CASE STUDY II Uber Eats is an American online food ordering and delivery platform launched by Uber in 2014. It is based in San Francisco, California. Uber has just set up a platform for the restaurants and customers. It works as websites and mobile app. Uber Eats now operates in more than 20 countries and more than 200 cities, Nearly 50000 restaurants registered in Uber Eats. Uber Eats has a separate headquarter in San Francisco to manage its operation. This office will handle all legal issues, franchisees opening in different counties, appointing managers to different countries etc. Uber Eats gives proper training for its employees when it is needed. Human resource department will take care of all these apart from hiring and recruitments. Uber's development and research team always do their research on how simply technology can be used to server their customers. Supporting service team working in the headquarter is not just only to support customers, but they support their restaurants and delivery boys as well. Because they all work under Uber Eats. There is a separate technical support team as well for Uber cats How Uber Eats works? In a city, restaurants can register their name in the Uber Eats through websites if their operation is available in that city. Same way, delivery boy can also register their name as a delivery boy, He can do it by walk or using his own bike or any other vehicles. Customer can make order through website or mobile app. It is restaurants duty to make sure that they have enough raw materials to prepare the orders. They should have their own transportation for this purpose. Uber delivery boys cannot be used for this. Restaurants prepare the orders and the message will go to nearest or available delivery boy using the GPS system. He will pick the parcel and deliver to the customer. It works like restaurants - delivery boy - customer partnership. Uber Eats is just a service provider here. They provide the technology to these people. Prices are reasonable in the Uber Eats. When there are promotions made by restaurants, customers are notified through their mobile apps. Uber Eats provides online transaction, that is easy for all the parties involved in this business. The restaurants, delivery boy and even Uber Eats do not get cash from customers in most of the cases. Page 418 Ibra college of Technologies, Semester II, 2019-20 Questions: 1. Write an example for inbound logistic component of value chain model from the case and justify your answer [2 marks] 2. Evaluate the case and write an operation component of value chain model from the case. Explain the [2 marks] reason 3. Explain how strategic positioning will work for Uber Eats than an operational effectiveness of a [4 Marks) restaurant 4. Analyse the case and write an example of support component of value chain. Write your reason. [2 marks]