Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 1K views

    Uber Value Chain Analysis

    Uploaded by

    Abhipsa
    The document summarizes Uber's business model using a value chain analysis. It describes Uber's primary activities like installing the app, choosing a ride, and paying. It also discusses support activities like procurement, technology development, human resources, and infrastructure. Marketing and sales activities are explained like promotions, advertising, and customer service. The document then analyzes Uber's revenue sources like fares, fees, and how costs relate to profitability. It concludes that value chain analysis can help Uber enhance quality, build loyalty, and lower costs to achieve competitive differentiation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Uber Value Chain Analysis

    Uploaded by

    Abhipsa
    1K views24 pages
    The document summarizes Uber's business model using a value chain analysis. It describes Uber's primary activities like installing the app, choosing a ride, and paying. It also discusses support activities like procurement, technology development, human resources, and infrastructure. Marketing and sales activities are explained like promotions, advertising, and customer service. The document then analyzes Uber's revenue sources like fares, fees, and how costs relate to profitability. It concludes that value chain analysis can help Uber enhance quality, build loyalty, and lower costs to achieve competitive differentiation.

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes Uber's business model using a value chain analysis. It describes Uber's primary activities like installing the app, choosing a ride, and paying. It also discusses support activities like procurement, technology development, human resources, and infrastructure. Marketing and sales activities are explained like promotions, advertising, and customer service. The document then analyzes Uber's revenue sources like fares, fees, and how costs relate to profitability. It concludes that value chain analysis can help Uber enhance quality, build loyalty, and lower costs to achieve competitive differentiation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1K views24 pages

    Uber Value Chain Analysis

    Uploaded by

    Abhipsa
    The document summarizes Uber's business model using a value chain analysis. It describes Uber's primary activities like installing the app, choosing a ride, and paying. It also discusses support activities like procurement, technology development, human resources, and infrastructure. Marketing and sales activities are explained like promotions, advertising, and customer service. The document then analyzes Uber's revenue sources like fares, fees, and how costs relate to profitability. It concludes that value chain analysis can help Uber enhance quality, build loyalty, and lower costs to achieve competitive differentiation.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    Car Aggregator Model

    Value Chain Analysis

    Presenters:
    Aditya Chavan (20-I-103)
    Karishma Mastud (20-I-109)
    Saurabh Pimple (20-I-112)
    Abhipsa Sahu (20-I-113)
    Rucha Todankar (20-I-120)
    Porter’s Five Forces
    Value Chain
    Analysis
    and
    Porter’s Concept
    of Value Chain
    Analysis
    Value
    Chain Analysis
    Primary Activities
    Operations at UBER cab
    1. Install the Uber app
    2. Register
    3. Enter the destination
    4. Choose the cab service
    5. Ride
    6. Pay the bill

    By: Saurabh Pimpale


    Marketing and Sales

    Marketing and Sales After Sales- Service:


     Promotions  Driver on Boarding
     Advertising  In-app support
     Digital Marketing  Customer Complaints

    By: Aditya Chavan


    Sales and Marketing
    Uber sales and marketing costs amounted to USD 3,58 USD 4,63 and USD 3,15 billions in
    2020, 2019 and 2018 respectively. The ride-hailing giant mainly relies on social media
    marketing and word-of-mouth marketing to communicate its marketing message to the target
    customer segment.
    Uber will highlight the benefits and differentiation points of offered products to persuade the
    customers that its offering is better than competitors. Only producing a high quality product at
    affordable costs and distinctive features cannot create value until Uber invests on the
    marketing and sales activities. Uber's marketing and sales activities are- sales force,
    advertising, promotional activities, pricing, channel selection, quoting and building relations
    with channel members.
    Uber uses print and media advertising, sales promotions, events and experiences and public
    relations as part of its marketing strategy. Convenient payment method is a major source of
    value addition for the company. Uber automatically charges the credit card registered with the
    app. Therefore, customers don’t have to have cash or credit card when they reach
    destinations.
    Marketing Strategy
    Market Market Market Marketing
    Segmentation Mix Decisions
    Targeting Positioning

    Success Failure
    Market
    Market Segmentation
    Fragmentation
    Implementations

    Marketing
    Feedback
    Response
    What is making Uber
    Successful?
    Price
     List Price
     Discounts
     Allowances
     Payment Period
     Credit terms

    Promotion
     Referrals
     Advertising
     Personal selling
     Sales promotion
     Loyalty Programs
    Uber Services
    An Omni-Channel Approach
    Uber Eats
    Uber Rush
    Uber Health
    Uber Events
    Uber Freight
    Safet Toolkit
    Safety Center
    Share My Trip
    911 Assisstance
    Reviews
    Support Activities
    Procurement
     Inputs Purchase but not by themselves
     Vendor Management
     Procedures
     Ongoing Performance Evaluation
     Suppliers abiding by Laws and regulations.

    By: Abhipsa Sahu


    Technology Development
     Product Development
     Process Development
     Research and Development Department
     App/Website
     Security
    Human Resource Management
     Recruitment
    i. Recruitments for Drivers
    ii. Recruitments for Executives
     Performance Appraisal For Executives & Drivers
     Uber Training & Development

    By: Rucha Todankar


    Firm Infrastructure

     Quality Management
     Legal Matter handling
     Accounting
     Financing
     Planning

    By: Rucha Todankar


    Profit Margin

    By: Karishma Mastud


    Cost Structure of Uber
     Platform cost: Operational cost :
     New feature development Employee salaries

     Sales & Marketing: Legal and accounting expenses


    Commission to drivers
     Promotion and branding costs
    Infrastructure cost
     Discount offers and deals
    Web/app hosting cost
     Partners and community events
    Insurance cost
     Assets cost: Maintenance of lease vehicle
     Computer equipment – phones, Credit card/ mobile wallet processing cost
    tablets, etc. Day-to-day office maintenance expenses
    How Uber makes Money?
     Base fare – it’s an initial flat fare
     Distance per km Fare – is charged based on distance traveled per km, after initial fixed fare distance (differs
    from car to car and geographical location)
     Ride time fare – A fare charged based on the total time of the trip from pick up to drop off. Customers will be
    charged based on travel time in minutes.
     Wait time fare – is imposed if the driver had to wait
     Peak Pricing – During high demands for cabs, Ola increases the rates per km. It may also increase the rate of
    slabs depending on the type of car to generate more revenue. Your charges will vary according to the car you
    have selected at the time of booking. These charges include a fixed rate per km, per km travel charges and
    driver’s waiting time.
     Advance booking fees – there is an advance booking fee that is charged on all rides that are booked for later
    use.
     Access fees – it’s a fee for auto rides
     Convenience fee – its applicable to ride that provides in-cab entertainment
     Airport fees – surcharge fees are charged in case of airport pickup/ drop off
     Tool and parking fees – it’s based on the usage, when applicable
     A cancelation fee may be charged for canceled rides in certain conditions (fees vary as per rides and regions).
     Service Tax – is also charged on the entire trip fare
    Net Profit/Loss made by the Cab Operator
    (Uber)

    Net Profit = Total Income – Total Cost


    Conclusion:

    Conclusion

     By using Value Chain Analysis, Uber can select and source


    premium quality raw material and develop customer loyalty based
    on it. It can also use Value Chain Analysis to develop brand
    identity.
     Uber can also achieve competitive differentiation by speeding up
    the delivery of offered products to the final customers.
     Uber can analyze value chain activities to reduce the costs, find
    better deals with suppliers and offer high quality products at
    affordable prices.
    Thank you

    You might also like