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UBER China Case Study 2 (Individual – 30%) Overview Case Study No. 2 provides students the opportunity to apply the concepts learned and more deeply research and analyse a selected Case Study...

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UBER 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.

Answered Same Day Feb 22, 2020


Preeti answered on Feb 24 2020
129 Votes
Case analysis
1. What made the Chinese market attractive to Uber? Do you believe that Uber can succeed in the Chinese market?
As case study evidenced, Chinese market appeared highly attractive to Uber on account of several factors. Evidently, it seems that Chinese market is having wide commuters, making it one of the largest markets in the world. The market size of China is estimated as five times that of US commuter market, making it an attractive marketplace to target and serve upon.
Second crucial factor making Chinese market attractive to Uber China is low car ownership in Chinese market, as it has found that there are only 69 car owners for every 1000 people living in the city. Stating in simple words, China is suffering from short supply of taxis to cover large population of 11.5 million in 2015. Moreover, taxi drivers are also found as reluctant in providing taxi services to country’s people implying the fact that taxi drivers are not acting optimally or competing strongly for fulfilling the existing state of demand in the country (Tybout, 2017).
All these factors are making China an attractive market for Uber China offering taxi and ride-sharing services. With respect to this, Uber has entered China market in the year 2013 through introducing ride-hailing app and providing high-end services to country’s commuters. Initially, it faced struggling period where Uber has found it quite difficult to address the needs of consumers optimally and establishing strong foothold in the marketplace. Responsively, Uber has designed and adopted price penetrating strategy, diversified service portfolio and attractive promotional schemes. In spite of all this, it has failed in gaining strong leadership in Chinese market.
On analysis this scenario in accordance to Red and Blue Ocean strategy, it can be said that Uber needs to pursue Blue ocean strategy. As per this strategy, business entities need to reconstruct or restructure the market boundaries through altering working philosophy and practices. The blue ocean strategy based on the notion that market boundaries and limits exist only in managers’ minds limiting their thinking, but it does not exist in real terms (Umeda, Nakano and Mizuyama, et. Al. 2015). Some characteristics of blue ocean strategy are high profit & growth opportunity, value innovation, creating a market and future customers, tapping undefined market space, innovation & creativity, etc. All these characteristics imply the ways or manner in which a business firm can pursue or target market space, and, gaining success, eventually.
On ascertaining application of blue ocean strategy in context to Uber China, it can be said that Uber should set its business proposition on grounds of creating, designing and offering innovative and value added services. China is already offering an undefined market space characterised with short supply of taxis. This is creating an undefined market space for u
an commuters with huge potential of good returns through offering taxi services with wide span of coverage. There appears no defined market limit and boundaries limiting the growth factor of Uber China. But, it requires Uber China to work on the principle of value innovation means offering service which radically looks like an innovative idea and proves far better than its counterparts (Vos, 2015).
In detailed terms, China market is dominated by local taxi players-Didi Chuxing and Yidao, which is found as controlling more than 89% share of ride-hailing market. For competing against them, it is expected on the part of Uber to design and offer unique nature taxi services, which should be legally...

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