Lyft 사업 전략과 SWOT 분석_Columbia Univ_Business Strategy and SWOT Analysis_Lyft
분야
docxBrief Information on Lyft
Company Type and Business: TNC (Transportation Network Company) / Ride-sharing
Competitor: Uber
Valuation: 11.5 billion as of Dec. 2017 (little more than a tenth the size of Uber)
Market share: 35% as of May 2018
Strategy
In the relatively new and competitive ride-sharing market, Lyft, a TNC (transportation network company), has developed its own strategy that differs itself from Uber, Lyft’s biggest competitor and the most dominant company in the market. Lyft’s distinctiveness in business strategy comes from two keywords: branding, and long-term driven vision.
Branding
Lyft has spent restless effort on building ‘mature and socially responsible company’ image. The company constantly makes donations to American Civil Liberties Union, and formed a partnership with Blue Cross Blue Shield to offer free rides for the people who need healthcare services and reside in inconvenient locations. The company eagerly takes a defending stance against Donald Trump’s policies toward DACA and immigration. Moreover, the company lets passengers participate in choosing which community to support. All these activities show how much the company cares about the society and wants to make difference, which significantly contribute to establishing positive, noble, and nurturing image throughout the market. Yet, most importantly, the company showed mature attitude towards Uber’s fall in 2017 due to doubts about valuation, association with Donald Trump, and the CEO’ssexual-harassment scandal. Instead of bashing on Uber, Lyft shifted from reacting to Uber to building strong brand awareness. The media and public applauded the company’s decision. And as expected, Lyft showed 75% market share growth rate, gaining 35% in May 2018, up from 20%.
THE LYFT GUYS REVEAL THEIR KINDER, GENTLER PLAN TO CRUSH UBER
https://www.vanityfair.com/news/2017/09/lyft-co-founders-interview
Lyft claims it now has more than one-third of the US ride-sharing market
https://www.cnbc.com/2018/05/14/lyft-market-share-051418-bosa-sf.html
Lyft wants to be the Android of autonomous vehicles
https://arstechnica.com/cars/2017/09/lyfts-ambitious-plans-to-win-the-self-driving-wars/
6 Genius Things Lyft Is Doing While Everyones Hating on Uber
https://www.inc.com/erik-sherman/6-genius-things-lyft-is-doing-while-everyones-hating-on-uber.html
Lyft enters Canada in first international market
http://www.businessinsider.com/lyft-enters-canada-in-first-international-market-2017-11
