UBER Essay

INSTRUCTIONS

COLLECT & ANALYZE DATA:

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The individual project is a strategic report analyzing industry-and business-related issues for a chosen company. You are responsible for organizing your work off-class in order to collect, analyze the data and write your report in compliance with the planned deadlines. A few essential points about data collection and analysis:

Data sources at your disposal:

Relevant information about industry- and business-related issues can be found through external web sources. Examples are Google Finance (www.google.com/finance), OECD data (www.oecd.org), World Bank data (www.worldbank.org), business and economic newspapers and magazines (e.g., Financial Times, Businessweek, The Economist, or Harvard Business Review), and the annual reports available at companies ‘websites.

The individual project must be an original work. When using external sources and data, be sure to properly cite them. Plagiarism is strictly prohibited and will be systematically checked via URKUND (see below). If you are not sure how to cite a source, do not hesitate to ask.

Analytical tools at your disposal:

You can use several analytical tools for your environmental, financial (ratio, common size analysis) business economics and strategy analysis (e.g. PESTEL, Porter’s Five Forces, SWOT analysis, VRIN framework and others). Each tool has both some positive features and limits.

When reporting your analysis, you may support the text of your report with tables and figures that summarize data and results. However, make sure that (i) the body of the text is clear and makes sense as a stand-alone document, and that (ii) tables and figures (and their content) are mentioned in the text.

 

 

Aim of the environmental analysis:

The final aim of this part is to better understand your external environment from a macro-economic perspective to spot the key macro-economic variables which will influence your strategic thinking and implementation. Analyzing the economics at a quantitative level will also allow you to make subsequent accounting and financial analysis grounded on business reality.

1 – Identifying the relevant economic trends in the industry of UBER(Excel and Included in word document)

2 – Analysis of supply and demand curve of the industry being selected based on the macro-economic analysis already done from your course and provided in your research.(Excel and Included in word document)

We do not ask you to estimate the supply and demand curves. We ask you to do a qualitative analysis, to understand the demand and supply curve and discuss potential evolutions (example: analysis of impact Covid 19 on the economy on the curves).

3 – Analysis of the global economic environment and its sustainability with a deep dive on Europe (Excel and Included in word document)

4 – Analysis of the exchange rate market and interest rates policies Europe (Excel)

5 – Analyze the personal disposable income of the economies being targeted (Word)

6 – Analyze the impact of globalization on your company internal capabilities (Word)

7 – Include references

How to reference?

  • You can look at the following link for an exhaustive guide:

APA Citation Examples

  • Ensure that your resources are referenced with indexations numbers in your text.

 

 

Aim of the financial analysis:

The final aim of this part is to judge the financial situation of your company. However, before you analyze and interpret the financial statements, you have to analyze the company’s strategy. Indeed, a profound knowledge of the strategy is needed to fully understand the outcome of the financial statement analysis.

You try to explain the change in the company’s profitability by analyzing how effective the company’s policies are in the areas of operating management, investment management and financing decisions.

Excel-file:

To have a first idea of what can explain the increase or decrease in profitability, you need to:

-conduct a common-size and a trend analysis of the Balance Sheet (BS) (for 3 last years)
-conduct a common-size and a trend analysis of the Income Statement (ICS)(for 3 last years)
-decompose the ROE following the alternative approach (for 3 years)

Based upon the results of the above analyses, based on the ratios you want to calculate next to be able to explain the drivers of the increase/decrease in profitability further.
All the analyses/calculations required above are provided in an Excel file (which also contains the BS and the ICS of your company for the last 3 years).

– Explain why the profitability of your company increased/decreased by discussing therelevant results of your:
-common-size and trend analysis of the BS
-common-size and trend analysis of the ICS

-decomposition of ROE following the alternative approach
Furthermore, you explain why you have chosen to calculate some additional ratios and what these ratios are telling you.

To conclude, you summarize your findings and you try to give the management of this company five suggestions to (further) improve their profit numbers.

Deliverables:

Conduct a common-size and a trend analysis of the BS (for 3 years) Excel
Conduct a common-size and a trend analysis of the ICS (for 3 years) Excel
Decompose the ROE (for 3 years)
o if ROS correctly calculated
o IfAssetTOiscorrectlycalculated
o If leverage is correctly calculated
o If ROE is correctly calculated using the terms above
o If price/book and link “accounting ROE” vs “market ROE” is correct
Excel

ðCalculation of five additional ratios (the most pertinent)
ðCalculation of these relevant ratios for your company

Discussion of the relevant results of the

  • Common-size and trend analysis of the BS
    • Trend analysis correct +1
    • Discussion of the analysis informed by the organization’s context for the trend analysis +0.5
    • Common size analysis correct +1
    • Discussion of the analysis informed by the organization’s context for the common size analysis + 0.5
  • Common-size and trend analysis of the ICS
    • Trend analysis correct +1
    • Discussion of the analysis informed by the organization’s context for the trend analysis +0.5
    • Common size analysis correct +1
    • Discussion of the analysis informed by the organization’s context for the common size analysis + 0.5
Included in word document
Decomposition of ROE

  • +1 for a correct link and interpretation of the operating management
  • +1 for a correct link and interpretation of the investmentmanagement
  • +1 for a correct link and interpretation of the financial management and the spread
  • + 2 if they correctly explain which factor mainly drives the evolution of the ROE and for a link between accounting and capital market approach with the price/book ratio
Excel
Discussion of the five different additional ratios

  • How and why they were selected

Fully convincing explanation of why they have selected those five ratios +2 Partially convincing explanation of why they selected those 5 ratios: +1

  • Interpretation of these ratios
    +1 for each ratio that is interpreted correctly
Word
Summary of your findings: main conclusion + discussion of the influence of the strategy (see part 1)

  • If they can correctly indicate which factors drive the increase of the decrease of the ROE +3
  • If they can explain why these factors evolved in this direction (i.e. link with strategy, current economic situation of the company): +3
Word
  • Five suggestions for the management of your company to start or further improve their profit numbers.
  • + 1 for eachconvincing suggestion
  • + 0.5 for a partially convincing suggestion
Word

 

FORMAT OF THE FINAL DOCUMENT

The final, complete draft of the individual project must include the following sections, in the sequence indicated:

  1. Title page.

The first page of your report must mention the title of your project, your full name and your email address, the name of your chosen company, the number of your class in the strategy course.

  1. Introduction.

The introduction section should contain a few brief paragraphs introducing (a) the context of your report and an explanation of why the chosen company is interesting and relevant to study; (b) the objective of the report;(c) a description of the methodological and analytical approach the report follows to achieve this objective; (d) a description of the main findings; (e) a summary of the main conclusions and recommendations. To achieve clarity, you can end the introduction section with a paragraph annotating the structure of the report, for example “The next sections are organized as follows. In section 2 we analyze the firms ‘changing environment. In section 3 we analyze the firm’s industry…”

  1. External and Internal analysis

In this part you will report results from your strategy analysis of the business environment of the chosen firm. You will develop two subsections. First, you will report results from your analysis of the external environment (applications of PESTELand Porter’s five Forces frameworks) in order to highlight the external influences that impact on the company’s decisions and performance.

Second, you will report results from your analysis of the internal environment (e.g., applications of VRIN framework) to highlight how the firm’s resources and capabilities match with the opportunities that arise from the external environment.

More specifically, for the analysis of the internal environment on top of tools introduced in the strategic lecture, we expect that each student explains the change in the company’s profitability by analyzing how effective the company’s policies are in the areas of operating management, investment management and financing decisions. Full details of expectations on the financial analysis of your company and industry are listed in appendix 1.

For the analysis of the external environment, we expect you among other things to better understand your external environment from a macro-economic perspective to spot the key macro- economic variables which will influence your strategic thinking and implementation. Analysing the economics at a quantitative level will also allow you to make subsequent accounting and financial analysis grounded on business reality.

  1. Develop scenarios
    In this part you will develop scenarios: potential plausible strategic outcome for the future of your company.

You are expected to summarize your scenarios in one sentence and explain how your logic to set them up based on your external analysis.

You will be expected to argue which scenario you will select taking into consideration your internal analysis.

A minimum of 4 scenarios will be expected to set up.

  1. Discussion and Conclusions

This final section will describe the main findings and derive the main conclusions and managerial recommendations. You will evaluate the results of your analysis on the basis of the theoretical perspectives discussed in the courses. Your conclusions should be well organized, logical and fully supported by the evidence you provide. On the basis of your findings and conclusions, you will discuss recommendations for future strategic developments at the chosen company. There should be a logical congruence between conclusions and implications or recommendations.

  1. References
  2. Appendix (if any). You may include appendices (text, tables and figures) that contain useful, but not essential, data in support of your analysis and claims.
    8. Excel file containing the financial statements of your company and your calculations (one Excel sheet)

The module leader reserves the right to allocate a malus (i.e., by decreasing the individual project grade by one point) if the report does not comply with the above-stated instruction.

FORMAT

When submitting your deliverables and the final draft of your report, please make sure that:

  1. Your submission is a written document saved as PDF format (no PowerPoint or Excel files can be submitted).
    b. Your submission identifies the authors in (i) the file name and (ii) the title page.
  2. Your entire submission (including references) is double-spaced in 12-point Times New 44 Roman font, with margins of one inch all around.
    d. Your submission includes page numbers in the bottom-center of the page.
    e. Your sources are properly cited in the text and listed in the references list section according to the APA citation style2:
  3. There is no word limit for the strategic report. Yet, the recommended length of the final draft of your strategic report is about 6,000 words (excluding appendices, tables and figures)
  4. You provide an Excel file containing the financial statements of your company and your calculations (one Excel sheet)

The individual project must be an original work. Each project will be checked for plagiarism through URKUND prior grading. If a minimum of 20% of the project’s text comes from other students’ works or other sources, it will be considered as plagiarism and students will receive a failing grade for the course.

 

 

 

 

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