Situation Analysis – Opportunities

下面51due教员组为大家整理一篇优秀的代写范文- Situation Analysis – Opportunities，供大家参考学习。这篇文章讲述的是向多伦多的扩张，为成长中的搭车公司Lyft提供了很多机会，可以帮助公司不仅生存，而且获得巨大利润。机会来自巨大的市场规模，因为多伦多真的是一个大城市，市场领导者的斗争，因为优步现在面临的困难，以及Lyft的良好服务和对司机的货币激励。

Situation Analysis – Opportunities

The expansion into Toronto, provides Lyft, the growing ride-hailing company, with a lot of opportunities that can help the company to not only survive but also gain great profit. The opportunities come from a huge market size since Toronto is really a big city, market leader’s struggle since Uber is now facing a hard time and Lyft’s good service and monetary incentive towards drivers.

First, Toronto is a lucrative market for Lyft with great amount of people who has already demonstrated warm welcome toward Lyft. As the largest city in Canada and the fourth-biggest city in North America, Toronto is a city full of market opportunity for Lyft as there will surely be great demand for people to hail a ride. In a city like Toronto, people need a ride on daily work or leisure time. Meanwhile, there will also be people who are glad to offer the riding service as a way to make money. In addition to a big market full of potential, the launch of service also has a lot of opportunities since there are already users and drivers showing their willingness to use the service. According to Tim Houghton, the company’s general manager in Toronto, even when the Lyft service was not available yet in Toronto, there were more than 50,000 people in Toronto who had already downloaded the Lyft app. The number suggests that there will surely be a lot of Lyft users in Toronto. What’s more, through Lyft’s U.S. website, several thousand drivers had already demonstrated their interest toward Lyft (Marowits, 2017). All the signs above indicate that the launch of service in Toronto won’t be tough as there has already been eager users and drivers waiting for it. Since the determinant factors relating with the success of the launch of service are mainly users’ preference and the number of drivers, Lyft’s march into Toronto will be successful.

Secondly, Uber, Lyft’s biggest competitor, is currently facing a bad time. It is widely and heavily criticized due to a series of moral issues. Now, the market leader is facing investigations by governments of different countries including Canada and it was heavily criticized due to its 2016 data breach (Sharp, 2017). While the data breach problem makes users worry about the personal privacy issue, Uber is also facing strong negative comments because of its messy inner management and sexism. Each of Uber’s criticism is actually pushing its former users finding a new substitute. The company’s usage of data made the public being afraid of privacy violation, the terrible management system caused great moral issues and the sexism triggered a lot of public activities which encouraged the people to stop using Uber. Although being the market leader with 32,000 drivers in Toronto (Sharp, 2017), Uber was actually disliked by the public and its awkward situation is opening a wide gate for competition because the people who dislike Uber is surely finding other ways. Since Lyft is like a friendlier version of Uber, the presence of Lyft may transform a lot of Uber users into Lyft users. Taking this advantage, Lyft will have chance to get a good market share.

Thirdly, both the service toward users and payment towards drivers provided by Lyft are comparable to that by Uber. According to Tim Houghton, Lyft will pay drivers 75 to 80 percent of the fare that passengers pay and the percentage is comparable to that of Uber (Sharp, 2017). Therefore, users in Toronto can enjoy similar service from Lyft as they do by using Uber and drivers can earn as much as they can from Uber. Since Lyft has a much better image than Uber, it will appeal to a lot of people in Toronto since there are almost no switch cost. What’s more, the users and drivers can even gain more benefit by switching an APP since they can use a company with a better image.   

To sum up, it is a wise move for Lyft to choose to provide its service in Toronto, a large city full of people showing demand in hailing a ride. Meanwhile, with a much better image than its biggest competitor and providing comparable incentive to drives and similar service to users, Lyft will be able to appeal to a lot of people in Toronto to switch a hailing-ride company. Since there are also other competition within the Toronto market, Lyft should take the current opportunities, getting into the market quickly and adopting great marketing strategies.

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  51due为留学生提供最好的作业代写服务，亲们可以进入主页了解和获取更多代写范文提供作业代写服务，详情可以咨询我们的客服QQ：800020041。