MBA FPX 5910 Assessments 2 Capstone Proposal

Name

Capella University

MBA-FPX 5910 MBA Capstone Experience

Prof. Name

Date

MBA FPX 5910 Assessment 2: Capstone Proposal for Uber Technologies, Inc.

Introduction

Uber Technologies, Inc. faces ongoing strategic challenges involving passenger and driver safety, corporate responsibility, public trust, regulatory compliance, and financial performance. To address these concerns, Uber must strengthen its safety policies, improve organizational accountability, invest in effective risk management, and rebuild relationships with customers, drivers, employees, regulators, and other stakeholders. This capstone proposal examines how leadership decisions, organizational culture, safety practices, and legal challenges can influence Uber’s reputation and business performance. Using financial data, industry research, and strategic management frameworks, the project will develop evidence-based recommendations to improve safety, strengthen corporate social responsibility (CSR), and support sustainable competitive advantage.

The project will evaluate Uber’s financial performance in relation to significant company events, examine its approach to employee and customer protection, and identify weaknesses in existing organizational processes. Frameworks such as SWOT, PESTEL, VUCA, Porter’s Five Forces, and value chain analysis will help assess the company’s internal capabilities and external business environment. The findings will guide recommendations for improving operational effectiveness, strengthening ethical leadership, and protecting the company’s long-term financial and competitive position.

Summary of the Capstone Proposal

Uber’s organizational challenges have highlighted the importance of responsible leadership, effective governance, and a strong commitment to safety. In June 2017, co-founder Travis Kalanick resigned as CEO following a period of controversy surrounding the company’s workplace culture and leadership practices. In December 2019, Kalanick announced his departure from Uber’s board of directors (Brown, 2019; Isaac, 2017).

These events demonstrate why leadership accountability and organizational culture are important considerations in strategic management. However, Uber’s broader business performance cannot be attributed to a single leadership decision. Its financial outcomes and reputation have also been influenced by competition, operating expenses, regulatory requirements, market conditions, and the challenges of scaling a global technology platform.

This capstone project will examine how Uber can improve safety procedures, strengthen corporate responsibility, and establish more effective management practices. The analysis will focus on identifying organizational weaknesses, evaluating financial and reputational risks, and developing practical recommendations that support customer satisfaction, driver protection, employee well-being, and sustainable business growth.

Scope of the Capstone Project

The scope of this capstone project includes an assessment of Uber’s financial performance, organizational practices, safety policies, leadership decisions, and competitive position. The project will examine publicly available financial information and historical stock market data to explore how significant company announcements, legal developments, and reputational challenges may relate to investor confidence and financial performance.

Historical stock movements will be interpreted carefully because changes in share prices can reflect several factors simultaneously, including market conditions, financial results, industry developments, and investor expectations. The project will therefore avoid assuming that a particular lawsuit or negative news event directly caused a specific financial loss without supporting evidence.

MBA FPX 5910 Assessments 2 Capstone Proposal

The analysis will also examine Uber’s approach to passenger and driver safety, workplace accountability, risk management, and corporate social responsibility. Particular attention will be given to identifying potential gaps in policies, employee training, incident reporting, technology safeguards, and the enforcement of established procedures.

Several strategic management frameworks will guide the investigation. SWOT analysis will identify internal strengths and weaknesses alongside external opportunities and threats. PESTEL analysis will assess political, economic, social, technological, environmental, and legal influences. VUCA analysis will help explain the challenges of operating in a volatile, uncertain, complex, and ambiguous business environment. Porter’s Five Forces will evaluate competitive pressures, while value chain analysis will examine the activities that contribute to Uber’s service delivery and business performance.

The project will use these findings to develop recommendations concerning leadership accountability, business ethics, organizational culture, safety technology, and operational policies. The objective is to identify realistic improvements that can strengthen trust, reduce avoidable risks, and support long-term business performance.

Discussion of the Capstone Proposal

The central premise of this capstone project is that organizational planning, responsible leadership, safety management, and corporate accountability can influence business performance and stakeholder confidence. For a global ride-hailing platform such as Uber, failures in these areas may expose the company to legal risks, regulatory scrutiny, negative publicity, customer dissatisfaction, and increased operating costs.

Safety is particularly important because Uber connects passengers with independent drivers through a technology platform. The company must consider risks associated with identity verification, trip monitoring, incident reporting, driver screening, passenger protection, and the handling of safety complaints. Effective safety management requires more than written policies; it also depends on implementation, monitoring, employee and driver awareness, and consistent enforcement.

MBA FPX 5910 Assessments 2 Capstone Proposal

The capstone project will examine how Uber can improve these areas while maintaining its competitive position. It will evaluate the relationship between organizational decisions and measurable business outcomes, including customer satisfaction, safety-related complaints, operating expenses, regulatory compliance, and financial performance.

The proposed recommendations will be grounded in credible sources, including company disclosures, regulatory documents, financial records, peer-reviewed research, and reputable news reporting. This approach will help ensure that strategic decisions are based on evidence rather than assumptions about the causes of Uber’s challenges.

Strategy and Project Scope

The proposed strategy focuses on improving safety, strengthening corporate responsibility, increasing organizational accountability, and supporting financial sustainability. These priorities are connected because safety failures can affect stakeholder trust, while weak governance can make it more difficult to identify and correct operational problems.

The project will examine the following strategic priorities:

Improving Passenger and Driver Safety

Uber should evaluate the effectiveness of its safety procedures throughout the ride-hailing process. Relevant areas include driver screening, identity verification, trip monitoring, emergency assistance, complaint handling, and incident investigation.

Technology can support these efforts through improved reporting systems, timely alerts, secure communication tools, and accessible emergency features. However, technology should complement clear procedures and trained personnel rather than replace human oversight.

The project will assess how safety-related improvements could reduce preventable incidents, strengthen stakeholder confidence, and support a more reliable customer experience.

Strengthening Corporate Social Responsibility

Corporate social responsibility involves considering how business decisions affect customers, workers, communities, and society. For Uber, this includes passenger protection, driver treatment, privacy, fair business practices, transparent communication, and responsible responses to reported incidents.

The company can strengthen its CSR approach by establishing clear accountability for safety outcomes, communicating policies transparently, and reporting meaningful performance indicators. These practices can help demonstrate whether the organization is meeting its responsibilities to stakeholders.

Protecting Financial Performance

Safety improvements and organizational reforms require investment, but inadequate risk management can also create substantial costs. Legal expenses, regulatory penalties, insurance costs, service disruptions, and reputational damage may affect financial performance.

The capstone project will examine how targeted investments in safety, compliance, and operational oversight could contribute to risk reduction and long-term business stability. Financial recommendations will consider implementation costs, available resources, expected benefits, and measurable outcomes.

Improving Organizational Culture and Leadership

Leadership practices influence how employees and managers respond to problems, communicate concerns, and enforce organizational policies. Uber should promote a culture in which accountability, respect, transparency, and safety are treated as core business priorities.

Potential improvements include leadership training, clear reporting channels, consistent disciplinary procedures, and mechanisms that encourage employees and drivers to report concerns without fear of retaliation. These measures can help align organizational behavior with stated corporate values.

Action Plan

Data Gathering

The capstone project will use publicly available and credible information to evaluate Uber’s financial condition, organizational practices, safety challenges, and competitive environment. Multiple sources will be compared to improve the reliability of the analysis and reduce the risk of drawing conclusions from incomplete information.

Financial Data Collection

Financial information will be collected from Uber’s filings with the U.S. Securities and Exchange Commission (SEC), including annual reports, quarterly reports, and other relevant company disclosures. These records can provide information about revenue, operating expenses, profitability, legal contingencies, risk factors, and management’s discussion of financial performance.

Historical stock price data from Yahoo Finance may be used to examine market movements around selected company announcements and industry developments. The analysis will distinguish between stock price changes and changes in the company’s underlying financial condition.

Where possible, the project will compare relevant events with broader market and industry trends. This will help determine whether observed movements were specific to Uber or reflected wider economic and market conditions.

Organizational and Safety Information

Information about Uber’s safety policies, leadership decisions, corporate responsibility initiatives, and organizational practices will be gathered from company publications, regulatory documents, government resources, and reputable news organizations.

Sources such as The Wall Street Journal, The New York Times, Forbes, NBC News, and Business Insider may provide useful background on significant events and leadership developments. News reports will be cross-checked against primary sources wherever possible.

The project will also examine publicly available information about safety-related incidents, lawsuits, regulatory investigations, and company responses. Allegations will be distinguished from proven findings, and historical information will be presented in its appropriate context.

Research and Industry Literature

Academic research and industry publications will support the evaluation of corporate governance, organizational culture, business ethics, strategic management, and risk reduction. These sources will provide theoretical and empirical foundations for the proposed recommendations.

The research process will prioritize sources that are relevant, credible, and sufficiently detailed to support the analysis. Each major recommendation should be linked to a documented organizational issue, a strategic framework, or an established management principle.

Data Analysis

The project will analyze the collected information to identify patterns, evaluate risks, and develop practical recommendations. Quantitative and qualitative approaches will be used to examine Uber’s financial performance and organizational challenges.

Financial Performance Analysis

Financial data will be reviewed to assess revenue growth, profitability, operating expenses, and other relevant indicators. Historical stock price data may be plotted to illustrate changes around selected events, provided that the time periods and data sources are clearly identified.

The analysis will distinguish between correlation and causation. For example, a decline in Uber’s share price following a negative news report does not automatically prove that the report caused the decline. Other market developments and company-specific factors must also be considered.

Where appropriate, the project will compare financial indicators across reporting periods and examine disclosures concerning litigation, regulatory requirements, and risk management. The findings will help identify potential relationships between strategic decisions, financial performance, and stakeholder confidence.

SWOT Analysis

SWOT analysis will organize the company’s strategic position into four categories.

Strengths may include brand recognition, a broad user network, an established technology platform, and the ability to operate across multiple markets.

Weaknesses may include exposure to safety-related risks, reputational challenges, dependence on platform operations, and the complexity of managing a large network of drivers and passengers.

Opportunities may include improvements in safety technology, stronger partnerships, more effective driver support, and increased transparency in corporate responsibility reporting.

Threats may include competition, changing regulations, legal disputes, cybersecurity risks, negative publicity, and changing customer expectations.

These categories will be validated against available evidence rather than treated as established facts without supporting data. The completed SWOT analysis will help prioritize actions that build on Uber’s capabilities while addressing its most significant risks.

PESTEL Analysis

PESTEL analysis will evaluate external factors that may influence Uber’s strategic decisions.

Political factors include government policies, transportation regulations, and relationships with public authorities. Economic factors include inflation, consumer spending, fuel prices, labor costs, and broader 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, identity verification, cybersecurity, and real-time trip monitoring.

Environmental factors may include emissions, traffic congestion, and opportunities to support lower-emission transportation. Legal factors include transportation laws, employment classification, privacy requirements, consumer protection, and litigation.

This assessment will help the company identify external pressures that require strategic adaptation. It will also inform decisions about regulatory compliance, technology investment, and stakeholder engagement.

VUCA Analysis

The VUCA framework examines volatility, uncertainty, complexity, and ambiguity. It is particularly relevant to businesses operating in rapidly changing markets and managing multiple 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 company’s need to coordinate technology, drivers, passengers, regulators, payment systems, and local operating requirements across different markets. Ambiguity may arise when evidence is incomplete or when new safety challenges do not have immediately clear solutions.

The project will use these dimensions to assess whether Uber’s leadership and planning processes support timely decisions, effective communication, and appropriate responses to emerging risks.

Porter’s Five Forces Analysis

Porter’s Five Forces will help evaluate Uber’s competitive environment by examining rivalry among existing competitors, the threat of new entrants, the threat of substitutes, supplier bargaining power, and buyer bargaining power.

Competition among ride-hailing services can place pressure on pricing, service quality, driver incentives, and customer retention. The threat of substitutes includes public transportation, taxis, private vehicles, car-sharing services, and other transportation options.

Buyer power may increase when passengers can easily compare prices or switch between platforms. Supplier power may be influenced by the availability of drivers, vehicle operating costs, and the terms governing platform participation. The threat of new entrants depends on factors such as technology costs, local regulations, network effects, and the resources needed to establish a competitive platform.

The analysis will identify the competitive pressures that may affect Uber’s profitability and determine how safety, reliability, service quality, and customer trust can contribute to differentiation.

Value Chain Analysis

Value chain analysis will examine the activities that contribute to Uber’s service delivery and business performance. Relevant areas include platform development, driver onboarding, identity verification, ride matching, payment processing, customer support, safety monitoring, and incident resolution.

The analysis will consider whether these activities are coordinated effectively and whether weaknesses in one area create risks elsewhere. For example, gaps in driver onboarding or complaint handling may affect safety, customer satisfaction, regulatory compliance, and brand reputation.

Recommendations will focus on improving processes, strengthening accountability, and using technology appropriately to support safe and reliable operations.

Application of BetterUp Assessment Results and Leadership Coaching

This capstone project will demonstrate the application of MBA competencies through financial analysis, strategic planning, critical thinking, 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 steps for managing a complex research assignment, evaluating evidence, and presenting recommendations in a professional manner.

Strengths Identified Through the Assessment

The assessment identifies problem-solving, strategic thinking, communication, and the ability to influence others as relevant strengths. These capabilities can support the project by helping the writer evaluate Uber’s challenges from different perspectives and develop recommendations that are both logical and actionable.

Problem-solving skills will be applied when examining the causes and consequences of organizational issues. Strategic thinking will support the evaluation of alternative solutions, including their costs, benefits, risks, and long-term implications.

Communication skills will help present complex financial and organizational findings in a clear and accessible format. The project will also use evidence-based reasoning to connect recommendations with specific business objectives and measurable outcomes.

Weaknesses Identified Through the Assessment

The BetterUp assessment identifies energy and calmness as areas for development. In this context, energy relates to maintaining motivation and sustaining effort, while calmness concerns managing pressure and responding constructively to challenges.

A demanding capstone project requires consistent progress, careful research, and the ability to manage competing responsibilities. If these areas are not addressed, fatigue or stress may affect concentration, writing quality, and the ability to complete tasks on schedule.

The writer can address these challenges by setting realistic milestones, dividing the project into manageable tasks, scheduling breaks, and reviewing progress regularly. Maintaining a structured workflow can help protect research quality while supporting personal and academic well-being.

The Role of Coaching in Leadership Development

Leadership coaching can provide structured feedback, encourage reflection, and help individuals develop strategies for overcoming challenges. During the capstone project, coaching may support the writer in organizing ideas, addressing research obstacles, improving communication, and maintaining accountability.

Constructive feedback can also help identify weaknesses in the reasoning, organization, and presentation of the project. By incorporating feedback throughout the writing process, the writer 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 to the capstone project and to the management challenges being examined at Uber.

Proposed Performance Measures

The effectiveness of the proposed recommendations should be evaluated through measurable indicators. Establishing a baseline before implementing changes will make it easier to determine whether the initiatives are producing meaningful results.

Potential performance indicators include:

• Safety: Changes in reported safety incidents, emergency response times, and the resolution of safety complaints.

• Customer satisfaction: Changes in customer satisfaction ratings, complaint trends, and customer retention.

• Driver experience: Driver satisfaction, access to support, and feedback about safety procedures.

• Operational performance: Time required to investigate incidents, compliance with established procedures, and the completion of employee training.

• Financial performance: Changes in relevant operating expenses, legal costs where publicly disclosed, revenue trends, and other suitable financial indicators.

• Corporate responsibility: Transparency of safety reporting, completion of corrective actions, and progress toward defined governance objectives.

These indicators should be interpreted in context. For example, an increase in reported safety incidents may reflect an actual increase in incidents, improved reporting access, or greater willingness to report concerns. A combination of quantitative measures and qualitative feedback will provide a more balanced assessment.

The project should also establish realistic targets, assign responsibility for each measure, and define an appropriate review schedule. This will help ensure that recommendations are implemented and evaluated rather than remaining theoretical proposals.

Conclusion

This MBA FPX 5910 capstone proposal will examine how Uber Technologies, Inc. can strengthen its financial resilience, organizational accountability, corporate responsibility, and approach to passenger and driver safety. By analyzing financial disclosures, historical stock market data, safety-related information, leadership developments, and industry research, the project will evaluate the challenges affecting the company’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 environment. The findings will inform recommendations focused on improving safety procedures, strengthening leadership accountability, enhancing organizational culture, and establishing measurable performance standards.

MBA FPX 5910 Assessments 2 Capstone Proposal

The proposal also incorporates leadership development through reflection on BetterUp assessment results and the potential use of coaching. These activities can strengthen the writer’s problem-solving, communication, strategic thinking, and self-management skills.

Ultimately, the value of this capstone project lies in translating research into practical, evidence-based recommendations. By connecting safety improvements and responsible leadership with measurable business outcomes, the project 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.

Frequently Asked Questions

What is the purpose of the Uber Technologies capstone proposal?

The purpose is to evaluate Uber’s financial performance, organizational practices, leadership challenges, and safety-related risks. The project will use strategic management frameworks to develop recommendations for improving passenger and driver safety, strengthening corporate responsibility, and supporting long-term business performance.

Why are safety and corporate social responsibility important to Uber?

Safety and corporate social responsibility are important because Uber’s business depends on trust among passengers, drivers, employees, regulators, and other stakeholders. Effective safety procedures, transparent communication, and responsible leadership can help manage risks and support customer confidence.

Which strategic frameworks will be used in the Uber capstone project?

The project will use SWOT, PESTEL, VUCA, Porter’s Five Forces, and value chain analysis. Together, these frameworks will help evaluate Uber’s internal strengths and weaknesses, external business environment, competitive pressures, organizational uncertainty, and operational processes.

How will the project assess Uber’s financial performance?

The project will review publicly available SEC filings, 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.

How can Uber improve passenger and driver safety?

Potential improvements include reviewing driver screening, strengthening identity verification, improving incident reporting, evaluating emergency response procedures, and using appropriate technology to support trip monitoring and safety communication. The effectiveness of these measures should be evaluated through defined performance indicators.

What role does leadership play in Uber’s organizational improvement?

Leadership influences organizational culture, accountability, employee behavior, decision-making, and the enforcement of policies. Responsible leadership can help establish clear safety expectations, encourage reporting, strengthen governance, and ensure that corrective actions are implemented.

How will the success of the proposed recommendations be measured?

Success can be assessed through 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 are necessary to evaluate progress accurately.

How does BetterUp coaching contribute to the capstone project?

BetterUp coaching can help the writer reflect on personal strengths, address development needs, organize tasks, manage stress, and improve communication. Applying feedback throughout the project can support both academic performance and leadership development.

References

BetterUp. (2019, April 19). 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