Brand Management at Uber

Brand counseling at UberUber Case AnalysisBACKGROUNDUber is a taxi swear let out that connects users with indep poleent car drivers by yet a push of a button on an app ( demo 1) (Uber, 2017).Uber is known for its accessible whatsoever(prenominal) fourth di mension and lowly cost to extravagance services (Uber, 2017). Ubers lever to its drivers is that it promotes additional source of income, flexible swear outs instants, and those who base straighten out m unmatchcapabley for doing their hobby. It focuses on clients who do non own a car, identical to travel in style, and prefer a cost-efficient cab. Ubers primary con tennertions in the United States are Lyft, traditional taxi drivers, unexclusive transportation and car owners. It earns gross by taking 20% consignment on each arouse, while the rest goes to the driver. Uber has ascertainn continuous crop, with net revenue enhancement of approximately $5.97 one thousand one million million in 2016. However, t hey rich person alike been incurring broad losses over the past couple of years, and had losses of $3 billion at the end of 2016 ( let out 2). Lyft, Ubers main competitor, has had a dramatic increase in return in the past years, while Ubers growth has stagnated (Exhibit 3). Investors pick out been pressuring the chief executive murdericer to go towards an IPO because it leave alone be an easier way to raise capital trading in the financial commercialize. The CEO has been delaying an IPO immerse because Uber is laborious to smooth out any bumps as a private conjunction before passing exoteric. Currently, Uber raises its capital by venture capital firms and it is treasured at $69 billion (Abboud, 2017). One of Ubers key merchandise st ordinategy for acquiring new customers is through word of utter, which allows the order to pass by virtually no property on advertisement. 95% of Uber drivers stand perceive active the company from an a nonher(prenominal) Uber riders and for e real 7 Uber rides, word of let the cat out of the bag generates one new customer. The word of mouth strategy and the referral program allowed Uber to revive in popularity in legion(predicate) cities around North America and internationally. At the end of 2016, Uber was successful in expanding to approximately 81 countries and 581 cities worldwide. However, in the bilk of unsloped two months, triad major incidents are now resulting in the company to be viewed in a interdict light. These events hold tail been minus piles perception of Uber and its brand image through genial media and word of mouth, the same platforms that athletic supportered Uber gain popularity in the first place.JFK Airport professorship Trump signed an executive order of dislodgening refugees from seven predominantly Muslim nations, which growd outrage and chaos in airports. The New York Taxi Workers trammel manoeuvered their support for detained refugees by avoiding John F. Ken nedy International Airport between 6p.m. to 7 p.m. on 28th January. Instead of standing with the Taxi drivers, Uber decided to come near their surge prices around the JFK region caused considerable outrage on chirp and caused an increase of search of this drop deadic on Google (Exhibit 4). Ubers surge determine is a company practice of temporary raising prices of rides because of the high propose and insufficient supply of drivers. Customers and competitors perceived this finding either as profiting off the situation and/or supporting the chairs travel ban because lowered price allowed Uber to capture high sales. Uber quicklyresponded by stating that they were non in support of the Presidents executiveorder nor were they attempt to profit from the situation. Ubers spokespersonhas verbalise that the decision to turn-off their surge prices was imputable to increased deal during the protest. The Uber CEO as well as spoke out against the executiveorder through Facebook to mitigate the storm of outraged consumers. However,this did non escape, which eventually resulted to Uber CEOs resignation from hisposition on the Presidents Economic Advisory Council. Social media activistscreated DeleteUber that went viral, which was tweeted 222,000 eon and caused200,000 Uber riders to delete their accounts by having screenshots ofthemselves deleting the app and posting it through twitter (Exhibit 5).On the otherwise hand, Lyft responded by donating $1 million to the Ameri move genteelLiberties Union, which is a genteel rights group that is fighting the executiveorder in the US courts. Thisnegative news keying caused Lyft to increase its market share from 16.5% to20.9% in the ride-hailing manu eventuring and the spending on Lyft by consumers spikedby 30% (Exhibit 6).The DeleteUber caused 7% increase of users for Lyft,where more than than half were previous Uber users before JFK incident(Exhibit 7).Furthermore, 81% of the users that fall in Lyft deleted Uber permanently(Hinchlife, 2017). Following Lyfts announcement of donating $1 million to theAmeri advise Civil Liberalities, it increased riders by 30%, whereas Uber had a 10%decrease in users at around the same time frame (Bhattarai, 2017).Additionally, this public dealing nightmare gaind and gave growth to newcompetitors in the New York metropolis region, much(prenominal) as Juno. Juno has had a dramaticspike in growth at the end of January 2017, which could potentially progress to it afuture competitor (Exhibit 8). In addition, Ubers rank in all app shoreloads went down that day, which is quantifyd at a $40 million loss. Lyfthas surpassed Uber as the top downloaded app during the time of travel ban newsreport (Exhibit 9) (Williams, 2017). Sexual Harassment nonessentialFollowing the decision for Uber to turn-off surge prices, a former engineer, Susan Fowler spoke out about her roll in the hay of versed worrying and neglect by the HR department at Uber through her commu nicate (Exhibit 10, 11). Susans blog was shared on Twitter 22,000 times, which encouraged more Uber users to delete the app. Marian Baldauf, former Uber user, said When I read the charwomans blog it was just so deeply offensive and so wrong in so many other(prenominal) ship washstandal that I just couldnt do it anymore, so I switched to Lyft. Ive way outn two rides since and theyve been wonderful. CEO quicklyresponded that the company has hired US Attorney General Eric Holder toinvestigate the claims of sexism, sexual badgering, and Ubers culture. CEOalso project a statement through its website that Ubers define along one priority iscreating a just piece of ferment. A report has shown that women accounted for 15.1%of Uber engineers, product management, and scientist teams, which is lower thanGoogle, Twitter, and Facebook. The CEO asked for Amir Singhal, Senior VicePresident of Engineering, to resign collectible to not disclosing his sexual harassmentallegations at Google.T he VP of harvest-festival and Growth Ed Baker also resigned dueto allegations of sexual harassment at Uber. The timing of these newrevelations gave consumers more added incentive to delete the app. agree tothe blog post by Susan, when she started constructings with Uber, women accounted for25% of the workforce. When she resigned the moment went down to as low as 6%(Thomas, 2017). Fowlers blog boosted Lyfts market share to increase to 21.3%and it was coherent in all the four top markets in the US (Exhibit 12)(Jones, 2017). The DeleteUber campaign during this time again exploded andcaused more Uber users to delete their app. In the meantime, Lyft launchedtheir services to 50 more cities during this time (Moscaritolo, 2017). moving picture CEO v.s. Uber DriverThe CEO was caught on camera shouting and organism insensitive to an Uber driver Fawzi Kamal. Kamal, who has been with the company since 2011, confronted the CEO at the end of the ride in San Francisco for lowering prices f or Ubers luxury high end drive around service (Exhibit 11, 13). The CEO was caught on camera saying Some people dont like to follow responsibility for their own s. The CEO was forced to issue an apology to staff members and said that its clear this video reflects me and the criticism weve received is a stark admonisher that I must fundamentally change as a loss leader and grow up. The CEO explained and responded by claiming to attend a leading seminar and its reported that he leave alone hire an executive to work aboard himself.This newsreport adds to the bad relationship Uber has with its own drivers leading tolow driver loyalty towards Uber (Exhibit 14). Many drivers ride out tobe with Uber for the simple fact that Uber subsidizes their pay in many areas.However, Ubers goal is to lower its prices to beat the competitors, whichleads to a reduction in drivers salary. An Uber driver from Californiahas said I deal a lot of drivers find out that Uber always looked out forthemse lves first and initiative and relegated drivers to a second tier. 400,000drivers have really left Uber to go to its competitors. Competitors havemarketed to drivers about their break-dance compensation and fee app. However,drivers have explained that they do get more business with Uber due to itsreach. Uber drivers compensation is around $15.97 per hour compared to the $13but it does not account for gasoline, insurance, and the cost of the vehicle(Kuo, 2016) (Exhibit 15). securities industry research was conducted and it showedthat most drivers leave pick Lyft over Uber due to its tip app. The RideshareGuy blog conducted survey that showed that 75.8% of Lyft drivers have said thatthey were satisfied with their experience with Lyft, while 49.4% Uber driversare satisfied. Lyft drivers earn $1.82 more per hour than Uber drivers.Theissue that caused this was due to the lowering of prices of Uber products,while the average stumble lengths are 10.2 minutes per trip for Uber drivers (Exhibit16 ). ANALYSISUber is a profit oriented business that, unfortunately, has made revenue generation its main goal rather than satisfaction of its customers. Uber has not foold that having a traditional approach to revenue gaining inevitably hurts a business nowadays rather than helps it. Uber is not taking into consideration other equally most-valuable factors, such as corporate kindly responsibility, that makes a business successful in a world that has become so small, that with just a click of a button, any negative study of a business revolves globally, defaming a business if it has profited un honestly and unfairly. As of now, Uber has been passing criticized for three incidents in a period of just two months. taking advantage of taxicab and taxi drivers that were striking for theMuslim Travel cast aside is one of the most unethical financial decision that Ubertook, which take to a global uproar. 200,000 Uber apps were deleted at heart fivedays when deleteUber was created on social media. Analyzing this, the precisefirst thing it is doing wrong, is over emphasising on revenue generation.Before the decision of not surging up the prices, Uber did not realize theback invoke it would face up from the millennials, its main target hearing, who,around 61%, want to contribute for the improvement of the world. Hence, whenUber took advantage of the taxi drivers, who are predominantly from Muslimcountries, its target audience was furious, as Ubers view and its actions didnot align with the perspective of the millennials. As shown in Exhibit2, 2016 revenue increased by 14.58% fromfirst take in to second quarter, and in that respect was a massive approach of 53.55%in the triad quarter. By taking the average, the last quarter increase would beabout (14.58 + 53.55)/2 = 34%, which is around $2278 million. Adding all therevenue, the sum net revenue for the year of 2016 would be approximately $6038million. The number of active users in 2016 was 15.8 m illion as shown in (Exhibit17),and hence the average revenue generation from one active userper year is 6038m/15.8m = $382.15. This bottom lead to the conclusion that becauseof the undercut of Uber App aft(prenominal) this incident,there was a loss of 200000*382.15 = -$76.43 million. counterbalance though they efficiencyhave earned quite a lot of revenue by not surging up the prices for that onehour, they have, at the end, suffered a spacious loss from their action.Because81% of the 10% Uber users deleted the app permanently, this has caused highcustomer attrition rate who depart ask their friends and family to delete the appas well. This testament further deterioration the brand image and improve the chances ofUbers competitors, like Lyft, to capture the customers. Moreover, its determinestrategy was extremely wrong during such a delicate situation. Ubersdecision of not surging up the prices was perceived as severely a decision offinancial gain by most people. Others a lsothought of Uber supporting the Travel Ban mainly because of this pricingstrategy. This impart further increase the number of people perceiving Uber asonly revenue generators, further defaming the company. Because of the vastreach of social media, good and bad know conductge is always streaming into socialnetworking sites.In case of Uber, this negative information has impact consumers perceptions and has deteriorated brand reputation builtduring Ubers years of operation, until and unless Uber changes its perceptionand aligns its look upon with the values of its target customers.There are, however, other reasons that led Uber to take this neatdecision in the first place, and that is lack of corporate socialresponsibility. Uber has been trying to expand to as many countries aspossible. Though extremely hard, it has been very successful in expanding itsbusiness, thereby operating in 81 countries worldwide. However, seeing that itstarted as a business in 2009, it just took Uber less than ten years to expandthis much, which whoremonger lead to the conclusion that Uber might have over expanded.Instead of creating brand equity and finding creative ways to satisfy itscustomers, employees and the community as a whole, Uber has focused mainly onexpansion rather than making strategic decisions for itself. Also, becausethere are unwarranted legal, advertisement and operational fees every time acompany operates in a new country, most of Ubers revenue goes towards thesecosts, and hence it does not have any money for taking social initiatives thatmight come upon with its target audience. Its lack of money for corporate socialresponsibility after these expansion costs is a big reason for taking suchpoor decisions that counteracts the brand image it intends to make for itself.Its lack of taking any social initiatives firstly contradicts millennialsviews of helping the world be a better place, and it also makes it harder forpeople to believe that what they did was unintentional and there was no esuriencefor financial gain. Its image of being constantly perceived as a revenuegenerator does not help Uber in this crisis since this goes against Ubersvalue proposition.Susan J. Fowlers blog about sexism, gender disparity, and sexualharassment was some other crisis that Uber had to face. The worst part, however,was that Uber had made no attempts to help her instead they were threateningto fire her for her complaints to HR. After this incident, there was a one-third increase in searches on Google Trends (Exhibit 11),which resulted in more deleteUber tweets. With 25% women working in Uber whenshe joined, only 6% were left after one year when she decided to quit. Thisdoesnt just show the unprofessional environs for its employees, but alsothe unfair intercession of women in 2017, a time when companies are tryingstrenuously to excrete the discriminatory practices. The uproar against theblog was hard for Uber, though not at all surprising. Even tho ugh Uber hasexpanded enormously, it has not taken strait-laced measures to keep a professionalenvironment for its employees. In todays agonistical environment, a companythis big should volunteer a correct HR facility to its employees where theirconcerns can be heard and willing to take proper action be taken if any problemarises. Instead, it seems like no proper guidelines about how to behave in aworkplace are given to its employees. Even if employees are told about them, nostrict action is taken against those who break the rules. Hence, it motivatespeople like the manager to continue their unethical and illegal behaviour asthe HR is doing nothing to show its employees the consequences of theiractions. For a workplace of only 6% women, no new woman would want to evenapply to such an organization, especially after drill this blog that isavailable for everyone to see worldwide. It wont just defame Uber in America,but all around the world for practicing such sexist acts against wo men. Eventhe existing small percentage of women working there would also end up leaving,even for lower pay if they are given a comfortable environment to work in andmore opportunities. Having only 3% engineers who are women is also quitedisturbing as there is a huge gender disparity, leading to a discouragement ofboth men and women to work there. As a result, they may lose the chance ofworking with some of the best talent, who may end up going to work for Uberscompetitors. Moreover, not giving a promotion to employees when they are fullworthy of it, and then lying about it for managers in the flesh(predicate) gain of lookinggood as he has more female engineers working for him, shows politicalinstpower within the Uber environment, which can be disheartening for all itsemployees, resulting in loss of motivation, reduced efficiency, andeffectiveness. This can also passing increase the chances of lawsuits filedagainst them, which will not be helpful for Ubers already weak situation. Uberis also highly likely to lose the lawsuits as many of its employees haverecords of what they did, just like Susan had. This will also lead to hugecosts, which Uber cannot afford, with what so much going on. Furthermore,managements failure to provide clear and concise goals will also lead to confusionamong employees and a loss of commitment, not just to the task but to Uber aswell. This event, hence, can also lead to the conclusion that Uber, as a team,is not working together towards improving the brand image and its brand equitydue to this, they end up making independent decisions that are not competent forthe whole company.Although keeping customers and internal employees satisfied is apinnacle for any business success, ensuring external employee happiness hasalso neer been a priority for Uber. In fact, Uber failed to realize that happydrivers would mean efficient employees, better work cultures that translate tohappier customers. Mistreatment of its drivers and the video go ing viral (Exhibit11) are some of the factors that led to the deterioration of its brand overyears as the loss of drivers led to slower growth rate compared to itscompetitors Lyft (Exhibit 3). Hence, these negative reviews andmistreatment of drivers can be a threat for Uber by affecting future driversability to drive for Uber and instead drive for competitors, which can hurt thecompanys brand equity (no one wants to be involved with immoral company) asthe drivers are the main channel for haveing sales and connecting with users.Due to this, Uber deep in thought(p) $1.27 billion in first half of 2016.Keeping employees satisfied is important but Uber losing 400,000 driversmean more cost of hiring new replacement drivers, which can be time consumingand will inevitably increase Ubers expenses.This loss was due to drivers being unsatisfied because compared to thecompetitors like Lyft uber drivers did not have a tip app and as a resultthey were required to work long extensive hours each week to make up for it dueto most Uber users not having cash on hand. For instance, in order for a drivernow to make $50,000, the breakeven full stop for the drivers to drive to reach thispoint is 60.21 trips each week (exhibit 15). This can put a lot of strive on the drivers and provides drivers with fewer opportunities to growwithin Uber, which results in frustration for drivers. As a result, Ubersweakness of not compensating the drivers to keep them satisfied is anotherreason for leaving Uber as they can get much higher pay through working withUbers competitors which means higher employee turnover rate. For Uber the opportunityto get back on a steady growth lies in their ability to further prevent losingtheir drivers because without drivers Uber would cease to exist in future.Ifconsumers and drivers were to continue to share their frustrating experiencewith Uber, these bad information streaming in social media networks can affectthe perception that people feel about the brands which can deteriorate itsbrand for long period of time (Exhibit 5). Through CSR, firms can lay downtheir reputation, competitiveness drive innovation and therefore leading tosustainable profits, which Uber failed to do so. By not building employee(internal & external) and customer loyalty lead to less attraction ofnew investors because Uber does not have a good visibility of theirsustainability and do not show enhancer in their decisions that will createsustainable development of society. In conclusion, Uber of necessity to communicate a better image to the customers. They impoverishment to modify their value proposition, and emphasize on making social change instead of just focusing on low cost and easy access (Exhibit 18). They need to understand that social media is a very important aspect in the lives of the millennials, and they should use it to their advantage by spreading a better image of themselves. Their actions are not going to be tolerated by their core customers if its value proposition does not resonate with them. Being professional in the workplace, having a strategic management that focuses on making strategic decisions that are going to help Uber generate money not only in the short run, but in the long-lived run as well, and focusing on satisfying their employees and customers is going to make Uber successful in this era. Uber hence necessitate to seriously rebrand itself if it wants to survive in this market.RECOMMENDATIONSFirstly, Uber take to have a publicapology for their actions in the last few months before Uber rebrands on socialand live press conference. In each of the three incidents discussed in analysis,never once did Uber at one time apologize to the public for its mistakes.Nowadays, the general public places an extremely high value upon clarity andtransparency, and hence coming clean and admitting that they have spentnumerously on less important aspects when they should have tried to launchsocial initiatives is one step c loser to rebranding itself. Also, Uber needs toexplain how it is initiating changes to make up for mistakes so that it willnot happen again in the future. This should stop outrage and reduce harm doneto the company as a result of widespread of negative publicity.Secondly, Uber needs to replace thecurrent CEO, Travis Kalanick. Uber can make him a part of the board ofdirectors with most suffrage shares instead of keeping him as the face of Uber.This is because the CEO is directly or indirectly responsible in all threeincidents. The public will very likely hold the CEO responsible for all threeincidents or associate him with negative publicity since he is the face of thecompany. Thus, rebranding changes would not be as effective if Kalanick remainsthe CEO. Hence, replacing him is vital if Uber wants to make changes and wantthe public re- appreciate Uber based on the changes made. The new CEO should be awoman that has experience running a business, is a womens activist, hasexperience wi th CSR, and has helped with rebranding. Giving an importantposition to female would suggest gender equality which will offset the negativeeffects caused by Susans sexism blog. A CEO with these qualifications would beable make better decisions for Uber to get it through this difficult time.Thirdly, involving Uber drivers in thedecision making process by hosting a Company Town Hall concourse for all Uberdrivers in each city per quarter to discuss Uber agendas, driver concerns, andnew opportunities. This can improve Ubers turnover because more Uber driverswill understand the business decisions of the company. This come across will alsoaddress concerns of drivers because over the years they have snarl that theirconcerns are not being met and taken into consideration. They can do this bysending surveys and questionnaires via email related to any decision that mightdirectly affect the drivers. Also, emails can be sent after every meeting regardingthe conversation so that even those dri vers who were not able to attend willhave a better idea of what is happening in Uber.Moreover, Uber should create a loyaltyprogram that encourages more drivers to stay with Uber, thereby reduceturnover. This loyalty program will judge the drivers under two mensurationnumber of rides and drivers ratings. The driver will be considered morevaluable when the number of rides are high and they get consistent highratings. There will be three levels dye, silver, and gold. If the driverreaches 2000 rides in one year with consistent high ratings, s/he will earn abronze palm, which provides incentive of a $50 gift beak to their favorite sell store or 3 free meals at a eatery of their choosing. If the driverreaches 2800 rides in one year with high ratings, they will earn a silver medalwhere Uber provides them with a $100 gift card and 6 free meals at anyrestaurant of their choosing. If an Uber driver reaches 3500 rides in one yearand be in the top 50 rated drivers in their city, they will have earned a Goldmedal. This gold medal will give the Uber driver free gym membership (to showthat Uber cares for their drivers health), $100 gift card, and will give them90% of the rides hare money than the 80% for the Silver and Bronze. The Golddrivers will also be acknowledge in the Companys Town Hall meeting as arecognition of their hard work and loyalty to the company. Because this programis a goal oriented approach, it will give Uber drivers more motivation to stay,as they are recognized in the decision making process and are given benefits.This will hence inevitably change the perception of the company.Also, encourage Uber drivers to have avideo camera in their cars because it will bring more safety for the driversand allow Uber to adjust their ratings due to false claims by customers becausethere will be proof that the driver was not at fault. Uber management shouldalso look over the data of the rating of drivers to make sure thatdiscrepancies are found to show that driver s ratings are important for thecompany. Uber should also start a tip brag because most of the customers donot carry cash with them as it is done through the Uber app. Therefore,creating a feature where the drivers can earn tips can provide them a way ofearning more money which will further motivate them to stay with Uber.Furthermore, it should change its HR team,and hire individuals who have proper knowledge and experience in maintaining asafe and motivational environment for its employees. A good HR team that isapproachable, respectful, just, motivated, and innovative will slowly butinevitably win back the confidence of its employees, who can then be moremotivated and efficient, and work towards rebuilding the perception of Uber aswell. The new HR team should cautiously select diverse talented employees whocan fit in and be successful in the new work environment of Uber.Additionally, training should be providedto the new employees, with a separate conference about sexual harassmen t in theworkplace which talks about what sexual harassment is, what to do and whom togo to, what must be done and the consequences of harassment. Showing that inthe generator will ensure that new employees know how important safety of itsemployees is to Uber. A guidebook should be provided to every new employee sothat everyone has a pen copy about the rules of Ubers culture. Thereshould also be brochures on the boards, on which clear guidelines should beprovided for anyone who faces harassment. A safe and just environment willhence not just motivate men to apply, but also gain back the trust of women.Uber will be able to then increase the number of women employees in itscompany.On top of that, it should build a whistleblowing department where anyone can report legal or ethical concerns while being anonymous. Simultaneously, whistleblowing should not just be legal, but should be encouraged within Uber, so that employees are motivated to speak against partial actions and Uber can m aintain a company where it attributes fair and just policies for everyone. Moreover, there should be evaluations of employees as well as managers every six months. Managers should evaluate their subordinates but the employees should also get a chance to evaluate the managers so that managers skills and effectiveness can be measured, and proper feedback as well as training be provided if they lack certain skills as a manager, which will help them grow within the business. When it comes to the employees, feedback should be provided, and follow-ups should be requisite for employees to help them acquire greater skills and help them grow for more growth opportunities within the workplace.Moreover, the value proposition and the colours of the brand logo need to be changed to mark major changes that areabout to occur. As mentioned in the analysis, Uber needs to modify valueproposition to emphasize social changes and show that Uber cares about societytoo. Ubers current value proposition i s too mechanized and lacks emotionalcomponent to it, which leads to the perception of Uber being a revenuegenerator. Ubers logo should be changed to purple as it represents nobility,royalty, peace, pride and dignity all of which should represent Uber. Valueproposition that focuses on social initiatives should be create verbally and postedclearly on their website for easy access to everyone. With the right colors andthe right messages, consumers willingness to give Uber a second chance willrise and Uber can be successful in re-branding itself. Lastly, what Uber must do is conceive up of acreative way to help better the society. Hence, in our opinion, Uber should set$200,000 apart and supporter refugee families from different countries. Becauseit takes on average $30,000 to sponsor a family of four, targeting for fivefamilies this year is more than enough. Uber should then have a separate teamthat helps them settle in, and help them with the driving licenses so that theycan work f or Uber to generate income. This will slowly minimize peoplesperception of Uber as a revenue generator and expander, and people will startthinking of them as a company that wants social change. Pictures of therefugees and their stories should be the first thing that people should seewhen they open their website. Because word of mouth was the main source ofadvertisement before, they can change that to making optical ads for YouTubeadvertisement that cannot be skipped, where stories of refugees and how Uberhelped them is emphasized. The campaign name should be catchy, for e.g. WeChange, They Change, Life Changes, which will force people to see how Uber isstriving to change. In the longer run, however, they can also start a womenempowerment initiative in third world countries which will further improvetheir image.These are some of the mandatory changesthat Uber must do to survive within this competitive market. However, it needsto realize that being innovative is just not enough nowada ys as that does notset you apart from the competitors a company needs to take social initiatives,be ethical, and focus on CSR to have a competitive advantage. Hence, Uber needsto realize that while these are the answers to the current problems, it needsto internalize these solutions within its environment and take continuoussocial actions in the longer run, to help make a difference.BibliographyAbboud, Leila. (2017, treat 16). Ubers $69 one thousand thousand Dilemma.Retrieved from certify 17,2017 from https//www.bloomberg.com/gadfly/articles/2017-03-16/uber-needs-to-get-real-about-that-69-billion-price-tagFowler, S. J. (2017, February 19). Reflecting on one very, verystrange year at Uber. Retrieved run into 11, 2017, from https//www.susanjfowler.com/blog/2017/2/19/reflecting-on-one-very-strange-year-at-uberGoogle. (n.d). Google Trends. Retrieved March 17,2017, from https//trends.google.ca/trends/ look?date=2017-02-16%202017-03-16&q=uber%20ceo,uber%20sexismGoogle. (n.d.). Retriev ed March 17, 2017, from https//www.google.ca/q=companies that offer benefits cost&G. (n.d.). The Demographics of Ubers US Users. 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Retrieved March 17,2017, from https//www.youtube.com/watch?v=ZHKfvnnXVDIExhibit 1Exhibit 2Exhibit 3Exhibit 4Exhibit 5Exhibit 6Exhibit 7Exhibit 8Exhibit 9Exhibit 10Exhibit 11Google Trend Sexual Harrasment & Uber CEO stainExhibit 12Exhibit 13 Uber CEO Scandal part and ConversationExh ibit 14Exhibit 15Exhibit 16Exhibit 17Exhibit 18Exhibit B SWOT Analysis