Paper Title
An Effect of Blue Ocean Strategy on Ride Hailing Service Providers in India: A Case Study of Uber Taxi Service Provider

Abstract
―Blue ocean marketing strategy‖ (BOMS) asserts that businesses should formulate new value for products and services to customers from different segments and place themselves in an uncontested market environment. The aim of this research is to identify the extent to which the transport sector in India has adopted the strategy of the Blue Ocean in enhancing competitive advantage. The study measured the effect of the blue ocean strategy dimensions (Eliminate, Reduce, Raise, Create) on Ubers business performance. This study intended to examine how these strategies have helped in creating competitive advantage as well as addressing transportation challenges. A literature review of impact of blue ocean strategy on ride hailing service providers has been a backbone in creating a strong theoretical foundation for this study. The study methodology has used a quantitative approach. The quantitative approach uses secondary data sources to reach the conclusion. This study has conclusively found that to win customer satisfaction, certain important factors such as application functionality and usefulness of the ride hailing service has to be attained. The study went further to understand the underlying strategy that has influenced uber a ride hailing service provider in India to attain its competitive advantage. This study concluded that a mix of cost leadership and product differentiation strategies (that is focus strategy) together with technology has made a strong impact in increasing their competitive advantage. The study recommends ride hailing services to accept the advancement in technology, the need to design more strategies to fill up the supply demand gap, and the need to be aware of the government rules and regulations. Keywords - Transport, Blue Ocean strategy, performance, taxi service, uber