Read the Uber case study (available in Brightspace). You are a strategic management
consultant who is hired by Uber to undertake a detailed internal and external analysis for the
company. In specific, your main work and task include:
1. Undertake an external analysis of Uber. Following your analysis, identify the
opportunities and threats facing Uber in their environment.
2. Undertake an internal analysis of Uber. Following your analysis, identify the strengths
(focusing on the core competencies) and weaknesses of Uber.
3. Draw out the implications from your analysis for Uber and advise Uber on a
recommended course of action (based on your analysis).
• The focus of this assignment is on analysing Uber and its environment. That is, you
must frame your analysis of Uber and its environment with the internal and external
analytical tools learnt in class and then draw-out the implications of your analysis for
• To facilitate critical analysis, apply the most appropriate external and internal
analytical tools / models / concepts (from Hill, Shilling & Jones (2017) chapter 1 to 4)
o Do not discuss the analytical tools / models / concepts, but apply them to Uber
to develop a detailed, in-depth analysis. Likewise, do not simply repeat
information from the case under the headings of the analytical tools / models
/concepts. Draw out meaning from your analysis.
• Base your analysis only on the information provided in the case.
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