Assignment Unit VIII:

Final Project

A Case Analysis of Uber

MBAV 6053 - Economics for Managers

Columbia Southern University

Huynh Dong Ha
1. Analyize the market before Uber’s Entry into Vietnam market. Describe

inefficiency Uber explored.

Vietnam has experienced the explosion of the 4.0 revolution, which has drastically

changed the mode and reshaped the market in many different business sectors, including

the transport sector. Technology driver, a breakthrough achievement in the 4.0 era is

increasingly influencing the existence and development of traditional taxi services. The

competition between the two types of services has revealed the shortcomings and

limitations of traditional taxis for a long time, forcing traditional taxi companies to

recognize and adjust their strategies to maintain their position and develop. .

Before the technology driver appeared, Taxi corporations dominated the market such as

Mai Linh Corp, Vinasun Corp., Vina Taxi. However the service is very similar.

Consumers pay Taxi fair according to taxi metters, we cannot know the amount when

using the service. Clearly about the cost, the distance from the start: Traditional cars have

the disadvantage that the driver can interfere with the distance or charge, creating

ambiguity. There are new corporations that want to join the Vietnamese market, but that

is very difficult because of collusion between taxi groups, increasing market prices.

Customers will call the center number to use the service, but most do not know when the

driver will arrive, or will they come?

The popularity of technology taxi services combined with the subsidy strategy is causing

many traditional taxi companies to suffer, lose market share, and reduce revenue.

Although traditional taxis are facing difficulties, whether or not they completely give up

the playground to technology taxis is ahead. If you know how to be creative, find ways to
retain drivers, increase customer service quality, restructure to increase business

efficiency traditional taxi firms can still compete and survive.

Inefficiency Uber explored

In Vietnam, technology taxis have changed the landscape of the aging traditional taxi

market. The introduction of Uber into Vietnam has exposed the longstanding limitations

of traditional taxis.

[ CITATION Joh17 \l 1033 ] Uber is a rapidly expanding firm with distinct features:

chauffeurs are not employees, the firm does not own the preponderance of the

manufacture substructure, and superintendence repeatedly disowns the regulation and

protocol. Uber's escalate to unparalleled size depicts the gap between conventional

organizational presuppositions and innovation abilities.

On the contrary a merchant of a long-established product or service, Uber performs as an

emissary between two distinctive markets: riders and drivers (owners) [ CITATION Eis06 \l

1033 ]. In Vietnam, Uber is the app which helps passengers connect with automobile

through its software. Only in the last few months of 2014, Uber has become a

phenomenon in the business of logistics download.

Uber has brought about a drastic change in the private transport industry. But there are

also disadvantages to drivers and customers.

 Price is too high ”is a major annoyance for most customers. This is a valuation

method that involves increasing or decreasing prices according to customer

demand and supply.

 It is challenging for consumer to entry the Tax service during quotidian

congestion, weekends and holidays.

 Users have to wait a long time to be serviced if there is no taxi driver in close

proximity. Result in fritter away time and expenditure.

 Sometimes because a taxi isn't available or for any other reason, the driver cancels

the trip. This interrupts the passenger's planning.

 Negative impact on driver's income. Drivers rely on rising fees to make up for

occasional trips and low fares. However, due to price competition and Uber's

frequent hiring of new drivers, this affects the average income and morale of the

drivers. They need to work longer hours for a sustainable income.

 Adverse impact on traditional taxis. Due to its cheapest service, Uber is in a fierce

confrontation with traditional car and taxi services in the form of losing customers

and lack of steady income.

 Due to the lack incentive for drivers to enhance service when enterprises use

taxicab meters and taxicab call centers to serve passengers.

 Related to Uber's infamous culture of misbehavior: Uber can see all current driver

and people waiting. Correspondents who posted faultfinding stories about the firm
 were showed [ CITATION Hil17 \l 1033 ]. In August 2017, Uber consented to a 20-

year audit to obstruct future clients privateness, which will be waged every two

years by an external organization.

2. Explain Uber’s surge pricing in the context of shift in supply and demand

Dynamic Pricing or Surge Pricing means the activity of building a selling price strategy,

continuously changing the selling price of a product or service based on market conditions.

D1 shifts to D2 when peak-time, bad weather (rainy, hot weather)

 Equilibrium price is higher.

 Uber can use technology to count the orders and estimate the increase in price every

minute and find the location that drivers could meet the customers.

 Offer higher price during peak time in the Uber apps.

[ CITATION Dia15 \l 1033 ] Surge pricing sometimes affect the fare. The spike in prices

increased ride costs as more people in an area asked for Ubers at the same time.

During the Lunar New Year, Uber applies a booking surcharge and a sudden increase in

prices. This is to meet the very high travel demands of the people during this period of the

country and ensure income, as well as encourage the spirit of activities during the holidays

for the drivers. A spike in price is a price adjustment policy based on the connection between

supply and demand in the business, used by the algorithm that technology-driven

applications like Uber use when there is an imbalance. equals supply and demand. This

supply-demand imbalance occurs when there is a change in both ridership needs and driver

availability.

[ CITATION Jon16 \l 1033 ] Uber operates in a market with huge fluctuations in driver demand

and changing supply. Drivers are free to work whenever they want and should be encouraged

to provide services. Under these conditions, economic theory tells us that using prices to

signal to drivers that rides are scarce and that drivers abandon other activities narrow the gap

between supply and demand, leads to improved results for both the driver (in general) and the

driver.

Illustrate basic economics by taking a prime example of an increase in action. On March 21,

2015, pop superstar Ariana Grande played a sold out concert at Madison Square Garden.

Attendees trying to return home after the show skyrocketed demand.

As we can see from the red line, the number of app openers after a concert spiked four times

the number of regular app openings. As this demand increased compared to the number of

existing Uber vehicles in the region, it skyrocketed, ranging from 1 to 1.8 times in more than

an hour after the show ended.

Whereas some thought that surge pricing created Uber's representation become deteriorated

in the eyes of its clients and the media. Virtually nobody thinks surge pricing is a excellent

policy and most passengers think it is a unexpected devaluation. This is a problem that

makes Uber think a lot. Uber was born to help customers move more flexibly and

conveniently and needs surge pricing to ensure that customers always provide these benefits.

But actually these, the sudden increase in prices ensures that customers still receive the

service on demand without having to spend a lot of time waiting even in urgent or peak

circumstances. I am also one of the regular technology driver users. During peak times,

especially Tet, I am always willing to pay a higher price than usual for a ride. In times of

traffic congestion, drivers work harder and cost more fuel, so it is understandable to pay extra

fees. Especially on Tet holidays, only a car is needed because Tet, the road is crowded, that is

very fortunate if car is available.

When customers have a sudden increase in travel demand, the waiting time will increase

because the number of vehicles is not enough. Anyway, thanks to this policy, passengers who

are not willing to pay costly rates will find a substitute transportation choice. In addition, the

attractiveness of higher fares also makes drivers ready to go to crowded places with demand,

so they will serve up to those customers who really want to use the service.

3. Evaluate Uber’s surge pricing in the context of price discrimination

The passerngers are awared about the whole amount they need to pay and make their own

conclusions when they get Uber service. Ergo, Uber is trading their service at the price

clients are willing to pay.

Uber's Price Discrimination, it's a sharp-witted scheme. They generate many services with

the identical function, Uber allows service a very colossal income range. Price difference

leads to higher revenue for the company. For example: Accommodations, plane tickets,

qualified services all put forward dissimilar prices for unalike character of buyers.

To cite an instance, when you are purchasing for a seat on a plane, the airline provides

distinct prices for disparate seats in disparate locations. Since some people are happy to pay

more, the airline exploits the client's surplus by charging them further and offering a

somewhat different service. Nevertheless, no more profitable difference between business

class or economy class seats, both of which give the same kind of service; move people from

one position to another.

With Uber Pool, Uber can provide even added concession. Uber links to Citi Bank. Clients

will be charged less than 10% when they pay by Citi Bank Card.
The system charges customers at a fixed price when they reserve an excursion, it also splits

the driver's wages from the amount the customer pays. The price Uber charges drivers is their

best guess of the cost of an outing. The amount it pays the rider is a rate calculated based

upon time and length. Annoyance is that Uber did not veritably tell the chauffeur (or really

anyone) that they were doing this, and they start to doubt. Quartz is constantly asking Uber

about the parameters it sets for upfront pricing [ CITATION Gri17 \l 1033 ] - and whether they

are using the difference between what drivers pay and drivers make to improve their profits -

and getting a lot of unsatisfied answers, mostly no record.

[ CITATION MES17 \l 1033 ] Daniel Graf said that the firm applies apparatus learning to

approximate how many groups of passengers are willing to purchase for a ride. Passenger's

propensity to pay higher price for a specific route at a certain time of day. Pretend that,

someone traveling from one wealthy area to another may pay more than someone else to a

needy part of town, even when there is a need for congestion vehicles and the length is the

similar. Marshall Sheinbaum, a senior economist at the Roosevelt Institute, an American

liberal-minded organization, says there is reason to be cautious. In a world where every

passenger pays precisely what they are able to pay for riding, passengers are normally no

better than they are in a world where Uber does not subsist, and Uber has been endeavoring

to set up this apparatus for its whole existence.

4. Apply concepts of Economies of Scale and Economies of Scope to Uber’s business

model

Economies of Scale is "the production cost of the product is reduced due to the increase in

the size of the production facility". Basically: The more you make the product, the less it

costs. It is important to realize that economies of scale are not tied to manufacturing of
manufactured products. Your business may not be involved in manufacturing but can still

benefit from economies of scale in the areas of purchasing, specialization, and

administration. The size of a business has a huge impact when it comes to economies of scale

or the more a firm expands its production scale, the lower the unit cost. For economies of

scale, the more a company enlarges its production scale, the lower the unit cost. [ CITATION

Law18 \l 1033 ] There are about 833,000 Uber drivers involved in a year. That is a native

progression of Uber. Uber broadens its business scale by recruiting more chauffeur and rises

its platform capacity, creating lower cost per service by dwindling average fixed cost (AFC),

cost of operation per service unit.

Economies of scope is an economic theory states that the average cost of production will

decline as a firm enlarges the range of goods and services it produces. The firm will typically

inflate production lines for concerned products, make use of the existing marketing and

distribution systems. If the characteristic of effective scope economic efficiency increases

due to diversification, then the effective scale economic efficiency increases due to an

increase in production volumes. Economic efficiency of scale is the reduction of the average

cost or cost per unit produced resulting from an increase in the production of a product.

[ CITATION Pau19 \l 1033 ] The company has grown out of its core ride-hailing service and

reuse its food delivery technology, with modern Uber Eats representing an important part of

Uber's business globally. The company is getting into bike sharing, Uber has integrated bike

sharing in San Francisco and Washington, D.C. And they have plans for further expansion

[ CITATION Dai18 \l 1033 ]. Uber also will share more of its data with cities. Uber announced it

will join Shared Street, an effort by the National Association of City Transport Officials to

give cities a better understanding of how their streets and curbs are being used by taxis,
carpooling and transportation companies [ CITATION Gra19 \l 1033 ]. You will be able to use

Uber to rent your car or hire someone else. Uber is also lending its technology in trucking

and freight to help connect cargo with truck drivers.

5. Apply concepts of game theory to Uber’s market

Uber is dissimilar since it is not a transport organization but a platform where drivers and

clients interact, excluding the price set by Uber. Uber is an unprecedented suje, entering a

taxis market by itself and seemingly compelling taxi drivers out of business. Uber touches

user satisfaction and responds to the human needs of transportation. It abolished the

outmoded and inefficacious taxis monopoly and replaced the matching service with a highly

efficacious one.

Uber uses the concepts of Game Theory to plan their business models mine. Uber's pricing

scheme, and Uber's policies for individualistic taxi owners, are what sets the company apart

from customary taxis. For consumers, Uber mainly relies on 'Network Effect' - X joined Uber

when he heard Y talk about it, etc.

But Uber lost the battle against Grab in Vietnam. Why? For driver and for passenger. Here is

why, I'm give you some examples.

For Driver: Everyday you’ll get incentives or should I say bonus and warranty, everyday!

When you get order, you’ll get very clear information about the order (price, pick-up

location, destination, promo / not, cash / grabpay). The minimum fare / rate for short trip is

slightly higher than uber.

For passenger: It's a fixed price, whether you’re stuck on a traffic, have to take different

route, flood, stop on minimarket, etc. the price would not be changing. So many discounts

and promos, even when you use grabpay, usually you’ll get more discount. Get you to the

nearest driver, when you make order. (Because sometimes uber does not).

6. Assess Uber’s potential for international expansion and potential trade policy issues

Uber can choose one or various modes of diversification for its worldwide business in

particular: export, import, direct capital investment, direct non-capital investment, portfolio

investment in other countries.

As Uber expands internationally, the app UX must be tailored to meet the needs of the people

of that country, while maintaining brand awareness. But it also had to allow variations that

would make the brand feel local and make the app easy to use. Uber is the first of many ride-

sharing apps, and it must compete both at home and abroad. When entering foreign markets,

competitiveness should be considered. Uber entered the Egypt market by buying Careem, a

competitor in that country. On the flip side, the enterprise makes to join forces with Yandex,

(often called “Russian Google”) to generates a ridesharing app.

As an international company, the competition is increasingly fierce. After the risks in the

market, they realized the need to grow rapidly and strongly domestically and internationally.

When Uber offered services using the approach of foreign direct financing to global

establishment. Offshore investment is given priority. Uber can establish its Uber taxi

platform on the internet, mobile phones, recruit local foreign drivers, and run its service

business in other countries. Conversely, Uber's buildup has met with both exhilaration and

major setbacks due to lawsuits, technology limitation and government canons [ CITATION
Hyd14 \l 1033 ]. In less than 8 years, Uber has successfully expanded to more than 450

markets around the world. Market expansion has led to a series of changes with the app

technology driver on mobile and the business model to match cultures in other countries.

Uber has been forced to accommodate different language, currency, and distance measures.

Uber is effective in the US for the first time. Notwithstanding, they were one of the

enterprises that learned the hard way, realizing that what may have worked in the U.S. Uber

made a mistake in expanding globalization, thinking that the US business model and market

approach could not be applied to other countries. It is a challenge when operating in each

country with different environments and cultures, economics and politics are also

different[ CITATION Suh17 \l 1033 ]. Furthermore, Uber wants to have greater international

success, they should be careful in considering whether their policies and practices are

relevant to other countries, in particular China, India, and Europe. It is a show of respect for

the rules and organizations of those countries. Uber should invest time in building strong

relationships with the various unions in the country.

Potential Trade policy issues: When doing enterprise abroad, Uber may face prospective

safeguarding policies of the host countries. The California require Uber to treat workers as

employees. It becomes nearly a rule, but Uber said that they would not treat their drivers as

employees under the new law [ CITATION Rob19 \l 1033 ] . Function of the technology drive is

to connect drivers and clients. Of course, without relationship between employers and

employees, Uber will not be obligated to pay Social Security taxes and unemployment

insurance or workers indemnifications (1). Uber must face to various government complaint

that they always dodge tax liabilities onto its drivers. More tax law could expand the issues,

leading to escalate ride fares or the end of Uber company in that city or state (2).
7. Explain incentive pay model Uber sues and how it affects the principal – agent

problem.

Principal - Agent Problem (also known as trustee and trustee problem is a typical example of

moral hazard. A manager (also known as an agent) is a person who only owns a small portion

of the equity capital of a company, whereas the owners own the majority of the equity. The

separation between ownership and management has created a problem that managers are

more likely to act in their own interests than those of the owner.

Incentive pays to drivers- it is all about crest a demand and make a brand. It's service

business, uber is technology company, so for them the important part is client base. The

higher the client base, higher the Profit. Demand is already there; they are just supplying for

that they have to reach to each and every customer. It takes some time to accept the new

technology, so initially they have to attract a supplier (uber driver) and demand(customer).

For that they need promotions, incentive for drivers and offers for customers. So, once they

will reach to high volume, they need to deduct very small amount to make big money. The

bonus problem created to fix is "the principal - agent problem".

In this situation, the agent (employer) and agent (worker) have slightly different interests,

and the agent has to come up with a way for the agent to act in good faith. most of them.

While both the employer and the employee care about the overall success of the facility, each

employee wants to fulfill his or her assignment with minimal effort. Incentive pays an

ingenious solution to the principal - agent problem. That is the motivation for drivers when

they get an incentive pay amount to "read" customers and deliver the best service possible.

The customer becomes the driver's quality supervisor and helps the manager to handle other
tasks. This situation is the vehicle to drive the level of service that Uber wants [ CITATION

ANT17 \l 1033 ].

If the "recharge" for a driver is no longer applied, the driver will have less incentive to work.

Especially when the weather is bad or there is traffic congestion, which is when the price of

the service goes up, which is what the driver wants, of course, the driver who provides good

service under such special conditions then the high price is a reasonable thing. Although

Uber uses a "price increase" model for such cases, it is not publicly available; Tipping norms

for accomplishing a similar task are "raise prices," but give customers more autonomy. If

Uber wants to avoid the negative publicity of "price increases", but still encourages drivers to

take difficult routes and times, yield to their drivers' wishes and allow tipping is ideal to solve

the principal – agent problem.

Uber member drivers can negotiate with their passengers without realizing that Uber will

deal with the following: At destination A, the passenger wants to go further to point B. and

collect more money without need to look at the heart of the Uber team. Passenger booked a

trip from point A to destination B using an Uber call center. However, passengers want to

return to point A by colluding with the Uber driver without recognizing the Uber Call Center.

Uber taxi drivers use a group of vehicles without even paying attention to the Uber Call

Center.

8. Discuss any asymmetric information issues with Uber’s business model.

Flexible employment is Uber's promise to its employees [ CITATION OBr15 \l 1033 ], which

Uber announced that one of the reasons driving Uber's driving jobs was flexibility was a

major motivator - cited in a 2015 survey [ CITATION Hal15 \l 1033 ] . Uber advertises that the
driver has the right to decide when to work, the self-driver will set a separate schedule, but

this equivalence belies the fact that these jobs lack benefits or worker protections. Uber's

digital platform mediates drivers' activities. The digital platform provides owners with the

ability to "mediate" or, in other words, observe users to perfect what behavioral scientists call

"choice architectures," elements that influence user behavior through. how decisions are

presented. Uber experimented with its drivers to determine the most effective strategies to

keep them on the road for as long as possible. These strategies include playing cognitive

biases like loss aversion and overestimating low-probability events, even when the driver

barely makes enough money to make it worthy. it deserves her. The final drivers are like

casinos in casinos, urged to play a little longer regardless of the odds.

Uber's surveillance is done through their app and company policy. This creates the

asymmetric information issues between the company and the individual drivers. The

manufacture makes what many sensible eyewitnesses would define as a managed human

resource. Drivers have the freedom to log in or log out of work at will, but when they are

online, their activities on the platform are closely monitored. The platform redistributes

management functions to semi-autonomous and algorithmic systems, as well as to

consumers. Uber can access and control vast amounts of driver experience information. Each

rider's metrics can thus be as against riders in accumulation and ranked accordingly, Uber

thus produces remind that direct drivers where, when, and how to work. However, it

contradicts what Uber has stated earlier, promoting entrepreneurship and the freedom to

allow employers, the public, and regulators to imagine that employees "work under the

choice is not coerced [ CITATION Ira15 \l 1033 ].

 Uber says it has data to resolve customer disputes between several drivers (such as for

criminal matters like assault claims[ CITATION LaF15 \l 1033 ] . But the driver believes that Uber

always supports customers because customers are their revenue source. A fare is

"guaranteed" via the customer's bank credit card in the file, but Uber will withdraw the

driver's income if they make a mistake. There are many reasons for creating a "mistake" from

a customer to a driver, such as a customer who would complain about the route being too

long, however that could be an invisible obstacle to the navigation system. or the customer

arbitrarily indicates the route to the driver, causing the driver to deviate from the route

suggested by GPS or ask for multiple drop-off points for a group of passengers.

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