MBA 665 Final Project Milestone Three Guidelines and Rubric .docx

MBA 665 Final Project Milestone Three Guidelines and Rubric
Overview: The final project for this course is the creation of an
impact of governmental action on a business paper. For
Milestone Three you will submit the
Analysis section of your final project, which is Section II of the
critical elements. Your analysis should include answers to all
the questions in the Analysis section
on business environment, sustainability, internal resources,
communication, company image, response, impact, and external
resources.
Specifically, the following critical elements must be addressed:
I. Analysis: After submitting your overview, your boss is having
second thoughts about bringing Jack Harris and his firm, Crisis
Consulting, on board. Before
he makes his final decision he has asked you to provide him
with a thorough analysis of the situation faced by your business.
He asks you to prepare a
memorandum to him (the CEO) analyzing the situation that your
business faces as well as the resources that are available to it.
Address the following:
A. Business Environment: Based on your analysis of the
governmental action or political challenge, what will be the
impact of the governmental
action or political challenge on the business’s financial
situation and operations? Does the action represent an

opportunity or a threat?
B. Sustainability: Based on your analysis of the governmental
action or political challenge, how will the governmental action
or political challenge
impact the sustainability of the business?
C. Internal Resources: Evaluate the internal resources of the
company, including the business project teams that are available
to respond to the
opportunity or threat. In other words, is the business adequately
organized to address the opportunity or threat?
D. Communication: How has information about the situation
been communicated to various stakeholders? For example, have
any public hearings
been held? Have the radio, newspapers, or social media been
used?
E. Company Image: Assess how the situation has affected the
company’s public image. Has the impact been primarily positive
or negative? If the
impact has been primarily negative, what are the positive
aspects in addition to the negative aspects? If the impact has
been primarily positive,
what are the negative aspects in addition to the positive
aspects?
F. Response: What are the potential courses of action to respond
to the situation in the current macroeconomic and business
environment? In
other words, what is the range of options for the business in this
situation?
G. Impact: How will these courses of action impact the
business? Make sure to consider both short- and long-term

impacts, including operational,
financial, and ethical implications.
H. External Resources: Evaluate the roles and functions of third
parties or external resources in the situation. Consider questions
such as these in
your response: How will lobbyists be involved in the situation?
Will there be public affairs professionals who will argue on
behalf of the
government or the business?
Guidelines for Submission: Your paper must be submitted as an
8-10 page Microsoft Word document with double spacing, 12-
point Times New Roman font, one-
inch margins, and sources cited in APA format.
Rubric
Critical Elements Proficient (100%) Needs Improvement (70%)
Not Evident (0%) Value
Analysis: Business
Environment
Accurately determines impact of
governmental action or political
challenge on business finances and
operations, based on analysis of
action or challenge

Determines impact of
operations, but response lacks
detail or accuracy or is not based
on analysis
Does not determine impact of
operations
10
Analysis:
Sustainability
Accurately determines impact of
challenge on sustainability of
business
Determines impact of
business, but response lacks detail
or accuracy or is not based on
analysis
business
10

Analysis: Internal
Resources
Comprehensively evaluates
internal resources of company,
including business project teams
available to respond to opportunity
or threat
Evaluates internal resources of
company, including business
project teams available to respond
to opportunity or threat, but
evaluation is cursory or inaccurate
Does not evaluate internal
resources of company
10
Analysis:
Communication
Accurately assesses how
information about situation has
been communicated to
stakeholders
Assesses how information about
situation has been communicated
to stakeholders, but with gaps in
accuracy or detail
Does not assess how information
about situation has been

communicated to stakeholders
10
Analysis: Company
Image
Accurately assesses how situation
has affected company’s public
image
Assesses how situation has
affected company’s public image,
but with gaps in accuracy or detail
Does not assess how situation has
affected company’s public image
10
Analysis:
Response
Determines appropriate potential
courses of action for responding to
situation in current
macroeconomic and business
environment
Determines potential courses of
action for responding to situation
in current macroeconomic and
business environment, but not all
courses of action are appropriate
or response has gaps in accuracy or
detail

Does not determine potential
courses of action for responding to
situation in current
macroeconomic and business
environment
15
Analysis: Impact Accurately determines impact of
courses of action on business,
considering short- and long-term
operational, financial, and ethical
impacts
Determines impact of courses of
action on business, considering
short- and long-term operational,
financial, and ethical impacts, but
with gaps in accuracy or detail
courses of action on business
15
Analysis: External
Resources
Comprehensively evaluates roles
and functions of third parties or
external resources in situation

Evaluates roles and functions of
third parties or external resources
in situation, but evaluation is
cursory or inaccurate
Does not evaluate roles and
functions of third parties or
external resources in situation
10
Articulation of
Response
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
that negatively impact readability
and articulation of main ideas
Submission has critical errors
that prevent understanding of
ideas
10
Total 100%

1
Government Action On Lyft Inc. Delivery Service Business
Government Action On Lyft Inc. Delivery Service Business
Lyft Delivery is an app that allows users to order food with Lyft
website and Lyft app. It is very simple and quick to use, and
you can give your order online without having to call anyone
from restaurant where you want to give your order. With this
application you can see the customer reviews and restaurant's
special offers. This will make it easier to decide for the
customers what they want to order and will provide more sale
for restaurants. Also, with this application you can order your
food in a safe way. You do not have to give your credit card
information the restaurants. At the same time, with the
background check for drives will also provide a more reliable
service.
Target Market: Basic Demographics
A study was conducted by Statista in 2018 on the online food
industry. According this research in 2018 54.9% of people who
ordered food were men and 45.1 were women and food orders
was given mostly by people between the ages of 25 and 34. The
25-34 age range constitutes 37.1% of the total users. This ages
group is been following by 35-44 age groups with %25.9. Also,
in a study based on users' income level, high income users
constitute %43.13 of total users (Statista,2018). For more
information you can view tables on the below.

The company aims to reach all the Americans who order food
from restaurants or various platforms regardless of gender
difference or income level. As Lyft Delivery we would like give
service from all people who live in this country.
Psychographic characteristics of target market
Time is money! This quote is known by all most all people
around the world. People are giving up cook at home because
the cost of cooking at home cost more than order from outside.
Working or resting are much more profitable than cook at home.
“Is the Kitchen Dead” named report was shared by investment
bank UBS in 2018. “There could be a scenario where by 2030
most meals currently cooked at home are instead ordered online
and delivered from either restaurants or central kitchens.”
(UBS,2018). That's a small part of their report. According to
their report, people, especially millennials, are giving up cook
at home. Also, people texting each other instead of calling by
phone. Therefore, ordering by phone is not something that
people like. People want to give order without have to call
restaurant. As Lyft family, we hope to give this service to our
23 million active users with 1.4 million drivers.
According to Statista 85.4 million people in the United States
ordered food in 2018. Of the 85.4 people, 66.3 million ordered
food directly from the restaurant, while 19.1 ordered through
various platforms such as UberEats, Doordash and Grubhub.
When we look at the population of the 325 million Americans,
85.4 is a very serious figure. This means that one out of every
four people in the United States ordered food in 2018. Also 26.2
million Americans are expected to give order with various
platforms in 2023. And the expected revenue per user is $
113.62 and estimated expected total revenue is 2.980 billion
(Statista,2018). In the tables below, you can see more
information about the number of users and estimated revenue
per years.

Strengths and Weaknesses
SWOT analysis allows you to see your strengths and
weaknesses in the areas related to your business, and to prepare
you for the opportunities and dangers that are waiting for you in
the future. As Lyft company, we have some advantages and
disadvantages regarding of our new service. In this discussion, I
will analyze the weaknesses and strengths of the company and
the opportunities and dangers that await us in the market.
You can see our Swot analysis template on the below about
our company’s new product about Lyft Delivery.
Helpful
to achieving the objective
Harmful
to achieving the objective
Internal origin
(attributes of the system)
Strengths
· Low cost
· Accessibility
· Flexible hours for drivers
· Fast delivery
· well-recognized brand
· High level of customer satisfaction
· High growth
Weaknesses
· Driver’ Loyalty
· Drivers’ wrong attitude
· Ethically questionable
· Only through the app
External origin
(attributes of the environment)

Opportunities
· Learn from other market players’ mistakes to innovate
· The desire of people to be more independent
· Technology
· Electric vehicles
Threats
· Competitive food delivery industry
· Legal threat
· Artificial intelligence
· Economic recession
Governmental Action
When Uber started serving in 2011, it faced many problems.
Taxi lobby is at the very beginning of these. Ubereats faced
fewer problems. Ubereats' biggest problem is the high
commission fees. The fee of commission paid to restaurants is
between 20% and 30%. The restaurants that run their own
drivers and have to pay a fee for this driver are getting less
efficient than before with the increase in the market of delivery
companies. Restaurants paying high commission fees are very
complaining from this situation. So recently, New York City
hold its first-ever oversight hearing for third-party food
delivery apps and the effect they have on local restaurants (The
Spoon,2019). The purpose of the meeting is to protect local
restaurants from increased competition increase in the market of
delivery companies. Companies have to reflect high
commissions in order to realize their activities. It is difficult to
make both the customer, the restaurant and the drivers happy in
the same sense. The restaurants, which try to be protected from
high commission fees, increase their prices on the application
by 20% of the general level. Increasing the prices pushes
customers to pick-up or call restaurants directly. In this case,
the drivers who are online to make money do not receive any
calls. Drivers who earn a price per order sometimes sit in the
car emptily for hours. For this reason, a potential government

enforcement may occur regarding commission fees.
Another problem of the sector is the uncertainty of the Gig
economy. In April of 2018, the California Supreme Court issued
the Dynamex decision, which said all employers must presume
workers are employees instead of independent contractors.
(Fortune, 2019). But companies did not like it. Because If the
driver cannot take any passengers during the time he is online,
Lyft is not obliged to pay any price to this driver. The situation
is not just that. When a driver who works 50-60 hours a week
has illness, there is no charge for Lyft when he does not work.
At the same time, employees are not provided with insurance.
For such reasons, 2020 will be troubled for Rideshare
companies.
Organization and Teams
Management has changed with changing management
environment in the digital world (O'Reilly, 2016). New
management will encompass board of directors that include the
chief executive officer, the president who is also the vice
chairperson of the board, executive vice president who also
serves as the product officer, chief finance officer and a general
counsel who is also the secretary. The board also include other
seven members including the chairperson and six directors who
act as advisors on management matters. The executive and the
board of directors have been involved in deliberating all
government action in the past. Any issues that require
organizational level decision has been subject to debate and
advise by the executive in conjunction with the board of
directors.
The chief finance officer heads the finance department. The
finance department has the accounting section, investors
relations fraud and payments section. Finance department deals
with the organizations finance issues by handling finance
transaction upon approve by the management. Finance division

has played important role in income declaration, submission of
tax and payment of any funds required under the government
regulations.
Human resource divisions focus on managing labor regulation
and propose changes on the outdated labor restrictions (Atmore,
2017). The autonomous safety and compliance team ensures
that the organizations and employees comply to human resource
policies and worker safety. Healthcare deals with issues relating
to health facing the employees. It ensures that healthy working
environment is present as per the legal requirements of the
government regulations. Policies department entails formulation
of business policies for effective business operation. Policy
division works towards development of policies that ensure
compliance with the government action. Policies guide business
action thus designing policies has to be in accord with the
required legal business operation practices.
The chief technology officer leads a team of technology experts
that work for the technological development of the Lyft Inc.
deliveries business. The autonomous driving and engineering
teams works in ensuring that development of the Lyft Inc.
deliveries applications and automated delivery technology
which is in accord to the legal provisions. Focusing on the legal
payment modes and the legal access of the apps will enable the
business to comply with the technological requirements by the
government. The technology team will also ensure that the
technology used is licensed by the government for its use in the
business operation.
Products team manages the types of services offered by the
business organization. Product management involves
establishing products each and every time chances are open.
Some of the products include self-driving, autonomous driving
and fleet technologies. Products and services are subject to
government regulations. The products team has ensured that the
services the business avails to customers are healthy and
physically safe for their lives. By complying to the provision of
legal and regulated product, this team has to ensure the services

are viable to government actions.
The legal representation divisions provide the legal services and
advice to the business. The team has to represent the business in
petitions and cases that regard regulations such as high tax and
restrictions. This is the team that stands to defend the business
against the government actions that pose potential threats to
business continuity.
Communication and public relations team links the stakeholders
to the business. They also link the community to the business.
This team has to dealt with issues of government restriction of
the business due to criminal cases against similar companies.
Public relation teams have the role of convincing and creating
positive relation with community thus preventing a negative
corporate culture. The team will ensure that the image of the
organization is positive to avoid government sanctions due to
negative corporate culture.
Customer experience and trust team ensures that customer
treatment is good. The team also handles customer complaints
and request for service improvements (Jacquet, 2018). This
team will enable the business to maneuver cases of government
regulations on delivery of food. The team has to create a
positive relationship with customers and the community where
the community can go against government interests on
regulating delivery of food and goods to people in their
residential settings. The team has to therefore deal with
government action by using the community as a tool to repel the
regulations.
Stakeholders
Internal investors include management board, employees and
investors. The management board have responded to the action
by consulting the company that can provide guidance on the
way forward in dealing with the government action. Employees
are also subject to dealing with the government actions as the
most affected by the regulation. The employees have played
their part in influencing the government action by mobilizing

the community to show their interests against the proposed
regulation. They have also helped in consultation on how to
provide better ways of addressing the concerns targeted by the
government action.
Investors are the most important internal stakeholders in the
business. Investors have also shown great interest by using
lobbying where they have engaged in convincing public and the
government to leave aside such regulations as it might have
negative effect on the business (Keller, 2018). Lobbying is
political action and can work in convincing majority to turn
against the proposed government actions.
External stakeholders include the business partners, customers
and the community. Business partners are the close associates
allied to the business. Their roles in addressing the govern
action have been focused on providing information and
consulting expert government officials on the action proposed
(Gunningham & Sinclair, 2017). Consultations gives
information on the way forward and possible strengths and
weaknesses of the regulation. Business partners create good
corporate culture and thus their influence on government action
is high compared to other stakeholders.
Customers are the important stakeholders that are targeted by
the regulations. Customer have engaged in demonstrations
against regulations that have impact to them. For instance,
hiking of tax necessitate delivery charges increase for the
consumers. In this contexts, customers have engaged in
demonstration and expression of dissatisfaction on regulation
that affect them (Stubbs & Higgins, 2018). Through
demonstration and expression of their interests, the interest of
business is achievable
The community is a very large group of stakeholder with
different community organizations. The community has
influenced political process to suit business interests by
engaging government policy making through public
participation. Policies targeting business are subject to public
opinion and in this way, the public community supports

business interests through expressions of their opinions on
public forums. Civil societies have also influenced political
processes by identifying the negative impacts and challenges
that may emanate from government actions. Regulations that
threaten the economy and the business as a whole are subject to
opposition by the community.
Current Environment
Lyft Inc. delivery is a new business that operate in a
competitive business environment with more than four
competitors offering similar service (Harris, 2017). Doordash,
Uber Eats, Grubhub, Postmates and Instacart form the top
competitors. Despite this fierce completions, Lyft Inc. delivery
targets to manage and maintain a significant market share. The
financial revenue is expected to have an increase with time as
the business competition with others increases. Government
actions may have also threaten the business environment
resulting in dropping financial revenues. Also Lyft went public
in 2019. The first day when they public the company raised 2.3
billion dollars. Initial stock price was 72$. But since the
company’s IPO their stock price constantly decreased.
Nowadays their stock is valued 36$ in Nasdaq.
References

· Marston J, (June,2019), Oversight Hearing for Third-Party
Food Delivery in NYC Retrieved from
https://thespoon.tech/what-to-expect-at-todays-oversight-
hearing-for-third-party-food-delivery-in-nyc/
· Goodkind N, (Novomber, 2018, California gig economy,
Retrieved from https://fortune.com/2019/11/08/california-gig-
economy-bill-uber-lyft-ab5/
· Anonymous, Lyft business model Retrieved from
https://jungleworks.com/how-lyft-works-business-model-
insights-lyft-revenue/
· Anonymous (2018), Online food delivery analysis Retrieved
from https://www.statista.com/outlook/374/109/online-food-
delivery/united-states
· C.Smith (2018), Lyft Statistics, Retrieved from.
https://expandedramblings.com/index.php/lyft-statistics/
· O'Reilly, T. (2016). Managing the bots that are managing the
business. MIT Sloan Management Review, 58(1), 9.
· Atmore, E. C. (2017). Killing the goose that laid the golden
egg: Outdated employment laws are destroying the gig
economy. Minn. L. Rev., 102, 887.
· Jacquet, A. (2018). A power struggle in the taxi industry: a
challenge for Uber and Lyft regarding their Service clauses. PM
World Journal, 7(2).
· Keller, E. (2018). Noisy business politics: lobbying strategies
and business influence after the financial crisis. Journal of
European Public Policy, 25(3), 287-306.
· Gunningham, N., & Sinclair, D. (2017). Smart
regulation. Regulatory theory: Foundations and applications,
133-148.
· Harris, B. (2017). Uber, lyft, and regulating the sharing
economy. Seattle UL Rev., 41, 269.

MBA 665 Final Project Milestone Three Guidelines and Rubric .docx

MBA 665 Final Project Milestone Three Guidelines and Rubric .docx

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie MBA 665 Final Project Milestone Three Guidelines and Rubric .docx

Ähnlich wie MBA 665 Final Project Milestone Three Guidelines and Rubric .docx (20)

Mehr von tienboileau

Mehr von tienboileau (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

MBA 665 Final Project Milestone Three Guidelines and Rubric .docx