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Executive Summary
The following business plan is worked out in accordance with the company’s background and goal targeting. Taking into consideration the current economic and market environment, the plan focuses on the development of a strategy that will provide a high-quality service locally and internationally. One puts an emphasis on the integration of the latest mobile technologies that will constitute a competitive basis in the modern transportation network market. The presented plan enlightens the key corporate policy’s issues, including the management organization, staff increase, and motivation approaches.
Background
The company’s niche is the development and the production of the high-quality mobile apps that allow a customer and a driver cooperate on the mutually beneficial basis. The company was founded in New York, USA; however, it quickly expanded its operation first to EU’s market and then to the east. Thus, now, the company’s service is available in 39 countries worldwide, and it is still in the search for new partners. The management establishment is represented by the skilled specialists focused on the productive team collaboration and unconventional decision-making.
The key idea of the service is that it offers a direct connection between a passenger and a driver; hence, no extra fees are to be paid contrary to the taxi services, for example. One of the principal competitive advantages of the company is that it pays particular attention to the issues of safety and comfort. The apps’ providers are aware of the fact that the drivers that use their services are not professionals so that the staff makes a lot of effort in order to prevent potential incidents.
Two years ago, the company launched a feedback Web service that helps to track the driver’s performance. This monitoring tool has proved to be highly efficient – it enables a customer to see a driver’s rating, read the relevant comments, and decide whether it’s worth using his services.
The company has recently started its activity in the eastern market and is an attractive object for investors. According to the annual report in 2014, the company managed to raise more than a billion dollars within the Singapore market only. In the context of the constant expansion, the company is currently engaged in a far-reaching project in China. According to the specialist’s estimation, the successful collaboration might bring more than six billion dollars.
Management
The company’s management team is represented by decisive and ambitious specialists that show a high-quality performance and excellent team spirit. All of the managers have received relevant education and constantly improve their skills and abilities with the help of the corporate courses. The company’s management hierarchy can be represented by the following chart:
The current officer’s team is represented by the following members:
- Ted Calver – CEO & Co-FounderExperience and responsibilities: 7 years in direction, managing, and cooperation with pressSalary: 4.000 dollars per monthRelevant qualities: good social skills, analytical thinking, leadership skills
Achievements, track record: largely contributed to the expansion beyond the USA market
Education: Harvard Business School
- Louis Rosier – Co-Founder & ChairmanExperience and responsibilities: 7 years in general business conductingSalary: 4.000 dollars per month
Relevant qualities: decisiveness and high responsibility accountability
Achievements, track record: the successful launch of the feedback apps
Education: Columbia Business School
- James Trappe – Chief Product OfficerExperience and responsibilities: 5 years in product managementSalary: 3.000 dollars per month
Relevant qualities: critical thinking, creativity
Achievements, track record: the development of the fundamental apps’ platform
Education: Yale School of Management
- Lilly Evans – General CounselExperience and responsibilities: 5 years in legal issues’ managementSalary: 2.500 dollars per month
Relevant qualities: critical thinking, creativity
Achievements, track record: the development of the fundamental apps’ platform
Education: Yale School of Management
In order to improve the gender equality environment, one encourages women’s involvement in the workforce. The Human Resource Management is also focused on employing young and ambitious specialists that are interested in the long-term cooperation.
Strategic Plan
The mission of the company is to establish its high-quality performance on the international level. The first goal is the expansion of the targeted market in the eastern direction. The second aim is the development of the strategic marketing segmentation. According to the specialists’ estimation, a profound monitoring policy can improve the general performance considerably (Cravens & Piercy, 2013).
Moreover, the company plans to enlarge its advertising activity; the new approach is to emphasize the company’s fundamental competitive advantage – the combination of quick access and the high safety insurance. Furthermore, the current SWOT analysis shows that the primary weakness of the company is the lack of PR specialists promoting the services beyond the USA. As a result, there is a threat of being driven out of the global market.
On the other hand, the analysis shows that the company’s strength is the perspective IT department that suggested a series of innovative projects likely to improve the service. Recent research proves the necessity of the development of new programs that will be equally compatible with smartphones and laptops (Snider, 2015). Thus, there is an opportunity of occupying a new niche in the transporting field via the introduction of progressive apps.
Reference List
Cravens, D.W., & Piercy, N.F. (2013). Strategic Marketing, 10th Edition. New York, New York: McGraw-Hill.
Snider, M. (2015). Report: Mobile technology generated $3.3 trillion in 2014. USA Today. Web.
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