Scoot: Succeeding in the U.S., working its way into Spain (B)
Scoot, an eco-sharing multimodal (motos, bikes, kick scooters) mobility provider, has been operating in the US for 7 years. After its international expansion to Barcelona and Santiago de Chile, the company is not contemplating the launch of kick scooters in Madrid, their first bet on the Spanish capital. Competing against 23 other providers for less than 10,000 licenses and with a daunting future of its bike operations in Barcelona, the company has now to decide whether to enter Madrid with kicks, or being restricted to launch kicks there for at least three more years.
Collection: IESE (España)
Ref: SM-1751-E
Format: PDF
Number of pages: 5
Publication Date: Nov 28, 2023
Language: English
What material is included in this case:
Description
Scoot, an eco-sharing multimodal (motos, bikes, kick scooters) mobility provider, has been operating in the US for 7 years. After its international expansion to Barcelona and Santiago de Chile, the company is not contemplating the launch of kick scooters in Madrid, their first bet on the Spanish capital. Competing against 23 other providers for less than 10,000 licenses and with a daunting future of its bike operations in Barcelona, the company has now to decide whether to enter Madrid with kicks, or being restricted to launch kicks there for at least three more years.
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Geographic Setting: Chile, Spain, United States
Industry Setting: Transports and Postal services
Learning Objective
The case is designed for discussion in the context of private companies working at the service of the city, in this case with the aim to improve traffic congestion and noise and air pollution. It serves a variety of purposes:
- It shows the interactions between city councils and private companies, the tensions that arise and the different approaches companies adopt when interacting with urban managers.
- It examines the eco-mobility sharing phenomena, how cities are dealing with such aggressive competition and how regulation looks like across different locations.
- The case aims to analyze Scoot's business model, to understand why are so many operators interested in this market, that some see as potentially lucrative as it happened with ride-hailing companies (Uber, Lyft, Cabify, etc.).
- It shows the interactions between city councils and private companies, the tensions that arise and the different approaches companies adopt when interacting with urban managers.
- It examines the eco-mobility sharing phenomena, how cities are dealing with such aggressive competition and how regulation looks like across different locations.
- The case aims to analyze Scoot's business model, to understand why are so many operators interested in this market, that some see as potentially lucrative as it happened with ride-hailing companies (Uber, Lyft, Cabify, etc.).
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"Scoot: Succeeding in the U.S., working its way into Spain (B)"
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