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Assignment No. 3: Case Study on Careem(10 Marks)
Dubai-based transportation network company, Careem, the ride-hailing king from
Morocco to Pakistan, was the leading app-based car service in the Middle East and
North Africa region (MENA). The company’s success grasped lessons for Western
startups with global ambitions. The two ex-McKinsey & Company management
consultants (Mudassir Sheikha & Magnus Olsson) co-founded the company and
began it 2012 in the month of July by offering car bookings for everyday use for
corporate through its website-based service. It was operated in more than 120 cities
in 14 countries across the MENA region and had over six million customers and a
network of 150,000 drivers.
The company became the region’s largest ride-hailing platform and success was
down to a combination of a head start over local knowledge, home-field advantage
and Uber. The app of the company eliminated the struggle of finding a cab on the
street. With just a few taps within the app passengers were connected with drivers
for a fast and safe trip.
The company had raised over $421 million in funding & continues to add exciting
services to the app like Careem for Women, Careem for Kids, and monthly bookings,
unheard of by other taxi services. Although both Uber and Careem were often more
expensive than traditional taxi services, the convenience was what drew and build
their customer base. They focused on quality customer service and an easier
experience for users in order to keep their riders returning. Uber and other taxi
service providers were competing fiercely with Careem in the MENA region. The
road for the company will be not easy due to changes in the transportation industry.
Questions:
Q1. Do Porter’s five forces analysis on Careem and suggest your strategy to help the
company in facing the cut-throat competition.
(5 Marks)
Q2. Prepare a SWOT Analysis report of the company.
(5 Marks)
Due Dates and Grading
Assessment
Assignment-3
(Case Study)
Date of release
Due
date
of Grade
submission from the Allocation
students
End of 6th Week
End of 12th Week
10
Instructions: This is an individual assessment, which is a part of this course score.
It requires effort and critical thinking. The submission method of all assignments
should be through the Black board only. Submit your assignment in MS-Word
format only and Check Plagiarism before submitting your assignment.
Formatting Guidelines for Assignment:
• Only use MS-Word format to submit the assignment
• Don’t submit the assignment without applying following the below
mentioned formatting guidelines.
• Font style: Times New Roman , Font size: 12/14
• Page layout: Page size-A4,Orientation-Portrait,Margins-Narrow
• Paragraph spacing: 1.5 line spacing with Justified paragraph(Ctrl +J)
• Insert page number in footer section.
• Plagiarism test is mandatory before submission of the assignment.
• Use APA referencing for any contents taken from outside trusted resources.
Note: Use this attached Covering Page as First Page of your every assignment before
submitting it through Blackboard.
College of Administrative and Financial Sciences
Department of E-Commerce
Assignment for ECOM 421
E-Business Strategies and Business Models
Assignment No. 3
Course: E-Com 421
Student Name:
CRN: 20993
Students ID:
Academic Year: 1440-41
Student Grade:
Semester: 2nd
Level of The Mark: High/ Mid/Low
Instructor’s Name:
Answers
