Case Study: Uber Eats -Just in time Uber Eats is an online food-ordering app that was launched first in Los Angeles, USA in the year 2014. The company originally started as Uber Fresh and later changed its name to Uber Eats. Uber, which is a well-known ride-sharing app, based company decided to try their hand in delivering food as well because they believed it would be a good opportunity for them to diversify the brand into a different venture. Uber did not want to restrict itself in the terms of only mobilizing humans with its fleet of cabs but it also wanted to go ahead with the idea of mobilizing fresh food. Initially, Uber Eats started with delivering meals only during the lunchtime but with time they decided to change it as an app that delivers fresh food both during lunch and dinner times. When a customer orders food through Uber Eats, a well-trained Uber driver will deliver the ordered food in special lunch bags which keeps the food items as either very hot or very cold depending upon the food item. The customers can conveniently track the progress of their order on their mobile screen (Carson, 2016). Reference: Consumption of online food app services: An exploratory study among college students in Dubai Karishma Sharma (1) Kareem Abdul Waheed (2) (1) MBA student at Institute of Management Technology, Dubai, UAE (2) Professor of Marketing at Institute of Management Technology, Dubai, UAE MIDDLE EAST JOURNAL OF BUSINESS - VOLUME 13, ISSUE 4 OCTOBER 2018 a) Explain in detail how just in time approach works in Uber eats ( Food Delivery App).(2 Marks) b) Do you agree that just in time will enhance the services of Uber eats? Justify your answer.(1 Mark) c) How just in time approach will benefit the various stakeholders of app based food delivery system. Justify your answer. 2 Marks)