MBA FPX 5910 Assessments 1 Capstone Project Summary

Name

Capella University

MBA-FPX 5910 MBA Capstone Experience

Prof. Name

Date

Introduction

Uber Technologies, Inc. is a global ride-hailing and mobility company whose long-term success depends on financial performance, customer satisfaction, employee safety, and effective organizational leadership. To strengthen its competitive position, Uber must balance business growth with responsible operations, transparent governance, and reliable safety measures. This MBA capstone project examines Uber’s financial condition, organizational structure, and safety challenges to develop strategic recommendations that could improve profitability, protect drivers and passengers, and rebuild public trust.

Uber’s business concept originated in December 2008, when Travis Kalanick and Garrett Camp reportedly developed the idea for an on-demand car service while in Paris, France. The company subsequently expanded its mobile-based transportation model into international markets, transforming how many consumers access transportation services (Uber, n.d.-a). Headquartered in San Francisco, California, Uber operates a technology platform connecting riders with drivers and offering additional mobility and delivery services.

MBA FPX 5910 Assessments 1 Capstone Project Summary

Despite its growth, Uber has faced significant challenges involving profitability, corporate governance, regulatory compliance, and safety. The departure of co-founder and former CEO Travis Kalanick in 2017 marked a major leadership transition. Dara Khosrowshahi subsequently took over as CEO and faced the challenge of improving the company’s culture, addressing legal concerns, and strengthening its organizational practices. These challenges illustrate the importance of connecting financial performance with ethical leadership and corporate responsibility.

Safety has been a particularly important concern for the company. Uber’s published U.S. safety report covering 2017 and 2018 documented 5,981 reports across five categories of sexual assault, highlighting the seriousness of safety risks within the ride-hailing industry (Somerville, 2019). These reports underscore the need for effective prevention strategies, accessible reporting systems, appropriate investigations, and continued investment in passenger and driver protection.

This project evaluates how Uber can address these challenges through financial analysis, organizational improvements, and evidence-based strategic planning. The objective is to develop practical recommendations that support sustainable business performance while improving safety, customer satisfaction, employee well-being, and corporate reputation.

Statement of Scope

The purpose of this MBA capstone project is to conduct a comprehensive financial and organizational analysis of Uber Technologies, Inc. and develop a strategic plan to improve the company’s financial condition, operational effectiveness, and safety practices. The project will examine how leadership decisions, organizational policies, legal challenges, and customer experiences influence business performance.

A central focus is Uber’s responsibility to protect drivers and passengers while maintaining a reliable and competitive transportation platform. Safety concerns can affect public confidence, customer retention, driver participation, regulatory relationships, and the company’s reputation. Addressing these issues requires more than responding to individual incidents. Uber needs coordinated policies, effective reporting procedures, appropriate technology, employee training, and accountability mechanisms that support prevention and continuous improvement.

The project will evaluate how safety-related concerns may influence revenue, profitability, market confidence, and customer satisfaction. It will also consider the relationship between financial performance and the resources required to strengthen safety operations. However, any conclusion that a particular safety incident directly caused a change in revenue or stock price must be supported by financial data and appropriate analysis rather than assumed from timing alone.

The proposed strategic plan will consider improvements in technology, driver screening and training, customer communication, incident reporting, and internal accountability. These recommendations will be evaluated according to their feasibility, expected benefits, implementation requirements, and potential contribution to long-term business performance.

Accessibility of Data

The project will rely on publicly available financial information, company publications, professional business research, academic sources, and relevant regulatory materials. Primary sources will include Uber’s corporate website and filings available through the U.S. Securities and Exchange Commission (SEC). These sources can provide information about financial results, operating risks, corporate governance, legal proceedings, and management’s discussion of business performance.

Additional information may be obtained through the Capella University Library, professional business journals, The Wall Street Journal, Forbes, Yahoo Finance, and other reputable publications. Uber’s published safety reports can provide information about reported incidents and the company’s stated approach to safety. These materials will help establish the context for evaluating organizational risks and identifying opportunities for improvement.

Microsoft Excel will be used to organize and analyze financial information. The analysis will focus on relevant indicators of profitability, financial leverage, revenue growth, and operating performance across selected reporting periods. Comparing results over time may help identify financial trends and determine whether changes in performance coincide with major organizational developments or public disclosures.

Financial calculations will use consistent formulas and comparable reporting periods. Where appropriate, the analysis may examine indicators such as operating margin, net profit margin, debt-related measures, and year-over-year revenue growth. Each measure will be interpreted in relation to Uber’s business model and the limitations of the available data.

The project will also use SWOT, PESTEL, and VUCA frameworks to examine the internal and external factors affecting Uber.

SWOT Analysis

SWOT analysis will identify Uber’s strengths, weaknesses, opportunities, and threats. Strengths may include its established technology platform, brand recognition, broad user network, and international presence. Weaknesses may involve operating costs, safety concerns, regulatory challenges, and reputational risks. Opportunities may include improvements in safety technology, more effective driver support, stronger customer communication, and operational innovation. Threats may include competition, litigation, changing regulations, economic uncertainty, and declining customer confidence.

This framework will help connect the company’s internal capabilities with the external conditions that influence its strategic choices.

PESTEL Analysis

PESTEL analysis will examine the political, economic, social, technological, environmental, and legal factors affecting Uber’s operations. Political and legal considerations include transportation regulations, employment classification, licensing requirements, and privacy obligations. Economic factors include inflation, consumer spending, insurance expenses, and driver-related costs.

Social factors include changing customer expectations regarding safety, convenience, and trust. Technological factors include mobile applications, location tracking, identity verification, artificial intelligence, and incident-detection systems. Environmental factors include vehicle emissions and the potential role of electric vehicles in reducing transportation-related environmental impacts.

Evaluating these factors will help identify external developments that may create risks or opportunities for Uber’s long-term strategy.

VUCA Analysis

The VUCA framework examines volatility, uncertainty, complexity, and ambiguity in the business environment. Uber operates in a rapidly changing industry influenced by evolving regulations, emerging technologies, fluctuating operating costs, and shifting consumer expectations.

Volatility may arise from sudden market changes or unexpected operating expenses. Uncertainty can result from unresolved regulatory questions or unpredictable customer behavior. Complexity may stem from coordinating drivers, passengers, technology systems, insurance requirements, and local regulations across multiple markets. Ambiguity can occur when the causes or consequences of a new business development are not immediately clear.

Applying the VUCA framework can help Uber develop more flexible strategies, strengthen risk management, and prepare for unexpected operational challenges.

Project Risks and Risk Mitigation

Several risks could affect the accuracy and reliability of the capstone project’s findings. These include mathematical errors in financial calculations, dependence on unreliable information, incomplete datasets, inconsistent reporting periods, and misinterpretation of the project requirements.

To reduce these risks, financial calculations will be completed using verified formulas in Microsoft Excel. Important figures will be checked against original financial statements, and calculations will be reviewed for consistency. Sources will be assessed according to their credibility, relevance, publication date, and relationship to the research question.

The project will prioritize official company filings, regulatory publications, peer-reviewed research, and reputable business reporting. When sources provide conflicting information, the analysis will distinguish between reported facts, company statements, and independent interpretations.

Another potential risk is confusing correlation with causation. For example, a decline in a financial indicator following a public safety disclosure does not automatically establish that the disclosure caused the decline. Other influences, including market conditions, operating expenses, competition, and broader financial developments, may also contribute to changes in performance. The analysis will therefore consider alternative explanations and avoid unsupported causal claims.

Finally, the project requirements will be reviewed carefully, and the Capella University Writing Center may be used to support academic writing, organization, and citation quality. These measures will help improve the accuracy, clarity, and credibility of the final report.

Demonstration of MBA Outcomes

This capstone project will demonstrate the application of MBA knowledge and skills to a complex organizational challenge. It will integrate financial analysis, strategic management, leadership, ethical decision-making, and organizational problem-solving to develop recommendations for Uber Technologies, Inc.

The project will demonstrate analytical thinking by evaluating financial performance, identifying organizational challenges, and interpreting relevant business data. It will also demonstrate strategic planning by using SWOT, PESTEL, and VUCA frameworks to assess Uber’s competitive position and operating environment.

MBA FPX 5910 Assessments 1 Capstone Project Summary

Leadership and communication skills will be reflected in the development of practical recommendations, the evaluation of stakeholder needs, and the explanation of proposed organizational changes. Effective recommendations must consider the perspectives of passengers, drivers, employees, investors, regulators, and business partners.

Ethical decision-making will be another central component. Uber’s long-term success depends on maintaining customer trust, treating drivers and employees responsibly, complying with applicable laws, and responding appropriately to safety concerns. The project will assess how these responsibilities can be incorporated into organizational policies and business decisions.

The final recommendations will aim to balance financial feasibility with safety, accountability, and customer experience. Each recommendation should be supported by credible evidence and evaluated against realistic implementation requirements. This approach will demonstrate the ability to translate business research into actionable strategies for organizational improvement.

Conclusion

This MBA capstone project will examine Uber Technologies, Inc.’s financial condition, business model, organizational structure, and approach to customer and driver safety. By reviewing financial statements, company publications, academic research, and reputable business sources, the project will identify factors that influence Uber’s financial performance, corporate reputation, and operational effectiveness.

The analysis will use SWOT, PESTEL, and VUCA frameworks to evaluate internal capabilities, external pressures, and business uncertainties. It will also examine how safety-related concerns and organizational decisions may affect customer confidence, regulatory relationships, and long-term financial performance.

Based on these findings, the project will recommend practical improvements in safety technology, reporting procedures, driver support, employee training, risk management, and organizational accountability. The proposed strategies will be evaluated according to their feasibility, likely benefits, and alignment with Uber’s business objectives.

Ultimately, the project aims to show how Uber can strengthen its competitive position by integrating financial discipline, ethical leadership, operational improvement, and customer protection. A strategy that treats safety and stakeholder trust as core business priorities can support more resilient operations and contribute to sustainable organizational performance.

Frequently Asked Questions

What is the purpose of the Uber MBA capstone project?

The purpose is to evaluate Uber Technologies, Inc.’s financial performance, organizational structure, and safety challenges. The project uses strategic management frameworks and financial analysis to develop recommendations for improving business performance, customer satisfaction, driver safety, and corporate accountability.

Why is safety important to Uber’s business strategy?

Safety is important because it influences customer trust, driver participation, regulatory relationships, and corporate reputation. Effective safety policies, accessible reporting systems, appropriate training, and reliable technology can help reduce risks and improve the experience of people using the platform.

Which strategic management frameworks are used in the project?

The project uses SWOT analysis to examine strengths, weaknesses, opportunities, and threats; PESTEL analysis to assess external environmental factors; and VUCA analysis to evaluate volatility, uncertainty, complexity, and ambiguity. Together, these frameworks support a more comprehensive understanding of Uber’s strategic environment.

How will Uber’s financial performance be evaluated?

Financial performance will be evaluated using information from company financial statements and SEC filings. Microsoft Excel will support calculations involving revenue growth, profitability, operating performance, and selected financial leverage indicators across comparable reporting periods.

What are the main risks in completing the capstone project?

The main risks include calculation errors, unreliable sources, incomplete data, inconsistent reporting periods, and unsupported interpretations of financial trends. These risks can be reduced by verifying data against original sources, using consistent formulas, evaluating source credibility, and distinguishing correlation from causation.

How can Uber improve customer and driver satisfaction?

Uber can work toward improving satisfaction through transparent communication, responsive customer support, effective incident reporting, appropriate driver screening and training, reliable safety features, and fair operational policies. Regularly reviewing feedback and performance indicators can help the company identify areas that need improvement.

How does this project demonstrate MBA competencies?

The project demonstrates MBA competencies by applying financial analysis, strategic planning, critical thinking, ethical decision-making, communication, and leadership to a real-world business challenge. It connects research findings with practical recommendations designed to address organizational risks and improve performance.

References

BetterUp. (2019, April 19). BetterUp assessment. https://app.betterup.co/assessments/273869?locale=en

Bradley, M. (2018, April 15). Uber plans new safety measures to reassure critics, riders, and drivers. NBC News. https://highered-nbclearn-com.library.capella.edu/portal/site/HigherEd/browse?cuecard=115072

Capella University. (n.d.). MBA capstone project description [Course document]. Capella University.

Sherman, L. (2019, June 2). Can Uber ever be profitable? Forbes. https://www.forbes.com/sites/lensherman/2019/06/02/can-uber-ever-be-profitable/

Somerville, H. (2019, December 5). Uber safety report details sexual assaults in U.S. over two years. The Wall Street Journal. https://www.wsj.com/articles/uber-issues-report-detailing-safety-incidents-on-ride-hailing-platform-11575591071

MBA FPX 5910 Assessments 1 Capstone Project Summary

Uber. (n.d.-a). Our history. https://www.uber.com/newsroom/history/

Uber. (n.d.-b). Company information. https://www.uber.com/newsroom/company-info/

U.S. Securities and Exchange Commission. (n.d.). EDGAR company search: Uber Technologies, Inc. https://www.sec.gov/edgar/search/