Formal management report on Uber

Assessment Task (4000)

You have been asked to write a formal management report that critically analyses and evaluates the management of people, finance, operations and marketing of the organisation in the case study below.

The Case Study: Uber In recent years, a concept known as the sharing economy has taken the market by storm, giving rise to a number of truly revolutionary businesses. While a number of companies have cashed in on this trend, the sharing economy’s undisputed king is Uber as a ride-sharing company that empowers anyone to start earning money with their vehicle and enables those needing a lift to quickly and affordable to find a ride. The amount of success Uber has been able to achieve in their short history is remarkable. Ubers disruptive technology, explosive growth, and constant controversy make it one of the most fascinating companies to emerge over the past decade. The almost ten year old company soon grew to become the highest valued private start up company in the world. By 2016 from its inception in 2009, Uber operated in 300 cities ac ross 6 continents, and in 2016 Uber grossed 20 billion dollars. Uber actually lost 2.8 billion dollars on that 2016 gross, showing just how committed the company is to continuing to push the envelope and develop new services and technologies that will revo lutionise the transportation industry. Uber has continued to diversify. In August 2014, Uber launched Uber Eats, a food delivery service. Uber Eats market share grew from 3% to 24% in 2018. Other less well known subsidiaries include Uber Freight, Uber Heal th, Uber Business and JUMP Bikes. Despite Ubers successes, the company has also attracted some negative attention and been associated with some controversies with regard to leadership and management within the company, intellectual property lawsuits, the rights of drivers and accidents involving driverless cars. Uber has also learnt the importance of good financial management to minimise infrastructure costs, using appropriate incentives to attract workers and to keep their operations simply and streamlined.

The Report
Your report should be written for the senior management team. The insights that your report give should allow senior management to make informed choices that will lead to strategic improvements in the organisation. Your report will focus on critical analysis and evaluating the management practices relating to people, operations, finance and marketing within the organisation.

You should provide insights into areas of good practice and areas for improvement based upon relevant theories in th ese areas. You are expected to explore the links between different areas of management (e.g. the impact of people management has on company reputation and therefore brand image).

When considering areas for improvement, the implications of under performan ce in these areas should be explained. Areas for improvement should be supported by suggestions for specific and appropriate interventions, changes and introductions of alternative practices as appropriate.

Your suggestions should be supported by evidence for theory and examples from other case studies.

A suggested structure for your report is shown below. Other appropriate subheadings should be used to break up the larger sections of the report.

Title Page
Contents Page
Introduction (350 words)
Overview of Performance and Management Issues (650 words) Critical Analysis of Management Practices (2500 words)
Conclusion and Recommendations (500 words)
References Appendices

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