Uber

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Case Analysis-Uber

CONTENT Formal Case Presentation UNIVERSITY Laurentian University COURSE COMM-2036 PROFESSOR Michelle Medina Munro GROUP #1(Yunbo Bai, Yiwei Fu, Yuxiang Shen, Shuo Yang)

2015-03-16

Background Uber was founded by Travis Kalanick and Garrett Camp in 2009 in San Francisco and the app was released in the following June. The app allowed users to summon a car to pick up them where they are, and take them to the
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Especially Didi Kuaidi, they became market leader after merger. The reasons why citizens are far more likely to choose Didi Kuaidi are products diversities and low price.
PESTE
Political The Chinese government’s attitude toward the online chauffeur business was difficult to judge. There is only a common practice of avoiding chauffeur drivers at spotted checkpoints. Shanghai Committee of Transport was the first authority to take action, which co-sponsored with four major taxi companies and Didi Kuaidi integrated a mix online taxi-hailing service center used to manage the market, which named Shanghai Taxi Information Service. Later in March 2015, the Guanzhou Committee of Transport created the government-endorsed chauffeur service platform Ruyue. The drivers from the platform planned to work mainly rush hours. In addition, the vehicle restriction scheme leads to the increase of using ride-hailing service.
Economic
With the rapid development in online-to-offline (O2O) commerce, the online chauffeur business is playing an important role in people’s daily life. What’s more, China’s GDP is rising year by year; which makes private car ownership increase shapely as well. Although the increase of private car ownership may result in the decrease of demand for taxis, it also means the private car available for Uber is more than before.
Social
Due to China’s large

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