1. How did Uber achieve its present position?Is it losing momentum?
2. Was surge pricing a distraction or core part of the business model?
3.What should Uber do moving forward?
Ideal case summaries will refer to theories and concepts from the book, as well as what has been discussed in class.The report should not simply repeat the facts of the case but should offer personal insight and interpretation.Grading will be based on the following criteria:
C- and below – Addresses the topic minimally, with virtually no support offered for the answer
C/C+ – Addresses the topic fairly, but offers little support from facts, theory or interpretation
B/B- – Addresses the topic sufficiently, with some support from facts and theory, and offers reasonable insight and interpretation
A-/B+ – Addresses the topic well with complete and sufficient support from facts and theory with good insight, understanding and interpretation
A/A+ – As above but offers a unique insight and personal interpretation beyond the facts researched.Shows an exceptional understanding of the concepts in marketing, and undertakes own analysis and logic to justify opinions and recommendations.
Answer each question in 150 words, plus a 100 words peer comment:
a) Knowledge-based value. Analyze Ulta’s approach to reducing SHEENY costs for the zero sigma customers, using the resource-base of the one sigma local vendors.
b) Global Value chain. Analyze Ulta’s approach to adding GUIDER values for the six sigma leader vendors, as a beauty destination with core competencies of its entrepreneurial associates and its follower budget vendors.
c) Upgrading Strategies. Analyze Ulta’s opportunities for upgrading its business ecosystem by targeting other infinite sigma vendors (e.g. firms that offer DIVINE benefits, i.e. hot benefits that are not offered by its existing vendors).
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