Part A: Case study – Uber and London taxis
Part A of this TMA will be marked out of 75 marks. Your answer to this question should be no more than 1500 words.
In your work on Block 3 you encountered Uber and London’s black cab industry, most notably in Session 13, Activity 13.6 . Listen again to the audio in that activity. It investigates threats to the traditional taxi business and asks whether black cabs can respond to competition enabled by new technologies or whether they’ll go the way of the red telephone box.
When you have listened to the audio return here and read the case study below, and then answer the following questions:
Using stakeholder analysis, analyse the power and level of interest of the relevant stakeholders involved in running and regulating the London taxi business. Uber are often accused of ignoring employee rights and employee welfare. How might Uber management address their employees’ concerns? (25 marks)
What are the potential sources for operational failure at Uber? What should Uber do to limit operational failure? (25 marks)
One of the ‘fundamental goals’ of relationship marketing is said to be ‘maximising the lifetime value of a customer’. How would you describe Uber’s relationship with its customers? (25 marks)
