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Bird Scooters: Shaking up the Micro-Mobility Market
內容大綱
Bird Electric Vehicle Sharing (Bird)’s value proposition seems to be to offer inexpensive, on-demand transportation that can deliver riders directly to their destination in metropolitan areas. Electric scooters can be unlocked with a smartphone and left anywhere after use, minimizing the burden on consumersbut also causing tremendous traffic problems for city administrators. The disruption created by Bird not only drew the attention of urban commuters but also resulted in its product being banned in cities like San Francisco and Denver.<br><br>This case explores these issues in depth and sets up the challenge that Bird faces in extending its initial success. Bird must contemplate not only the individual components of its value chain but possibly also the business model itself, in evaluating the best course of action to ensure its future success.
學習目標
This case is suitable for a capstone strategy course or an advanced elective in competitive strategy at the graduate level. It has been used by graduate students and executives in classes covering strategic management. Working through this case and assignment questions gives students the opportunity to assess<ul><li>whether the micro-mobility industry is an attractive industry;</li><li> whether Bird has taken the right steps towards winning in this industry; and</li><li>whether some of the other entrants offer a better investment for a venture capitalist.</li></ul>