Partners and drivers attraction and retention Strategies of

Uber Bangladesh
Partners and drivers attraction and retention Strategies
of Uber Bangladesh

Prepared by
Md.Mofijul Islam Khan

ID – 111 131 332

School of Business & Economics

United International University (UIU)

Supervised For
Dr. Kawsar Ahmmed

Associate Professor

School of Business and Economics

United International University

Date of submission: 16/10/2018

Letter of Transmittal

To,

Dr. Kawsar Ahmmed,

Associate Professor

School of Business & Economics United International University

Subject: Submission of the Internship Report

Dear Sir, I would like to submit my internship report on Partners and drivers attraction and retention
Strategies of Uber Bangladesh., which has been prepared as a requirement for the completion of the BBA
Program of United International University. While working on the report, I have tried to follow each and
every guideline that you have advised. It has been a very enlightening experience to work in this new
venture and I have thoroughly enjoyed my internship period at UBER Bangladesh. The authority has also
extended their cooperation whenever required.

Moreover, I want to thank you for your support and patience with me. If you need any further information
to evaluate the internship report, it would be my immense pleasure to furnish you the same.

Hence, I would be wondering if you go through my report and give your assessment to my work
considering my limitation.

Sincerely,

Md Mofijul Islam Khan

111 131 332

 Acknowledgement

At first, I would like to express my gratitude to the Almighty for giving me the strength and opportunity
to complete the report within the scheduled time successfully.

I would like to thank the internship Supervisor Dr. Kawsar Ahmmed, who has helped me in every step of
my internship.

I also want to thank to Saquib Ahmed (Green light Manager) and Kaniz Fatima (Operation consultant)
,All drivers and partners who help me for acquiring data and all individual of UBER Bangladesh., for
their support that I have been provided for preparing my report. I practically work with them, try to share
their perception, feelings and on the basis of my realization, I prepared report from my own point of view.
Then at last I shall be grateful to those people who read this report and who shall get benefit from this
report at present and in future.
 Executive Summary

The overall approach of the report is a descriptive one as it goes into the depth and partner’s attraction
and retention strategies of UBER Bangladesh. This company widely known as UBER Bangladesh is the
leading technology-based Transportation service provider in Bangladesh with more than ten thousand
plus cars. To prepare this analytical report both primary and secondary data were used. Among the
sources, data mainly collected from the internal annual report of UBER Bangladesh. I have constructed
this report under five chapters these are given below.

The first part of this report deals with the introduction, objective, background, scope, and limitations of
the report. In order to understand the marketing performance of UBER Bangladesh on which the report is
carried on. The second part includes a company profile of UBER Bangladesh. A brief narration of the
overview of UBER Bangladesh given on which I selected for my report. This company structure of
UBER Bangladesh, vision, mission & objective, working place, working environment, and task list of
UBER Bangladesh. The third part of this chapter tries to show literature review, and here describe what
factor impact on perpetual performance, why it is important and what does it means and also added the
theoretical framework.

The fourth part of the report focuses on the population and the sample for the present study, data
collection procedures, and data analysis. The fifth part includes findings and recommendation. In this
part, I am trying to give some suggestion basis for analyzing how to manage the loop fall which affects
the performance of the company. The sixth part of the conclusion part tried to put the gist of the report.
UBER Bangladesh has passed a long way since it is providing services. Already it has earned a strong
market leadership position. Hopefully, UBER Bangladesh will continue to hold the position and be
perfect in this sector. To keep the leadership position company need to give more and more attention to
customer retention and development.
Keywords: customer acquisition, customer retention, CRM technology, relationship marketing, Uber.
Contents
1 Introduction..........................................................................................................................................1
1.2 Purpose of the study.......................................................................................................................1
1.3 Origin of the report........................................................................................................................2
1.4 Motivation of the study..................................................................................................................2
1.5 Limitations of the study.................................................................................................................2
2 Overview of the organization...............................................................................................................4
2.1 Vision, Mission & Objective.............................................................................................................5
2.2 UBER Core Value.............................................................................................................................5
2.3 Core Competencies............................................................................................................................5
2.4 Uber’s commitments to their clients..................................................................................................6
2.5 Products.............................................................................................................................................6
2.6 Price...................................................................................................................................................9
2.7 Organizational Structure of UBER Bangladesh...............................................................................10
2.8 What dose perpetual performance means.........................................................................................10
2.9 Why perpetual performance is important.........................................................................................11
2.10 What factors impact on the perpetual performance........................................................................11
2.11 Current profitability.......................................................................................................................14
2.12 Study variable................................................................................................................................14
2.13 Theoretical framework...................................................................................................................16
3 Methodology..........................................................................................................................................19
3.1 Population and sample for the presents study..................................................................................19
3.2 Data collection Procedure................................................................................................................20
3.3 Data Analysis...................................................................................................................................21
3.4 Findings of the study.......................................................................................................................27
4 Research Recommendation....................................................................................................................29
4.1 Conclusion...........................................................................................................................................30
5 Appendix................................................................................................................................................32
5.1 Reference.........................................................................................................................................35
Chapter: 01
Introduction
Introduction

UBER is an on-demand transportation service that brings a revolution in the global taxi industry.
The UBER business model has created this for people to tap their smart phones only and a cab
has reached their positions at the least possible time. UBER is one of the few tech companies in
the world which is worth more than $ 50 billion dollars. UBER has already received an equity
fund of $ 8 billion and has 60 countries. UBER is an e-healing service that connects passengers
with drivers. California-based companies work as middlemen for tenants and drivers are ordered
to order cars, taxis or other types of transport through mobile devices. Garrett Camp and Travis
are the brain initiatives and UBER cab founder in March 2009 as a founder of a mobile phone
application. The client application can use to submit a trip request that is sent to automatically
register the drivers around the user's location. Interested UBER driver can communicate with the
passengers and set up a pick-up. UBER is not a taxi service owner of any vehicle for company
service. UBER drivers are private car owners who use the platform on the moon. UBER works in
600 cities worldwide, including Dhaka and Chittagong.

Purpose of the study

The aim of this study is to examine the performance of UBER in attracting and retaining its
valued partners in providing the better transportation service. More specifically this study aimed
at meeting the following objectives.

1. To examine the performance of UBER in attracting and retaining partners.

2. To examine the activities if UBER to Acquire Partners.
3. To examine the activities of UBER to Retain Partners.
4. To examine the activities of UBER to manage partners referrals.
5. To examine the compatible organizational alignment at the UBER
6. To examine the usage of CRM technology by UBER.
Motivation of the study
The study attempted to understand the “Customer attraction and retention strategies at the
UBER in Bangladesh”

Degree completion: This internship is the part of my BBA program. It’s carried 3 credit of my
whole program.

Acquiring knowledge: To do the internship I learn lots of things. Basically I acquire lots of
things in practically. I see, how UBER Bangladesh operate their operation, how they handle their
partners and drivers.

Applying academic knowledge: When I get any task to perform I always try to apply my
academic knowledge here and getting success to applying my academic knowledge.

Adding knowledge: I learn lots of things from here and get lots of knowledge. Which help me in
my future carrier.

Limitations of the study

Although I have given some efforts to prepare this report as well as still have some limitations to
study. The main limitation of the study was the incompatibility of primary information. For this
reason, I could not collect updated information.

Some limitations are:

 Sample size is to be too small as a result sampling error may be incurred.

 Most of the driver’s have not the minimum education to understand the questionnaires.
 To cover all the aspects of the report within one semester is quite impossible.
 Most of the driver and partners don’t understand the questionnaires.
 Chapter: 02
Organizational Overview and Literature Review
Overview of the organization
UBER is an on-demand transportation service that brings a revolution among the global taxi
industry. The UBER business model has made humans easily to tap their smart phones and a cab
has reached their location at the least possible time. UBER is one of the few tech companies in
the world which is worth more than $ 50 billion dollars UBER Technologies Inc. is an American
private hire company headquarters in San Francisco, California, United States, operating in more
than 500 cities worldwide. It develops market and operates the UBER car transportation and
food delivery through the mobile apps. And UBER has a simple goal to use technology to make
sure our cities more accessible while reducing congestion and pollution. With their It currently
provides services in more than 500 cities across 74 countries, with five million UBER trips made
each day on average with their ambitions and goals. UBER launched in Bangladesh in 22nd
November, 2016. Now UBER is becoming a new way of transportation with their luxurious
facilities.

Name of the organization UBER

Type Private held company
Industry Transportation delivery(commerce)
Owner Travis Kalanick, Garrett Camp
Founded March 2009
Headquarter San Francisco, California
Founded in Bangladesh 22nd November, 2016
Headquarter in Bangladesh Road:12, Sector:12, 36 SonargongJanapath
Road, Uttara, Dhaka-1230
Website www.uber.com
Logo

Slogan We will ride together

Helpline 09612111777
Vision, Mission & Objective
UBER's mission statement is “make transportation as reliable as running water, everywhere,
for everyone.”
UBER Core Value
Uber has 14 core cultural values and 8 qualities that all UBER employees are expected to
possess.

• Uber's mission
• Celebrate the cities
• Eligibility and hose
• Principal conflict
• Winner: Champion's mentality
• Let's build the builder
• Will always be ustling '
• The customer is indifferent
• Create Big, Bold Bikes
• Create Magic
• Be an owner, not a tenant
• Be yourself
• Optimistic leadership
• Avoid politics

Core Competencies

For the first time, smart phone maps, GPS tracking systems, smart phone payment payments or
even ratings and feedback programs have not been discovered. But is they really a well-planned
package of these technologies that established customers' favorites in the cloud computing
system; An interface where many programs can work together to serve a function.

• Provide access to different types of markets: UBER's customer interface is universally

effective; it can give high-and low-end reliable products for individuals and businesses and can
enable the brain behind the operation and enable.

• Remarkable contribution to the end product perceived customer facilities: What is

available in UBER already exists; any one can access this service. However, the way this
package of services is presented is presented and run, which is especially designed to make
UBER. UBER understands the advantages of the customers that are separated from the taxi.

• Competitors are difficult to imitate because it is a separate combination of technology and

production efficiency: UBER approach to attracting different drivers in different countries gives
it a higher standing.

UBER’s commitments to their clients

Safety is important to all—whether one is in the backseat or behind the wheel. That’s why they
continue to develop technology that helps make millions of rides safer every day. So, UBER
always said, Safe rides, safer cities

Products
In Bangladesh perspectives UBER have three types of Product

i. UBERX Car .
ii. UBER Premium Car .
iii. UBER Moto.
iv. UBER HIRE.

UBER X (Your car, your way): The most convenient and comfortable way to get around
Dhaka. Whether you’re looking for a ride to a wedding, or simply want to sit back and stretch
your legs, we’ve got you covered. Choose UBER X when booking a ride, and go places in the
comfort of a sedan. Fully air – conditioned, four seater sedans available at your doorstep at the
tap of a button. We taking all the cars 1991 to 2005 Models are goes to UBER X.
UBER PREMIUM (Introducing PREMIER – A Step above the Everyday Ride ): At Uber, we
strive to make every ride for each one of our hundreds of thousands of riders like you a truly
amazing experience. Introducing PREMIER – your business class experience with UBER. After
months of preparation and feedback, we are thrilled to introduce this ride option for you.And we
teed-off in classy style. Sylhet Sixers’ and current and ex-national stars Sabbir Rahman, Hasibul
Hossain and Faruque Ahmed were some of the first to use PREMIER as they made their way to
their team office for a meeting. Not to be outdone, model Jannatul Peya also found herself a
PREMIER on the way to a Friday afternoon engagement in Gulshan Dhaka, PREMIER has been
crafted for you, with your feedback, and incorporating everything you’ve appreciated in your
rides with us and our driver-partners.

We taking all the sedan cars 2006 to Above Model are goes to PREMIER.

Some Exceptional sedan cars we take below 2006 above 2001 which is allion, premio,Axio,
Nissan blue bird, Ford. We don’t onboard any probox, Succeed, Tata indigo, hatchback cars for
PREMIER.
UBER MOTO (MOVE WITH MOTO): We have come full circle. Along with affordable and
comfortable sedan rides in UBERX and PREMIER, we now bring you something for your
everyday convenience. Introducing, MOTO With Dhaka being one of the busiest cities in the
world, there is no better way to zoom through traffic and save time other than with MOTO and,
there is no one better to kick- start our journey other than our national cricketing legend,
Mashrafe Bin Mortaza.

Mashrafe took the first MOTO ride in the city this morning. Being an avid fan of bikes, he was
very satisfied with his first experience and is looking forward to how MOTO would add even
more dimension to how the city moves.
UBER Hire (multiple destinations: extended time | one obo): UBER hire, Riders can book
long-term trips around the day-to-day meetings, shopping or just around the city. "We always
think innovative ways to increase the experience for our riders and driver partners, this service
aims to book a UBER for long-term travel to meet the unique travel needs of the city, especially
tourists, business travelers, senior citizens and working professionals. Keeps a comfortable and
cost-effective Price travel experience, "said Arpit Mundra, General Manager, UBER Dhaka.
UBER is a hyper-local offer for the Dhaka market, and this is a great way to explore and explore
the beautiful city. It's a fast level, a business trip or a day-long trip to explore a city, what's great
feedback in other cities of UBER hire that it manages (Bass, 2018).
Price
 
 Pricing for UBER X:
Base Fare: 40 BDT
Per KM: 18 BDT
Per Minute: 3 BDT

 Pricing for UBER PREMIER

Base Fare: 80 BDT
Per KM: 22 BDT
Per Minute: 3 BDT

 Pricing for UBERMOTO

Base Fare: 30 BDT
Per KM: 12 BDT
Per Minute: 1 BDT

 Pricing for UBERHIRE

Fare Breakdown: HIRE X  HIRE PREMIER

Minimum Fare (1HR or 10KMs) 419BDT 499BDT

Additional Charges per min (after exceeding initial time) 3.5BDT 4BDT

Additional Charges per Km (after exceeding initial distance) 18BDT 22BDT

Organizational Structure of UBER Bangladesh

General Manager

Operation and LogisticsManager Marketing Manager

Partner Support Representative Brand Manager

(Level 02)

Partner Support Representative Marketing Associate

(Level 01)
Literature review

Perpetual performance
Perpetual performance consists of achieving the overall performance of the company, attaining
market share of the industry with attaining goal and the current profitability. When any a
company’s overall performance is good and all the things running smoothly, all the shareholders,
partners and stakeholders are getting their parts according to overall profit. And company
attaining their market share of the industry. Company attaining their goal with the current
profitability. And it’s called the perpetual performance. And the accomplishment of a given task
measured against present known standard of accuracy, completeness, cost and speed. In a
contract, performance is demeaned fulfillment of an obligation. In a manner that releases the
performer from all liabilities under the contract. And the entire thing doing together is called
perpetual performance.

Important of perpetual performance

Perpetual performance is most important things for every company. How a company runs, is it
running good and smoothly or not all the things we got from the perpetual from the perpetual
performance. Because in perpetual performance we get achieving the overall performance of the
company .it means how a company acquire their partner and their customers , how they retain
their partners and customers, what things they do to retain their partners ,is it working or not.
What kind of actively stress Partners loyalty or retention programs? Based on the value of the
partners, what do they accept for customized services? And what kind of steps they take for
buildup long-term relationships with their high value partners and customer. These all are
included on the perpetual performance. ON the other hand company’s perpetual performance
indicates the company’s attaining market share of the industries. . And after the investment
period they going to the make profit. That also shows the perpetual performance.

Important factors impact on the perpetual performance

There is some factors impact on the perpetual performance.
Achieving overall performance

To achieve the overall performance acquisition means to perform all the tasks of the company.
That means the company should first determine the business performance goals. For example,
services can be part of the industry which may try to achieve high customer satisfaction in the
company, when a production company can produce increasingly every year, other corporate
career goals are HRVinet, effective functioning, and if a company, according to employee
morale or a good public image management forum. Believe that lack of employee skills, a Invest
in Corporate Training. Negative stress of business and the need to improve its image hire a
strong public relations relationship with clients of the same industry. At the beginning of each
fiscal year, the budget could generate some additional funds for achieving goals for several
years. So, all things related to the achievement of a company's overall performance.

Attaining market share

For the perpetual performance attaining market share is a very important part. Companies
increase market participation through innovation, strengthen customer relationships, gain
competency skills, and get employment. It is the percentage of total market control for a
company's market share for its products and services.

Market share is calculated by selling a company's overall market unit or by percentage percent.
Selling method uses percent, if a company’s annual sales is $ 1 million and its total sales for the
year is $ 100 million, the company's market share is 1%. Under the percentage ratio of the unit, a
company that sells 50,000 units a year is an industry segment where 5 million units are sold per
year, the market share of 1%.

Keep companies in high market partners a competitive advantage. Companies with high market
partners get better prices from suppliers because their large orders increase their purchasing
power. Also, increased market growth and greater production are hand in hand, after which the
company reduces the cost of producing a separate unit due to economic scale.

Therefore, the share of the market is very important for endless performance.

Attaining growth

Attaining company growth is also a important factor for the company. And it depends on the
overall performance of the company and that most companies struggle to grow, regardless of
their size, small companies want to grow, big companies want to get bigger, companies will have
to increase at least once in a year to actually increase their costs for their timeframe. Including
time passage increased expenditure on wage increases and employment benefits as well. Even if
the revenue of any other company does not increase, the cost of these two areas will be almost
increased. It is not possible to pass this extended expense to customers and clients in the form of
high value. As a result, if the business continues to grow then it will increase. Thus, sometimes
companies take some steps to achieve their growth.

Licensing: These steps may be willing to extend its licensing with a strong extension and its
most advanced technology are often recommended for organizations as their own proprietary
technologies, because competitor’s will develop a company at any time. Licensing is one method
that can be used to maximize the benefit that a firm can gain from its technology. It is a way to
gain wealth to finance future research and development efforts.

Sell Off Old Winners: Some organizations are involved in a comprehensive effort to develop
themselves as mature "cash cow" operations to focus on their new or innovative line products or
services. This option may appear to be contradictory, but analysts believe that traders can cut the
maximum price for such attempts and true assets. This line of thought is a complementary old
technology or product divider. For example, emerging markets in Latin America and Eastern
Europe have become favorite places for selling products or technology for companies that do not
attract high levels of interest in the United States. These markets do not yet carry state-of-the-art
products, but they may also benefit from older models.
New Markets: Some businesses are able to protect significant organizational growth by tapping
into new markets. Creating additional needs for a firm product or service, especially in a market
where competition can still fully develop, can inspire a tremendous growth for a small company,
although competitive vacuums will usually close this event shortly. In the last ten years, many
small organizations have become an online marketing presence as a tool to reach their traditional
markets. If they are not in the market yet and sell online, then this area can be discovered.
New product development: Creating new products or services is one of the primary methods
which companies make big In fact; the development of new products is the development strategy
of most companies.
Outside financing: Many small companies start their funding sources for funding, small private
firms search revenue from banks, private investors, government agencies or venture revenue
organizations.

Current profitability:
Profitability is beneficial for company's heart and long-term survival of the company, of course,
the company's overall performance profit. The total profit of the company is after all expenses
related to the production, production and sales are deducted later. The profit bank means that it
goes directly to a company's owner or partner or partner or it is rebuilt by the company. For
profit, any company, initial goal, and an organization that is not primarily investor or financial,
can be the target of the profit company. Without adequate capital or financial resources, a
company is durable and used to run, business failure is imminent
The last line is, no company can survive for a significant time and without making profit. In that
case, the measure of a company's profitability, both present and future.
Study variable

Activities to Acquire Partners:

UBER made various kinds of attempts to attract prospective Partners in order to coordinate
messages across media channels like newspapers, FM radio, Online advertising etc. UBER have
some formal system in place that differentiates targeting of their communications based on the
prospect's value, There are various prices in different UBER so that different types of partners
can acquire. Sometimes UBER proposes different proposals to the partner based on their
economic value. UBER is such a big name, that people are already waiting for the taxi to start
their city service. So sometimes it's very easy for those UBER -easy partners to achieve. And
partner acquisition of their shares based on partner quality, according to the UBER difference.

Activities to Retain Partners:

To acquire partners it more important and tougher task is to retain partner. Because sometimes
company gives so many interesting offer or gift or privilege for acquire partner but after some
days if the company can’t continue this some partner going away. So in that situation UBER
takes lots of action for that. UBER maintains an interactive two-way communication with their
partners and actively forces partners' loyalty or maintenance programs. Combine UBER Partner's
contact points (e.g., mail, telephone web, fax, face-to-face) with partner information. UBER tries
to customize the services based on the partner's value for the maintenance of partner. UBER
always strives to build long-term relationships with partners and drivers. For that it provided lots
of target based offer for their existing partner and drivers.

Activities to Manage Partners Referrals:

UBER gives the referrals bonus for the new and existing partner and drivers .if any existing
partner bring or convinced to their friends and family or someone who is totally new in UBER
and those who have a car and this car is not registered in UBER they get the referral bonus from
UBER. So, UBER give the referral bonus to referee and referral. And UBER systematically track
referrals. And also new supply gets the joining bonus too. Based on the value of the partners,
UBER acquired partners, different incentives for referral generation. And it’s very important for
the new supply.
Compatible Organizational Alignment:

UBER planned training method to help staff separately with higher and lower-value partners. So
here some employees are called big fleet which is dedicated to high-valued partners. Inspiration
UBER Employees Award for creating and deepening relationships with high quality partners.
And there are various service packages for different partner UBER. Each of their service
packages is organized to respond well to the partners' groups with different profits. UBER
organizes differentiated treatments and products for their employees to provide power to various
partner partners for their service packages.

CRM Technology:

UBER invest in technology to acquire and manage "real time" Partners information and
feedback. They always try to maintain relationship with their partner and driver. They always
update their partner and driver for every simple change and update. And it’s help UBER to
increase their resource larger and get the competitive advantage in this market.

Perceptual Performance:

So, to do all the things UBER create a unique value in the transportation market in Bangladesh.
They attaining the major market share and attaining growth of the market. And after the
investment period they going to the make profit.
Study framework
This study framework consists of several variables. Here try to shows the performance of
Activities to Acquire Partners, Activities to Retain Partners, Activities to Manage Partners
Referrals, Compatible Organizational Alignment, CRM Technology in Perceptual Performance.

Acquiring Partners
Retain Partners
Managing Partners Referrals Perceptual Performance
Compatible Organizational Alignment
CRM Technology

Acquiring Partners- Perceptual Performance:

UBER has some formal system that separates their communication targets based on the
probability value, which can be used by various channels to get different types of partners, which
have different prices. Sometimes UBER proposes different proposals to the partner based on
their economic value .Acquiring new partners and drivers is a very important part of the
operation running smoothly, because new supply is most important in business and it’s a
important part of perceptual performance as well. New partner acquiring plays a important role
in achieving overall performance and attaining market share.
Retain Partners- Perceptual Performance:
Retaining partners plays an important role in achieving overall performance and attaining market
share. When partners get the good profitability from the business and their business attaining the
growth then they become the loyal to the company and company perform in their perceptual
performance.

Managing Partners Referrals- Perceptual Performance:

For the new supply and existing supply partner’s referrals bonus is very important. UBER gives
the referrals bonus for the new and existing partner and drivers. This referral bonus increases the
partner’s motivation and profitability as well. It helps to attaining the business growth. And end
of the day UBER perceptual performance is going better.

Compatible Organizational Alignment- Perceptual Performance:

For different types of partners, UBER has various services according to their price
Package. Each of their service packages is organized to respond well to the partners' groups with
different profits. UBER organizes differentiated treatments and products for their employees to
provide power to various partners for their service packages. And these things help UBER to
achieving the overall performance and getting the business growth as well. So, Compatible
organizational alignment plays an important role in perceptual performance.

CRM Technology- Perceptual Performance:

UBER improve their technology to and manage acquire "real time" Partners and feedback
information. They always try to maintain relationship with their partner and driver. They always
update their partner and driver for every simple change and update. And this thing is very
important for their perceptual performance. Because when they have the each and every
information about their partners and drivers then they can take any step for company partner’s
relationship.
 Chapter: 03

Methodology, Data Analysis and Discussion

Methodology

A proper methodology is always necessary for a successful accomplishment of the study. It helps
to organize and analyses data and information through a systematic process to achieve the
ultimate goal and objective of the study. And In this chapter my study area, population,
demographic sampling, sampling techniques, materials for gathering information, data analysis,
and then finding and recommendations. The methodology I use to prepare the project as follows:

Population and sample for the presents study

Population set of complete elements (persons or objects) that possess some common
characteristic defined by the sampling criteria established by the researcher. In this study the
population was total number of driver and partner of UBER Dhaka according to their age and
gender.

Sample, For some research, enough study of the population could be big enough to include all of
them in the study. But a study could all be entail to a large population which may be studied. A
part of the population is called a demographic sample. A sample of this study, therefore, is a
small group 3 - 4 material drawn through a specific method of an accessible population. The fact
that these samples made is actually studied. In this study, there were 60 respondents in the
population sample.

Sample for research design is an important element. This is the process of reaching the
conclusion of the total population using a brief number of a total population. Following pattern
design process as follows-

• The desired population.

• Sample frame.

• Normal size
Target Population: The target population of this report is the drivers and partners of UBER
Dhaka. Population is the collection of potentially all individuals, material or interest
measurements.

Sample line Frame: Such sample frames are not available for this research. The partners and
drivers of the UBER Dhaka of all ages and sexes are considered.

I have surveyed 60 drivers and partners of UBER to their attraction and retention strategies of
their company .Also In my survey questionnaire’s, I developed 27 questions which consists of
Activities to Acquire Partners, Activities to Retain Partners, Activities to Manage Partners
Referrals, Compatible Organizational Alignment, CRM Technology and Perceptual
Performance.

Data collection Procedure

There are many ways to collect the data for a report. The resources are as many as we can collect
All the required information were gathered at the source through informal interviews, careful
observation, consultation of books, UBER Bangladesh internal circulars. For this purpose the
drivers and partners has been interviewed. However, the basic data collections are occurred by
two ways.

 Primary Data sources

 Secondary data sources

Primary Data sources:

Results from a survey based on a questionnaire about Customer attraction and retention
strategies at the UBER BD

Secondary Data sources:

To collect secondary data, I went through the relevant books for the topics, went through the
research paper and articles. Find out the journals and browse through internet.
Questionnaires: A questionnaire is prepared on a set of 27 statements. Questionnaire includes 5
point linker scale.

Survey: A survey will be conducted using the questionnaire among driver and partners of Dhaka
city.

Data Analysis:
This data is taken from the drivers and partners. And analysis this data for try to find out the real
scenario of attraction and retention strategies of the UBER Bangladesh.

Activities to Acquiring Partners:

AV- AA

4.8

4.6

4.4

4.2

3.8

3.6
1 2 3 4

Figure 1:

From the graph it can be said that UBER try to attract prospective Partners in order to deliver
messages across various channels is very strongly because it’s average is 4.9.and dramatically
the average number is same 4.69 for formal system in place that differentiates targeting of their
communications based on the prospect's value and give different offers to prospective Partners
based on their economic value. And at last UBER differentiate their acquisition investments
based on Partners value is 4.16. That means UBER is not differentiate their acquisition
investments based on Partners value.

Activities to Retain Partners:

AV-ARP
4.8
4.7
4.6
4.5
4.4
4.3
4.2
4.1
4
3.9
3.8
1 2 3 4 5 6 7
Figure 2:

From the graph, it can be seen that, for the Retailing Partners UBER focus more on maintains an
interactive two-way communication with their Partners, and its average rating is 4.73, And later
UBER partners contact partner contact points (example: email, telephone web, fax, face-to-face)
and its ratings are 4.72 and the lowest average of 4.13 and UBER is a formal system their
communication target difference based on their potential value

Activities to Manage Partners Referrals:

AV-AMPR

4.95

4.9

4.85

4.8

4.75
1 2 3 4

Figure 3:

From the graph, it can be seen that UBER’s activities is very strong in Manage Partners
Referrals. Because UBER systematically provides different incentives for referral generation
based on the referrals track, UBER provides current partners encouraging new potential partners
to acquire and based on the acquired partner rating value 4.9. And the partners try to actively
manage the referral process 4.83.

Compatible Organizational Alignment:

AV-COA

4.3

4.2

4.1

3.9

3.8

3.7
1 2 3 4

Figure 4:

From the graph, it can be seen that, UBER is not good in Organizational Alignment. Because
UBER people cannot offer partners treatment and products to represent the various partners and
represent energy for their product package. And for that the average 3.91 in UBER, on the other
hand, manage systematic training methods to help employees with different high-and low-value
partners. And its average rating is 4.28.
CRM Technology:

AV-CRM

4.8

4.75

4.7

4.65
Axis Title
4.6

4.55

4.5

4.45

4.4
1 2 3 4

Figure 5:

From the graph, it can be seen that, in CRM technology UBER doing good. And they invest a
lot in technology to manage and acquire "real time" Partners feedback and information. So that
in this area the rating is 4.77 and in CRM technology area the lowest rating is 4.55, for the
potential Partner’s UBER have technologies that allow for one-to-one communications.. This
rating is not the relatively low. Though partner gives 4.64 for larger information technology
relative to their competitor’s quality.
Perpetual Performance:

AV-PP

4.5

4.4

4.3

4.2

4.1

3.9

3.8
1 2 3 4

Figure: 6

From the graph, it can be seen that, the Achieving overall performance’s average is 4.43 and that
is huge for UBER, because in only one year this rating is really good. And then attaining market
share’s average is 4.25 and the average of attaining growth is 4.20. And very important part is
Current profitability and that is 4.07 out of 5.and that is not bad at all.
Findings of the study
Don’t have differentiated acquisition investments based on Partners value : UBER don’t
differentiate their acquisition and investments based on Partners value. But it’s very important
because all the partners don’t have the same educational background and their economic
condition is not same.

Services are not routinely tried to customize based on the value of the partners: UBER does
not attempt to customize the services based on the partners and the value of the driver .That’s
might create impact on the business because a company should established a different services
based for their different value of partners and drivers.

Systematic training procedures for employees: UBER don’t give quality training procedures
for their employees that helping deal with differently high- and low-value Partners.

Reward employee: In employee award system employees should be motivated to perform their
highest level. Employees encourage workers to be proud of their work for the safety and progress
of work. As you devise an employee award system for our business, remember to ask for input
from our employees who have no right or wrong system, and help them create a system that
works for us.

One-to-one communications with potential Partners: one to one communication is very

important in business. Because in partnership business every partner is not same so their
communication style should be different and unique. So for run a business smoothly a company
should establish a one to one communication system.

Deliver differentiated treatment and products to different Partners segments: For run a business
smoothly a company should established a different treatment and product to different partners
and drivers segments.

Update bonus criteria: UBER don’t have the update bonus criteria. But they should update their
bonus criteria as well as their competitor.
Recommendation

 UBER should differentiate the acquisition investments based on Partners value. Because
it’s very important for all the partners who don’t have the same educational background
and where as their economic condition is not same.
 UBER should give introduce a quality training procedures for employees that helping
them to deal with differently high- and low-value Partners
 UBER should take step to customize their services based on the nature of the Partners
and drivers. That’s might create impact on the business because a company should
established a different services based for their different value of partners and drivers.
 UBER should give more facilities to its drivers, rider, and partners, for that they are
interested to work with UBER.
 In terms of competition, UBER Bangladesh should look into the other future competitors
so that they can tailor their strategy accordingly.
 A team should be dedicated to always research market insight which is always changing
overtime.
 A better digital marketing strategy should be improved a lot to make the visibility
everywhere in front of the customer‘s interface.
 An understanding of local culture should be drilled down to realize better performance.
 Partner’s feedback should be taken seriously so that improvements can be taken on time.
 Future developments should be in the inventory so that they can contribute better.
 UBER Bangladesh should also make a better branding strategy in line with global
strategy so that customer perceives the brand in a global standard.
 Introduce the reward system of employee's that motivates employees to perform at their
highest level.
Conclusion
Startups and big corporations have shown great support for ride-by-share movements. The
response from the share sharing platform to the consumers has been extremely positive, as
demonstrated by their global mundane growth. However, there are some push backs on
important issues for platform-based services. Trust has been one of the most related topics for
both riders and drivers, in particular. Round-sharing is a hot-button between cities around the
world and just so much. How the cities will be managed this day and a complex process in the
future? Like listening to current needs and trends, it is just as important to predict the future. The
technology that is currently at development rates, it can interfere with plans that are years of
creation. During the city planning process, accounting should be considered for the future trends
of the government to avoid surprises in the streets.
Reference:

 BSS (February 14, 2018). Uber launches uberHIRE in Dhaka. Retrived on (date)
from www.thedailystar.net.
 Uber blog (15 september) Introducing PREMIER – A Step Above The Everyday Ride
https://www.uber.com/en-BD/blog/dhaka/dhaka-your-ride-choices-are-arriving-now/
Appendix
Questionnaire

Partners and drivers attraction and retention strategies at the UBER BD

Dear Respondent:
I am a student of BBA program at the United International University doing internship in your
esteemed UBER BD as a partial requirement for the fulfillment of the degree. For preparing my
Internship Report on Drivers and partners attraction and retention strategies at the UBER
BD, I am collecting data from the respected respondents at your Company.
Please put your valuable opinion and answer the following questions. I assure you that your
information will be used only for academic purpose.

Gender Male Female

Age (Year) 20-30 31-40 41-50 50 and above

With regard to the different aspects of partner’s attraction and retention at the UBER, to what
extent do you agree tothe following statements?
Agree (5) Strongly

Disagree (1) Strongly

(3) Neutral

(2) Disagree
(4) Agree

Question Items

Activities to Acquire Partners 5 4 3 2 1

UBER made attempts to attract prospective Partners in order 5 4 3 2 1
to coordinate messages across media channels
UBER have a formal system in place that differentiates 5 4 3 2 1
targeting of their communications based on the prospect's
value
UBER systematically present different offers to prospective 5 4 3 2 1
Partners based on their economic value
UBER differentiate their acquisition investments based on 5 4 3 2 1
Partners value
Activities to Retain Partners 5 4 3 2 1
UBER maintains an interactive two-way communication with 5 4 3 2 1
their Partners
UBER actively stress Partners loyalty or retention programs 5 4 3 2 1
UBER integrate Partners information across Partners contact 4 3 2 1
points (e.g., mail, telephone. Web, fax, face-to-face)
UBER are structured to optimally respond to groups of 5 4 3 2 1
Partners with different values
UBER systematically attempt to customize services based on 5 4 3 2 1
the value of the Partners
UBER systematically attempt to manage the expectations of 5 4 3 2 1
high value Partners
UBER attempt to build long-term relationships with their high 5 4 3 2 1
value Partners
Activities to Manage Partners Referrals 5 4 3 2 1
UBER systematically track referrals 5 4 3 2 1
UBER try to actively manage the Partners referral process 5 4 3 2 1
UBER provide current Partners with incentives for acquiring 5 4 3 2 1
new potential Partners
UBER offer different incentives for referral generation based 5 4 3 2 1
on the value of acquired Partners
Compatible Organizational Alignment 5 4 3 2 1
UBER have systematic training procedures for helping 5 4 3 2 1
employees deal differently with high- and low-value Partners
UBER reward employees for building and deepening 5 4 3 2 1
relationships with high-value Partners
Their every service package is organized in a way to 5 4 3 2 1
optimally respond to Partners groups with different
profitability
Organizing people (i.e., changing organizational structure) to 5 4 3 2 1
deliver differentiated treatment and products to different
Partners segments presents a strength for their service
packages
CRM Technology
UBER invest in technology to acquire and manage "real time" 5 4 3 2 1
Partners information and feedback
UBER have a dedicated CRM technology in place 5 4 3 2 1
UBER have technologies that allow for one-to-one 5 4 3 2 1
communications with potential Partners
Relative to their competitors the quality of their information 5 4 3 2 1
technology resources is larger
 (2) Worse

(1) Much Worse

(5) Much better

(4) Better

(3) Same level

Relative to their competitors, how does this organization
perform concerning the following statements?

Perceptual Performance
Achieving overall performance 5 4 3 2 1

Attaining market share 5 4 3 2 1

Attaining growth 5 4 3 2 1
Current profitability 5 4 3 2 1

Thanks for your participation in the survey