How do we win in Germany: detail the strategy for Head of Cities for H2 2018 / H1 2019 , i.e. how will you help
the broader team to deliver on high growth/ambitious expansion plans/new product launches while building
strong partnerships with cities.
FYI: This role will be the interface between the business (Policy, Comms, Operations, Marketing teams) and our key stakeholders in German cities (i.e. regulators, government officials, business community, corporate and operational partners).
Uber in Germany is currently active in Berlin and Munich. What should be achieved within the next 12 months?
Considering that Uber’s business model has to fight with a lot of legal restriction, what can you do? Uber has the vision to become a mobility platform, how can you contribute to this vision? How could an overall roadmap for 12 months look like?
Population Growth and Business Formulation
The business needs to be formulated within the city that is having the most effective and high population growth to grab the attention of the individuals. Uber is the transportation business that supplies luxury traveling experience to the customers. In the present time, Uber in Germany is mainly controlled in two big cities that are Berlin and Munich. Berlin in recent time is having 3.7 million population whereas, Munich is having around 1.4 million population. The contemporary model might have to encounter some of the legislative restriction regarding the safety of passengers and the pollution control. For this kind of matter, the most effective and the vital action are to extend the plan of alternative vehicles that have the carbon emission model and also safety device to get over the legal restriction within the nation. The other place like Hamburg and Frankfurt are also in the target of the country to build up their industry and provide transport facility to the people. The vision of uber is to become the mobile platform for the travelers and that could be achieved in the next 12 months with an effective strategy.
Roadmap: For the next 12 months, the primary function is to make the mobility more accessible for the people of Berlin, Munich and also in Germany. In the next 12 months, the primary target is to increase the customers using uber and also introduce new uber vehicles within the country with advanced facilities like Wi-Fi and other technology.
In the next 12 months, the primary activity will be to gather information on the choice and wants of customers. This would be done for the first 1 month by reaching to all most all the people physically and also through the help of the internet. Then from the 2nd month, the action will exist to make innovative changes within the uber cab to produce it attractive and user-friendly for the riders. Then after the 5-6 months, the vital activity is available to obtain official permission for the new model of Uber to be placed on the roadway in Berlin as well as in Munich. After then till the 12th month, the activity is to survey and observe the response of the riders by getting new facilities in the contemporary model of Uber and also by examining the revenue and the growth of the new model in this 12 months.
- To be the can service provider within the country
- To acquire millions of consumers in the city of Berlin and Munich
- To obtain the advantages of surge pricing as well as the prime time
- Stay within the city as much as possible.
- Keeping the cab clean and tidy and also to provide the classy look
- Be friendly with the passengers and allow them to adopt their pets.
Working with the wider team in the nation always help to enhance the perception of various individuals in the market. Uber to consider the global policy of transport and international organizational policy to get their team broader at the global level. This could be effectively completed with the help of communication and also by the performance of the growth of the association. According to the German policy uber needs to have more than eight years of judicial experience in Germany and also by mixing the international law. Uber make global collaboration with the assistance of their cab service and transportation policy all over the world. Due to the international transportation policy, it became considerably easier for uber ton develop their trade in a various country where they are getting collaborated with the various leading travel management companies all over the world.
Partnering with the cities represent the crucial activity that needs to be developed by Uber for maintaining their position in the eye of passengers. The partnering with the cities is performed in the way where the presence of uber has been expanding in the city, then by reducing the cost of petroleum and increasing the public transport service in the city. The legislative restriction could be solved by the help of collaboration with the administrations as well as the public institution because they will be advancing effective knowledge on the development of business in a proper and legal way in the city. The best community work that could be done by Uber is to help the disables with riding then also serving the travelers with the animal service. The tangible partnership idea for the company is to re-create their webpage and also the mobile application, then exchange the entry point development within the firm. The mere possibility of the tangible idea is to amend the application and also the model of the cab with innovation and facilities.
Legislative Restrictions and Alternative Vehicles
Supporting key projects within the nation is the GREEN, then the jump, along with the Pool and the EATS. These supporting projects are clearly provided to the multiple users within the field where they have developed the operational process. My team and I encourage the people, and the passengers to get involved in the carpool service and became the part of the key projects. The project of GREEN or the Pool is essential for Germany due to the facts that it provides eco-friendly traveling experience to the passengers and also one can share the cab which reduces the excessive car in the country. The key projects are being supported to improve the environmental condition and the community development by uber in which my team and I also involved in providing better facilities.
The product mix for uber in the country represents the numerous kind of products and the taxi that is being launched within the country. It can be depicted the organization is the global leader of the application established cab service where they provide various models like the Uber Go, then the Uber Pool, Uber X, and the Uber-Moto. The pricing depends on the range and the fare meter of the cab. For example; if a person book the can for Turkish airlines, Berlin from Berliner Dom, Berlin then the estimated price for Taxi is based on the meter and for Uber X it will be 8-12 euro. One of the products of Uber is GREEN which is an electric car. It contributes small distance travel but it is eco-friendly as compared to the Taxi that is another model of Uber. The market share of Uber has attained 29% in the recent years which provide their value growth within the market. The associated risk with the development of the product is highly level of competition as well as international policy regarding the product and the carbon emission within the city.
Uber face huge competition in Germany from then DriveNow, Car2Go, and blablacar. The level of competition is huge within the market which allows the company to develop their competitive edge. All the competitors of Uber service to the customers which make the competition much difficult. This is one of the excellent ways to deal with various business process and the working function within the market. The unique value proposition of the competitors regarding Uber is to provide an effective ride to the riders. The level of competition is huge within the country as people get puzzled due to the facilities and the products that are been provided by the effective business process all over the world. The competitive edge of the organization needs to be enforced for supporting the crucial development of the business process within the market.
Uber face ups downs in their business process which cause the probability of revenue and loss 50-50 for the company. The association is in the action of bringing the effective profit by the margin of the 12 months. If by chance the organization is experiencing some loss then the compensation would be done by getting involved in numerous community development activity and also my making proper marketing to attract the passengers. The contribution can be kept low by using the previous model and making the innovative but little change in the model.
The team will be set up for almost 3-4 people where the head of the squad will preserve all the information and the data for the final decision-making process within the team. The team structure should be in the form of a hierarchy where the continuous working process is being done in an adequate manner. The team needs to work for the improvement of a key performance indicator within the firm to expand their trading and their cab facility. The primary responsibility of the team members is to collect the information from the passengers with the help of the survey and on the basis of that provide the most innovative design or the process to develop the uber facility in the country. The key performance indicator of the team members would be the response of the passengers and the people in the city and also the development of the process within the country. The result could be achieved from the effective view where the working function is present to provide the valuable view on the improvement of the Uber cab service within the country.
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