Risks of policy intervention by host governments; • Constraints in capturing new developments in host countries. How should Uber internationalise? Globa l Local 1. Focus on national differences and local responsiveness 2. Differentiation of services Downside: • Inefficient local operations due to inability to gain economies of scale • Inability to exploit innovation in other national units Get local!
Get local Luanda, Dar es Salaam, Baghdad, Chennai, Bogota and Chicago... • Population increasing • Urbanization Insight FOCUS: Megacities R O A D M A P Globa l Local SHORT-TERM LONG-TERM Exploration Entering new market Exploitation Profitability
Recommendations: Short Term 1. Following a multidomestic strategy 2. Focus on flexibility Subsidiary on a national level 01 Offering a tailored service on a local level 1. Conducting market research to highlight local threats and opportunities 2. Localization 02 1. Hiring ‘Spin Doctors’ 2. ‘Social Media Listening’ 3. Brand equity to build communities 4. Use customers to Lobby on a political level 03 Counterbalance and anticipate taxi divers’ influence 1. Focusing on emerging markets before the competition 04 Gain first mover advantages E X P L O R A T I O N FOCUS: EXPANSION
Recommendations: Long Term 1. Focus on uber biggest resource: DATA 2. Millions of people use Uber’s APP Data 01 i.e. Airlines 03 Partnership FOCUS: PROFITABILITY E X P L O I T A T I O N Differentiati on of services 02 1. Serve different market and reach different customer 2.
- One '14
- Dar es Salaam, Subsidiary