Ola v. Uber: The Blaring Battle between India's Locally Trusted Transportation Company and Their New, Infamous Rival
Disciplines
Marketing
Abstract (300 words maximum)
India is a high growth emerging market which is also urbanizing rapidly and facing challenges in terms of traffic congestion, pollution and infrastructure constraints. This case study describes the launch of Uber in India and the stiff challenge it faces from a local ride share start up, Ola, as well as other local transportation options. India is a lucrative market since 90% of the 1.1 billion population does not own cars. Both companies have since introduced motorbike services, the country’s most popular, cheap and convenient transport option for maneuvering around traffic-clogged cities. This case study describes Indian consumers’ transportation preferences, the challenges faced and recent technological advances. Nowadays with Ola, 200,000 rides are placed daily on apps and Uber with 5 million registered on the Uber app. Ola being a local company has been able to offer services that local consumers find valuable, for example, grocery delivery differing ride styles, and the choice of economy, carpool, etc. Ola’s market leadership poses a significant challenge for Uber in a market that is critical for its success, given its recent debacle in China coupled with the many corporate, legal and leadership problems the company is facing in the United States. The case questions will help examine the underlying growth factors, opportunities, struggles and obstacles in the battle between Uber and Ola.
Academic department under which the project should be listed
CCOB - Marketing & Professional Sales
Primary Investigator (PI) Name
Mona Sinha
Ola v. Uber: The Blaring Battle between India's Locally Trusted Transportation Company and Their New, Infamous Rival
India is a high growth emerging market which is also urbanizing rapidly and facing challenges in terms of traffic congestion, pollution and infrastructure constraints. This case study describes the launch of Uber in India and the stiff challenge it faces from a local ride share start up, Ola, as well as other local transportation options. India is a lucrative market since 90% of the 1.1 billion population does not own cars. Both companies have since introduced motorbike services, the country’s most popular, cheap and convenient transport option for maneuvering around traffic-clogged cities. This case study describes Indian consumers’ transportation preferences, the challenges faced and recent technological advances. Nowadays with Ola, 200,000 rides are placed daily on apps and Uber with 5 million registered on the Uber app. Ola being a local company has been able to offer services that local consumers find valuable, for example, grocery delivery differing ride styles, and the choice of economy, carpool, etc. Ola’s market leadership poses a significant challenge for Uber in a market that is critical for its success, given its recent debacle in China coupled with the many corporate, legal and leadership problems the company is facing in the United States. The case questions will help examine the underlying growth factors, opportunities, struggles and obstacles in the battle between Uber and Ola.