50 countries and 300 cities with over 150,000 ‘employees’. • Fast-paced growth has led to issues with the government and competitors such as traditional

SWOT Analysis: Strengths • High quality service with low operational costs • Model allows for fast-paced expansión • Dual-rating system • No market regulations… yet • Network effects • Independent workplace

SWOT Analysis: Weaknesses • Replicability of its business model • Low employee loyalty • Questionable employee status • Weak data security infrastructure

SWOT Analysis: Opportunities • Expansion into rural and suburban markets • Self-driving cars • First mover advantage in a Winnertake-all Marketplace • Delivery of services represents opportunity for further expansion

SWOT Analysis: Threats • Regulatory intervention from governments • Employee benefits court decision • Safety and privacy concerns • Discriminatory use of ratings system • Potential technology advances • Global competitors

Current Situation • There is widespread dissatisfaction among Uber drivers either because of low pay or lack of benefits • Uber is facing several lawsuits from groups of employees • Several nations are fighting to regulate Uber • Taxi cab drivers are heavily protesting against Uber • Safety concerns in global markets are holding Uber’s expansión plans back.

Employee Motivation Analysis • Measures like the dual rating system and the Sixth Star award boost employee motivation • Low pay is a deterrent for its employees • Low employee loyalty and attachment to the Brand also hurt employee motivation • Uber needs to offer more nonfinancial motivators to strengthen its employee relationship

Job Satisfaction Analysis • 42% of Uber’s drivers are currently dissatisfied with pay • Lack of proper communication channels between corporate headquarters and the drivers • Uber’s recruiting process is too light and does not integrate employee’s into the Brand • Uber needs to build a stronger relationship with its employees to boost employee satisfaction

Conclusion & Recommendation • Uber needs to ensure that employee’s have job satisfaction through better pay and benefits • Needs to participate actively in job classification discussions to ensure proper definition of its employees • We recommend that Uber finds local allies in new markets to strengthen expansión plans • Finally, Uber has to deal with its investors to take advantage of its current popularity.