Exam (elaborations)
BUS 5117 Unit 6 Written Assignment
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A guide to assignment on developing cooperative and competitive move for the case of Lyft
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University of The PeopleMBA Business Administration
BUS 5117-01 Strategic Decision Making and Management
Written Assignment – Unit 6
July 27, 2022
Case Study
Introduction
Lyft is a ridesharing company that has established itself in the U.S. and Canadian markets. It is
established in 2012 and its value has exceeded $24 billion recently (Madrigal, 2019). The firm
used a disruptive innovation strategy to gain market share and build its brand. Before Lyft, the
ridesharing industry was dominated by other major players like Uber. Lyft provides a user-
friendly, accessible, and cost-effective alternative for its customers to stand out from its
competitors. The company has more than 23 million customers in the U.S. and continues to grow
at a steady state (Iqbal, 2020).
Lyft has incorporated several disruptive innovations that helped the firm build its brand. Some of
these are using environmentally friendly vehicles to minimize air pollution. This strategy uses
innovative ways to assert the firm as environmentally friendly and attract many customers that
resonate with this idea. Additionally, the firm uses bike-sharing that reduces environmental
pollution while reaching a market segment that wasn't reached before.
Consider strategic moves for this company. Analyze the market and, using specifics from
the company, develop one cooperative and one competitive move.
When we analyze the market that Lyft operates it can be described as the maturity stage. This is
observed by established competitors, mass markets, and stagnant or declining sales (Kennedy,
2002). In this situation, Lyft has to implement strategic moves on cooperative and competitive
aspects. These strategic moves are aimed at lengthening the maturity period and providing
opportunities for product development and incremental innovation.
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