Uber Eats: Playing It Safe in Bangladesh


The introduction, growth, and ultimate downfall in Bangladesh of Uber Eats, an international online food delivery service, is examined in this case study. Uber Eats had been in business for approximately one year before it shut down due to fierce competition from other companies that provide a superior customer experience and a more comprehensive range of offerings. Uber Eats did not extend its presence to new cities as other online food delivery services did. These findings indicate how Uber Eats failed to execute a viable approach for surviving in a competitive market, and it encourages students to consider the efficacy of various market entry strategies.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

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