Strategic Analysis of the Rise and Fall of UBER in the Private Urban Transport Business

Abstract

The objective of this study is to analyze the strategies for entering the private urban transport services market managed by the multinational company Uber in the Guadalajara Metropolitan Area. The analysis included the growth conditions in coverage, its influence on urban mobility movements, and the decline due to competition, and finally to the 2020 pandemic. The entry of Uber to the local metropolitan area of Guadalajara market has experimented an impressive rise despite the conflicts with the traditional taxi systems of private transportation of passengers. However, the pandemic has suddenly turned down the increasing growth into a falling and decreasing phase. As a result, the analysis of this work shows the determining factors that have placed Uber as one of the leading companies within its area of influence and ends with some recommendations on the conflicts that the firm presents when entering a new market location.