Marketing Strategy & Decision Making Student Number: 19030099

PROGRAMMATIC ADVERTISING

Program: Bachelor in Business

Management
Module: Marketing Strategy & Decision Making
Student Number: 19030099
Teacher: Noelia Perez
Delivery date: 16/01/2019
Number of words: 6002

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 Marketing Strategy & Decision Making Student Number: 19030099

P E S T L E
Since the arrival of The good profits of Due to the big Uber spread quickly Uber in Colombia Nowadays, the
UBER services in Uber have been competence and the through web based lived something world is passing
Colombia, drivers have negative since its modality that the life. People clarifying that Is really through a
always complained arrival. The other apps have their riding painful for an pandemic that has
about theirs social Costs/Goods sold about choosing the encounters online enterprise: decreased the
benefits, because the have been so high price you want to pay spread and offer banning. Since amount of people
only income they due to software to be taken from one stories. It urged new the arrival of this on the streets.
receive is what repairs, advertising, place to another, clients to do likewise. enterprise to this People sanitation
passengers give them budget campaigns, Uber lost lots of Purchasers are country, there was must be perfect,
as the pay method (in human resources, clients. Besides that, looking for less an endless because the few
cash) or what Uber low cash flow and Uber is a service expensive dispute between people that decides
gives them, when the variable costs have used principally for transportation taxi and Uber to take a service
service given is paid been high. The Uber young people or old choices and Uber drivers. All this with a stranger,
throughout the sales have been people familiarized satisfied this need. started because must see that the
platform by credit card. lower than expected with technologies, Buyers make taxis drivers’ and person who is
Besides this, now the due to: ignorance of that is something that arrangements organizations driving him/her to
Colombian politics are people about a new makes Uber lose through the commenced to somewhere, must
divided in two: the option of value in sub- application. It relies complain about accomplish with all
extreme right-wingers transportation, developed countries upon numerous Uber because the requirements
(powerful people, competence and fear like Colombia, where components like drop they offered a necessaries to feel
enterprises CEO’s, about taxis and cops usually people older off area, traffic and cheaper and save.
owner of business) trying to dissuade than 50 years old climate. They can better service,
and the opponents, Uber drivers and prefer to use taxis, pay for the ride in with more
(formal and informal passengers. Even because it is easier advance through the comfortable and
workers, employees, though all that, it is to take, even though application as well. luxuries cars and
etc.). Both of them can expected that Uber’s it is more expensive. What's more, drivers even more polite
use Uber withount no Good Profits become who are on the job people. This
problem, so the only positive starting react and get the generated a
thing where Uber is since 2022. travelers to take them nuisance towards
implied in politics, is to their goal. taxis drivers
about the driver lack of Numerous drivers because they
social benefits. utilize 4G systems to couldn’t afford to
interface with the offer a cheaper
application. It is service due to
esteemed basic to they had to pay
carry out their taxes that Uber
responsibilities. doesn’t. All this
ended up with
banning Uber
from Colombia
(2020).

Marketing Mix
The integrity of the price, product, place and promotion strategy must present the
client in a differentiating service in terms of the distribution system and better access
channels to create a differentiating value, in addition to focusing its projection on a
revolutionary business model that It can provide new alternatives for the human
being in general with much more effective and safe service conditions for the users.
The 7'Ps strategy will allow us to take a step forward and specify the image of the
large transport company in which it has become today and face the challenges that
arise in various countries where its work dynamics do not Stabilizes officially.
-Product: UBER presents a mix of products and services that fit the needs and
characteristics of its users and servers. The connection dynamics between drivers
and users must be maintained, since this allows the company to maintain a
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Marketing Strategy & Decision Making Student Number: 19030099
connection activity between the same population, which favors the credibility of its
service, since on the one hand it offers a job offer with income dynamic for the same
population and on the other hand allows the user to access a service of higher
quality, better service and more profitable prices.
The product options are established in 5 categories, in which there is a transport
system that is classified according to the number of passengers, type of vehicle and
specific customer needs: the first is the Uber X, a low cost option that allows sharing
the trip between 1 and 4 people, as well as the Uber XI for 6 people as a second
category with cars of good reference such as Nissan, Honda Odyssey, Toyota Prius,
Toyota Sienna and Honda Accord that give comfort, safety and speed. It must be
projected from the perspective of saving and also from the guarantee of a shared
service that integrates social groups and allows the recognition of environmental
care.
The third is the Uber pool in which a certain service path is shared and two stops are
made, this idea favors the client to the extent that it makes shared routes to give
greater security to the new user who wants to test the service and for customers
Frequent who want to save on certain routes. The fourth product is the Uber access
platform is that of special services for the elderly or disabled and that require vehicles

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Marketing Strategy & Decision Making Student Number: 19030099

fitted for wheelchairs, where the driver and the vehicle respond to the driver's special
need. The Uber Premium is the specialized category where vehicles of greater
premium type range are offered, which are much more elegant for special services
where glamor, image, comfort and style are available to a customer with greater
demands.
-Price: the costs of the service are presented in two categories, the first one for the
driver, in which a discount of a minimum percentage is made for each service and
the second belongs to the user requesting the service, but collects only one Final
cost to the company. The pricing strategy focuses on rates according to the type of
product that the user requests ranging from economic options, low demand premium
options and the best thing is that it offers a fixed cost for the user that is stipulated
before starting the race so That the customer has a fixed rate. The price is
established based on the base rate, an estimated time and distance rate and the
demand for trips in the areas.
-Place: the presentation and marketing strategy is strengthened in the design of a
virtual platform that can be extended in a pleasant way in various countries, currently
according to Baker y Salen (2010) there are more than 60 countries that use the
platform without requiring physical offices in each of them. The physical
headquarters are supported in the United States where a large number of personnel
are used to support and maintain the platform of each country so that the devices do
not present service failures.
-Promotion: your advertising is directly established on websites, either from your own
application and website to link services that are marketed on other servers to create
alliances and login windows, which is largely available for people who use digital
services Indirectly, the word of mouth recommendation has strengthened theimage
of the company and has made its existence known to those users who handle the
traditional promotion, in addition to the fact that the conflict between competitors and
tax policies in various countries leads UBER to newscasts , radio programs and
discussion forums giving a greater openness to your system.
-Physical evidence: UBER does not have offices as physical care points, but it does
have customer service channels via email, frequently asked questions, help
systems, and reception lines in some cities. The physical evidence focuses on
drivers and their cars, so the great ally is the strategy of connecting drivers and
users.
-Process: the app and a user are required, the customer enters their travel data and
the driver will move to that address. The rate is established before taking the service
so that the client determines its accessibility. Payment methods are wide, for some
countries there is a cash payment offer that stimulates marketing in cultures where
the use of credit cards or bank account services is not very effective or is not linked
to online shopping services.
-People: there are more than 10,000 direct maintenance employees of the platform,
which support the customer via satellite, software agents and software design. The
large percentage focuses on drivers who offer their services in each country, so a

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Marketing Strategy & Decision Making Student Number: 19030099

policy of cordiality and safety is integrated that gives the driver the policies of the
service to activate its user since it is in his work where the image is of the company.
Advertising and promotional mix
The advertising development to recover the credibility of the company places the
integration of various communication tools that present the principles and objectives
of the brand, the products offered, the means to access the service and at the same
time show the relationship with the company. segment. To this end, seven tools are
available to achieve advertising and promotional mix: the first is advertising that will
be strengthened in digital communication channels, especially in social networks
with the influencers technique as a recommendation system and wellness
experiences. The second tool is the personal sale where the direct relationship
between the user and the driver is established by establishing an advanced system
of profiles and characteristics of the car to generate a better experience.
The sales promotion will be a strategy that will stimulate the client to access the
service, such as discount coupons on first trips and prizes to frequent travelers, as
well as alliances with other brands such as clothing stores and restaurants that for
purchase percentages give routes in Uber for free. In this way, the fourth strategy
that is public relations is linked, based on the construction of good relations with
other companies of equal or greater credibility than Uber, as well as the stability of
drivers, generating memberships for good grades and for records in miles to monthly
level
The next tool is direct marketing, where it is sought through the platform to have
direct contact with the client using the service valuation systems to know their
feelings, appreciations and level of satisfaction. Additionally, the Mechandising tool
will encourage the promotion of XL, premium and assistance services for people with
disabilities. Finally, it closes with the white advertising technique in which it is sought
that the comments around the company either in local news and the comments of
the same people are managed as a form of advertising that does not pay and not
influenced but that generates a disclosure direct from the company and that should
be used to reach a greater number of customers and build loyalty from the quality of
service and well-being that the Uber travel experience generates.
Outbound/inbound
Capturing the attention of the user requires promotional and communication tactics,
many times the techniques do not fit the interests of each user and therefore several
strategies must be applied to reach a greater number of users. The Uber Outbound
Marketing approach is presented in web banners, in cold contacts that, although it
is not decisive if it allows to make a first appearance in the content as part of an
unselected propaganda based on the marketer-centric model.
The Outbound Marketing approach launches direct offers to a specific population,
for which promotional services of social networks are hired where, according to a
study of preferences and searches, profiles are selected to present the Uber offer,
based on an interest shown by the client. It is an authorization strategy from the CEO
line with attraction systems in Customer-centric dynamics. It is a much more direct

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Marketing Strategy & Decision Making Student Number: 19030099

strategy and with wider possibilities since it gives a direct response to a need
presented by the same client.
Branding / packaging
In the offer of the UBER company service, the promotional experience is what can
give guarantees to the customer about the reliability of their product and the real
closeness that can be established based on the general relationship of the company
with the sector and how to approach to its users. The UBER marketing mix strategy
to improve its recognition is based on the promotion of an experience of well-being
and safety, for this it is essential to have the support of customers who have already
used the service in various world classrooms and to promote pleasant experiences
of the use of the UBER service.
In the conceptual development, the valuation of the purchase systems and the way
in which technology in its virtualization exercise has influenced new life practices of
society are analyzed from an academic perspective, which leads almost compulsory
to mobilize the other areas currently existing to be part of this global development
and thus subsist in a highly competitive environment that adds to a process of
accelerated trends and commercialization.
Positioning
Within the positioning strategies of Uber the Attribute is presented in which both the
size and the experience of the service generates a competitive level before the new
transport service platforms that are booming, to position themselves in the minds of
consumers pleasant experiences, safety, well-being and excellent service are
generated. Additionally, the benefit of the Uber service is concentrated as transport
systems at low cost and in various categories. The quality and pressure seek to offer
the greatest amount of benefits at a reasonable price.
Advantages and attributes are compared with the competing brands of the public
and private sector and a service cost is standardized and better accessibility
dynamics is about positioning Uber as the best based on specific uses or
applications in terms of needs of displacement exceeding the levels of security, at
low cost and with greater guarantees in the category of personalized transport.
Strategic alliances with brands of other services can enhance the name of Uber and
direct users to an integrated experience so that when accessing a product has a
direct link with the other brand, a teamwork that strategically mobilizes new
segments loyalty that generate greater positioning.
Target and segmentation
The service segment largely comprises men and women between 18 and 40 years
of age. Its characteristics focus on being a population that dominates technological
systems and appropriate virtual promotion mechanisms to access various services
and products. The salary category is established in medium positioning or stable
socioeconomic stratum, since it can access a profitable service at different times of
the day for diverse activities.

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Creating the loyalty of the brand demands to outline the horizon of the company,
determine the goals that are expected to be obtained and the strategies and tools
with which the work to be carried out will be promoted. In addition to this is the target
market, which must also be aligned with the principles of the organization and both
commercial and productive interests, by integrating these bases of the company a
differentiating value is forged that can lead to the success and stability of the same
in a challenging market, for this the communicative strategy and the quality with
which the services and products are designed become the most potential loyalty
mechanism. Rodríguez (2016) states that the fidelity of a brand is evaluated from
the behavioral fidelity of purchase and repurchase, affective fidelity as an emotional
link with the brand and cognitive fidelity focused on the purchase decision of the
Uber service.
Value chain
In the development of the Uber value chain in a competitive environment,
management must be a permanent process and must be controlled by an evaluation
system, where both internal and external projections, opportunities and threats are
studied to prepare and develop an integration of tools that face reality in a timely and
creative way to attract customers. For Cárdenas (2016) strategic resources based
on the competitive level demand strong action strategies where communication
channels, interaction in social networks, advertising systems are kept active 24
hours a day in each country where they are immersed, largely aggressive because
it must not only face a sector but a boom of new ideas and processes that transform
many ways of seeing the life and preferences of the consumer nationally and
internationally.
Alliances
Offer a package of products alliances with the main popular chains in each country
and corporate added value and is governed by multiple internal processes and
external relations that enable the development of a potential economy that facilitates
the purchase decision. It has an influential rotation in the various economic and
social and political sectors that largely conditions the future of various products
around the world and for this Uber can expand its coupling system from the good
name of another brand to provide greater credibility.
According to Berretta and Tavares (2006), alliances as an expansion mechanism
represent, for the purpose of new technologies and their influence on a daily basis,
an opportunity to enter new sectors, with new segments and new demands that
potentiate the empire of the knowledge in each of the viable fusions for the world,
where its success is due to the various forms of human connection that studies the
patterns of behavior and interaction that are built through studies and physical-
mental experiences that promote the veracity of thought , giving movement to
everything or that lies in the industrial and commercial context.
Operations/ distribution
The strategic management of the brand urges the review of topics such as how to
create brand value, communicate brand attributes and manage brand portfolios from

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the Uber operations and distribution system. Hunk (2015) states that in the
communication process the marketing strategy must vitalize its market positioning
to achieve its fidelity. It is essential to maintain an updated and monitored digital
support system so as not to generate discomfort in drivers and service users. The
distribution of the product is maintained on the platform as a link between driver and
passenger.
Virtual social networking products are provided through the analysis of the eWOM
world size market such as facebook, twitter, instagram, among others, which are
applications that complement each other to optimize the communication of the Uber
proposal, in terms of characteristics and service which should measure the initial
level through comprehension and quick reading exercises, the frequently asked
questions section, which support through mail and telephone, where a
recommended route to use the web and internet services is offered, the way in which
the brand is presented in these media according to Manovich (2016) the great rise
of social networks and the popularity of its users sets up a new loyalty system that
can be mediated in the “fashion”, “being popular”, being "Trend" or be active in the
dynamics that are cultivated in these media.
Services
The communicative exercise focuses on production spheres that attract the
consumer and influence the decision to execute the purchase and this depends
largely on the advertising resources that Uber deploys for the promotion of transport
services at various access scales. These resources are connected in the integrity of
the service as an accompaniment chain that leads the client in a relevant service
according to their needs, which in a competitive strategy is essential to generate a
differentiating value, a potential brand distinction, fidelity and progressively a system
of recommendation and qualification of users who are those who in the long term
establish the viability and sustainability of the project influencing the purchase
decision.
Policies
They focus on the development of advertising development strategies in which the
corporate image is strengthened, through the hiring of suitable personnel for the
development of the marketing strategy in relation to the area of advertising,
marketing, business strategies with extensive knowledge of the segment that is
offered, making known the services, products and systems of attention in an
attractive way for the clients. This strategy according to Berretta and Tavares (2006),
in addition to being focused on clients and strategic partners, both to maintain
existing relationships and to forge new links, also involves the attention of other
participants such as suppliers and employees who are highly active in the strategy
that the company executes through the commercialization of place to place.
When designing these strategies, Uber must know how to manage and integrate the
different resources in order to achieve its goals and objectives in a more efficient
way, obtaining a competitive advantage that allows it to stand out from the rest of
the organizations that are in its market and influence the Customer purchase

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decision positively. According to Hunk (2015) it is essential to intervene a marketing

chain based on preferences; “The chain implies that the attitude can be used to
explain the preference and the preference can be used to explain the intentions and,
therefore, the intentions can be used to explain the purchase of the brand” (p.116).
Quality stardards
The development of these strategies in the marketing chain to influence the
purchase decision is based on those resources that an organization has and how
they are distributed in the different areas to be able to comply with the development
of its activities, for this reason the tools of Simulation allows Uber to make
calculations on the number of resources that can be invested in the process of the
activity and how beneficial it is for the present and future income of a company
according to the consumer's purchase decision.
In the same way, production capacity, technology, tools, work times, organization of
activities are valued and therefore the personnel, their functions and the
remuneration offered to their service are evaluated. Lasslop (2015) emphasizes that
the area of human talent is delicate and transcendental for the deployment of the
other sectors, this guarantees that they acquire greater probabilities to influence the
purchase decision, since quality care linked to An efficient brand, this analysis should
revolve around profit and the relationship with capital, that is, take into account how
the company develops at the level of economic, financial and even social profitability
to project itself in the market and also how it adjusts to the needs of the customer's
purchasing power.

SWOT
STRENGTHS WEAKNESSES

Innovative system Does not accept cash payment in

Easy access to the mobile platform certain countries
Linking drivers and users It is not linked to the phone plan
Job vacancies It is not associated with banks in various
Car services in different ranges with countries to favor payments
different prices
Quality and assertiveness recognition
for good service
Comfort
Security in operations

OPORTUNITIES THREATS

Extension of coverage Birth of strong competitors with cheaper

Uber brand recognition worldwide rates
Need for service Government policies of the countries
New transport systems where you work

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Modern society linked to digital services Increase in fuel costs

Bad experiences or conflicts with other
operators

THREE YEAR PROFIT

PROJECTION (in USD millions)

2019 % 2020 % 2021 % 2022 %

$ $ $ $
Sales 11.147,00 100% 14.686,00 100% 21.754,00 100% 28.475,00 100%
Cost/Goods $ $ $ $
Sold 22.743,00 204% 23.842,00 162% 25.086,00 115% 27.120,00 95%
$ - $ $ $
Gross Profit (11.596,00) 104% (9.156,00) -62% (3.332,00) -15% 1.355,00 5%

Assets
Cash and cash $ $ $ $
equivalents 10.873,00 78% 13.798,00 80% 19.874,00 84% 26.143,00 87%
Short-term $ $ $ $
investments 440,00 3% 500,00 3% 520,00 2% 535,00 2%
Restricted
cash and cash $ $ $ $
equivalents 99,00 1% 103,00 1% 105,00 0% 122,00 0%
Accounts
receivable,
net of
allowance of
$34 for both $ $ $ $
years 1.214,00 9% 1.549,00 9% 1.783,00 8% 1.843,00 6%
Prepaid
expenses and
other current $ $ $ $
assets 1.299,00 9% 1.347,00 8% 1.450,00 6% 1.452,00 5%
Assets held $ $ $ $
for sale - - - -
Total Current $ $ $ $
Assets 13.925,00 100% 17.297,00 100% 23.732,00 100% 30.095,00 100%
Restricted
cash and cash $ $ $ $
equivalents 1.095,00 6% 1.195,00 5% 1.229,00 4% 1.284,00 4%
Collateral
held by $ $ $ $
insurer 1.199,00 7% 1.365,00 5% 1.410,00 5% 1.501,00 4%
$ $ $ $
Investments 10.527,00 59% 16.789,00 66% 19.240,00 67% 24.352,00 71%
Equity
method $ $ $ $
investments 1.364,00 8% 1.360,00 5% 1.400,00 5% 1.430,00 4%

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Marketing Strategy & Decision Making Student Number: 19030099
Property and
equipment, $ $ $ $
Net 1.731,00 10% 1.536,00 6% 1.599,00 6% 1.731,00 5%
Operating
lease right-of- $ $ $ $
use assets 1.594,00 9% 2.894,00 11% 3.258,00 11% 3.489,00 10%
Intangible $ $ $ $
assets, net 71,00 0% 90,00 0% 95,00 0% 111,00 0%
$ $ $ $
Goodwill 167,00 1% 180,00 1% 185,00 1% 196,00 1%
$ $ $ $
Other assets 88,00 0% 75,00 0% 91,00 0% 97,00 0%
Total Non
Current $ $ $ $
Assets 17.836,00 100% 25.484,00 100% 28.507,00 100% 34.191,00 100%
$ $ $ $
Total Assets 31.761,00 42.781,00 52.239,00 64.286,00
$ $ $ $
Dividens - - - -

$ $ $ $
Total input 14.147,00 100% 18.686,00 100% 24.754,00 100% 31.475,00 100%
$ $ $ $
Total output 22.743,00 161% 23.842,00 128% 25.086,00 101% 27.120,00 86%
$ $ $ $
Total Benefit (8.596,00) -61% (5.156,00) -28% (332,00) -1% 4.355,00 14%
Campaing $ $ $ $
budget 5.000,00 12.000,00 15.000,00 18.000,00
Variables
Costs
Sales and $ $ $ $
marketing 4.626,00 38% 6.157,00 44% 7.240,00 45% 8.050,00 38%
Cost of
revenue,
exclusive of
depreciation
$ $ $ $
and
7.208,00 7.208,00 8.406,00 12.485,00
amortization
shown
separately
below 59% 52% 52% 59%
Depreciation
$ $ $ $
and
472,00 520,00 550,00 580,00
amortization 4% 4% 3% 3%
Total
$ $ $ $
Variables
12.306,00 13.885,00 16.196,00 21.115,00
Costs 100% 100% 100% 100%

$ $ $ $
Investments 22.100,00 25.000,00 25.500,00 31.000,00
TTM Net $ $ $ $
Income (8.600,00) (8.500,00) (9.000,00) (9.400,00)
ROI -1,389 -1,340 -1,353 -1,303

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Marketing Strategy & Decision Making Student Number: 19030099

$ $ $ $
Cashflow 12.067,00 15.870,00 19.945,00 27.981,00
Payback 1,092 1,270 1,564 1,805

Net Value $ $ $ $
(VAN) 75.500,00 85.500,00 95.500,00 102.000,00
IRR (19.000
million 20% 18% 15% 11%
Investment)
VAN/TIR 79% 81% 75% 59%

Sales fixed vs
Variable
Costs 0,91 1,06 1,34 1,35

Operating
Expenses
Cost of
revenue,
exclusive of
depreciation
$ $ $ $
and
7.208,00 7.526,00 8.260,00 8.420,00
amortization
shown
separately
below 32% 32% 33% 32%
Operations $ $ $ $
and support 2.302,00 10% 2.481,00 10% 2.750,00 11% 3.001,00 12%
Sales and $ $ $ $
marketing 4.626,00 20% 4.890,00 20% 5.100,00 20% 5.180,00 20%
Research and $ $ $ $
development 4.836,00 21% 4.957,00 21% 5.050,00 20% 5.090,00 20%
General and $ $ $ $
administrative 3.299,00 15% 3.569,00 15% 3.589,00 14% 3.890,00 15%
Depreciation
$ $ $ $
and
472,00 462,00 480,00 495,00
amortization 2% 2% 2% 2%
Total $ $ $ $
Expences 22.743,00 100% 23.885,00 100% 25.229,00 100% 26.076,00 100%

Net Profit $ $ $ $
Before Tax (34.339,00) (33.041,00) (28.561,00) (24.721,00)
$ $ $ $
Income Tax 8.476,00 8.500,00 8.692,00 8.476,00
Net Profit $ $ $ $
After Tax (42.815,00) (41.541,00) (37.253,00) (33.197,00)

Adj. To
Retained $ $ $ $
Earnings (42.815,00) (41.541,00) (37.253,00) (33.197,00)

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Financial Analysis
Even though, since Uber came in into the market the gross profits have been negative
(loss), in a projection until the year 2022, this loss is gonna be less, due to the
earnings per sells, control of the administration expenses, good use of the
investments and a decreasing of ROI. The relationship between sales fixed and
variables costs will increase, and it is expected that the gross profit will be positive
(earnings) since the year 2022.

Monitoring and control

JUNE 1 - 5 JUNE 8 -12 JUNE 15 - 19 JUNE 22 - 26 JUN 29 - JUL 03 JUL 06 - 10
ACTIVITY
M T W T F M T W T F M T W T F M T W T F M T W T F M T W T F
PHASE I
Market Research
Define Specifications
Marketing plan
PHASE II
Project Planing
Detail Desing
PHASE III
Software development
PHASE IV
Test Plan
Testing and Quality Analysis
Documentartion

The process of innovating or presenting a new financial prospect of a marketing

project, takes different phases, since the market research of achieving the mean
objective until the presentation of the project. It takes in this time, 4 phases, which is
divided in the research, planning & designing, development and testing and
documentation of the new brochure or sample planned.

KPI’S
For UBER, as a service, two aspects must be considered: KPI’s to measure success
of the new project in new cities and KPI’s to measure performance of UBER in the
current places where they offer the services.

 SUCCESS FOR NEW PROJECTS:

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 PERFORMANCE
Financial:

This ratio shows the increase of decrease in an organization’s sales from one certain
period of time to the next. All this is done for having a better view about the trends in
the business.

Goal: 10%

Operating expenses are defined as the normal costs of running the businesses
and exclude special expenses like rebuying stock or large capital investments.
This ratio is used for measuring a company´s performance. It shows how
efficient an enterprise is.

The operating expense ratio shows how much money used for the sale was
used for a determined amount of purchase. This means, if the ratio is lower, is
better.

Goal: 0,5%

Net profit margin shows how much profit is generated as a percentage of

revenue. This ratio helps to investors to see if the company is generating
enough profits of his sales and whether operating costs and overhead costs
are being included.

Goal: 20%

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Operational:

This complaints ratio shows how many customers were unsatisfied for the
services received per month. This ratio is used when CEO’s and all the
interested parts want to analyze how to improve the given service.

Goal: 0%

If there is a ratio to measure complaints, there must be a ratio to measure

satisfaction. This ratio shows how satisfied a person is after taking the service.
This ratio must measure the quality of the service taken (if the car is clean and
smells good, how polite the driver was, the time it took to arrive and the time to
drop off, any additional service from the driver to the passenger, etc.)

From this ratio, CEO’s and COO’s might establish some politics and rules that
all the drivers have to follow to practice a great service.

Goal: 5 stars

This ratio shows how an organization is handling the ongoing costs of operating the
enterprise. This measures the costs to operate a part of the assets of the company in
certain period of time by the income it gives. Where the lower it is the better.

Goal: 60%

ERP’S

Uber is an integrated app and may not be fundamentally called an ERP. There are two apps:
an app for riders and an app for drivers. While ERP is predominantly a work area based
arrangement (in spite of the fact that it likewise covers portable). An app like Uber covers
Design, iOS and Android local app development, Backend and web development. For testing,
quality assurance is needed.

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Fundamental highlights in the app are geolocation for instance The Uber app for iOS utilizes
the center area system to find a client's gadget. To show highlight point bearings on a guide
inside the app, designers of the Uber application for iOS utilized Map unit for Google maps
coordination. There is an installment portal integration also to take the installments.

To sum up, this is not an ERP exactly, because it is necessary to count on the incorporations
above for the app.

PROTOCOLS/NORMS/RULES
The rules established in Uber for keeping a kind and amicable environmental work
between workers, customers and employees are:

For the work place:

 Don’t eat on the desk.
 If the enterprise allows you listening to music, only listen to it for you.
 If you receive a non-work related phone call, attend it somewhere else.
 Don’t be rude.
 Remember you are not alone.
 Call everyone by their own names, no by nicknames.
 If you have something to say to someone, say it only to that person, no one
has to know.
 Say hello when you arrive and when you leave.
 Keep your workplace clean.
 Do not create rumors about the rest of people.

For the Uber drivers:

 Take care of appearance.
 Be careful about the music you listen to. If you let the passenger to choose the
music to listen for the drive, better.
 Avoid flashy decorations.
 Keep up updated.
 Watch out for odors.
 Treat the passengers with respect.
 Be prudent above all.
 Charge a fair drive.
 Respect the traffic rules.
 Avoid conflict situations.
 Know and respect the passengers’ rights.

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TRAINING
This training for new Uber driver employees are divided in two parts: Applications and
training. These both are shown right below:

Week 1 Week 2 Week 3

M T M T F M T M T F M T M T F
Phase I: Application
Application process
Meet your mentor
How to pass your lyft mentor session
Welcome to Lyft
Lyft: Tap to arrive and Tap to drop off
Lyft: Pay Statments and Reserving Hours
How Lyft works
GPS Navigation on Lyft

Phase II: Training

Uber Driver Training video
Uber Driver App and Waybill
Uber Dashboard, Weekly invoices and Payment

One person would think that the only thing that Uber requires for a Uber driver is
having a car, but this is far away for all the requirements needed for giving a service
like this.

The goal of this program is that all Uber drivers know all the new things about the
update of the platform and reinforce all the knowledge given or acquired for the
informal experience.

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PROCESS DIAGRAM
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CONCLUSIONS

Uber is a great enterprise designed for taking the lead in the service of taking and
dropping of passengers all around a specific region.

Even though Uber is the source of “survival” for lots of people, most of them
complains as well for their social benefits, because drivers are worried in case of an
accident for one hand. In the other hand they are worried about the future. The only
way Uber drivers get retired receiving their monthly pension is paying money by their
own.

Talking about legal and social situations, Uber took the best of the aggregated value
of the competence for the new update. The main problems this enterprise has in
different countries were focused on the legal problems they have with taxis for no
paying taxes in some countries they were located and the option that all the apps
have now about making the customers choose how to pay for a ride. This one
problem was solved because even though at the beginning, when Uber was a hit for
everybody for the prices per ride, all this went down due to other apps, when
consumers had the opportunity to pay what they consider fair for a ride.

Talking about technology, there are several things to consider: all the updates for
customers and drivers. In this case, what the enterprise wants is to show a better
looking and easy to use interface, with the difference now that the customer decide
how much can be paid for the drive about to take.

The gross profit with Uber, is critical now, this is due to this enterprise has had an
incredible grow in few years. Right now, this organization is surviving thanks to
investments, but by forecast done in this research, is projected that Uber starts
making profits since year 2022, which is normal, for big companies like this.

For this new project, was made a training program, which reminds all the habits, rules
and protocols that must be follow as in workplaces as Uber drivers. This program is
expected to be done in three weeks for current Uber drivers and for the new people
who wants to have new or extra incomes.

This enterprise, according to their KPIs, current marketing and financial analysis, is
expected to be an unicorn in 2022.

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PHYSICAL MATERIAL

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