Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Mohammad Kamil Shahbazker

Committee Member 1

Mohammad Kamil Shahbazker, Visiting Faculty Business Administration - Academic Affairs, Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords">Ride hailing, Careem, Uber, Potential market segments, Marketing pillar, Disruptive technologies, Service Monitoring, Customer care

Abstract / Summary

Ride Hailing Services industry is one of the fastest growing industry globally. It has also had its impact on the developing world with multiple service providers such as Careem and Uber expanding their roots in Pakistan as well. Pakistan has a major potential for ride hailing services with Careem and Uber expanding at an exponential rate since their launch a few years ago. Other service providers such as Swvl and Airlift have also launched their services this year, seeking the immense potential in this part of the world. Following in the footsteps of major ride hailing service providers globally as well as locally we decided to conduct our project on the Functional aspect of Ride Hailing Services in Pakistan. Our Project partner in this case; Tabbani Group opted to have a project study done on Ride Hailing Services in Pakistan. Tabbani Group has been one of the leading business families in Pakistan with experience in multiple businesses. They have previously been involved in launching new business ventures in Pakistan including Airline Services.

Our research involved sub categorizing the Functional Strategy into Operations pillar and Marketing Pillar. We conducted an in-depth analysis of operational strategies adapted and executed by global players as well as local players in the category. The research methodology involved both quantitative and qualitative research techniques. We constructed in-depth questionnaires/surveys and one on one In-depth Interviews. The questionnaires were distributed amongst the potential target audience and users of existing ride hailing services in the country. The results were tabulated and a constructive commentary was devised based on the analysis of the responses.

Our study was also based on a detailed Literature Review which included reading and analysis of global cases of ride hailing services. This study helped us in creating rational inferences in how successful Ride Hailing Services operate globally

One on One In depth interviews were conducted with Industry personnel belonging to Uber and Careem. Questions related to the operations and marketing pillar were asked from these personnel and made part of our research study.

Once the results tabulated and analysis done on the various aspects of the functional strategy, we have proposed a comprehensive launch strategy to our client-Tabbani Group of how to launch a Ride Hailing Service in Pakistan. The essentials including the level of investment in terms of operations and marketing has been suggested as results and outcomes of this study.

We hope that this research is insightful and helpful in successfully launching one of many business ventures for Tabani Group. We are grateful to IBA, our Program Director, our Project Counselor and most importantly our Client-Tabbani Group for providing us an opportunity and guidance to successfully complete this study.

Available for download on Saturday, December 05, 2026