Abstract

This case is about the rivalry between Lyft, Inc. (Lyft) and Uber Technologies Inc. (Uber) in the US ride sharing space. It focuses on Lyft’s (Lyft) strategy to project itself as socially aware or ‘woke’ in order to take a lead over Uber. The case starts out by giving a brief background of Lyft and the motive of its founders in setting up the company. It then delves into the similarities and differences between Lyft and Uber. The case describes in detail the various misdemeanors and controversies surrounding Uber that enabled Lyft to take measures to present itself as a nicer company. It also gives the industry viewpoint on the possibility of Lyft overtaking Uber on the basis of a better brand image. The case concludes with a look into the prospects and future strategies of Lyft in the ride sharing space.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Explore the various methods of differentiating a service
• Analyze the impact of brand image on market growth
• Evaluate the competitive advantage of a service

Keywords

Uber; Lyft; Services Marketing; Service Evaluation; Strategies for Services Marketing; Differentiation; Brand Image; Delivering Services; Creating Brand Image; Brand Elements; Brand Equity; Second Mover Advantage; Brand Positioning; Scandals; Ride Sharing