It is an Uber case study. The task is a hypothetical situation where as a strategic management consultant who is hired by Uber to undertake a detailed internal and external analysis for the company. In specific, your main work and task include: Undertake an internal analysis of Uber. Following your analysis, identify the strengths (focusing on the core competencies) and weaknesses of Uber. Draw out the implications from your analysis for Uber and advise Uber on a recommended course of action (based on your analysis). ( Note: Case Uber in 2018, please answer this question after reading the case. The first page of this case are shown in attachment.)

CASE 6 UBER IN 2018 240 210 This case was prepared by Charles W. L. Hill of the School of Business, University of Washington, Seattle. "Uber is software cats taxis. " Marc Andreesen' stopping in the middle of streets and shutting down "I have had some terrible experiences with the major portions of several major European cities in- taxi service; twice this past year I ordered a taxi to my cluding London, Lyon, Madrid, and Milan. Uber house to go to the airport and they just didn't show responded by offering discounts to stranded commut- up." Kevin Kane" ers in major cities, The day after the protests, Uber "Cab driver robbed, stabbed overnight in Salt reported that its ridership in London had soared by Lake City," KUTV News headline.' 850%' In the United States, regulators in numerous cities issued cease-and-desist orders against Uber, which the company has generally ignored and, in sev- C6-1 INTRODUCTION eral high-profile instances, overturned. In June 2014, a 5-year-old company, Uber Technologies, C6-2 THE "RIDE-FOR-HIRE" the developer of the car- hailing smartphone app secured $1.2 billion in funding from a consor- MARKETPLACE IN tium of investors led by mutual fund giant Fidelity THE UNITED STATES Investments On the basis of the funding, Uber was valued at $18.2 billion, making it one of the world's most valuable privately held companies This placed Historically in the United States two different types Uber's valuation above that of the rental car com- of provider have operated in the ride-for-hire market- panics Hertz and Avis, as well as other well-known place: taxicab services, and limousine services, each private technology companies such as Airbob and of which operates under a different set of rules Both Dropbox. In justifying the valuation, CEO Travis taxicabs and limousine services are regulated by the Kalanick noted that Uber was already using its app states and/or cities in which they operate. In most to offer ride-for-hire services in 130 cities in 36 coun- cases, taxicabs are regulated at the municipal level, tries and that revenues were * at least doubling every whereas limousine services are regulated at the city six months. "4 or state level. The regulations that apply to taxicab At the same time, Uber was facing challenges from and limousine type services are roughly similar from incumbent taxi services around the globe who argued jurisdiction to jurisdiction, although they may differ that Uber was circumventing existing regulations and in detail." competing against them unfairly. On June 12, 2014, Regulations typically address who can operate European taxi drivers protested the rise of Uber, a taxicab or limousine, how service providers are C-76