Strategic Mana - Coursera - Module 1 Assignment

PROMPT
Write a memo to the CEO of Uber, with two main parts:
1. First propose a mission statement for Uber and briefly explain why it is a good mission statement. Do not use
Uber’s actual mission statement even if you find one. (About 25% of the memo should be devoted to this question.)
2. Second, analyze and explain key elements of Uber’s business model using the VARS framework. Specifically, you
will need to explain Uber’s value proposition (“V”), the key activities, resources or capabilities used to deliver this
value proposition (“ARCs”), Uber’s revenue model (“R”), and key enterprise scope choices that Uber has made
(“S”). (About 75% of the memo should be devoted to this question.)
TO: Dara Khosrowshahi, CEO
FROM: Long Tran
DATE: May 20, 2023
SUBJECT: Proposal for New Mission Statement and Business Framework Analysis
I am writing to you today to discuss the new mission statement and analysis. I believe these changes are a
positive step for the company and will help us achieve our goals.
1. The new mission statement for Uber
Connecting people and their destinations with reliable, affordable, and convenient transportation.
This mission statement aligns with Uber's core values of safety, reliability, and transparency. Here is a
more detailed explanation of each of the three elements:
 Connect people and their destinations: Our goal is to provide people with an easy and convenient
means of transportation. Whether it's commuting to work, travelling to the airport, or visiting a friend's
place, Uber offers a reliable and efficient way to get there.
 Reliable: At Uber, reliability is key. Our commitment to timely service ensures that people can always
count on us to be there when they need us.
 Affordable: We prioritize providing affordable transportation options to our riders, such as Uber Pool
and UberX.
I believe that this new mission statement is a better reflection of Uber's values and goals. We are
committed to providing everyone with safe, reliable, and affordable transportation.
2. Business Framework Analysis
Value Proposition: Convenience.
We offer a range of advantages that make it a preferred choice for transportation:
1. Uber rides are available 24/7, providing on-demand availability, unlike traditional taxis with limited
hours.
2. Uber ensures predictable pricing by informing riders of the exact cost before requesting a ride,
eliminating unexpected fees common with taxis.
3. The real-time tracking feature lets customers monitor the driver's location and estimated arrival time,
facilitating efficient trip planning.
4. The rating and feedback system encourages Uber drivers to maintain a high level of service, ensuring a
satisfactory experience for riders.
ARC Analysis (Activities, Resources, Capabilities)
Uber engages in various key activities to maintain its operations. Firstly, the company focuses on platform
development and continuously improving its app and technology to optimize rider-driver matching,
payment processing, and customer support. In addition, Uber heavily invests in marketing and customer
acquisition efforts, utilizing TV, internet ads, and discounts to attract new customers. Lastly, Uber provides
customer support services, assisting drivers and riders with addressing complaints, settling disputes, and
resolving technical issues to ensure a satisfactory user experience.
Regarding the resources analysis of Uber, the foremost resource is its extensive network of drivers and
riders. Uber's digital platform supports this network, which enables riders to access features like ride
tracking, driver ratings, and seamless payment options. Uber's dedicated team of skilled engineers and
data scientists forms another vital resource as they continuously develop and maintain the platform,
driving innovation and maintaining a competitive edge.
Uber also possesses several necessary capabilities. Firstly, their algorithms enable efficient and rapid
matching of riders with drivers, ensuring a high-quality service. Additionally, Uber provides a convenient
and affordable transportation option, catering to the needs of riders.
Revenue model: Two-sided Market
A two-sided market comprises two distinct groups of participants, where the value of the product or
service offered to one group relies on the number of participants in the other group. For Uber, riders seek
convenience and affordability in transportation, while drivers aim to earn income by providing rides.
Consequently, as the number of drivers increases, Uber's service becomes more valuable to riders, and as
the number of riders using the platform increases, the value of Uber's service to drivers also rises. This
positive feedback loop creates a mutually beneficial relationship.
Scope of enterprise
Uber serves two primary customer groups: riders and drivers. Uber riders come from diverse backgrounds,
including young professionals and families. They use Uber because it offers affordable and convenient
transportation, and appreciate its reliability and flexibility. Similarly, drivers come from various
backgrounds, including students and retirees, and are attracted to Uber's platform due to its convenience
for earning extra income. In addition to these customer segments, Uber caters to business customers
through services like Uber for Business and Uber Eats for Business, government customers requiring
transportation, and special events customers needing seamless transportation for concerts, sporting
events, and festivals.
I am confident that these changes and the analysis above will help Uber grow and succeed. I am excited to
work with you and the rest of the team to make this vision a reality.

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PROMPT

Write a memo to the CEO of Uber, with two main parts:

FROM: Long Tran

DATE: May 20, 2023

1. The new mission statement for Uber

2. Business Framework Analysis

Value Proposition: Convenience.

We offer a range of advantages that make it a preferred choice for transportation:

Revenue model: Two-sided Market

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