Please take your time in doing this case study.

Guiding question:How can Uber successfully pursue operations in China moving forward?

Content (Make sure to use the headings listed below, in this order)

1. Executive Summary: Provide a summary of your case paper (half a page on this section is sufficient). This section should summarize your analysis of the strategic issue and the solutions and recommendations you provide, rather than a summary of the information already provided by theUbercase or the history ofUberas a company. That is, you are summarizing your work, not repeating the information already provided by the case or simply listing a description of the headlines outlined below. Although this heading must be the first listed, my advice is to write this executive summary last.

2) Strategic issue: Clearly state the strategic issue that you address (i.e. the guiding question). Using information from the case, expand upon this issue such that you not only state the question, but also recognize nuances or implicit aspects of the issue.

3) SWOT analysis: This section, along with the next two, should comprise the 'bulk' of your submission. All students will utilize a SWOT analysis for this case. Be sure to focus on the most important and relevant strengths, weaknesses, opportunities, and threatsand discuss them appropriately. Provide justification, with a focus on quantitative evidence, to support your claims. Vague statements are not sufficient evidence. For example:

Insufficient: "Lots of consumers like to useUber"

Sufficient: "Uberhas a 40% market share in their industry"

4) Strategicalternatives:What should the leaders of the company do?Suggest at least two strategic solutions for the strategic issue you identified. Thenidentifypotentialprosandconsforeach solution.

5) Recommendations:Choseone strategic solutionfrom thetwo you suggested.Explainandprovideevidenceas to whyyourfinalrecommendationis the best choice.The chosen solution should be effective (meaning it addresses the root cause of the strategic issue) and have the highest net benefit (more pros than cons).Then provide a brief course of actions to implement your recommended strategic solution. For example, if you recommend that Uberinvests more heavily in improving the brand image of the company, specify some concrete steps through which they could do so (and why this would be effective at solving the issue you have identified).

6) Conclusion:Discuss the implications and consequences of your analysis and conclusion andobjectively reflect upon the assertions that you make in your strategic arguments.