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Uber Strategy

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[uber] – HOW A TECHNOLOGY FIRM IS changing the traditional transportation model | | By Mark Boeckel, Brent Sprunger, Kevin Smith, and Emily WorkMarch 6th, 2012 |

Executive Summary
Uber is an App-Powered on-demand car service provider for smart phones. Notwithstanding its very unique name, investors have begun to take note of Uber during the past year as it has stolen market share from traditional transportation companies. We will analyze the value proposition of its technology and examine the differentiation Uber creates to stay ahead of both potential competition and the various cab laws and regulations across the United States and Europe.
Based upon this analysis, we will provide detail to investors about various strategic choices the company should pursue in both the short and long-term. We will address the short-term roadblocks of government regulation as well as what future benchmarks the company should pursue to maintain its position as the leading car service app. The goal of this analysis is to provide current and potential investors with the necessary tools to assess an investment strategy in this startup. What is Uber? über [ü-bər]- being a superlative example of its kind or class
Imagine you are a MBA student at work in downtown Chicago who just got off an endless two hour conference call at 5:30pm and realize that you are most likely going to be late for a midterm which starts at 6:00pm unless you can get a cab. However, you know the chance of getting a cab will be next to impossible at rush hour, so you pull out your iPhone and order an Uber, which promises to arrive in 10 minutes or less. It arrives; the driver welcomes you by name, and provides a peaceful ride to Kellogg for the midterm. This is an Uber experience and it’s all for about 1.5 times the cost of a cab.
The visionary behind the on-demand app car…...

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