Case Study of Uber Company: The Global Marketplace

Global challenges is one of the most important issue that modern organisations are facing or will face in order to expand their business.  Free movement, growth of brands, changes in technology, population changes and labour costs are just a few of the challenges that modern organisations face in order to maintain market share.    

Completion of this assignment will address the following learning outcomes:

1 Appraise the importance and impact of global trade and globalisation.

2. Critically analyse the relevance of concepts, analytical tools and theories associated with international business

3. Critically evaluate the range of international business strategies undertaken by international businesses.

In groups you are required to give a 20 min presentation on the strategic importance and impact of maintaining a global organisation.  Your group should critically discuss the range of strategies and analytical tools used by international organisations case study of ‘Uber company in the UK’.  This should be supported with an individual 750 word report.  In this presentation and report,  should cover learning outcomes 1, 2, and 3.

Backgroud and basic globalisation

Importance and impact of globalisation

Economic integration and emergence of global market

Economic environment facing business- emergence of global market

Theories of international trade

Governmental influence on trade

Strategy for international business

Entry strategies and FDI

Global marketing and RD

Aims and Summary

In examining the global trading environment of international businesses this module focuses on both the principles and practices associated with international business activity in a global context. In developing a greater understanding of business in a global world, it seeks to encourage debate and dialogue, give a balanced view and consider different perspectives including an ethical one.  

The main aim of this module is to develop the student’s understanding of the international trading environment. In so doing it will examine both the framework that international businesses operate within as well as the principles and practices associated with international business activity.

1. Appraise the importance and impact of global trade and globalisation.

2. Critically analyse the relevance of concepts, analytical tools and theories associated with international business.

3. Critically evaluate the range of international business strategies undertaken by international businesses.

4. Demonstrate an in-depth awareness of contrasting international markets in the context of international business decision making.

5. Analyse and critically evaluate the pattern of internationalisation undertaken by international businesses.

6. Critically apply appropriate knowledge, theories and tools to help formulate a range of alternative solutions to practical problems in planning for different international markets.

Advances in technology are driving powerful changes in areas such as communication, travel and transport. Students will be encouraged to explore the new commercial reality that is the emergence of global markets for standardised products. This opens up opportunities for organisations to exploit new and emerging markets whist benefiting from economies of scale and thus providing cheaper standardised products. This has changed the face of international business by opening up markets to more homogenised products. Students will also be encourage to look at the counter rise of more localised products and services.

Students will be exposed to a range of theories of international business and will be encouraged to analyse organisations and the transactions they make from a range of perspectives e.g. international product life cycle, bargaining theory, transaction costs, internalisation and national market arbitrage etc.

The range and selection of appropriate international business strategies including country evaluation and selection, international market entry, foreign direct investment, collaborative arrangements and control of foreign operations. Emphasis will be placed on how a sustainable competitive advantage can be achieved when considering nations to operate in. Students with examine the degree of national advantage by the use of such tools as Porter’s Diamond.

Students will explore the monetary consequences of international payment between countries e.g. determination of foreign exchange rates, foreign exchange markets, currency risks and appropriate strategies companies can adopt in the global environment. The opportunities and barriers associated with international markets, in the context of Social, Legal, Economic, Political and Technological factors and use of marketing research to identify such information to inform decision making.

The development of international structures will be examined with a particular emphasis on patterns of internationalism in terms of organisational structure and geographic location. Students will explore the range of organisational types and engage with the global, local or regional debate. 

Students will explore case study organisations to apply the knowledge attained on the module to formulate solutions to practical problems. They will be encouraged to critique the theory and tools commonly used in international business and will explore examples of best practice in a range of sectors e.g. private and voluntary.