Complete a situation analysis for Uber focusing on an assessment of the main business risks that could damage the future growth potential of the Uber business.

Uber customers hail an Uber taxi through an app, as opposed to either the traditional hailing of a cab on the street or by calling a local taxi company to arrange a pick-up. Payment for the journey is made via a credit or debit card connected to the app, so there is no need to carry money for the fare.
There are many occasions where rides are offered free or discounted as part of a promotional drive. Taxi fares are, on the whole, equal to the existing cheapest fares or cheaper than taxis in the locality, and in some cases involve a fixed-fare deal to specific destinations such as airports.
The same Uber app can be used anywhere globally, removing the need for consumers to try and find a local taxi provider.