Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 2

PROBLEM STATEMENT

• Issue: Taxi Drivers and Owners must adapt to the rise of ride hailing services.

• Key Stakeholders: Taxi Drivers, Owners, and Customers.

• Environment: Increased competition from ride-hailing services such as Uber and Lyft.

• Challenges: Decreasing market share, outdated regulation, and value of taxi medallion decreasing.

TAXI MEDALLION OWNER-DRIVER ASSOCIATION

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 3

SUMMARY

• The rise of ride-hailing, application based, services are disrupting the established taxicab industry globally.

• In New York City, the New York City Taxi and Limousine Commission (“TLC”) regulates over 50,000 vehicles and 100,000 drivers.

• There are currently 6,000 independent medallion owners.• Came together to form the Taxi Medallion Owner-Driver Association

(“TMODA”).

TAXI MEDALLION OWNER-DRIVER ASSOCIATION

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 4

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

ANALYSISSTRUCTURE

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 5

STRUCTURE

1. Formation of the TMODA.• Elimination of surge pricing. • Universal TLC license. • Fines for illegal street pickups.

2. Environmental shifts and technological advances.

OVERVIEW

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 6

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

ANALYSISCULTURE

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 7

CULTURE

1. Community and relationships2. Symbols as culture3. Faith and Meaning

OVERVIEW

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 8

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

ANALYSISHUMAN RESOURCES

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 9

HUMAN RESOURCES

1. Human Resource Needs vs. Human Needs• Insurance Benefits • NY States of Appeals• Protesting and lobbying

2. Uber Drivers3. Problem

• Maslow’s Hierarchy Needs: Safety and Security • Misalignment of Organization and Human Needs

OVERVIEW

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 10

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

ANALYSISPOLITICS

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 11

POLITICS

POLITICS AND POWER

Political Arena and Political Agents

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 12

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 13

TAXI MEDALLION OWNER-DRIVER ASSOCIATIONADAPTING TO A RAPIDLY CHANGING INDUSTRY.

SYSTEM MAP&

FINAL RECOMMENDATIONS

Team Case AnalysisNMGM 5010 - Brunell, Echeverri, Holder, Jorgensen, Lewis, MoralesNovember 30, 2016

Slide 14

SYSTEM MAP & RECOMMENDATIONS

RECOMMENDATIONS1. Revise Medallion

System to apply to Mobile Application Providers and Drivers.

2. Avoid lawsuits and negotiate directly with TLC.

3. Capitalize on symbolism through media campaign.

4. Further support and integrate with Yellow Cab based mobile application providers.