Uber allowed people to book and share rides in private cars via their smartphones. With its headquarters in the US, it operates in 60 countries and has a strong presence in the Asia–Pacific region. This case study explores Uber’s development and growth, first in the US, then its global expansion and subsequent foray into China. Despite enjoying international success with deep penetration in major cities, Uber flopped in the Chinese market. What were the reasons for its failure in China, given its spectacular performance in many other countries?
Uber allowed people to book and share rides in private
cars via their smartphones. With its headquarters in the
US, it operates in 60 countries and has a strong presence
in the Asia–Pacific region. This case study explores Uber’s
development and growth, first in the US, then its global
expansion and subsequent foray into China. Despite
enjoying international success with deep penetration
in major cities, Uber flopped in the Chinese market.
What were the reasons for its failure in China, given its
spectacular performance in many other countries?
A company's systematic approach used when entering a new market or sector is known as a market entry strategy. It includes the series of steps and strategies the business uses to introduce its goods or services to a new group of people or regions. This strategy provides the direction for accomplishing long-term growth and financial sustainability in the new market.
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