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Assessment 2 - Case study report 2 – (30%) Case Study 2 (Individual – 30%) UBER China Case Study 2 (Individual – 30%) Overview Case Study No. 2 provides students the opportunity to apply the concepts...

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Assessment 2 - Case study report 2 – (30%)

  • Case Study 2 (Individual – 30%)

    iconUBER ChinaCase Study 2 (Individual – 30%)


    Case Study No. 2 provides students the opportunity to apply the concepts learned and more deeply research and analyse a selected Case Study examining the firm’s market environment from a strategic management perspective. This scenario may illustrate the practical importance and implications of leadership, adaptability, technology capabilities, innovation and effective strategic execution. This analytical exercise will improve students’ understanding and ability to think critically about the business and its future direction, to better able to understand and analyse real business problems and strategies.

    Students willanswer allCASE STUDY QUESTIONS (see below) . Further, students are required to demonstrate an analysis of the case issues based on the directions below (see table below).


    This assignment focuses on the strategies of selected company in a changing industry context. You are to apply the concepts and frameworks learnt from previous coursework and apply them to the situationthe selected company faces.

    Case Study Link:

    As a student of this unit you are free to read and download the document, and to print one copy for your use. You may not make multiple copies for others, disseminate the document to unauthorized users, edit or alter it, or otherwise exercise any intellectual property rights, all of which remain with Harvard Business School Publishing (HBSP). Western Sydney University School of Business is required to notify HBSP if it becomes aware of serious noncompliance with these instructions.

    CASE STUDY 2 -Uber China XXXXXXXXXX/ XXXXXXXXXX/c87184b29fc7cee9e5969771bbde18a0

    Please down load the Case Study reading using the link aboveand then answer the following questions on the case below.

    The report will include the following key areas

    Case Study Questions and Guidelines


    1. What made the Chinese market attractive to Uber? Do you believe that Uber can succeed in the Chinese market?

    2. What market forces did Uber China fail to identify, underestimate or consider in relation to its market entry?

    3. What positioning and customer acquisition programs could Uber have pursued? Do you believe that these could succeed? Why?

    iNote:Please ensure a minimum of5(excluding the case study) scholarly references (these may be sourced journal articles, academic papers, Harvard readings, McKinsey publications etc.), and are cited in-text and in the reference list in support of your application of business models and frameworks.

    Case Study 2 General Guidelines

    The student will:

    • Apply and demonstrate understanding of relevant business concepts and frameworks in answering the case study questions.
    • Identify & evaluate key elements in the current business strategy.
    • Identify 1-2 key strategic issues facing the business, with explanation.
    • Analyse the industry dynamics in which the selected company is competing.
    • Analyse the competition and the selected company’s’ competitive position going forward.
    • Evaluate 1-2 options for addressing the key strategic issues facing the business.
    • Justify key recommendations to sustain competitive advantage (with supporting argument and application of theoretical frameworks).

    Prior to submission check you have addressed all the assessment marking criteria.

    Formatting requirements

    12 point font size; 1.5 spacing, Arial font style.

    References according to Harvard Referencing Style.

    Late reports will attract a 10% penalty of the assignment mark for each day late.

    iNote:Further details and materials for this assignment will be made available to the students and posted on vUWS.

    iNote:Number of words: 1,500 words plus References and Appendix.

    Submission requirements

    ¦Due: To Turnitinby Sunday 4th March 2018 at 11:59pm. Assessments not submitted to Turnitin cannot be marked.

    Marking criteria and standards





    Strategic Issue Identification.

    (5 Marks)

    Unable to identify a strategic issue. Analysis presented in the case report is incomplete or irrelevant; presents little if any analysis in important areas. Favours description over analysis. No strategic issues justified or reasons for the choice on an issue very unclear.

    Can identify a strategic issue but lacks capacity to justify and fully explain how and why it is important to continued competitive success. Adequately analyses information relating to case report with only minor inconsistencies, irrelevancies, or omissions. Lists strategic issues but requires further stronger links to the analysis undertaken.

    Clearly identifies a strategic issue and justifies and explains how and why addressing that issue is crucial to continued competitive success. Complete and comprehensive information presented with extended relevant analysis undertaken.

    Identifies & evaluates the key elements in business strategy in a competitive market.

    (5 Marks)

    Management strategy is not identified, or understood, in significant respects; description of important characteristics of the, market, marketing, and strategic positioning strategy is vague and lacking detail.

    Management strategy is outlined, but less than fully evaluated; the report summarises and describes, but is missing key relevant specifics regarding the business management strategy and value proposition. Some understanding of the key external/internal elements of competitive success in a changing industry and market context.

    Clearly outlines and evaluates the reasons for the change in competitive performance identifying key internal/external/intrapreneurial elements in the revival. Insightful analysis of industry/market position, strategic resources and capabilities and overall strategy for revival of the business model.

    Ability to identify & evaluate 1-2 options to address strategic issues facing the business

    (5 Marks)

    Presents few solutions, or options in the case report; solutions, or strategies are inconsistent; ideas are presented in a vague or rudimentary manner.

    Presents solutions/options, alternatives, or strategies that are logical and consistent with the evidence.

    Effectively applies appropriate measures, and/or strategic concepts in justifying solutions/options in the case report. Solutions, alternatives, are clear based on evidence.

    Final Recommendations & Justification

    (5 marks)

    Final Recommendations or options not made or explained.

    Basic final recommendations but with some gaps in supporting explanation on link to competitive advantage.

    Comprehensive and sound final recommendations supported with a clear explanation on the link to competitive advantage.

    Range and use of information/ scholarly sources used to develop the report including scholarly sources. Sources cited.

    (5 marks)

    Uses a very limited range of sources with limited or no citations.

    Uses a large range of sources including texts, company and news reports. Sources and citations identified.

    Uses an extensive range of texts from company reports, journals, books, magazines/ newspapers and internet sources. All sources are cited in-text and end-text.

    Overall report style (e.g. easy to read, good flow of thoughts, interesting and well written) and layout. Referencing Standards are correct.

    (5 Marks)

    Basic report with no reader engagement. There is no obvious logic and it is hard to read. Limited citation and inaccurate referencing. Relies on other’s ideas or secondary sources too heavily.

    Report creates some interest and provides some insights and logic with a basic structure. Some use of in-text and end-text citations and limited errors. Tends to restate and describe in parts as opposed to original analysis support with data.

    Report is well laid out and has logical flow of thoughts, is well structured and easy to read. Accurate referencing with in-text and end-text citations. Use of sources is to evidential support for own original arguments.

  • Case study 2

    Assessment submission You can submit your assessment by clicking on the link directly below. For information on how to use the vUWS assignment tool refer to the resources on Assignments in the vUWS Student Support Site. There is even a link for where you can have a practice attempt.
Answered Same Day Feb 22, 2020


Ckreta answered on Feb 23 2020
131 Votes
Uber china
Uber china
Uber technologies Inc. is a transportation network company whose headquarter in San Francisco, California. Cu
ently the uber is operating in 633 cities globally. The platform of uber can be accessed via mobile app and its website. Uber provide several services as per the comfort of the passenger such as uber X, ube
lack, uber go, uber auto, uber rush, uber air, uber taxi, uber eats and uber boat.
Uber set up its operations in china in late 2013. It was formally established in 2014 with the introduction of uber black. Uber faces several ups and downs in china. In October 2014 it launches a price friendly people uber service. In 2015 the company established uber china which was based in free trade zone of shanghai. Uber faces severe competition from its local competitors; didi chuxing and yidao. Due to high competition it introduced its partnership with HNA.
Answer 1.
There are several factors which drive investment in china such as its population and prospects for growth. China has highest number of wealthy people globally. It has 17 million wealthy household which is another attractive feature of Chinese market. In addition to this, political and economic stability and local Chinese market and business climate are another glory aspect of china (Chevalier, et. al., 2009). China has a population of 750 million u
an people which makes it the largest market of commuter. The market of china is five times bigger than the market of United States in terms of population. Additionally the ownership rate of car in china is very low in comparison of United States. China has only 69 car owners for every 1000 people who are living in the mainland of country. The country was also facing poor taxi driver’s services and inconvenient public transports. The people were not satisfied with the comfort, reliability and personal space which were offered by these modes of transport. All these factors of Chinese market attract a cab organization like ‘uber’. Uber offer ride sharing services and online chauffeuring services to china.
Uber entered the country in year 2013 with uber black
and. They provide luxury riding services by entering into partnership agreement with baidu and alipay. Baidu is the largest search engine in the industry and alipay is the largest mobile payment platform. However the company face intensive competition from didi chuxing and yidao. Didi chuxing was established in 2012 and soon became the leader of ride hailing market. Uber made some mistakes while entering in Chinese market. They did not study the business environment of china and needs of customers thoroughly. Uber could have succeeded in Chinese market if it did not ignore its local competitors who were the major threat for the company. Local competitors severally impact the market of uber.
Answer 2
Uber made several mistakes while preparing their strategy to grab the market of china. The business model of didi chuxing and yidao was different from the uber. In its strategy, uber focuses too...

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