Uber Pestle Analysis 2019

By: Jonathan Kush & Prudence K Magezi

Founded in 2009, Uber has become the biggest and most successful taxi and ride sharing company in the world, and in 2018 commanded around 73% of the US market share, its biggest market. The ride sharing firm together with rivals has the potential to disrupt a potential $650+ billion global market for human and non-human mobility that includes taxi cab hailing, car-as-a-service, last mile package delivery, or short-term car rentals (Kulkarni 2017). Despite its success, all is not well with Uber recently. The company was involved in many scandals throughout 2017 and 2018 such as Delete Uber, which damaged its reputation and resulted in a loss of m0re than 500,000 customers and market share decline across numerous US states (Statista 2018c). Using a PESTEL analysis of Uber, this report will examine threats from the macro environment that are economic, social, technological, legal and environmental in nature which affected Uber and the ride hailing industry throughout much of 2017 and 2018 while identifying the available growth opportunities in the market. This will include an analysis of some of the key political factors affecting Uber, as well as the major technological factors driving the ride hailing industry.

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