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The purpose of this paper is to explore all the strategies adopted by Uber China to gain more and more market shares of Chinese markets. It included localization of its core product, adaptation to Chinese demands and tying up with different Chinese companies.

The case study has been prepared after thoroughly studying Uber’s business in China. Secondary data is collected from credible sources such as the Uber website, newspapers, interviews and journal publications. This data helped in arriving at a basic understanding of the company, its objectives, strategies and the business model. The strategies formulated by Uber and the challenges it faced while operating in China are studied and explained based on this secondary data. Various published papers, reports released by reputed organizations and universities, interviews of managers and experts and research papers were also used to develop this case.

This case is developed considering the bent of today’s consumers toward sharing economy. The scope of businesses based on the concept of sharing economy is very wide and is increasing. China’s sharing economy sector was one of the fastest economies in the world. The case chronicles ride of Uber in China: from its entry in the country, strategies adopted, challenges faced and to the exit from China.

International business management at the undergraduate and postgraduate programs in management

The learning outcomes are to get an understanding of the greeting cards (GCs) industry – appreciate the evolution of the industry and the changes that have been impacting the industry; analyze the external environment situation and assess the current strategy of Archies; analyze the existing strategy of Archies and apply the knowledge of strategic frameworks to the current business context of Archies; and create a new strategy for the company to overcome its current challenges.

The case highlights the situation faced by Archies Limited, a company, which pioneered the growth of the social expression industry in India and developed the market for GCs, a quintessentially Western concept in the Indian market. While it experienced phenomenal growth for two and a half decades, in the past 10 years, things have become more difficult for the company. Based on secondary data, this case presents various facts related to the case and seeks answers related to possible strategies that the firm may explore in the future.

Undergraduate and postgraduate management course in the area of strategic management. The level of difficulty can be from medium to high depending on the learning level.

Teaching Notes are available for educators only.

CSS 11: Strategy.