MANAGEMENT

REPORT

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TABLE OF CONTENTS

Introduction..............................................................................................................................................................3

Performance and Management Issues....................................................................................................................4

Management Practices.............................................................................................................................................5

Managing People..................................................................................................................................................6

Managing Operations...........................................................................................................................................7

Managing Finance................................................................................................................................................9

Managing Marketing..........................................................................................................................................10

Conclusion & Recommendations...........................................................................................................................12

References..............................................................................................................................................................14

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INTRODUCTION

Uber is considered the quintessential, disruptive company and has surely been devastating for the taxi industry
throughout major cities around the world. A concept called "sharing economy," which has stormed the market
in recent years, has given rise to several truly revolutionary enterprises. Although many companies have taken
advantage of this trend, the unquestionable king of the sharing economy is Uber, a ride-sharing service that
enables anyone to make a price with their truck. The success Uber has achieved in its brief history is
extraordinary. The revolutionary technology, fast expansion, and continuing controversy of Uber have made
this one of the most interesting firms in the last decade. The nearly 10-year-old corporation eventually became
the world's top-rated private start-up company (Blystone, 2015).

However, throughout her life, this disrespect for the rule book has seen her endured disputes. Although
several competitors have grown, the main ride-hailing app is still in use in the majority of the world. Currently,
Uber is serving 65 countries and 900 cities worldwide where 5 billion Uber trips are completed each day.
Currently, Uber is providing the below services

 UberX
 Uber Pool
 Uber Comfort
 Uber Green
 Uber Black
 Uber Moto
 Uber XL
 Uber Transit
 Uber WAV
 Uber Lux
 Uber Black SUV
 Uber Taxi
 Uber Flash
 Uber Auto
 Uber Eats
 Uber Connect

Uber's biggest market is the US, however, it is a truly international company, apart from the territories where
local enterprises have been sold to regional operators (with 41,8 million customers in March 2018). Brazil, with
17 million users using the App in March 2018, is the second biggest Uber market. London, UK, with 3.5 million
users is the largest European Uber market. More than 5 million active bikers per week were reported in India
since August 2017 (Brown, 2015).

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Users of the US Uber generally tend to reflect their own demographic, divided equally between sex and
revenue. Use among younger groups is the most concentrated while urban and suburban customers are fairly
evenly divided - as we may anticipate from service exclusively in urban areas.

This report will critically analyze and evaluate the management practices that are related to the organization’s
people, operations, marketing, and finance.

PERFORMANCE AND MANAGEMENT ISSUES

Uber highlights key organizational problems which directly impact their performance and management.
Running a transport service that doesn’t own a single vehicle comes with multiple challenges as the people
that Uber hires don’t go through a proper screening process which leads to customer dissatisfaction and it
harms the organizational reputation as well (Durden, 2016). In a nutshell, how does the management team
organize over a million drivers who are no employees, work in their vehicles and act as the company's façade
in its numerous countries?

Management needs to make genuine changes across the organization and this is only possible if the present
organizing culture is changed. Every organization has shared values that form the basis of culture, strategy,
effectiveness, and efficiency.

The Uber culture has a game-of-thrones-like war in its ranks at the moment. To undercut and take a position
within the organization, the managers not only struggle with their colleagues but also their direct reports. This
culture is self-defeating and detrimental to the organization's continued well-being (Eidelson, 2014). The
contempt shown by the discharged CEO towards one of the independent contractors when the problem was
mentioned at the end of a journey while carrying the CEO can easily be seen.

This does not eliminate the problem now that the CEO is down. It will require an excellent leader to implement
the requirement for change in organizational culture. As a founder of an organization, Kalanick still is a board
member. To eradicate the problems of toxic change in the workplace, the Board needs complete support for
transformation.

Most initiatives in cultural change take on important individual and organizations' capacity development.
Transformative management practices under conditions substantially the same as Uber have been promoted
for many years as fruitful. Leaders who promote the sharing and trust in knowledge helps to team
performance and effectiveness. Culture is not something the organization possesses, but something is an
organization, and management cannot control culture because management is part of the culture. However
social capital perspectives indicate that the exit of the founder/head of management might be more disruptive
for new companies because the founder/managing director plays a perceived key role in the organization and
the possibility to fail the new undertaking is larger. It is expected that the removal of Travis Kalanick as CEO will

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instill a feeling of stability and a time of transition in the business, amid a series of internal scandals that
rocked the enterprise.

Uber has a huge financial drain about whether they'll be regarded as workers or contractors. Many drivers
believe that the company should be completely employed, which is extremely costly. In 2016, Uber drivers
from the UK won a major employment dispute with the decision of the London Labor Court which would allow
them to pay holidays, paid rest breaks, and earn minimum wages. The verdict of the court "may affect the
operation of Uber in other countries.

If Kalanick was not removed from the role of CEO, the company's distrust would develop, and hence
movements like #DeleteUber would be increased (Kosoff, 2014). The organization’s only long-term advantage
is to increase an ideology that depicts a culture that enlightens workers to achieve their potential. The
masculine way to do things is related to essential characteristics of leadership performance. Women
executives are now widely acknowledged as a key engine for national, regional, and global growth and will
reduce the mentality of "Boys Club" by expanding their presence throughout the executive board (Kosoff,
2015).

Business organizations encounter several obstacles in a dynamic and highly competitive industry. The internal
Management issues create opportunities that require different answers as a business evolves. The problem in
performing and monitoring activities is larger and risk might be generated due to the Management team not
being under control, which can prohibit the company from meeting its goals and highlight a negative impact on
the organization’s employees. The control aspects should be evaluated and improved.

MANAGEMENT PRACTICES

The key role of any organization is managing people. The corporation, its stakeholders, including the investors
and employees, are accountable for the well-being of the management. The management should therefore be
a skilled, engaged, and skilled group of people who do what they want for the firm and its stakeholders to
benefit best.

Best practices frequently result in the management of knowledge. Guiding principles are the organization’s
reusable practices, which succeed in their particular roles. The below area will be looking at the theories,
strategic practices, and suggestions that Uber can adopt in the future to increase the brand reputation.

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MANAGING PEOPLE

The evaluation of learning is people management, which encourages and directs staff to optimize efficiency in
their job and to foster professional growth. Leads in the workplace including team leaders, managers, and
heads of departments use human resource management to monitor their workflow and increase their
performance daily.

Personnel management is useful in numerous circumstances at work, for example:

Training and Development - You may be responsible for the coordination of new staff and coaching current
staff in updated processes as a workplace leader. You can use people management aspects to provide
constructive criticism and mentor staff to succeed.

Handling Grievances - Effective people management can assist in mediating staff issues in a way that
encourages cooperation and respect.

Building Company Culture - You can have a good influence on your working environment with your leadership
position. To build relationships with staff, you can leverage your management tasks. You may also request
feedback from your team on their perspective on the firm and then turn the feedback into practical
adjustments to a business culture that can be supported by every employee.

Since the 1990s, literature on organizational behavior and HRM has dominated whether HRM practices affect
the success of a company or not. The relationship between people planning and innovation is demonstrated
through a series of studies in the USA in the early to mid-1990s, which show the correlation between groups of
higher performance human resources and organizational results (Barney, 2001). The high quality of personnel
management can offer companies a competitive edge that competitors find difficult to mimic. There is
presently much work in hand. The most crucial predictor of firm performance is people not physical capital
(Becker, 1998). Research at HRM plays a major role in learning how people with limited and critical capacities
recruit, motivate and develop and construct effective labor organizations processes. These techniques are
based on a strategic organizational initiative that is meant to produce successful task performance, in turn
promoting improved strategic implementation and eventually corporate performance (Becker, 1996). Studies
have also revealed that these techniques have been developed to provide efficient work performance in the
form of citizen behavior, such as the involvement, dedication, and contentment of employees. The connection
between modern HRM, organizational efficiency, and productivity is somewhat mediated (Colbert, 2004). The
concept that corporate performance is influenced by some HRM practices is fundamental to the strategic HRM
perspective (Huselid, 1997). The clear statement is investigated in theory and research also indicates
significant levels of complexity concerning how, when, and why the link between HRM and organizational
results is established (Jackson, 1995). Both found the greatest option for the organizations and best practices.

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The management of employees demands a range of soft skills, including open, honest communication and
better employee experience. Each of these talents will enhance the interaction and organizing work of your
staff. Below are the essential people management skills that will help to incorporate in the workplace for
better performance

 Employee motivation programs

 Clear communication methods
 Being flexible
 Team Management

Following the above practices will help to hire the right people, encourage teamwork, improved the working
environment, increased knowledge, employee development, and communication which will help the
employees in the organization to be effective, efficient, and sustainable. Hence above success will lead to
accomplishing the vision, mission and generating revenue to support its continued operations.

MANAGING OPERATIONS

Managers have battled for years to locate ways to further improve their production and supply chain. With this
problem in the manufacturing industry becoming prominent, management of operations has become a
workable option.

Management of operations may be characterized as:

"The management area of the production process design and management and the redesign of operations in
product or service manufacturing”

In other words, the management of operations is related to the tools and procedures used to assure efficient
and optimum production by a production facility.

The use of operations management strategies will enable you to notice improvements in the areas of
profitability monitoring, production expertise, and regulatory compliance. Since operational administration is
associated and linked with all of an organization's key functions, it is crucial to learn how these strategies
might benefit.

Operations management is a strategic area that deals with the manufacturing process or manufacturing
process and the redesign of company activities in the manufacture of goods or services (Kotter, 1995). It
comprises the responsibility to ensure efficient and efficient business operations to utilize fewer resources to
meet client requirements as necessary (Cricelli,2012). The business job for managing the manufacturing
process of goods and services is operational management (OM). Operational management relates mostly to
production, construction, or service delivery planning, organization, and oversight (Rungtusanatham, 2003).

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Because operations management is a key initiative, management of people, equipment, information
technology, and all other necessary resources in the creation of goods and services are included. The essential
duty of each organization is operational management (Fumi, 2013). Whether the industry is producing or
serving a firm, whether for profit or not, it is true, regardless of the size of the business.

Service Company operations are generally scattered across the organization thus it is difficult to recognize
where OM instruments and practices are applicable and who should be responsible for their adoption. This
study investigates three case studies to see what else and why certain activities are included in operations in
these companies. The research contends that three things affect the supposed OM sphere, including main
culture; Rules for the industry; and equipment donation (Fumi, 2013). For example, Schneider (2004) believes
that OM academics play a role in understanding the links between services (such as routine maintenance,
space allocations, etc.) and revenues. He states that 'OM has been far more interested than other disciplines
on direct effects on income in service organizations’. However, research in operational management primarily
directed at service organizations, particularly about the effect of OM operations on operational performance,
has been relatively limited. A review of the OM literature suggests eleven separate actions – aggregation
planning, predictions, the layout of installations, location of the facility, job design, inventory control, and
design of a product or service, maintenance, production control, and inventory control, quality and control
quality (Easton, 1998).

Operational management has key advantages:

Profitability Management — Managers can rely on this business and find solutions for fresh ideas on how to
possibly enhance sales with good operations management. With an experienced business manager, it is much
easier to control revenues and expenses by entering income and profit trends. In general, management of
profitability allows you to understand your revenue.

Competitive Advantage - A company that can manage its operations can deal with any important internal or
external issues. Operating policies, the average attrition rate, and intellectual capital can include internal
elements. External economic variables and competitor strategies are involved. If business management helps a
firm to comprehend the internal and external elements, it improves its competitive status in the current
market.

Operating Compliance – Analysis of operations makes it possible for management to get rid of the days of
substantially high public fines and unfavorable regulatory decisions. Department heads can establish
appropriate internal controls to guarantee that duties are carried out in line with rules and regulations.

Production edge - The changes or improvements in the way a product is produced can save a huge amount of
money for a facility on a long-term basis. You can adjust or improve how a product is produced and can store
manufactured goods more effectively through operations management. This incredibly beneficial advantage
helps the manufacturer by reducing debt degradation. All in all, this component helps the facility significantly

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and will use such instruments as software for the manufacturing, defect tracking, warehouse software
management, and re-engineering processes.

Understanding operational activities and management of operations can assist management to more
efficiently plan, organize, lead and control resources to fulfill the organization's objectives.

Advanced planning and programming software can provide detailed information on your production activities,
together with the advantages of operational management. Advanced planning and planning is a sort of
software to manage operations that can assist manufacturers to enhance product quality and increase profits.

MANAGING FINANCE

Financial management means that management principles are applied to manage an organization's financial
resources. It simply entails the planning, organization, management, and management of financial operations
to efficiently manage the financial performance of a business. Financial management is a process that a
company follows and regulates its income, expenses, and assets to maximize profitability and ensure
sustainable development.

Financial, which is the lifeblood of all businesses and formed in 1990 since it involves the actual cash flow and
any money claim. The finance managers then decide on the control system in such a more coordinated way.
Financial management covers all operations related to the increase in the cash capital lining and credit
requirement of financial managers including good financial resources control. Financial management in the
organization operates different actions, ranging from converting prediction to planned and budget; planning
the suitable capital structure; raising the cash outflow outside the firm; planning the future, investing surplus
funds. The practicing management is interested in studying financial management based on the above
activities since those related to financial issues form one of the most important decisions taken by firms and
therefore provides better treatment to better understand financial management, providing them with an
annual and conceptual insight into the capital fund and then using the capital fund. This is the lifeblood of
every firm and was invented in 1990 since it concerns the real flux of money and any claim for money. The
finance managers then decide on the control system in such a more co-ordinate way.

Financial management involves all financial management tasks that are concerned with increasing capital and
cash and credit requirements, including effective management of financial resources. Financial management
performs various activities within an organization, ranging from conversion to planned and budgetary
projections; planning of the appropriate capital structure; increasing outside cash flow; forecasting the future
and investing surplus funds; monitoring the cash and flow balance under plans and changing circumstances.
Below are the advantages of making a better finance team.

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Better decision-making - Financial management makes decision-making easier. It collects and supplies the
organization with all financial information. Facilities for managers in quickly taking judgments using facts and
figures easily accessible to them.

Transparency Of Information - Financial management ensures transparency of all corporate information. It

systematically records all information and makes it accessible to all corporate users. Better openness
contributes to an effective understanding within and without the company and minimizes confusion or
mistakes.

Financial control - One of the greatest benefits of financial management is controlling an organization's
finance. It monitors and manages the activities of the company to regulate financially. Finance managers
guarantee that all business activities conform to the expected cost and do not exceed the pre-set budgets.

Improved Management Efficiency - Financial management must ensure an organization's appropriate financial
discipline. It guarantees the efficient use of all financial resources and no waste. Financial managers monitor
and endeavor to provide improved results in the actions of all employees.

Maximization of profit - Financial management seeks to increase the profit of society and shareholder wealth.
The aim is to generate substantial profits by lowering operating costs and using all resources efficiently.
Increasing the company's earnings is greater than the dividend for its shareholders declared by the company. It
increases your money in this way.

MANAGING MARKETING

The goal underlying marketing management is to respond to the change in your market. But the journey to the
goal can change. The objective will stay the same. An organization must be told where they want to be in the
long term, hence a great marketing plan is commonly stated to be a continuing process. Marketing strategy is
considered as the marketing logic by which the company expects its marketing objectives to be achieved. The
marketer cannot therefore reliably take the proper decision on the four components of the marketing mix –
pricing, product, place/distribution, and promotion utilizing the use of a marketing strategy. If the product is to
perform effectively on the market, these crucial components must be coordinated and transformed into a
single, effective plan. It comprises a specialized target market, marketing mix, and marketing budget tactics
(Phillips, 1980). The recent global market has allowed businesses to see their business and events'
internationalization as a method to remain competitive in the marketplace. Marketing strategies have become
an important tool for any organization in the globe to maintain and develop stronger in a competitive market
environment. A marketing strategy may be defined as a business plan to distinguish the company from its
competition in a positive way, using its relative strength to better meet customer needs in a specific
environment (Bonoma, 1985). Marketing strategies involve the set of actions to acquire a competitive
advantage and generate better than average results by selecting the alternative to such an advantage
intelligently and factually (Hunt, 1985).

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There are different marketing strategy definitions and these definitions reflect many opinions (Leontiades,
2000). The agreement, nonetheless, is that a marketing strategy offers the possibility to utilize an
organization's resources to determine its aims and objectives. Marketing is defined as a given sector of the
market where resources are properly distributed so that companies gain a competitive advantage. Goi (2005)
defined marketing strategy as a set of marketing tactics companies use to achieve their marketing objectives
on the target market; (Vinson, 1977). The goal of a marketing strategy is therefore to determine in a specific
circumstance the nature, strength, direction, and interaction between the parts of marketing mixes and
environmental factors. The aim of developing a marketing strategy of an organization, according to
(Owomoyela et al 2013), is to generate the competitive advantage of the company, build it up, defend it and
sustain it. To meet environmental uncertainty and ambiguity in strategic marketing, management judgment is
extremely necessary. Moreover, strategies may have various dimensions, depending on the nature of the firm.
Marketing strategy is important to any corporate strategy. Companies exist to supply items to the marketplace
in such a way that profit maximization is effective for this objective. All of this is marketing. In particular, client
happiness and the increase in sales volume must be seen as the goals of a firm.

There is reasonably known business in the globe of the benefits of executing strategic marketing management.
Here are some of the advantages of the strategic marketing strategy implementation:

Better market comprehension - Research involving the right use of strategic marketing will surely lead to a
deeper grasp of your particular market. The research will have to be carried out on domestic and foreign
markets, competition, and market trends.

Assists in determining the strategy - Strategic marketing management requires smarter selections to match
your plan with the objectives of the firm.

Can pay off better - Strategic marketing management can produce some astounding effects for a company
when applied appropriately. It could result in better budget management and an overall rise in a company's
longevity.

In summary, this management approach has several advantages. You make strategic decisions to improve your
business and your grasp of the industry as a whole by implementing strategic marketing management.

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CONCLUSION & RECOMMENDATIONS

Business organizations encounter several obstacles in a dynamic and highly competitive industry. Various
problems and opportunities require different answers as a business evolves. The problem in performing
monitoring activities is larger and risk might be generated, which can prohibit the company from meeting its
goals. The control aspects should be evaluated and improved by each organization. Corporate leadership
cannot exercise direct supervision of its business activities alone due to its limitations. Control environment
requires the corporation's strategy and organized procedures and measures to ensure its properties, to verify
the quality and trustworthiness of its financial information, to increase operational efficiency, and to promote
compliance with the management policies set down.

While Uber's concept of platform development and the building of ecosystems can be regarded to be
consistent with the strategic theory, a company's expansion plan can be seen as traditional. Uber never tried
to get unaware of the others in the sector along the rapid expansion path, always choosing to play the role of
the "bulldog" and assault any new geographical area fiercely. The company's opponents have never been kept
close at the same time. The urgent need to expand Uber precluded Uber from allying with any ride-sharing
opponent, leaving him alone to combat big worldwide coalitions and a probable common enemy: law. There
were two key variables to explain the reasons for this particular behavior. The first is that Uber desired a
substantial initial step forward in the competition, which means that it is difficult to overcome. The second
factor is the public institution's antagonistic attitude to the company. Indeed, Uber aims to develop a key client
base and so become "too big to prohibit" as quickly as feasible. The aggressive Uber tactical measures have
paid off so far and parallel results are unlikely to be reached by a softer, sub-radar technique. It is not unlikely.
But sometimes this type of approach has had counterproductive repercussions, and the girls may return home.
Regulatory difficulties continue to be the main concern for the corporation, apart from the increasing threat
from competitors. Uber can follow the below 7 steps to improve the internal operations and also achieve more
satisfaction with the customer base

1. Focusing on customer feedbacks for improvement

2. Ensuring that the strategy and organizational plan is aligned with customer requirements
3. Set the correct effieciency measurements
4. Work on most effective and effeient processes
5. Maintain cosistant procedures
6. Make SMART decisions
7. Focus on Continious Improvement

There are, then, some dangers against which the corporation is still required to combat the fact that the
operational department at Uber is trying to provide the customer with better services to help enhance the
operations towards the strategic improvement of the company. The delight of customers is the fundamental
motif of every type of business, and Uber is no exception. Therefore they are asked to overcome the

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organization's dangers by boosting the efficiency of the services provided to the clients, to satisfy the
company's customers..

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