學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Uber: Managing a Ride in China
內容大綱
As the ride-sharing app, Uber, expands into China, it is confronted by government regulatory concerns and local competition, while also facing opportunities generated by a fast-growing emerging market and aided by local collaborators. Uber endeavours to take the lead in the market, but, as the newcomer, it needs to make many decisions. The case study highlights China’s online chauffeuring market and the challenges facing Uber. As students attempt to develop a feasible plan for Uber to succeed, they will review Uber’s service offering and the strategies that both Uber and its competitors have adopted. The case also explores other opportunities and challenges that Uber faces as the company works with local businesses and government responses toward the new business sector.
學習目標
This case is appropriate for an introductory course in marketing or strategy or as a useful addition to a course on international business. Students at various levels, undergraduate through MBA, will gain a better understanding of both the new business opportunity and the Chinese business environment. In discussing the case, students will learn to develop an integrated view of the market to consider all relevant factors and to identify the key elements in marketing strategy. Key objectives include the following:<br><ul><li>To introduce Uber and its competitors in China.</li><li>To introduce the main strategies adopted by Uber and its competitors in China.</li><li>To identify the core competencies of Uber relative to those of its competitors.</li><li>To identify the challenges and opportunities confronted by Uber.</li><li>To develop a value proposition and marketing strategy for Uber.</li></ul>