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1 Running head: BIRD SCOOTERS CASE ANALYSIS

Bird Scooters Case Analysis Sachin Patel UTSA

BIRD SCOOTERS CASE ANALYSIS Bird Scooters Case Analysis Bird scooters is a company that deals with micro-mobility and has its headquarters at Santa Monica in California. Bird scooter specializes in electric scooter rental services since it was founded in 2007(Petersen, 2019). The mission of the company is to provide reliable and affordable transportation across different cities in the world. Over the years bird has grown to be among the fastest startup companies to hit a $1billion valuation. The success of the company can be attributed to its highly innovative ways, as well as hiring highly talented personnel. Using bird scooters is simple; on the bird app, a new user can view various tutorials on how they can use bikes effectively. Porter’s Five Forces Analysis of Bird Scooter Competitive Rivalry The company faces competition from other smaller dockless scooters. Since bird scooter was founded there have emerged other companies like scoot networks which were later acquired by bird scooters, other competitors include skip scooters. These competitors come with better rates than bird scooters, thus enticing more customers. Threat of Entry Potential of new entrants in the market. Recently uber, a renown brand, released a stream of rentable scooters that have posed a new threat (Petersen, 2019). Uber has introduced a new model by developing bikes, which can be easily rented for short uses. Uber has placed these bikes around various urban cities. Supplier Power

BIRD SCOOTERS CASE ANALYSIS Bird Scooters are utilizing various technology models to come up with improvised scooter. Recently the company announced a partnership with China Okai company that will supply them with next generational electric scooters. This is an excellent initiative as the world shifts to electronic means of transport. The company, however, faces challenges of few suppliers. Xiaomi and Ninebot are the primary top suppliers to bird Scooters. Buyer Power The company targets young, energetic individuals who are covering short traveling distances. Their monthly premiums are appealing and are quite affordable. However, the buyers have options from other electric scooter producers meaning that they would demand cheaper, more efficient, and reliable ones. As such the company has to meet these needs. Threat of Substitution Since the company was launched, many various threats have emerged from other companies like Lyft, Uber, trains, and buses, which provide similar services. The industry is facing slow growth, thus forcing existing companies to compete for the same target market (Allem& Majmundar, 2019). The company has also struggled to prove its viability in the market to attracts a large number of customers. Threats and Opportunities The company faces several risks in its expansion process. Different countries have different land terrain, thus in cities where the ground is not conducive to expansion or accommodative to scooters (Petersen, 2019). The scooters could be easily vandalized depending on their locations as well as others might be stolen, thus posing a colossal loss in repair and purchase of other

BIRD SCOOTERS CASE ANALYSIS scooters. There are no clear patents that protect the overall design of the product; hence, it’s easy to replicate designs by competitors. There are different opportunities that Bird scooters can utilize to increase its revenues as well as reaching more customers. The company can expand abroad to countries that are eco-friendly and take advantage of the natural terrains (Allem& Majmundar, 2019). Bird scooters can also utilize celebrities, public media as well as social media to raise awareness on their services. The company can also add new models and forms of transportation like mopeds and bikes to accommodate another group of people.Looking at their business model, there is a large room to utilize their opportunities to reach on all major cities across the world and stand out as the largest scooters company.

BIRD SCOOTERS CASE ANALYSIS

References Allem, J. P., & Majmundar, A. (2019). Are electric scooters promoted on social media with safety in mind? A case study on Bird's Instagram. Preventive medicine reports, 13, 62-63. Petersen, A. B. (2019). Scoot over smart devices: the invisible costs of rental scooters. Surveillance & Society, 17(1/2), 191-197....