Name
Capella University
MBA-FPX 5910 MBA Capstone Experience
Prof. Name
Date
Uber Technologies, Inc. can strengthen its long-term business performance by improving passenger and driver safety, promoting responsible leadership, enhancing corporate social responsibility (CSR), and establishing stronger organizational accountability. These priorities are essential for maintaining stakeholder trust, managing regulatory risks, and protecting the company’s competitive position in the global ride-hailing industry. This MBA FPX 5910 Assessment 2 capstone proposal examines Uber’s strategic challenges and develops an evidence-based approach to improving operational effectiveness, organizational culture, and financial sustainability.
The proposed project will evaluate Uber’s financial performance, leadership decisions, safety practices, and external business environment using publicly available financial information, industry research, and strategic management frameworks. SWOT analysis, PESTEL analysis, VUCA analysis, Porter’s Five Forces, and value chain analysis will help identify organizational strengths, operational weaknesses, competitive pressures, and opportunities for improvement. The findings will support practical recommendations for strengthening governance, improving safety procedures, and building a more resilient business model.
Uber’s history demonstrates the importance of ethical leadership, organizational culture, and accountability in managing a large technology-driven business. In June 2017, co-founder Travis Kalanick resigned as CEO following controversies involving the company’s workplace culture and leadership practices. In December 2019, he announced his departure from Uber’s board of directors (Brown, 2019; Isaac, 2017).
These developments highlight the relationship between leadership decisions, corporate reputation, and stakeholder confidence. However, Uber’s overall business performance cannot be attributed to a single executive or organizational event. Its financial results and market position have also been influenced by competition, operating expenses, regulatory requirements, technological developments, and changing customer expectations.
This capstone project will investigate how Uber can improve passenger and driver safety, strengthen corporate responsibility, and establish more effective management practices. The analysis will consider financial and reputational risks, evaluate existing organizational processes, and develop recommendations that support customer satisfaction, driver protection, employee well-being, and sustainable business growth.
The scope of this MBA capstone proposal includes Uber’s financial performance, leadership practices, organizational culture, safety policies, corporate responsibility, and competitive position. The research will examine publicly available financial statements, historical stock market information, regulatory developments, and credible reporting about significant company events.
The financial analysis will investigate relevant indicators such as revenue growth, operating expenses, profitability, and disclosed legal or regulatory risks. Historical stock price movements may also be examined to explore how market participants responded to selected company announcements and industry developments.
However, stock price changes must be interpreted carefully. A decline in share price following a negative announcement does not establish that the announcement caused the decline. Market-wide movements, financial results, investor expectations, and other company-specific developments may also influence share prices.
The project will also assess Uber’s approach to passenger and driver protection, employee accountability, incident reporting, and risk management. Strategic management frameworks will provide a structured basis for identifying problems and developing recommendations supported by credible evidence.
The central objective of this capstone project is to determine how responsible leadership, effective safety management, and stronger organizational accountability can contribute to Uber’s long-term business performance. As a global ride-hailing platform, Uber operates in an environment involving passengers, drivers, employees, regulators, technology providers, and other stakeholders. Weaknesses in safety procedures or governance can expose the company to legal disputes, regulatory scrutiny, reputational damage, and declining customer confidence.
Passenger and driver safety are particularly important because Uber connects users with independent drivers through a digital platform. Safety management therefore requires attention to driver screening, identity verification, trip monitoring, emergency assistance, complaint handling, incident investigation, and the protection of personal information.
Effective safety management involves more than publishing policies. The company must ensure that procedures are implemented consistently, employees and drivers understand their responsibilities, reported incidents receive appropriate attention, and corrective actions are evaluated.
The capstone project will examine how improvements in these areas could influence operational reliability, customer satisfaction, safety-related costs, regulatory compliance, and stakeholder confidence. Recommendations will be developed using company disclosures, regulatory information, academic research, and other credible sources rather than relying on unsupported assumptions.
The proposed strategy focuses on four interconnected priorities: improving passenger and driver safety, strengthening corporate social responsibility, protecting financial performance, and promoting an accountable organizational culture.
These priorities are closely related. Safety failures can damage trust and increase legal or operational expenses, while weak governance can prevent an organization from identifying problems and implementing corrective actions. A coordinated strategy can help Uber address these risks while protecting its competitive position.
Uber should evaluate the effectiveness of its safety procedures throughout the ride-hailing process. Relevant areas include driver screening, identity verification, emergency assistance, trip monitoring, incident reporting, complaint resolution, and the investigation of reported concerns.
Technology can support these efforts through accessible reporting tools, secure communication features, real-time alerts, and emergency assistance functions. However, technological safeguards should complement trained personnel, clear policies, and appropriate human oversight.
The capstone project will examine potential improvements to Uber’s safety management processes and determine how their effectiveness could be evaluated. Relevant indicators may include incident reporting trends, response times, complaint resolution, and compliance with established procedures.
The analysis will distinguish between proposed improvements and existing company practices, ensuring that recommendations are based on verified evidence and clearly identified operational needs.
Corporate social responsibility involves considering how business decisions affect customers, workers, communities, and society. For Uber, CSR includes passenger protection, driver treatment, privacy, transparent communication, responsible business practices, and appropriate responses to reported incidents.
The company can strengthen its CSR approach by establishing clear responsibility for safety outcomes, communicating policies transparently, and publishing meaningful performance information where appropriate. These measures can help stakeholders evaluate whether stated commitments are reflected in operational practices.
CSR should be integrated into strategic decision-making rather than treated solely as a public relations activity. By connecting corporate responsibility objectives with measurable results, Uber can improve accountability and identify areas where additional action is needed.
Safety improvements and organizational reforms require investment, but inadequate risk management can also create substantial costs. Litigation, regulatory penalties, insurance expenses, service disruptions, and reputational damage may affect a company’s financial position.
This project will examine whether targeted investments in safety technology, employee training, compliance procedures, and operational oversight could help reduce avoidable risks and support long-term financial stability.
The analysis will consider implementation costs, available resources, expected operational benefits, and measurable outcomes. Recommendations will avoid assuming that every safety initiative automatically produces financial savings. Instead, proposed benefits will be evaluated against relevant evidence and clearly stated assumptions.
Leadership practices influence how employees communicate concerns, respond to problems, and implement organizational policies. Uber can support organizational improvement by promoting accountability, respect, transparency, and safety as core business priorities.
Potential measures include leadership development, clear reporting channels, consistent disciplinary procedures, and processes that encourage employees and drivers to report concerns without fear of retaliation.
Management should also establish clear responsibility for investigating complaints, evaluating incidents, and implementing corrective actions. Regular reviews can help determine whether policies are effective and whether organizational practices align with stated values.
A culture of accountability can support better decision-making by encouraging employees and managers to identify risks early rather than allowing problems to remain unresolved.
The action plan will guide the collection, analysis, and interpretation of evidence used to evaluate Uber’s strategic position. It will combine quantitative financial analysis with qualitative research into leadership, safety, governance, and organizational practices.
The project will use publicly available and credible information to evaluate Uber’s financial condition, safety challenges, organizational practices, and competitive environment. Primary sources will be prioritized whenever possible, with secondary sources used to provide context and interpretation.
Financial information will be collected from Uber’s filings with the U.S. Securities and Exchange Commission (SEC), including annual reports, quarterly reports, and relevant company disclosures. These documents provide information about revenue, operating expenses, profitability, risk factors, legal contingencies, and management’s discussion of financial performance.
The SEC’s EDGAR database provides access to company filings and is an appropriate starting point for verifying financial information. Historical stock market data may be obtained from reputable financial data providers, including Yahoo Finance, provided that the data periods and limitations are clearly documented.
The analysis will examine financial trends across selected reporting periods and consider whether major company developments coincided with changes in market performance. Comparisons with broader market indicators may help distinguish company-specific developments from general market movements.
Information about Uber’s safety policies, leadership decisions, corporate responsibility initiatives, and organizational practices will be collected from company publications, regulatory documents, government resources, and reputable news organizations.
Publications such as The Wall Street Journal, The New York Times, NBC News, Forbes, and Business Insider may provide useful historical context. Their reporting should be cross-checked against company statements, court documents, regulatory findings, or other primary sources whenever possible.
The project will also examine publicly documented safety incidents, lawsuits, regulatory investigations, and organizational responses. Allegations will be distinguished from established findings, and historical events will be presented in context.
This approach will help reduce the risk of drawing conclusions from incomplete information or treating unverified claims as established facts.
Academic research and credible industry publications will support the evaluation of corporate governance, organizational culture, business ethics, strategic management, risk management, and leadership development.
The research will prioritize relevant sources that provide theoretical explanations, empirical findings, or practical recommendations. Evidence will be used to connect organizational challenges with proposed interventions and to explain why particular strategies may be appropriate.
Each major recommendation should be linked to a documented business issue, a strategic management framework, or an established management principle. This will strengthen the academic credibility and practical relevance of the capstone project.
The collected information will be analyzed to identify organizational risks, assess competitive pressures, and develop evidence-based recommendations. Quantitative methods will support the evaluation of financial performance, while qualitative analysis will help explain leadership challenges, stakeholder concerns, and operational weaknesses.
Financial analysis will examine revenue growth, operating expenses, profitability, and other relevant indicators disclosed in Uber’s financial reports. Historical stock price data may be plotted around selected events to illustrate market movements, provided that the time periods and data sources are clearly identified.
The project will distinguish between correlation and causation. For example, if Uber’s share price declines following a negative news report, the analysis will not automatically conclude that the report caused the decline. Other market developments, earnings announcements, industry changes, and investor expectations must also be considered.
Where appropriate, the project will compare results across reporting periods and examine disclosures related to litigation, regulatory compliance, and risk management. The purpose is to identify meaningful patterns without overstating what the available evidence can demonstrate.
SWOT analysis evaluates an organization’s internal strengths and weaknesses alongside external opportunities and threats. It will help organize findings about Uber’s strategic position and identify areas requiring management attention.
Strengths may include brand recognition, an established technology platform, a broad user network, and experience operating across multiple markets.
Weaknesses may include exposure to safety-related and reputational risks, complex stakeholder relationships, and the operational challenges associated with coordinating a large network of drivers and passengers.
Opportunities may include improved safety technology, stronger driver support, more effective incident management, and increased transparency in corporate responsibility reporting.
Threats may include intense competition, changing regulations, litigation, cybersecurity risks, negative publicity, and changing customer expectations.
These categories will be validated using current and historical evidence rather than presented as unquestionable facts. The completed SWOT analysis will help determine how Uber can use its capabilities to address weaknesses and respond to external risks.
PESTEL analysis evaluates political, economic, social, technological, environmental, and legal influences on business strategy. It will help the project assess external conditions that may affect Uber’s operating decisions and long-term performance.
Political factors include transportation policies, government oversight, and relationships with public authorities. Economic factors include inflation, consumer spending, fuel prices, labor costs, and general market conditions.
Social factors include passenger expectations, driver satisfaction, public attitudes toward platform-based work, and concerns about personal safety. Technological factors include artificial intelligence, mobile applications, cybersecurity, identity verification, and real-time trip monitoring.
Environmental considerations include emissions, traffic congestion, and opportunities to support lower-emission transportation. Legal factors include transportation laws, worker classification, privacy requirements, consumer protection, and litigation.
The analysis will help identify external pressures that require strategic adaptation. It will also inform recommendations concerning regulatory compliance, stakeholder communication, and responsible technology investment.
The VUCA framework examines volatility, uncertainty, complexity, and ambiguity. It is useful for evaluating organizations that operate in rapidly changing markets and face competing stakeholder expectations.
For Uber, volatility may arise from sudden regulatory changes, public controversies, or unexpected operational disruptions. Uncertainty may involve future legal decisions, changing transportation policies, or unpredictable market conditions.
Complexity reflects the need to coordinate technology, drivers, passengers, regulators, payment systems, and local operating requirements across different markets. Ambiguity may occur when information is incomplete or when emerging safety concerns do not have immediately clear solutions.
The project will use the VUCA framework to evaluate whether Uber’s leadership and planning processes support timely decisions, effective communication, and appropriate responses to emerging risks. Recommendations may include scenario planning, clearer escalation procedures, improved risk monitoring, and more flexible operational planning.
Porter’s Five Forces will help evaluate the competitive pressures affecting Uber’s profitability and market position. The framework considers competition among existing businesses, the threat of new entrants, the threat of substitutes, supplier bargaining power, and buyer bargaining power.
Competition among ride-hailing platforms can place pressure on pricing, driver incentives, service quality, and customer retention. Substitute transportation options include public transit, traditional taxis, private vehicles, car-sharing services, and other mobility alternatives.
Buyer power may increase when passengers can compare prices and switch between services easily. Supplier power may be influenced by driver availability, vehicle operating expenses, and the terms governing participation on the platform.
The threat of new entrants depends on technology requirements, local regulations, access to drivers and passengers, network effects, and the resources needed to establish a competitive service.
The analysis will identify competitive pressures that may affect Uber’s business performance and assess how reliability, safety, customer service, and stakeholder trust can contribute to differentiation.
Value chain analysis examines the activities that contribute to an organization’s service delivery and business performance. For Uber, relevant activities include platform development, driver onboarding, identity verification, ride matching, payment processing, customer support, safety monitoring, and incident resolution.
The project will consider whether these activities are coordinated effectively and whether weaknesses in one area create risks elsewhere. For example, gaps in onboarding or complaint handling may affect passenger safety, customer satisfaction, regulatory compliance, and brand reputation.
The analysis will identify opportunities to improve processes, strengthen accountability, and use technology appropriately to support reliable service delivery. It will also consider how operational improvements can contribute to stakeholder confidence and sustainable competitive performance.
The capstone project will demonstrate MBA competencies through strategic analysis, critical thinking, financial evaluation, professional communication, and leadership development. BetterUp assessment results will be used as a starting point for reflecting on personal strengths and areas for improvement.
The project will connect these self-assessment findings with practical strategies for managing a complex research assignment, evaluating evidence, and presenting recommendations professionally.
The assessment identifies problem-solving, strategic thinking, communication, and the ability to influence others as relevant strengths. These capabilities can help the writer evaluate Uber’s challenges from different perspectives and develop practical recommendations.
Problem-solving skills will support the identification of underlying issues and the evaluation of alternative solutions. Strategic thinking will help assess the costs, benefits, risks, and long-term implications of different management decisions.
Communication skills will help present financial and organizational findings clearly. The project will also use evidence-based reasoning to connect recommendations with specific business objectives and measurable outcomes.
The BetterUp assessment identifies energy and calmness as areas for development. In this context, energy concerns maintaining motivation and sustaining effort, while calmness involves managing pressure and responding constructively to challenges.
A demanding capstone project requires consistent progress, careful research, and effective management of competing responsibilities. Fatigue and stress may affect concentration, writing quality, and the ability to meet deadlines if they are not managed effectively.
The writer can address these challenges by establishing realistic milestones, dividing the project into manageable tasks, scheduling breaks, and reviewing progress regularly. A structured workflow can help maintain research quality while supporting personal well-being.
Leadership coaching can provide structured feedback, encourage reflection, and support the development of strategies for overcoming challenges. During the capstone project, coaching may help the writer organize ideas, address research obstacles, improve communication, and maintain accountability.
Constructive feedback can also identify weaknesses in the project’s reasoning, structure, and presentation. Incorporating feedback throughout the research and writing process can improve the clarity and practical value of the final recommendations.
The broader leadership lesson is that continuous development requires self-awareness, openness to feedback, and a willingness to adjust behavior. These qualities are relevant both to academic project management and to the organizational challenges being examined at Uber.
The effectiveness of the proposed recommendations should be evaluated through measurable key performance indicators (KPIs). Establishing baseline results before implementation will help management determine whether specific initiatives are producing meaningful improvements.
Potential indicators include safety incident trends, emergency response times, complaint resolution, customer satisfaction, driver feedback, compliance with established procedures, and relevant financial measures.
Corporate responsibility can also be evaluated through the transparency of safety reporting, completion of corrective actions, and progress toward clearly defined governance objectives.
These measures should be interpreted carefully. An increase in reported safety incidents, for example, could indicate more incidents, improved reporting systems, or a greater willingness among stakeholders to report concerns. Quantitative data should therefore be considered alongside qualitative feedback and information about changes in reporting practices.
The project should recommend realistic targets, assign responsibility for each indicator, and establish an appropriate review schedule. This will help ensure that proposed improvements are implemented, monitored, and adjusted according to results.
The project will translate its findings into a practical sequence of actions. The first stage will involve identifying and prioritizing the most significant organizational and safety-related risks. Each identified issue should be supported by credible evidence and assessed according to its potential impact, likelihood, and urgency.
The second stage will involve developing recommendations that specify the required actions, responsible stakeholders, resource requirements, and expected outcomes. For example, a recommendation to improve incident reporting should identify the reporting process, the individuals responsible for reviewing cases, and the indicators used to assess response effectiveness.
The third stage will involve defining performance baselines and measurable targets. Financial recommendations should account for implementation costs, while safety recommendations should prioritize meaningful improvements in protection, response, and accountability.
The final stage will involve reviewing results and adjusting the proposed measures. This continuous improvement process will help determine whether the recommendations remain appropriate as Uber’s operating environment and stakeholder expectations change.
The original assignment specifies a 10–12-slide presentation, while the supplied content contains enough material for 14 slides when the appendix and question-and-answer sections are included. To meet the stated requirement, the main presentation should be consolidated into 12 slides, with supplementary material included separately only if permitted.
A suitable structure is:
Title slide and capstone project overview.
Company background, strategic challenges, and project objectives.
Scope, research questions, and data collection methods.
Financial performance and historical market analysis.
SWOT analysis.
PESTEL and VUCA analysis.
Porter’s Five Forces and value chain analysis.
Safety, corporate responsibility, and organizational culture.
Strategic recommendations and implementation priorities.
Leadership development and application of BetterUp assessment findings.
Proposed performance indicators and evaluation methods.
Conclusion and references.
The final presentation should use concise text, readable charts, relevant visuals, and appropriate APA-style in-text citations. Any financial charts should identify the data source and reporting period. The reference slide should include complete citations for the sources actually used in the presentation.
This MBA FPX 5910 Assessment 2 capstone proposal examines how Uber Technologies, Inc. can strengthen financial resilience, organizational accountability, corporate responsibility, and passenger and driver safety. Through the analysis of financial disclosures, leadership developments, safety-related information, and industry research, the project will evaluate the challenges affecting Uber’s reputation and strategic position.
SWOT, PESTEL, VUCA, Porter’s Five Forces, and value chain analysis will provide complementary perspectives on Uber’s internal capabilities and external business environment. The findings will guide recommendations focused on improving safety procedures, strengthening leadership accountability, enhancing organizational culture, and establishing measurable performance standards.
The proposal also incorporates leadership development through reflection on BetterUp assessment results and the potential use of coaching. These activities can support problem-solving, communication, strategic thinking, and self-management throughout the capstone process.
Ultimately, the project’s value lies in translating credible research into practical recommendations. By connecting responsible leadership and safety improvements with measurable business outcomes, the capstone aims to identify ways Uber can strengthen stakeholder trust, manage organizational risks, and support sustainable competitive performance. Approval to proceed to the next stage of the capstone project is requested.
MBA FPX 5910 Assessment 2 focuses on developing a capstone proposal that examines Uber Technologies, Inc.’s strategic challenges, financial performance, leadership practices, organizational culture, and safety-related risks. The proposal establishes a research plan for developing evidence-based business recommendations.
The primary objective is to evaluate how Uber can improve safety, strengthen corporate responsibility, increase organizational accountability, and support long-term financial performance. The project will use strategic management frameworks and credible research to identify practical opportunities for improvement.
The proposal uses SWOT analysis, PESTEL analysis, VUCA analysis, Porter’s Five Forces, and value chain analysis. These frameworks help evaluate internal capabilities, external business conditions, competitive pressures, uncertainty, and operational processes.
The project will review publicly available SEC filings, company financial disclosures, and historical stock market data. It will examine financial indicators and selected company events while considering broader market conditions and other factors that may influence performance.
Passenger and driver safety affect stakeholder trust, service reliability, regulatory compliance, and corporate reputation. Effective screening, incident reporting, emergency assistance, and complaint resolution can help the company identify risks and improve its safety management practices.
Corporate social responsibility encourages businesses to consider the effects of their decisions on customers, workers, communities, and society. For Uber, it includes passenger protection, driver treatment, privacy, transparent communication, and responsible responses to reported concerns.
Uber can strengthen organizational culture by establishing clear responsibilities, providing leadership training, encouraging the reporting of concerns, applying policies consistently, and monitoring corrective actions. These measures can help align everyday practices with the company’s stated commitments.
The project will propose indicators such as safety incident trends, complaint resolution times, customer satisfaction, driver feedback, compliance with procedures, and relevant financial measures. Baseline data and realistic targets will be needed to evaluate progress accurately.
BetterUp assessment results can help the writer reflect on strengths and development needs. Applying these findings through structured planning, feedback, and self-management can support effective research, professional communication, and completion of the capstone project.
The supplied assignment requirements specify 10–12 slides. The main presentation should therefore consolidate the research objectives, strategic frameworks, findings, recommendations, performance measures, conclusion, and references into a maximum of 12 slides unless the instructor permits separate supplementary slides.
BetterUp. (n.d.). BetterUp assessment. https://app.betterup.co/assessments/273869?locale=en
Brown, E. (2019, December 24). Uber co-founder Travis Kalanick departs board, sells all his shares. The Wall Street Journal. https://www.wsj.com/articles/uber-cofounder-travis-kalanick-to-depart-companys-board-11577196747
Isaac, M. (2017, June 21). Uber founder Travis Kalanick resigns as C.E.O. The New York Times. https://www.nytimes.com/2017/06/21/technology/uber-ceo-traviskalanick.html
McCarthy, N. (2019, December 6). Uber received nearly 6,000 reports of sexual assault in two years [Infographic]. Forbes. https://www.forbes.com/sites/niallmccarthy/2019/12/06/uber-received-nearly-6000-reports-of-sexual-assault-in-two-years-infographic/
Rapier, G. (2019, November 4). Uber losses keep growing as the ride-hailing giant scrambles to get its finances in order. Business Insider. https://www.businessinsider.com/uber-third-quarter-earnings-losses-ridership-eats-delivery-2019-11
Rosenblatt, K., & Sanders, K. (2019, April 1). Killing of South Carolina student who mistook car for Uber prompts rideshare-safety campaign. NBC News. https://www.nbcnews.com/news/us-news/killing-south-carolina-student-who-mistook-car-uber-prompts-rideshare-n989641
U.S. Securities and Exchange Commission. (n.d.). EDGAR: Search filings. https://www.sec.gov/edgar/search/
Uber Technologies, Inc. (n.d.). Investor relations. https://investor.uber.com/
