Company's Temporary Competitive Advantage: Failure in Implementing Marketing Strategy (Case Study on Uber Company in Indonesia)

Abstract

Intense market competition and changes that occur in the market make marketers have to implement an appropriate strategy to survive and keep up with market changes and even appear as a company that has a competitive advantage and becomes a market leader. A company will run well if it implements the right strategy and pays attention to the environmental conditions and culture of the country where it will run its business. Therefore this study aims to analyze the temporary competitive advantage of Uber ridesharing companies in Indonesia. This research uses a qualitative approach with descriptive methods. The results showed that companies cannot maintain their business competitive advantage due to management incompetence, lack of experience, failure to develop strategic management, uncontrolled growth, lack of understanding of the core business and lack of reliability in capital management. According to the author, Uber's failure to maintain its competitive advantage is due to prices that are too high, more and more competitors and poor information technology infrastructure in Indonesia.