Part 2 – Written Case Analysis by INDIVIDUAL (remaining 20% of the total 30%, 1500-2000 words)Below are the required sections of the report:1. Title Page (Name, ID, Unit Name & Code, Lecture Name,Word count & Date of submission)2. Critically discuss and assess how the organization has employed the digital business technology by linking TWO appropriate theories and concepts learned in the unit, see below (choose ANY TWO below, 1100-1400 words)a. Environmental scanning (week 6),b. CRM practice (week 8)c. Digital tools employed (week 9 & 10),d. Customer experience management (week 10)3. Recommendations based on your evaluation to the TWO chosen theories/concepts above (400-600 words)4. References (around 10-15 quality references)
Unit Code Unit Name Due Date TTEC201 BUSINESS SYSTEM AND DIGITAL STRATEGIES 20/05/2022 Assignment Number: PART 1 BRIEF CASE DISCUSSION Lecturer Name: DR REGAN LAM Tutor Name: DR REGAN LAM Students Student Number Given Name Family Name 2020006621 ROCHAK SHRESTHA 2019016492 ROSNA SHRESTHA 2019014081 SUDDAT TAMRAKAR Declaration I/we have read and understood the Institute policy on assessment and academic honesty (which deals with issues such as plagiarism and recycling assignments) and certify that this assignment is my own work and complies with those policies. 1. I/we hold a copy of this assignment which can be produced if the original is lost/damaged. 2. This assignment is my original work and no part of it has been copied from any other students work or from any other source except where due acknowledgement is made. 3. No part of this assignment has been written for me by any other person except where such collaboration has been authorized by the lecturer/teacher concerned. 4. I/we have not previously submitted this work for this or any other course/unit. 5. I/we give permission for this work to be reproduced, communicated, compared and archived for the purpose of detecting plagiarism. 6. I/we give permission for a copy of my marked work to be retained by the Institute for review and comparison, including review by external examiners. I understand that: 7. Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the Institute. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data, and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited. 8. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my work. Signature Date Signature Date R.S. 20TH MAY ROSNA S.T. 20TH MAY REPORT ON - OLA RIDE-SHARE Organizational background OLA (Ola cabs) is a multinational ride-sharing organisation with headquarters in Bangalore, India. The organisation operates other business verticals, including a used-car marketplace, cloud kitchens, and financial services. OLA delivers services that include food delivery and vehicles for hire. Ankit Bhati and Bhavish Aggarwal invented Ola cabs in 2010. The mission of Ola cabs is to provide reliable, hassle-free, technology-efficient car rental services to Indians. Ola also has a mobile app that provides a reliable mobility solution that connects consumers to drivers. Ola cabs serve more than 250 cities across Australia, India, the UK, and New Zealand. Reasons for choosing the organisation I have chosen Ola cabs because it leads a digital business model to deliver taxi services to customers. It also delivers tons of services at various levels ranging from luxury to economical. Taxi bookings are facilitated through the website and the company mobile application. Initially, Ola started as a Taxi Rental Fleet business and transitioned into the larger marketing dimensions as a ride-hailing organisation (Ola Cabs, 2022). I have chosen the company because it uses technology in its arms, such as ride-hailing, Ola financial services, Ola foods, Ola cars, and Ola dash. Major digital business areas Ola cabs operate a business model that incorporates technology in business areas such as ride-hailing, Ola financial services, Ola foods, Ola cars, and Ola dash. Ride-hailing Ola cabs provide various levels of services ranging from luxury travel to economic. Customers reserve cabs through a mobile application. Also, customers book cabs through the organisation’s website. The ride-hailing service accepts both online and cash payments (Ola Cabs, 2022). The organisation usually clocks over 150,000 bookings daily. This has enabled Ola to command more than 60% of the ride-hailing market share. Ola fleet Renamed Ola Fleet Technologies, the organisation acquired GCabs (a radio taxi company) for an undisclosed fee in 2015. Ola fleet enables the organisation to lease carbs to partnered drivers. Ola foods The organisation keeps the technology at the forefront at Ola foods by aggressively working on different precision cooking methods. The organisation is also using innovative AI-drive solutions to monitor the quality of the kitchen (Ola Cabs, 2022). With these solutions, the organisation is meeting the growing customer interests and requirements at large. Ola dash The organisation operates a grocery delivery service in Bangalore. Currently, the company has more than 200 dark stores across nine cities. Ola financial services The organisation started Ola Financial Services Pvt Ltd to obtain a significant competitive advantage over its larger competitors in the market. Ola has launched Ola Money Postpaid and created a couple of partnerships to enhance its digital wallet business. Ola cars Ola launched a car marketplace (Ola Cars) in thirty cities in October 2021. Ola Cars is an online platform that enables the organisation to sell new vehicles of Ola Electric and other brands. SWOT Analysis Swot Analysis is a useful model for evaluating a business’s strengths, weaknesses, opportunities, and threats (Namugenyi et al., 2019). It enables businesses to build on what they do well, minimise risks, address what they are lacking, and take the greatest possible advantage of chances for success. Strengths Strengths can be defined as the things that a business does well to create a competitive advantage (Benzaghta et al., 2021). The strengths of Ola include: a) First mover as a taxi aggregator in India Ola had a first-mover advantage over its competitors after its establishment in 2010. The organisation took advantage of a new market segment. Currently, it is targeting the mass market segment owing to the low-priced services it delivers. b) Technology The organisation has been using state-of-the-art technology with robust data analytics to forecast demand in different geographic regions correctly. The technology also provides a balanced supply of cars for the drivers and customers. c) Product line Ola delivers a wide product line, including car services, bike services, local commuting, shared cabs, car rentals, and outstation. d) Low investment The service provider is an aggregator and does not necessitate car ownership to run the business (IIDE, 2022). In all regions, drivers collaborate to meet consumer demand. e) Dynamic pricing The organisation is using a dynamic pricing model to rate consumer rides based on the ride demand in the given regions. This way, it is able to manage the supply in an efficient manner as well as add to its bottom line. Weaknesses Ola should work on the following areas to remain competitive in the marketplace: a) No control over drivers Ola’s business model does not have control over drivers. Drivers play a major role in building the reputation of the business; hence, driver misbehaviours directly reduce the brand image in the marketplace. b) Fake riders Multiple incidents have occurred where drivers have asked customers to book fake riders to boost their daily ride counts. This is impacting the revenue of the organisation. c) Weak support Ola’s customer relations services are not up to the mark. This is making customers regret and cap over the support they receive from the organisation. d) Dependence on the internet Riders only book riders via the internet. In some areas, connectivity is an issue; therefore, consumers cannot book rides. e) Market segment The organisation markets itself as serving tech-savvy customers, but the ratio of tech-savvy individuals is very non-technology users. Opportunities With the current skills and assets resources, Ola can expand in the following areas: a) Wider market Ola should rethink its business model to enable non-technology users to make use of its services. This way, the organisation will make a big breakthrough and grow its customer base (IIDE, 2022). b) Increasing internet penetration Government initiative to build smart cities and ensure internet penetration in remote areas provides the organisation with the opportunity to focus on these regions and expand their services to another level. c) Poor government transport No proper government transport services in Tier 2 and 3 cities. Improvement of the transport services will enable Ola to capitalise on the opportunity in these cities. Threats Ola will be impacted by the following risks in the future: a) Government regulation At present, government regulations regarding the taxi service sector have multiple uncertainties. Taxi services are feeling threatened by the changing regulations and norms (IIDE, 2022). b) Customer satisfaction Ola’s customer service failed to deliver worthy services to customers, thereby encouraging Uber to join the market. c) Competition There is high competition in the taxi marketplace due to the entry of other competitors such as Uber and other local service providers. References Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I. & Rahman, M. 2021. SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), pp 55-73. IIDE. 2022. In-Depth SWOT Analysis of OLA | IIDE [Online]. Available: https://iide.co/case-studies/swot-analysis-of-ola/#About_OLA. Namugenyi, C., Nimmagadda, S. L. & Reiners, T. 2019. Design of a SWOT analysis model and its evaluation in diverse digital business ecosystem contexts. Procedia Computer Science, 159(1145-1154. Ola Cabs. 2022. Ola Rideshare Australia | Sydney, Perth & Melbourne Ride Sharing [Online]. Available: https://ola.com.au/. Appendix: SWOT Analysis Strengths · First mover as a taxi aggregator in India · Technology · Product line · Dynamic pricing