A Research Proposal Uber

Question: Discuss about the Research Proposal Uber. Answer: Introduction Business research is a technique to examine the operations effectiveness of a company which they achieve by chosen tools and technique during obtaining and analyzing the data. There are so many tools and techniques available for business research. These different types depend on specific business requirements. Uber was founded in 2009 and official launched in 2010 in San Francisco as a web mobile application platform. In August 2015, it received the label of the most valuable startup in the world with valued at $50.0 billion. In January 2015, Uber stated that it had more than 160,000 drivers in the US who delivered more than a million rides in a day with covering 75% of total US population. Uber has arisen as a disruptive revolution in a business that long ago exposed no efforts to develop its amenities in order to show up their costumers desires. That is the key reason as this application facility has been tremendously popular with consumers. As per current statics data it operates in 70 countries and more than 450 cities with a millions rides daily. (Zhang, 2014) Background I have chosen to make a research proposal for UBER mobile web based business model. Uber business model offers comparative advantages over their competition. They dont own any taxi or driver as employee that clearly an advantage in company cost. Their function is to connect its passengers to the driver in a timely efficient manner, and for this service Uber charge an average of 20% of total payment. Uber entered in China in 2013 with the name as Youbu. Chinese taxi industry have several pains such as distressing experiences during busy hours, drivers decline to transport a passenger for shorter distance, car condition and inconsistent quality of service. Uber first introduce themselves as primer chauffeur service names UberBlack but did not get good reception due high cost as compared to competitors and conventional cab services. In October 2014, Uber announced Peoples uber that leads extra ordinary growth. This was a non-profit ride sharing program that was to consider inspired by a government document issued by Beijing. To make a close relationship with customers, Uber connect its service to Alipay who is the most popular payment solution in China. In December 2014, Bajekal N. stated that Uber partnered with Baidu who is a Chinese giant web for mapping support. These commercial associations shows Ubers intentions to build good relationship with local government and it leverage Uber to support from regulation point of view. Objective The objective of this paper is to study on the Uber mobile web based business model. In this study I have used mixed approach i.e. qualitative a quantitative for the business research. I have covered Uber historical statics with its current approach that helps them to make its presence in Chinese market. Research Proposal CAGE Analysis helps Uber to expend their wings in Chinese market. Cultural Distance Understand the language might be a difficult but the application could be simply transformed to the target language marketplace. Chinese corporate culture is grounded on personal association somewhat than an uncontaminated transactional act that is the provision that Uber propose. But Uber is the only platform that is digital, which will encourage the Chinese drivers for behaving kind to their clients for avoiding the distance. Political or Administrative Distance The economic trade relationship in US and China has developed from past various years as the solid partnership. This will provide a perfect scenario for the American organizations for deploying this business in the country. The level of involvement to the government of China in these commercial activities, and mainly this initiative of web based, is considered to be very high. This will become the biggest threat to organization as its whole operation is based on and dependent 100% on Internet. Thus, the government of China has the power so that they can block such types of applications, involving high cost to an action like this could mean to a company like Uber. (Patent, 2016) Geographic Distance We have used Uber which is an app, thus geographical distance has been decreased with the usage of such type of technology, and thus the model of business for this organization doesnt own cars or some of the other assets that are physical. So, there is no requirement for exporting such type of the goods. There is not an issue with the Technological distance because drivers of China uses the mobile platforms which is currently experiencing and updating the important rates of organization growths. Economic Distance The GDP per capita of China is $15,184 (PPP in year 2015)10, and this factor is increasing year by year. This is the factor which is decreasing the distance in order for executing in country the new investment. The tax industry is having growing rates activity which is the good signal for developing the businesses such as the proposal of Uber. Thus, from above analysis we can conclude that the Uber expansion plan within the markets of China is having very viable strategy as per the conditions that are offered by this country to the organization claims. China provides great opportunities growth in niche applications for the transport of people, despite present scenario where this Uber is treated as the distant third player with the market share of 8.4%, following to the Yidao 10 whose market share 9% which is in second place and then comes the Didi Kuaidi with 78,3% which is first in the place as the largest chauffeur player of Chinese online. (Inda, 2016) Literature review With a specific end goal to be a win rival in China, it ought to actualize different procedures to pick up piece of the overall industry to its rivals, for example, Didi Kuadi and Yidao. Some of them are: all together pick up certainty from the administration, Uber ought to cooperate with nearby government and neighborhood organizations trough joint endeavors or business understandings. Uber needs to better comprehend neighborhood interest for transportation techniques. This can bring about adding more administrations or items to the genuine blend. For instance, it can include minimized city autos in substantial urban communities and cruisers in country regions with shoddy charges, or can be stretched out to another measurement like conveyance administrations as Fedex, yet with private autos. More interest in advertising and advancements, so as to get clients consideration and dedication. Through this procedure Uber additionally can increase open support and diminish the general popu lation negative worries of conceivable future issues with controllers. This last point is one of the primary reasons why Uber is having inconveniences in its worldwide development system. (Xiaoke, 2015) At last, Uber needs to actualize creative techniques to enhance gainfulness in Chinese market keeping in mind the end goal to get a reasonable operation in that nation, since it has been putting extensive sum assets in activities to pick up perceivability inside clients that are bringing about diminishment in overall revenues for the time being. To fathom this issue, they have to locate an all-around adjusted methodology that permits them from one perspective to pick up piece of the overall industry and mindfulness from client, and then again to enhance their net revenues. Data Analysis and Methodology After collecting related data following is the table that shows the rates for ride for Uber and competitors. Base Rate Rate per KM Rate per min Didi Fast Ride 0 1.5 0.25 Peoples Uber 0 2.17 0.35 Didi Chauffeur One 15 2.9 0.5 Yidao 10 2.8 0.4 UberX 15 2.3 0.4 Note: The prices showed in table are the lowest offerings available in Beijing; km=kilometer; unit=yuan; Source: data collected on the Uber, the Didi Kuaidi and the Yidao official sites. Following is the process for calculating cost to customers which is stated by Stutman in year 2014: Didi Kuaidi This is built on time and distance It will compensate additional tips for enticing drivers for pick up For different services there are different base rate Yidao Built on the time and distance All facilities require base rate Uber Founded on the time and the distance Outpouring Pricing ( based on present supply-demand ratio, eg. 1.2X,1.8X) Through an entry evaluating practice Uber could set lesser costs with the objective of exponential growth of both customers and group chauffeurs collected with the possibility of picking up pieces of the pie. Recommended change to achieving the goal Following are some recommendations to achieve Ubers goal for its sustainability in Chinese market with short term and long term implementations. As a part of short terms goals, Uber should to concentrate on High-end publicize in view of obstruct of low-and medium-end markets and as an outcome of the dissatisfaction of the past system. They ought to keep up the midpoint estimation of the group of high caliber. They ought to make a solid brand picture. User should shut down PEOPLE'S UBER (Mascolo, 2016) In China, doubling down the Uber efforts it requires for taking the advantages with the local clients having familiarity. As per their sources, Uber raised already $500 millions from the relationship which they are having with insurance organizations, financial services and the Chinese technology. (Mohan, 2015) City Population Number of Cars estimated Guangzhou 11 070 654 2950 Beijing 21 500 000 5729 Shenzhen 10 628 900 2832 Tianjin 15 469 500 4122 Suzhou 10 580 000 2819 Chongqing 18 284 100 4872 Chengdu 10 152 632 2705 Wuhan 10 607 700 2827 Hangzhou 8 892 000 2369 TOTAL 28 275 As part of long term recommendations Uber should made relations with prominent chinese organizations, additionally to fabricate a decent association with neighborhood government. Keep on modifying its portfolio to focus with altered items new urban areas (UberGreen in Wuhan). New reserving channels (online stages, applications, Wechat). Theater industry and Cinema Industry (Wanda Group) If the legislature manages the business, Uber will lunch in the market another rendition of People's Uber NEW People's Uber Customized adaptation - User can pick the driver (Yidao) Premium Price - Differentiation advantage (Mascolo, 2016) Only authorized drivers are permitted to this administration (Horwitz, 2015) Conclusion I have critical reviewed the Ubers business and after analyzing I have come across some recommendation for its expansions in Chinese market such as tie-ups with top rates restaurants, hotels and local tour and travel companies or even accruing some small to medium operators. These some recommendation will help Uber to make its presence strong and helps in offering low cost rides to customers. Uber needs to set short term and long terms goals to make their presence in Chinese market. It is essential to work with local bodies to ensure success for any business. Uber should adopt some good features from its competitors and have to work for create enthusiasm for drivers to choose them as a preferred partner. (Bradsher, 2015) Timescale Proposal for research Research Plan Analyzing of Data Final Reporting Nov 16 Dec 16 Dec 16 Jan 17 Jan 17 Feb 17 Feb 2017 References: Bajekal, N., 2014, Uber Charged 4 Times Its Usual Rate During Sydney Hostage Siege, Time Inc., Retrieved from: https://time.com/3633304/uber-sydney-hostage-surge-pricing/ Bradsher, K.; Buckley C., 2015,"China's Market Rout Is a Double Threat", novices have rushed to join a national fever of speculation, Retrieved from: https://www.nytimes.com/2015/07/06/business/international/chinas-market-rout-is-a-double-threat.html?_r=0 Horwitz, J., 2015, Uber Is Logging 1 Million Daily Rides in China as Many as the Rest of the World, Combined Retrieved from: https://qz.com/426561/uber-is-logging-1-million-daily-rides-in-china-as-many-as-the-rest-ofthe-world-combined/ Inda, C., 2016, Uber and its expansion strategy in China, Retrieved from: https://www.slideshare.net/ChristianInda/uber-and-its-expansion-strategy-in-china Mascolo, A., 2016, Uber in China: What's next? (Study from DDIM 10 class), https://www.slideshare.net/AlessioMascolo/uber-in-china-whats-next Mohan, P., 2015, Uber-deems-china-no-1-priority, https://www.fastcompany.com/3047390/fast-feed/report-uber-deems-china-no-1-priority Patent, O., 2016, UBER TECHNOLOGIES, INC. Patent Owner, Retrieved from: https://www.patentbuddy.com/Company/Profile/UBER-TECHNOLOGIESINC./1957650 Stutman, J., 2014, Waiting on the Uber IPO, Retrieved from: https://www.techinvestingdaily.com/articles/waiting-on-the-uber-ipo/463 Xiaoke X., Xin W., Bendle, N., 2015, UBER: MANAGING A RIDE IN CHINA Case Study. Richard Ivey School of Business Foundation, Retrieved from: https://hbr.org/product/uber-managing-a-ride-in-china/W15425-PDF-ENG Zhang, S., Shih, G., 2014, Uber seen reaching $10.8 billion in bookings in 2015: fundraising presentation, Retrieved from: https://www.reuters.com/article/us-uber-tech-fundraising-idUSKCN0QQ0G320150821