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7/22/2020 Solutions/Cognitive Bias - BA-301-OL2: RSRCH & ANALYSIS BUS PROBLEMS (Summer 2020)

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Solutions/Cognitive Bias Noah Clark posted Jul 21, 2020 9:08 AM

BA-301-OL2: RSRCH & ANALYSIS BUS PROBLE…

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Draft problem statement: From FY2018 to FY2019 , Uber experienced a $8.6 billion

operating loss, due to a lack of brand recognition in certain parts of the world, failure to be

competitive in global markets, and failing to commercialize autonomous vehicles which

would allow the company to significantly differentiate itself from Lyft, Didi and Taxify.

Question 1

Last week, Daisy helped me focus my solution development. Obviously, Uber cannot avoid

settling lawsuits because so much is out of their control with regards to different markets

rules. That is why the two draft proposed solutions I have are:

1. Slowing down growth/operating in less markets, considering Uber balance sheet has

debt that has continued to increase massively without profit to match, slowing its growth

in terms of investing in new drivers, services and license to operate in certain countries.

Uber has already exited Russia after losing to Yandex.Taxi, exited China after losing to DiDi.

Even in Brazil where is has an 80% market share, China's DiDi is forcing Uber to keep their

prices low and marketing expenses high. this solution tackles their operating loss

2. Creating the automatized self driving vehicles would lessen the problem of the consumer

having a wide variety of alternatives to choose from with regards to the ride sharing

industry. This solution will tackle the market share problem

Question 2

A cognitive bias I have display in the past has been the anchoring bias. When looking for a

good gaming desktop to purchase fully assembled, the median price that I thought would

be the highest quality was $1500. I was so fixated on this number that I didn't even

consider that a desktop could be built for $800; a cheaper alternative that could possibly

be the same quality. I thought that in order to achieve the highest quality, $1500 was the

7/22/2020 Solutions/Cognitive Bias - BA-301-OL2: RSRCH & ANALYSIS BUS PROBLEMS (Summer 2020)

https://d2l.pdx.edu/d2l/le/813934/discussions/threads/3646402/View 2/2

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number to beat; this was clearly a very human error in thought process and decision

making.

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