Hello I need help with the following:Prepare a 10- to 12-slide Microsoft® PowerPoint® presentation with speaker’s notes on UBER.Create a business plan for UBER to enter a global market in which they are not already doing business (see section 2 of Table 8.1). Be sure to include the following:Description of the BusinessDescription of the IndustryTechnology PlanMarketing PlanFinancial PlanProduction PlanOrganizational PlanOperations PlanInclude at least 2 of the 7 recommended appendices (exhibits) as listed in Section 3 of Table 8.1Format your presentation consistent with APA guidelines(Please see attached a reference paper)
uber_aspects_of_design_thinking.doc
Unformatted Attachment Preview
Running head: UBER ASPECTS OF DESIGN THINKING
UBER Aspects of Design Thinking
UBER Aspects of Design Thinking
Introduction
Decision making is a common practice that all organizations practice on their daily
basis. It is a process that organizations use to solve upcoming problems and exploit
1
UBER ASPECTS OF DESIGN THINKING
2
opportunities that arise. Decision making is a tool that organizations use to enhance their
survival in the market and compete favorably (Martin, 2009). Managers’ performance is
evaluated depending on how quality the decisions they make are. The process has been seen
to follow a certain protocol that can be applied in any organization to make decisions. The
design includes five main steps, which are organized in a logical and sequential manner
(Kimbell, 2011). The first step is the identification of the problem that needs to be solved.
The second step is determining the possible options that can be used to solve the problem.
The third step is determining the direction. The fourth step is choosing or selecting the best
options. The final step is the execution or the implementation stage. The later step is the
evaluation stage. This paper will cover a brief introduction of UBER Company and the five
main stages adopted by UBER Company in its operations.
UBER Company
UBER is one of the companies, which have adopted this design in all its levels of
decision making. This has made it able to address various challenges that the company
experience while operating in different markets that have different needs. The company was
founded in the year 2009 by Garret Camp. It was launched in the year 2010. The mobile app
facility, as well as the UBER services, was officially launched in San Francisco in the year
2011. It started like hiring a luxury car whose charges were 1.5 times those of the taxes. In
the year 2012, the company introduced UBER X where individuals could use their cars to
drive for UBER subject to passing the background checks and meeting the UBER
requirements. The company has partnered with several companies to extend their services
and increase efficiency. In 2016, the company intruded the UBBERCHOPER, after
partnering with Blade Company. It also partnered with Dutch Satellite Navigation Company
to improve the mapping technologies.
Problem Identification
UBER ASPECTS OF DESIGN THINKING
3
This is the first step in the decision making the design (Rowe, 1991). UBER Company
has extended its operations to more than 570 cities. It, therefore, operates in different
environments where there is diversity in culture, tastes and preferences, income levels,
political environment and economic conditions. The company’s decision criteria start from
identifying the issue in question. For instance, when the company experiences lower profits
from various cities, the company seek to identify what could be the possible cause for the
decrease in the profit levels. All factors that affect the profitability levels are examined. Such
factors, in this case, may include the type of customer service, the standards of the cars and
helicopters, the level of advertising, the price charged and the level of competition among
others.
The company has a culture of engaging a team of its employees who provide crossfunctional dimensions of what the real problem is. The judgment on “what is the exact
problem here” is suspended until the question why is clearly answered. The company has
been experiencing problems in various regions making its drivers subject to attacks by the
taxi drivers and litigations. The company has used this way to identify the problem leading to
this across various cities.
Developing Options
This is the second step after the problem in question is clearly defined. It involves
determining the possible ways in which a company can solve the problem. It is not about
trying the ways but evaluating the possible effectiveness of the options. UBER Company has
a culture of not taking the obvious options to solve a problem but allows consideration of
other options, which are evaluated on an equal basis. It emphasizes the need to use teams
rather than individuals. The CEO of the company, Travis Kalanick once said that five people
working on an issue for a day are likely to yield better results than one person working on the
issue for five days. Multiple perspectives are encouraged, and opportunities that arise at this
UBER ASPECTS OF DESIGN THINKING
4
stage are identified. For instance, the company realized that it was facing increased
competition and much hostility from the taxi drivers among various countries. It developed
various options including lowering prices, seeking for the government protection, quitting the
markets among the others. The problems were solved differently depending on the nature of
the issue.
Developing the Direction
This is the third important stage of the decision-making protocol. It is all about
nurturing and embracing the way to go about while implementing the idea. The best new
ideas can be made fragile at their initial stages in case a good direction is not determined.
UBER Company evaluates all its alternatives regarding their effectiveness. The company
considers the possible impacts of various alternatives, the cost implication and ranks them on
that basis. For instance, UBER Company decided to the technology way in trying to estimate
the demand for its services. It committed its resources to research and technology to find out
the solution. By the year 2011, the company was able to invent a mobile app that would be
used through a smartphone or the website. This made it easier for the company to collect data
about its operations.
Selecting the Best Solution
This is the fourth step in the decision-making process. It comes after the decision
makers can identify and evaluate the available options. The most promising option is picked.
Resources are gathered for the next stage. All the logistics are put in place. The company has
always adhered to this step while determining the projects to undertake. For instance, the
company selected various projects to form its investment portfolio. This project includes
Uber Garage initiative in Chicago, Uber Military Coalition and UP3 patent program among
others.
Executing
UBER ASPECTS OF DESIGN THINKING
5
Execution is the fifth stage of the decision-making process. It involves committing the
resources to the selected option (Cross, 2011). This stage requires teamwork and good
coordination as it involves an outlay of huge amounts of resources. It determines whether the
initial objectives that were pursued along the process will be achieved. The process has a time
spread depending on the nature of the project implemented. In UBBERs history, the company
has implemented many successful projects, which have lifted it to greater heights. It started in
less than a decade ago, and its operation is in more than 550 cities. The Company has a
unique satellite technology after its partnership with Dutch Satellite Navigation Company. It
has also executed several strategic decisions with other companies to increase its competitive
advantage. It involves experts as the main executors of various projects.
Evaluate Where the Organization Excels In Design Thinking
UBER Company has an excellent leadership, which is charged with making strategic
decisions. The company has strengths in developing multiple perspectives while solving
problems. This provides the company with alternatives in case the first plan fails to unfold as
expected.
Recommendations
The company, however, needs to look at various aspects while making its decisions.
For instance, the company has been involved in various litigations and attacks by taxi drivers
in various countries. To some extent, the Company has been subjected to strict government
regulations and in other countries banned. In Germany, the company was banned due to the
use of drivers who were not licensed and well securitized. In the recruitment process, the
company should consider emphasizing on the requirement of drivers depending on various
countries. They should also consider the impact of using the mobile app by the drivers while
driving, as that may be risky. Finally, the company should review its pricing strategy and
UBER ASPECTS OF DESIGN THINKING
6
make it more flexible depending on the surrounding factors among different countries to
minimize the high level of rivalry among taxi drivers.
References
Cross, N. (2011). Design thinking: Understanding how designers think and work. Berg.
Kimbell, L. (2011). Rethinking design thinking: Part I. Design and Culture, 3(3), 285-306.
UBER ASPECTS OF DESIGN THINKING
Martin, R. L. (2009). The design of business: why design thinking is the next competitive
advantage. Harvard Business Press.
Rowe, P. G. (1991). Design thinking. MIT Press.
7
…
Purchase answer to see full
attachment
Recent Comments