Escuela de Ciencias Básicas,

Tecnología e Ingeniería
UNIT 2: PHASE 2 - PROPOSE STRATEGIES TO
CREATE VALUE

Student :

BEDER PÉREZ ALCÁNTARA, CC 73239477

STEFANY CAROLINA DIAZ CC 1081921132  
FRANK ACEVEDO

Teacher:
KARLA NATHALIA TRIANA

Group: 05

STRATEGIC MANAGEMENT

  Universidad Nacional Abierta y A Distancia - UNAD

JULIO 2019
 Table of contents

Introduction…………………………………………………………………………………………………………………………..3
Objectives………………………………………………………………………………………………………………………………4
Concept map of each student…………………………………………………………………………………………………5
Strategy Proposal…………………………………………………………………………………………………………………..8
Strategic Plan……………………………………………………………………………………………………………………...….9
Balanced Scorecard…………………………………………………………………………………………………………………12
Conclusions…………………………………………………………………………………………………………………………….13
References……………………………………………………………………………………………………………………………..14
 Introduction

In the present work, you will find conceptual maps provided by the students that make
up the work group, in which the causes, consequences and the problem of Uber's work
force are observed, likewise in a table the new generic strategy is formulated. he has to
adopt the company to face the problem with his labor force, in the same way he
describes the way in which he will be executed.
Similarly, you can observe a strategic plan to execute the new strategy proposed to
address the problem of the workforce, including: Mission, Vision, Objectives, Goals,
Strategies and Tactics. Finally, in this work you will find a balanced scorecard that
includes three indicators for each of the four perspectives to control the execution of
the proposed new strategy to solve the problem.
 Objectives
General objective

Formulate and apply business strategies of innovation and competitive advantages, in order to create
real value for organizations.

Specific objectives
Design a conceptual map showing the causes, consequences and the problem of Uber's workforce.

Elaborate a strategic plan to execute the new strategy proposed to face the problem of the work force of
UBER company.

Put in a table the new generic strategy that the company has to adopt to face the problem of its
workforce.

Outline a balanced scorecard that includes the three indicators for each of the four perspectives to
control the execution of the proposed new strategy to solve Uber's work problem.
Concept map of each student
Strategy Proposal
 Strategic Plan
Mission
 
To provide our clients with leadership through a large fleet of vehicles, differential transport at the lowest cost, convenience and comfort,
supporting operations in our dynamic platform, allowing drivers and passengers interact directly, reducing costs the communication.
Likewise, the organization would guarantee them their drivers all social benefits and other rights that correspond to them as employees.
 
View
 
By 2024, the company will be positioned as the highest benchmark in quality transportation, differentiating in this market for our low prices,
comfort and a renewed fleet of vehicles, ensuring all our drivers social benefits and other rights that correspond to them as employees.

General Objectives.
 
To provide our clients with leadership through a large fleet of vehicles, differential transport at the lowest cost, convenience and comfort.
 
Specific objectives
 
Support operations in our dynamic platform, allowing drivers and passengers interact directly.
 
Continue letting us know through social networks and universality of the Internet.
 
Expand our operations on the planet.
 Strategic Plan
Strategies

Use of technology.
The company has managed to enter the market of new technology, developed as a necessity even before it existed. The convenience of
ordering a shuttle from anywhere via a mobile device, the innovation of the century, has also been widely accepted in the market.
Understanding market.
It maintains continuous and close communication with its customers, uses social networking as a means to get feedback with users and
respond appropriately in good time, so who knows what consumers want and need.
Quality of service.
Offers quality service, well above the competition, it ensures that trips are enjoyable as well as safe; as well as ensuring that passengers
arrive on time to your destination and all for a fair price.
 
Tacticas

• Uber tactics to win the battle in demand shuttle service beyond the recruitment of drivers competitors. Here is a list of some of them.

• During the 2012 SXSW festival, the service in collaboration with Iron Works BBQ restaurant deliveries offered grilled meats for $ 10.
Deliverers arrived mounted on a kind of tricycle. (From official blog Uber)
•  
• In December 2013, Uber #UberTREE added a service to its application to deliver Christmas trees. The service was available in 10
cities, including Mexico City. (From Official Instagram Uber)
 Strategic Plan
• Also in that year, Uber launched the #UberIceCream service, which the user could apply ice cream for him and his friends. The
oddest thing about this advertising campaign was that delivers performing an ice cream truck and the cost was $ 25 for 5 people.
(From Official Instagram Uber)
 
• Another sympathetic Uber tactics was writing messages in the air for Valentine's Day in 2014. The service, called Sky Uber had cost
$ 500. (From Official Instgram Uber)

• Uber in partnership with WeedMaps launched in 2014 'Clinicsm', a service that users could access when they were not able to drive
your car. The company said it will donate $ 5 per serving multiple sclerosis research. (Image taken WeedMaps)

• Halloween Uber did for your users take out your creative side. The app requested that those who will post one photo with a good
disguise creditors $ 100 would be made to spend on their service. In the app icons to locate a car Uber were changed as a witch.
(Taken Uber official Instagram)

• In 2011, Uber launched a competition between Google and Facebook to know which of the gathered more trips using the app.
Facebook was the winner the offer free transportation services to its employees from any direction to their headquarters. (Taken
Uber official Instagram)
Balanced Scorecard
 Conclusions
One link of audio by student.

Conclusion Beder Perez - Audio

Conclusion Stefany Diaz - Audio

Conclusion Frank Acevedo - Audio https://vocaroo.com/i/s0W2km3i6tej

References
Jeyarathmm, M. Strategic Management, (pp. 122-133) Global Media, 2007. ProQuest Ebook Central, Retrieved from:http
://bibliotecavirtual.unad.edu.co:2460/lib/unad-ebooks/reader.action?ppg=134&docID=3011305&tm=1502838885344
 
Hales, G., & Mclarney, C. (2017). Uber’s Competitive Advantage vis-à-vis Porter’s Generic Strategies. IUP Journal of Management
Research, 16(4), 7–22. Retrieved from:http://bibliotecavirtual.unad.edu.co/login?url
=https://bibliotecavirtual.unad.edu.co:2969/login.aspx?direct=true&db=buh&AN=126823931&lang=es&site=ehost-live
 
CASPARI, C., & CASPARI, M. (2016). Strategic Planning Moving Ideas to Practice. Camping Magazine, 89(2), 56. Retrieved from: 
http://bibliotecavirtual.unad.edu.co/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=f5h&AN=114566120&lang=es&s
ite=eds-live
 
Kaplan, R. S., & Norton, D. P. (2007). Using the Balanced Scorecard as a Strategic Management System. Harvard Business Review, 85(7/8),
150–161. Retrieved from:http://bibliotecavirtual.unad.edu.co/login?url
=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=25358567&lang=es&site=eds-live  
Complementary References (complementary  Bibliography)

Complementary references are documents related o the topics to be studied along the unit, but are not directly related to the
development of the activities, so it is up to the student to get into the subject.
Uzarski, D., & Broome, M. E. (2018). A Leadership Framework for Implementation of an Organization’s Strategic Plan. Journal of
Professional Nursing Retrieved from:http://bibliotecavirtual.unad.edu.co/login?url
=http://search.ebscohost.com/login.aspx?direct=true&db=edselp&AN=S8755722318301510&lang=es&site=eds-live