Brand Management at Uber

Brand Management at UberUber Case AnalysisBACKGROUNDUber is a taxi service that connects users with indep depotent car commencers by honour competent a push of a button on an app ( register 1) (Uber, 2017).Uber is known for its accessible both season and low damage to luxury services (Uber, 2017). Ubers care for to its drivers is that it promotes additional source of income, waxy craping hours, and those who butt earn money for doing their hobby. It focuses on customers who do non own a car, deal to travel in style, and prefer a cost-effective cab. Ubers primary competitors in the United States are Lyft, traditional taxi drivers, public transportation and car owners. It earns receipts by taking 20% outfit on each ride, maculation the rest goes to the driver. Uber has shown continuous bring upth, with net revenue of approximately $5.97 billion in 2016. However, they have likewise been incurring wide losses over the past couple of days, and had losses of $3 billion a t the end of 2016 ( uncover 2). Lyft, Ubers chief(prenominal) competitor, has had a dramatic increase in growth in the past courses, while Ubers growth has stagnated (Exhibit 3). Investors have been pressuring the chief executive officer to go towards an IPO because it will be an easier way to raise cash trading in the fiscal commercialize. The chief executive officer has been delaying an IPO launch because Uber is trying to smooth out altogether in every(prenominal) bumps as a private c exclusivelyer-out in the lead expiry public. Currently, Uber raises its capital by means of venture capital firms and it is valued at $69 billion (Abboud, 2017). One of Ubers key marketing strategy for acquiring clean customers is done discourse of mouth, which allows the participation to spend virtually no money on advertisement. 95% of Uber drivers have heard about the company from a nonher Uber riders and for e real 7 Uber rides, devise of mouth generates one new customer. The wo rd of mouth strategy and the referral program allowed Uber to rise in popularity in many cities round North America and internationally. At the end of 2016, Uber was successful in expanding to approximately 81 countries and 581 cities worldwide. However, in the span of just two months, three major incidents are now resulting in the company to be viewed in a negative light. These events have been damaging peoples perception of Uber and its speck image done companionable media and word of mouth, the equal platforms that helped Uber gain popularity in the first place.JFK AirportPresident Trump signed an executive order of negativening refugees from seven predominantly Muslim nations, which created disgust and crazy house in airports. The New York Taxi Workers Alliance showed their support for detained refugees by avoiding John F. Kennedy International Airport between 6p.m. to 7 p.m. on 28th January. Instead of rest with the Taxi drivers, Uber decided to eliminate their surge p rices around the JFK region caused considerable outrage on Twitter and caused an increase of search of this topic on Google (Exhibit 4). Ubers surge pricing is a company practice of temporary raising prices of rides because of the spirited demand and insufficient supply of drivers. Customers and competitors perceived this decision either as profiting off the situation and/or supporting the Presidents travel ban because lowered price allowed Uber to capture higher sales. Uber justifiedly awayresponded by stating that they were non in support of the Presidents executiveorder nor were they trying to profit from the situation. Ubers spokespersonhas said that the decision to turn-off their surge prices was due to increaseddemand during the protest. The Uber CEO also spoke out against the executiveorder through Facebook to mitigate the storm of outraged consumers. However,this did not work, which eventually resulted to Uber CEOs garbtleation from his typeset on the Presidents Econo mic Advisory Council. Social media activistscreated DeleteUber that went viral, which was tweeted 222,000 sequences and caused200,000 Uber riders to offset their accounts by having screenshots ofthemselves deleting the app and posting it through twitter (Exhibit 5).On the other hand, Lyft responded by donating $1 billion to the Ameri keep CivilLiberties Union, which is a civil rights group that is fighting the executiveorder in the US courts. Thisnegative news reporting caused Lyft to increase its market share from 16.5% to20.9% in the ride-hailing industry and the spending on Lyft by consumers spikedby 30% (Exhibit 6).The DeleteUber caused 7% increase of users for Lyft,where more than half were previous Uber users before JFK incident(Exhibit 7).Furthermore, 81% of the users that joined Lyft deleted Uber permanently(Hinchlife, 2017). Following Lyfts announcement of donating $1 million to theAmerican Civil Liberalities, it increased riders by 30%, whereas Uber had a 10% subside in users at around the same time frame (Bhattarai, 2017).Additionally, this public relations nightmare encouraged and gave growth to newcompetitors in the New York urban center region, such as Juno. Juno has had a dramaticspike in growth at the end of January 2017, which could potentially make it afuture competitor (Exhibit 8). In addition, Ubers rank in all appdownloads went down that day, which is valued at a $40 million loss. Lyfthas surpassed Uber as the top downloaded app during the time of travel ban newsreport (Exhibit 9) (Williams, 2017). Sexual Harassment IncidentFollowing the decision for Uber to turn-off surge prices, a former engineer, Susan Fowler spoke out about her experience of knowledgeable harassment and neglect by the HR department at Uber through her blog (Exhibit 10, 11). Susans blog was shared on Twitter 22,000 times, which encouraged more Uber users to delete the app. Marian Baldauf, former Uber user, said When I read the womans blog it was just so deeply offe nsive and so wrong in so many ways that I just couldnt do it anymore, so I switched to Lyft. Ive taken two rides since and theyve been wonderful. CEO quicklyresponded that the company has hired US Attorney General Eric Holder toinvestigate the claims of sexism, sexual harassment, and Ubers culture. CEOalso made a statement through its website that Ubers upshot one priority iscreating a just workplace. A report has shown that women accounted for 15.1%of Uber engineers, product management, and scientist teams, which is lower thanGoogle, Twitter, and Facebook. The CEO asked for Amir Singhal, Senior VicePresident of Engineering, to resign due to not disclosing his sexual harassmentallegations at Google.The VP of Product and Growth Ed Baker also resigned dueto allegations of sexual harassment at Uber. The measure of these newrevelations gave consumers more added incentive to delete the app. According tothe blog post by Susan, when she started working with Uber, women accounted for25% o f the workforce. When she resigned the tote up went down to as low as 6%(Thomas, 2017). Fowlers blog boosted Lyfts market share to increase to 21.3%and it was consistent in all the four top markets in the US (Exhibit 12)(Jones, 2017). The DeleteUber campaign during this time again exploded andcaused more Uber users to delete their app. In the meantime, Lyft launchedtheir services to 50 more cities during this time (Moscaritolo, 2017). Video CEO v.s. Uber DriverThe CEO was caught on photographic camera shouting and being insensitive to an Uber driver Fawzi Kamal. Kamal, who has been with the company since 2011, confronted the CEO at the end of the ride in San Francisco for glum prices for Ubers luxury high end chauffeur service (Exhibit 11, 13). The CEO was caught on camera saying Some people dont like to take responsibility for their own s. The CEO was forced to issue an apology to staff members and said that its clear this video reflects me and the criticism weve received is a s tark reminder that I essential fundamentally change as a leader and grow up. The CEO explained and responded by claiming to attend a leadership seminar and its reported that he will hire an executive to work alongside himself.This newsreport adds to the bad relationship Uber has with its own drivers leading tolow driver loyalty towards Uber (Exhibit 14). umpteen drivers continue tobe with Uber for the simple fact that Uber subsidizes their pay in many areas.However, Ubers goal is to lower its prices to beat the competitors, whichleads to a reduction in drivers salary. An Uber driver from calciumhas said I think a lot of drivers feel that Uber always give eared out forthemselves first and fore close and relegated drivers to a second tier. 400,000drivers have before long left Uber to go to its competitors. Competitors havemarketed to drivers about their better compensation and track app. However,drivers have explained that they do get more business with Uber due to itsreach. Uber drivers compensation is around $15.97 per hour compared to the $13but it does not account for gasoline, insurance, and the cost of the vehicle(Kuo, 2016) (Exhibit 15). Market research was conducted and it showedthat most drivers will pick Lyft over Uber due to its tip app. The RideshareGuy blog conducted survey that showed that 75.8% of Lyft drivers have said thatthey were satisfied with their experience with Lyft, while 49.4% Uber driversare satisfied. Lyft drivers earn $1.82 more per hour than Uber drivers.Theissue that caused this was due to the lowering of prices of Uber products,while the average trip lengths are 10.2 minutes per trip for Uber drivers (Exhibit16 ). ANALYSISUber is a profit oriented business that, unfortunately, has made revenue times its main goal kind of than satisfaction of its customers. Uber has not realized that having a traditional approach to revenue gaining inevitably hurts a business nowadays alternatively than helps it. Uber is not taking into con sideration other equally important factors, such as merged friendly responsibility, that makes a business successful in a world that has become so small, that with just a click of a button, any negative review of a business revolves globally, defaming a business if it has profited un honestly and unfairly. As of now, Uber has been highly criticized for three incidents in a period of just two months.Taking advantage of taxicab and taxi drivers that were striking for theMuslim trigger off Ban is one of the most unethical financial decision that Uber likewisek, which led to a global uproar. 200,000 Uber apps were deleted within fivedays when deleteUber was created on societal media. Analyzing this, the veryfirst thing it is doing wrong, is over emphasising on revenue generation.Before the decision of not surging up the prices, Uber did not realize the confirmfire it would face from the millennials, its main target audience, who,around 61%, want to contribute for the betterment of the world. Hence, whenUber took advantage of the taxi drivers, who are predominantly from Muslimcountries, its target audience was furious, as Ubers view and its actions didnot align with the perspective of the millennials. As shown in Exhibit2, 2016 revenue increased by 14.58% fromfirst quarter to second quarter, and there was a massive rise of 53.55%in the third quarter. By taking the average, the last quarter increase would beabout (14.58 + 53.55)/2 = 34%, which is around $2278 million. Adding all therevenue, the sum net revenue for the year of 2016 would be approximately $6038million. The number of active users in 2016 was 15.8 million as shown in (Exhibit17),and hence the average revenue generation from one active userper year is 6038m/15.8m = $382.15. This can lead to the conclusion that becauseof the deletion of Uber App after(prenominal) this incident,there was a loss of 200000*382.15 = -$76.43 million. Even though they mighthave earned quite a lot of revenue by not surging up the prices for that onehour, they have, at the end, suffered a huge loss from their action.Because81% of the 10% Uber users deleted the app permanently, this has caused highcustomer attrition rate who will ask their friends and family to delete the appas well. This will but harm the blemish image and improve the chances ofUbers competitors, like Lyft, to capture the customers. Moreover, its pricingstrategy was extremely wrong during such a delicate situation. Ubersdecision of not surging up the prices was perceived as purely a decision offinancial gain by most people. Others alsothought of Uber supporting the conk Ban mainly because of this pricingstrategy. This will further increase the number of people perceiving Uber asonly revenue generators, further defaming the company. Because of the vastreach of social media, good and bad information is always streaming into socialnetworking sites.In case of Uber, this negative information has walk outed consumers perceptions and has deteriorated brand reputation builtduring Ubers years of operation, until and unless Uber changes its perceptionand aligns its values with the values of its target customers.There are, however, other reasons that led Uber to take this poordecision in the first place, and that is insufficiency of corporate socialresponsibility. Uber has been trying to expand to as many countries aspossible. Though extremely hard, it has been very successful in expanding itsbusiness, thereby operating in 81 countries worldwide. However, comprehend that itstarted as a business in 2009, it just took Uber less than ten years to expandthis much, which can lead to the conclusion that Uber might have over expand.Instead of creating brand equity and finding creative ways to satisfy itscustomers, employees and the community as a whole, Uber has focused mainly onexpansion rather than qualification strategic decisions for itself. Also, becausethere are excessive legal, advertisement and operational fees eve ry time acompany operates in a new country, most of Ubers revenue goes towards thesecosts, and hence it does not have any money for taking social initiatives thatmight hover with its target audience. Its escape of money for corporate socialresponsibility after these expansion costs is a huge reason for taking suchpoor decisions that counteracts the brand image it intends to make for itself.Its lack of taking any social initiatives firstly contradicts millennialsviews of helping the world be a better place, and it also makes it harder forpeople to believe that what they did was unintentional and there was no greedfor financial gain. Its image of being constantly perceived as a revenuegenerator does not help Uber in this crisis since this goes against Ubersvalue proposition.Susan J. Fowlers blog about sexism, gender disparity, and sexualharassment was another crisis that Uber had to face. The worst part, however,was that Uber had made no attempts to help her or else they were thre ateningto fire her for her complaints to HR. later on this incident, there was a third increase in searches on Google Trends (Exhibit 11),which resulted in more deleteUber tweets. With 25% women working in Uber whenshe joined, only 6% were left after one year when she decided to quit. Thisdoesnt just show the unprofessional environment for its employees, but alsothe unfair treatment of women in 2017, a time when companies are tryingstrenuously to eradicate the discriminatory practices. The uproar against theblog was hard for Uber, though not at all surprising. Even though Uber hasexpanded enormously, it has not taken proper measures to keep a professionalenvironment for its employees. In todays competitive environment, a companythis big should stomach a proper HR facility to its employees where theirconcerns can be heard and willing to take proper action be taken if any hasslearises. Instead, it seems like no proper guidelines about how to behave in aworkplace are disposed to it s employees. Even if employees are told about them, no severe action is taken against those who break the rules. Hence, it motivatespeople like the manager to continue their unethical and illegal behaviour asthe HR is doing nothing to show its employees the consequences of theiractions. For a workplace of only 6% women, no new woman would want to evenapply to such an organization, especially after reading this blog that is available for everyone to see worldwide. It wont just defame Uber in America,but all around the world for practicing such sexist acts against women. Eventhe existing small dower of women working there would also end up leaving,even for lower pay if they are given a comfortable environment to work in andmore opportunities. Having only 3% engineers who are women is also quitedisturbing as there is a huge gender disparity, leading to a disheartenment ofboth men and women to work there. As a result, they may lose the chance ofworking with some of the best talent, wh o may end up outlet to work for Uberscompetitors. Moreover, not giving a promotion to employees when they are fullyworthy of it, and then lying about it for managers face-to-face gain of lookinggood as he has more female engineers working for him, shows politicalinstability within the Uber environment, which can be demoralizing for all itsemployees, resulting in loss of motivation, reduced efficiency, andeffectiveness. This can also highly increase the chances of lawsuits filedagainst them, which will not be helpful for Ubers already weak situation. Uberis also highly likely to lose the lawsuits as many of its employees haverecords of what they did, just like Susan had. This will also lead to hugecosts, which Uber cannot afford, with what so much going on. Furthermore,managements failure to provide clear and concise goals will also lead to confusionamong employees and a loss of commitment, not just to the line but to Uber aswell. This event, hence, can also lead to the conclusion that Uber, as a team,is not working together towards improving the brand image and its brand equitydue to this, they end up making independent decisions that are not suitable forthe whole company.Although keeping customers and internal employees satisfied is a efflorescence for any business success, ensuring external employee happiness hasalso never been a priority for Uber. In fact, Uber failed to realize that happydrivers would mean efficient employees, better work cultures that translate tohappier customers. Mistreatment of its drivers and the video going viral (Exhibit11) are some of the factors that led to the deterioration of its brand overyears as the loss of drivers led to poky growth rate compared to itscompetitors Lyft (Exhibit 3). Hence, these negative reviews andmistreatment of drivers can be a threat for Uber by affecting future driversability to drive for Uber and instead drive for competitors, which can hurt thecompanys brand equity (no one wants to be involved with immoral company) asthe drivers are the main business for bringing sales and connecting with users.Due to this, Uber lost $1.27 billion in first half of 2016.Keeping employees satisfied is important but Uber losing 400,000 driversmean more cost of hiring new replacement drivers, which can be time consumingand will inevitably increase Ubers expenses.This loss was due to drivers being unsatisfied because compared to thecompetitors like Lyft uber drivers did not have a tip app and as a resultthey were required to work long extensive hours each week to make up for it dueto most Uber users not having cash on hand. For instance, in order for a drivernow to make $50,000, the breakeven head word for the drivers to drive to reach thispoint is 60.21 trips each week (exhibit 15). This can put a lot ofstress on the drivers and provides drivers with fewer opportunities to growwithin Uber, which results in frustration for drivers. As a result, Ubersweakness of not compensating the drivers to ke ep them satisfied is anotherreason for leaving Uber as they can get much higher pay through working withUbers competitors which means higher turnover rate. For Uber the opportunityto get back on a steady growth lies in their ability to further prevent losingtheir drivers because without drivers Uber would cease to exist in future.Ifconsumers and drivers were to continue to share their frustrating experiencewith Uber, these bad information streaming in social media networks can affectthe perception that people feel about the brands which can deteriorate itsbrand for long period of time (Exhibit 5). Through CSR, firms can buildtheir reputation, competitiveness drive innovation and thus leading tosustainable profits, which Uber failed to do so. By not building employee(internal & external) and customer loyalty lead to less attraction ofnew investors because Uber does not have a good visibility of theirsustainability and do not show transparency in their decisions that will createsustai nable development of society. In conclusion, Uber ask to communicate a better image to the customers. They need to modify their value proposition, and emphasize on making social change instead of just focalization on low cost and easy access (Exhibit 18). They need to understand that social media is a very important aspect in the lives of the millennials, and they should use it to their advantage by spreading a better image of themselves. Their actions are not going to be tolerated by their core customers if its value proposition does not resonate with them. Being professional in the workplace, having a strategic management that focuses on making strategic decisions that are going to help Uber generate money not only in the short run, but in the longer run as well, and focusing on satisfying their employees and customers is going to make Uber successful in this era. Uber hence needs to seriously rebrand itself if it wants to survive in this market.RECOMMENDATIONSFirstly, Uber need s to have a publicapology for their actions in the last few months before Uber rebrands on socialand live press conference. In each of the three incidents discussed in analysis,never once did Uber directly apologize to the public for its mistakes.Nowadays, the general public places an extremely high value upon clarity andtransparency, and hence coming clean and admitting that they have spentnumerously on less important aspects when they should have tried to launchsocial initiatives is one step closer to rebranding itself. Also, Uber needs toexplain how it is initiating changes to make up for mistakes so that it willnot happen again in the future. This should stop outrage and reduce harm doneto the company as a result of widespread of negative publi city.Secondly, Uber needs to replace thecurrent CEO, Travis Kalanick. Uber can make him a part of the board ofdirectors with most voting shares instead of keeping him as the face of Uber.This is because the CEO is directly or indirectly r esponsible in all threeincidents. The public will very likely hold the CEO responsible for all threeincidents or associate him with negative publicity since he is the face of thecompany. Thus, rebranding changes would not be as effective if Kalanick remainsthe CEO. Hence, replacing him is vital if Uber wants to make changes and wantthe public re-evaluate Uber based on the changes made. The new CEO should be awoman that has experience running a business, is a womens activist, hasexperience with CSR, and has helped with rebranding. Giving an importantposition to female would suggest gender equality which will offset the negativeeffects caused by Susans sexism blog. A CEO with these qualifications would beable make better decisions for Uber to get it through this difficult time.Thirdly, involving Uber drivers in thedecision making process by hosting a Company Town Hall meeting for all Uberdrivers in each city per quarter to discuss Uber agendas, driver concerns, andnew opportunities. T his can improve Ubers turnover because more Uber driverswill understand the business decisions of the company. This meeting will also administer concerns of drivers because over the years they have felt that theirconcerns are not being met and taken into consideration. They can do this bysending surveys and questionnaires via email related to any decision that mightdirectly affect the drivers. Also, emails can be sent after every meeting regardingthe conversation so that even those drivers who were not able to attend willhave a better idea of what is happening in Uber.Moreover, Uber should create a loyaltyprogram that encourages more drivers to stay with Uber, thereby reducingturnover. This loyalty program will judge the drivers under two criterionnumber of rides and drivers ratings. The driver will be considered morevaluable when the number of rides are high and they get consistent highratings. There will be three levels bronze, silver, and gold. If the driverreaches 2000 rides in one year with consistent high ratings, s/he will earn abronze ribbon, which provides incentive of a $50 gift card to their favoriteretail store or 3 free meals at a restaurant of their choosing. If the driverreaches 2800 rides in one year with high ratings, they will earn a silver medalwhere Uber provides them with a $100 gift card and 6 free meals at anyrestaurant of their choosing. If an Uber driver reaches 3500 rides in one yearand be in the top 50 rated drivers in their city, they will have earned a Goldmedal. This gold medal will give the Uber driver free lyceum membership (to showthat Uber cares for their drivers health), $100 gift card, and will give them90% of the rides hare money than the 80% for the Silver and Bronze. The Golddrivers will also be recognized in the Companys Town Hall meeting as arecognition of their hard work and loyalty to the company. Because this programis a goal oriented approach, it will give Uber drivers more motivation to stay,as they are recognize d in the decision making process and are given benefits.This will hence inevitably change the perception of the company.Also, encourage Uber drivers to have avideo camera in their cars because it will bring more guard duty for the driversand allow Uber to adjust their ratings due to false claims by customers becausethere will be proof that the driver was not at fault. Uber management shouldalso look over the data of the rating of drivers to make sure thatdiscrepancies are found to show that drivers ratings are important for thecompany. Uber should also start a tip stimulate because most of the customers donot carry cash with them as it is done through the Uber app. Therefore,creating a feature where the drivers can earn tips can provide them a way ofearning more money which will further motivate them to stay with Uber.Furthermore, it should change its HR team,and hire individuals who have proper knowledge and experience in maintaining a skilful and motivational environment for its employees. A good HR team that isapproachable, respectful, just, motivated, and innovative will slowly butinevitably win back the confidence of its employees, who can then be moremotivated and efficient, and work towards rebuilding the perception of Uber aswell. The new HR team should carefully learn diverse talented employees whocan fit in and be successful in the new work environment of Uber.Additionally, training should be providedto the new employees, with a separate conference about sexual harassment in theworkplace which talks about what sexual harassment is, what to do and whom togo to, what must be done and the consequences of harassment. Showing that inthe beginning will ensure that new employees know how important safety of itsemployees is to Uber. A guidebook should be provided to every new employee sothat everyone has a written copy about the rules of Ubers culture. Thereshould also be brochures on the boards, on which clear guidelines should beprovided for anyone who faces harassment. A safe and just environment willhence not just motivate men to apply, but also gain back the trust of women.Uber will be able to then increase the number of women employees in itscompany.On top of that, it should build a whistleblowing department where anyone can report legal or ethical concerns while being anonymous. Simultaneously, whistleblowing should not just be legal, but should be encouraged within Uber, so that employees are motivated to speak against unjust actions and Uber can maintain a company where it internalizes fair and just policies for everyone. Moreover, there should be evaluations of employees as well as managers every six months. Managers should evaluate their subordinates but the employees should also get a chance to evaluate the managers so that managers skills and effectiveness can be measured, and proper feedback as well as training be provided if they lack certain skills as a manager, which will help them grow within the business. When it comes to the employees, feedback should be provided, and follow-ups should be mandatory for employees to help them acquire greater skills and help them grow for more growth opportunities within the workplace.Moreover, the value proposition and thecolors of the brand logo need to be changed to mark major changes that areabout to occur. As mentioned in the analysis, Uber needs to modify valueproposition to emphasize social changes and show that Uber cares about societytoo. Ubers current value proposition is too mechanical and lacks emotionalcomponent to it, which leads to the perception of Uber being a revenuegenerator. Ubers logo should be changed to purple as it represents nobility,royalty, peace, pride and dignity all of which should represent Uber. Valueproposition that focuses on social initiatives should be written and postedclearly on their website for easy access to everyone. With the right colors andthe right messages, consumers willingness to give Uber a second chance willri se and Uber can be successful in re-branding itself. Lastly, what Uber must do is think up of acreative way to help better the society. Hence, in our opinion, Uber should set$200,000 apart and sponsor refugee families from different countries. Becauseit takes on average $30,000 to sponsor a family of four, targeting for fivefamilies this year is more than enough. Uber should then have a separate teamthat helps them settle in, and help them with the driving licenses so that theycan work for Uber to generate income. This will slowly minimize peoplesperception of Uber as a revenue generator and expander, and people will startthinking of them as a company that wants social change. Pictures of therefugees and their stories should be the first thing that people should seewhen they open their website. Because word of mouth was the main source ofadvertisement before, they can change that to making visual ads for YouTubeadvertisement that cannot be skipped, where stories of refugees and how Uberhelped them is emphasized. The campaign name should be catchy, for e.g. WeChange, They Change, Life Changes, which will force people to see how Uber isstriving to change. In the longer run, however, they can also start a womenempowerment initiative in third world countries which will further improvetheir image.These are some of the mandatory changesthat Uber must do to survive within this competitive market. However, it needsto realize that being innovative is just not enough nowadays as that does notset you apart from the competitors a company needs to take social initiatives,be ethical, and focus on CSR to have a competitive advantage. 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Retrieved March 17,2017, from https//www.youtube.com/watch?v=ZHKfvnnXVDIExhibit 1Exhibit 2Exhibit 3Exhibit 4Exhibit 5Exhibit 6Exhibit 7Exhibit 8Exhibit 9Exhibit 10Exhibit 11Google Trend Sexual Harrasment & Uber CEO filthExhibit 12Exhibit 13 Uber CEO Scandal Image and ConversationExhibit 14Exhibit 15Exhibit 16Exhibit 17Exhibit 18Exhibit B SWOT Analysis