Background Uber is a successful company in the field of ride-hailing, having businesses on a worldwide scale. It has recently expanded to include food delivery services, which are particularly lucrative during the pandemic. However, despite the strong positions, Uber experiences a number of issues, including incidents with drivers, and faces tough competition from Lyft and the traditional taxi business. One of the potential solutions is introducing a new niche service that would further separate the company from the competitors. This paper will use a SWOT analysis to identify Uber’s internal and external factors and determine the best course of action. SWOT Analysis Strengths The first focal point will be the company’s strong aspects. They include worldwide brand recognition, pricing, market domination, the safety policy, the communication approach, and service satisfaction, and each of them will be discussed in detail below:   * Worldwide brand recognition. Uber operates in about 70 countries and covers more than 10,000 cities, with the US and Brazil being the top two clients (Uber, n.d.a). Additionally, it has managed to become synonymous with ridesharing even in such countries as the UK, where taxis are traditionally strong (Skok & Baker, 2018). Although the company had to partially abandon the Asian market at one point, its name remains recognizable, and the demand exists for Uber to reenter some regions (Anwar, 2018).   * Pricing. Uber is renowned for its low prices for customers, which are the result of decreased regulations imposed on drivers (Gabel, 2016). On the other hand, the policy of surge pricing during periods of high demand, when certain multiplies increase the fee, benefits the latter (Jiao, 2018).   * Market domination. As far as the US, Uber’s biggest market, is concerned, it has a 68% share in rideshare, while the rest is occupied by Lyft (Yeo, 2021, para. 1). The company also dominates in the largest metropolitan areas, with the lowest percentage being 55 in Phoenix (Yeo, 2021, para. 4).   * The safety policy. Uber values riders’ and drivers’ safety, which is particularly evident during the COVID-19 pandemic when sanitizing protocols are being vigorously implemented (Uber, n.d.b). Furthermore, guidelines exist regarding a driver’s background, emergency help, privacy, and cleanness (Uber, n.d.b).   * The communication approach. The digital nature makes Uber transparent through the rating system and real-time monitoring, enhancing the service and identifying inappropriately-behaving drivers (Liu et al., 2021). Difficult customers are also tracked, and more experienced operators can be assigned to them (Liu et al., 2021). Overall, the constant feedback ensures that both complaints and appreciative messages are heard, and the latter may boost a driver’s morale.   * Service satisfaction. Customers appear to be generally satisfied with Uber, with the rating remaining above 4 (Siagian, 2020). Drivers also expressed a relatively high rate of satisfaction in 2018, compared to Lyft, although the situation could have changed (Shokoohyar, 2018). Weaknesses Despite Uber’s strong brand and other advantages, the company is plagued by controversies and questionable decision, some of which will