Students from the Level 6 Business programme at the University of Portsmouth London, recently completed an exciting live consultancy project as part of their Strategic Management module under the guidance of Dr. Deb Sengupta. The project was developed in collaboration with Axia London, a London-based cab company currently facing a significant challenge due to growing competition from ride-sharing platforms such as Uber and Bolt.
Acting as strategic consultants, students were tasked with analysing the challenges faced by the company and recommending a future strategic direction for the business. The project involved applying key strategic management frameworks to evaluate Axia’s macro, micro, and internal business environment.
Students also conducted primary research through interviews with Axia’s senior leadership team and customers using both app-based and traditional cab services in London. This enabled them to gather valuable customer insights and evaluate Axia’s service portfolio across Traveller, Corporate, and Premium market segments.
Based on their research and analysis, students developed strategic recommendations and implementation plans aimed at helping Axia strengthen its competitive positioning and drive future growth.
The live project provided students with an invaluable opportunity to bridge academic theory with real-world business practice, while developing critical skills in strategic thinking, research, teamwork, communication, and problem-solving. It also demonstrated the University’s commitment to experiential learning and industry engagement, preparing students to become future-ready business professionals.