Company U is Multinational Transportation Network Company of Country U which provides ride sharing services by connecting the independent drivers with the help of an application. It understands its target markets and maintains a strong marketing mix. The main reason for Company U application is popular because the users to contact the drivers near the area or surroundings. The business model takes an advantage of smartphone to connect with independent drivers and their cabs. The target market of Company U is Millennials and Generation Z because of their interests, lifestyle and low interests on auto ownership. Company U operates its services in locally as well as it expands operations globally also. It operates in an industry where trust between the strangers are important. The trust of comfortable and safety rides. Proper rating system helps to assure this trust and reliability. Company U follows cost leadership for determining the prices and it also uses algorithm for estimating fees when the demand is high. It spreading awareness and creating buzz in the market to promote their brand and it faces the competition from Company O and Company L. It has widely popular among consumers and independent contractors. To discuss: Ethical challenges that Company U faces while using application based on peer-to-peer sharing technology.

Question

Three independent valuers engaged by Toh had valued Parcels 19 and 24 between $95M to $100M. However, being astute and business-savvy, Toh would like to sell the parcel of land for at least 10% above $100M (the highest valuation) or $110M. She felt that there would be several serious bidders who would likely compete for the land parcel and bid up the price. One of the serious bidders was the Beh Medical Group (BMG). The founder and CEO was Mr. Beh (herein known as Beh). He foresaw strong customer demand for a hospital in CHP and would like to acquire Parcels 19 and 24 to develop it into a hospital. He had a vision of setting up more hospitals in aging precincts to offer best in class hospital treatments at very affordable rates to serve the growing pool of ageing citizens in the country. Beh had been sourcing for a suitable site for six months ever since he committed to other key BMG investors/shareholders to develop a new hospital within three to four years. Beh had set aside some…

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Chapter 6, Problem 1SC

Summary Introduction

Case summary:

Company U is Multinational Transportation Network Company of Country U which provides ride sharing services by connecting the independent drivers with the help of an application. It understands its target markets and maintains a strong marketing mix.

The main reason for Company U application is popular because the users to contact the drivers near the area or surroundings. The business model takes an advantage of smartphone to connect with independent drivers and their cabs.

The target market of Company U is Millennials and Generation Z because of their interests, lifestyle and low interests on auto ownership. Company U operates its services in locally as well as it expands operations globally also.

It operates in an industry where trust between the strangers are important. The trust of comfortable and safety rides. Proper rating system helps to assure this trust and reliability.

Company U follows cost leadership for determining the prices and it also uses algorithm for estimating fees when the demand is high. It spreading awareness and creating buzz in the market to promote their brand and it faces the competition from Company O and Company L. It has widely popular among consumers and independent contractors.

To discuss: Ethical challenges that Company U faces while using application based on peer-to-peer sharing technology.

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Three independent valuers engaged by Toh had valued Parcels 19 and 24 between $95M to $100M. However, being astute and business-savvy, Toh would like to sell the parcel of land for at least 10% above $100M (the highest valuation) or $110M. She felt that there would be several serious bidders who would likely compete for the land parcel and bid up the price. One of the serious bidders was the Beh Medical Group (BMG). The founder and CEO was Mr. Beh (herein known as Beh). He foresaw strong customer demand for a hospital in CHP and would like to acquire Parcels 19 and 24 to develop it into a hospital. He had a vision of setting up more hospitals in aging precincts to offer best in class hospital treatments at very affordable rates to serve the growing pool of ageing citizens in the country. Beh had been sourcing for a suitable site for six months ever since he committed to other key BMG investors/shareholders to develop a new hospital within three to four years. Beh had set aside some…

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