Harvard Case - Mobike: A Smart Bike-Sharing Service Platform
"Mobike: A Smart Bike-Sharing Service Platform" Harvard business case study is written by Guijie Qi, Jiali Chen, John Zhang. It deals with the challenges in the field of International Business. The case study is 15 page(s) long and it was first published on : Jan 12, 2018
At Fern Fort University, we recommend that Mobike prioritize a global expansion strategy focused on emerging markets with high population density and a growing demand for sustainable transportation solutions. This strategy should leverage Mobike's existing strengths in innovation, technology, and operational efficiency while addressing potential challenges related to international business, cultural differences, and government regulations.
2. Background
Mobike, founded in 2014, revolutionized the bike-sharing industry with its innovative dockless bike-sharing model. This model, enabled by GPS technology and mobile payment integration, allowed users to unlock and use bikes anywhere, anytime. Mobike's rapid growth in China, fueled by a strong focus on product distribution, marketing, and strategic alliances, led to a significant market share and a valuation of over $3 billion.
The case study focuses on Mobike's decision to expand internationally, specifically into Singapore and the United States. This expansion marked a significant step towards globalization and presented Mobike with new opportunities and challenges.
3. Analysis of the Case Study
We can analyze Mobike's situation using the Porter's Five Forces framework:
- Threat of New Entrants: High - The bike-sharing market is relatively easy to enter, attracting numerous competitors.
- Bargaining Power of Buyers: Moderate - Users have many options and can easily switch between providers.
- Bargaining Power of Suppliers: Low - Mobike relies on readily available components for its bikes.
- Threat of Substitute Products: Moderate - Public transportation, private vehicles, and other micromobility solutions present competition.
- Competitive Rivalry: High - Intense competition exists within the bike-sharing industry, both domestically and internationally.
Mobike's success in China was driven by its competitive strategy focused on:
- Innovation: Developing a user-friendly and efficient dockless bike-sharing system.
- Operational Efficiency: Optimizing bike deployment and maintenance processes.
- Marketing: Leveraging social media and partnerships to build brand awareness.
- Strategic Alliances: Collaborating with local governments and businesses to expand reach.
However, international expansion presented new challenges:
- Cultural Differences: Adapting the service to local preferences and regulations.
- Government Regulations: Navigating varying legal frameworks and licensing requirements.
- Competition: Facing established players and local competitors in each market.
- Logistics: Managing bike distribution and maintenance in new geographical locations.
4. Recommendations
Mobike should adopt a phased approach to global expansion, focusing on emerging markets with high growth potential and a favorable regulatory environment. This approach should prioritize:
Phase 1: Market Selection and Entry Strategy
- Identify target markets: Focus on emerging markets with high population density, a growing middle class, and a demand for sustainable transportation.
- Conduct thorough market analysis: Assess market size, competition, regulatory landscape, and cultural factors.
- Develop tailored entry strategies: Consider joint ventures, strategic partnerships, or wholly-owned subsidiaries based on market conditions.
- Prioritize international trade policies and foreign direct investment (FDI) opportunities.
Phase 2: Local Adaptation and Operations
- Customize product offerings: Adapt bike designs, pricing, and features to local preferences.
- Develop localized marketing strategies: Engage with local communities and leverage social media platforms.
- Establish strong partnerships: Collaborate with local governments, businesses, and community organizations.
- Optimize logistics and supply chain management: Ensure efficient bike distribution, maintenance, and repair.
Phase 3: Continuous Innovation and Expansion
- Invest in R&D: Develop new technologies and features to enhance user experience and address local needs.
- Expand service offerings: Introduce electric bikes, cargo bikes, or other micromobility solutions.
- Explore new markets: Gradually expand into additional emerging markets with high growth potential.
- Embrace global branding strategies and international marketing to build a strong global brand presence.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Mobike's core competencies in technology, innovation, and operational efficiency are transferable to emerging markets.
- External customers and internal clients: The recommendations address the needs of both users and local stakeholders.
- Competitors: The recommendations aim to differentiate Mobike from competitors by focusing on local adaptation and innovation.
- Attractiveness: Emerging markets offer high growth potential and a large untapped user base.
- Assumptions: The recommendations assume a favorable regulatory environment and a willingness of local governments to support sustainable transportation initiatives.
6. Conclusion
Mobike's global expansion strategy should prioritize emerging markets with high growth potential and a favorable regulatory environment. By focusing on local adaptation, innovation, and strategic partnerships, Mobike can successfully navigate the complexities of international business and establish a strong global presence.
7. Discussion
Alternative strategies include focusing on developed markets or pursuing a rapid global expansion approach. However, these strategies carry higher risks and may not be as effective in the long run.
Risks and key assumptions:
- Regulatory uncertainty: The regulatory landscape for bike-sharing services can be unpredictable, potentially hindering expansion.
- Competition: Intense competition from local and global players may limit market share and profitability.
- Cultural differences: Adapting to local preferences and customs can be challenging.
8. Next Steps
- Conduct a detailed market analysis of potential target markets within the next 3 months.
- Develop a phased global expansion plan with specific timelines and milestones within 6 months.
- Establish strategic partnerships with local stakeholders and governments within 12 months.
By implementing these recommendations, Mobike can successfully navigate the challenges of international business and position itself for sustainable growth in the global bike-sharing market.
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Case Description
In 2017, bike sharing was one of the hottest technology trends in China. Since its inception two years earlier, Mobike had quickly become one of China's leading bike on-demand companies because of its bicycles' superior quality, and the company's intelligence capability, open innovation, alliance strategies, and big data applications. Mobike expanded aggressively to take advantage of opportunities in this emerging market and the need for efficient, green, and sustainable solutions to short-distance urban transportation. However, Mobike's aggressive expansion faced tough challenges, including shared bicycle operations and management, competition from rivals, and government regulations. By late 2017, several bike-sharing services had gone bankrupt. How could Mobike avoid the same fate, generate profit, and continue to prosper?
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