Uber, the global leader in ride sharing, entered the Middle East market in 2013, but it failed to replicate the success it had enjoyed in so many other markets around the world. It had started its operations in the region a year behind Careem, the Middle East’s pioneering—and still leading—ride-sharing app. Careem was the clear favorite as a home-grown brand, which gave it an edge over Uber, but it also had a unique product-service offering: its competitive advantage came not only because it was an early mover in a nascent industry but also because of its strategic planning, based on crucial insights into the local markets.........

Questions

1. How does Careem create value for its customers?

2. Discuss the relative strengths of Careem and Uber. Do you think Careem’s services and brand should be integrated with Uber in the Middle East region?