Individual Case Study
1. Apply the five steps of the Planning Process to Uber’s development of it’s app-driven online cab service.
2. Outline the Strategic, Tactical and Functional plans Uber has concerning its new self-driving car program. Show at least one plus and one minus within each of the plans.
3. Plans rarely absolutely go to plan! It is impossible as variables in the environment keep changing and impact the company in different ways. What planning tools might Uber use to deal with some of the unexpected issues Uber has faced with its online cab business model.
4. How might Uber use Management by Objectives to work with municipalities and provinces to create the infrastructure and legislation needed to achieve its self-driving car goals?
Answers:
- The five steps of the Planning Process applied to Uber’s development of its app-driven online cab service are:
Step 1: Situation Analysis – Uber would analyze the existing market for taxi services, identifying its target customers, the competition, and potential challenges.
Step 2: Setting Objectives – Uber’s objective would be to provide a convenient, reliable, and affordable app-driven online cab service.
Step 3: Developing Strategies – To achieve its objectives, Uber would develop strategies such as partnering with local taxi companies, investing in technology, and offering incentives to drivers.
Step 4: Tactical Planning – Uber would then plan the specific steps needed to implement its strategies, including developing the app, establishing partnerships, and marketing the service.
Step 5: Implementing and Monitoring – Finally, Uber would launch its service, continuously monitor its performance, and make adjustments as needed.
- Strategic Plan:
- Plus: Uber’s self-driving car program would provide significant cost savings for the company by reducing the need for drivers.
- Minus: Developing self-driving technology is a complex and expensive process, and there are still many technical and legal challenges to overcome.
Tactical Plan:
- Plus: Uber could use its vast network of drivers and customers to test and refine its self-driving technology.
- Minus: Integrating self-driving cars into Uber’s existing business model would require significant changes to the company’s operations, which could be costly and time-consuming.
Functional Plan:
- Plus: Uber’s self-driving car program would enhance the company’s reputation as a leader in cutting-edge technology.
- Minus: There are concerns about the safety of self-driving cars and how they might impact the employment of traditional drivers.
- Planning tools that Uber might use to deal with unexpected issues include:
- Scenario Planning – to anticipate and prepare for potential challenges and changes in the market.
- Risk Management – to identify and mitigate potential risks, such as technical failures or regulatory challenges.
- Contingency Planning – to have backup plans in place in case the primary plans do not succeed.
- Management by Objectives (MBO) is a process of setting specific, measurable, and achievable goals, and working towards their achievement. To work with municipalities and provinces to create the infrastructure and legislation needed to achieve its self-driving car goals, Uber might use MBO by:
- Setting clear objectives for the self-driving car program, such as developing a safe and reliable technology and obtaining necessary regulatory approvals.
- Working with municipalities and provinces to identify their needs and concerns, and aligning the objectives of the self-driving car program with those of the local communities.
- Monitoring progress towards the objectives and making adjustments as needed, ensuring that the program stays on track and meets the needs of all stakeholders.
