Share with us your thoughts on how Uber can increase revenue and decrease costs? You can use 4P as the framework to organize your analysis. The following are some supporting questions (you do not need to submit answers to the questions below; use them to help structure and sharpen the analysis that supports your recommendations).

(Product/service): Should it expand the offering and integrate more functions into the app? If so, what do you think should be the focus of its expansion? Some current lines and projects include ridesharing, food delivery, freight hauling businesses, bikes and scooters, self-driver cars, flying taxis.

(Pricing): Should it abandon dynamic pricing? Or any recommendation for improving its dynamic pricing?

(Place): Should Uber further expand into overseas markets? Additional channels for requesting rides?

(Promotion): Is it possible for Uber to cut marketing costs? Any recommendation for making promotion (referral, discounts, loyalty programs, culture) more cost-efficient and building brand loyalty that it needs?