Strategic analysis of Mobike’s business model in China and its applicability in Germany

Term Paper , 2017 , 43 Pages , Grade: 1,0

Business economics - Company formation, Business Plans

Innovative and resource saving mobility offers are needed in times of urbanization, climate change and an increasing scarcity of resources. Car2Go and BlaBlaCar are some of those companies that disrupted the traditional mobility market over the last years. Another example is the Chinese bike rental company “Mobike”, which provides users with flexible, on-demand and nearby access to mobility through a large fleet of bicycles that are distributed across the largest cities in China. The company’s usage of the newest IoT (Internet of Things) technologies and a large amount of funding have resulted in a massive expansion across China, Singapore and just very recently UK in just 1,5 years. It also resulted in a replacement of traditional transport modes, such as the car, as the primary mode of transportation. Thus, one can say that Mobike and its many competitors help to transform Chinese megacities in a less polluted and more liveable area.

All of those mobility disruptors, named before are based on the principle of “sharing economy”. Its most important characteristics are access over ownership and collaborative consumption. Recent social, demographic and political changes in Germany have made mobility schemes based on the “sharing economy” a potential option to traditional transport modes. As climate change and the resulting need to lower emissions is not only a Chinese issue but a global one, it is only fair to ask whether the business model of Mobike can be applied in the German market. Hence, this paper aims to answer the following question: Is the business model of Mobike applicable in the German market?

Table of Contents

1. Introduction

2. Literature review & Methodology
2.1. Methodology

3. What is Mobike?

4. Strategic analysis of Mobike in China
4.1. Chinese environment analysis
4.1.1. Political factor
4.1.2. Economic factor
4.1.3. Social factor
4.1.4. Technological factor
4.1.5. Environmental factor
4.1.6. Legal Factor
4.2. Mobike’s Business Model
4.2.1. Block 1,2: Customer Segments, Value propositions
4.2.2. Block 3: Channels
4.2.3. Block 4: Customer Relationships
4.2.4. Block 5: Revenue Streams
4.2.5. Block 6: Key Resources
4.2.6. Block 7: Key Activities
4.2.7. Block 8: Key Partnerships
4.2.8. Block 9: Cost Structure
4.3. SWOT analysis Mobike
4.3.1. Strengths
4.3.2. Weaknesses
4.3.3. Opportunities
4.3.4. Threats
4. Analysis of applicability of Mobike’s business model in Germany
4.1. Competition analysis of German bike-sharing companies . 20
4.1.1. Industry Rivalry between established competitors
4.1.2. Competition from substitutes
4.1.3. Threat of Entry
4.1.4. Bargaining power of Buyers
4.1.5. Supplier Power
4.2. Macro analysis in Germany
4.2.1. Political
4.2.2. Economic
4.2.3. Social and Demographic
4.2.4. Technological
4.2.5. Environment
4.2.6. Legal Factor

5. Results & implications
5.1. Key comparison characteristics and implications
5.2. Recommendations

6. Conclusion

Table of Figures

References

Contributions of the students in a group

• College: Copenhagen Business School
• Grade: 1,0
• Authors: Marko Francesevic (Author), Marco Schuster (Author)
• Publication Year: 2017
• Pages: 43
• Catalog Number: V463946
• ISBN (eBook): 9783668955301
• ISBN (Book): 9783668955318
• Language: English
• Tags: strategic management, corporate strategy, market entry, swot, green mobility, ebike, bike sharing, china, germany, smart mobility, sharing economy, mobike, ofo, intellectual property