Comprehensive Business Strategy Report for E-bikes Pty. Ltd. in Mumbai

This report provides a comprehensive analysis of E-bikes Pty. Ltd.'s business strategy, focusing on their market entry into Mumbai with electronic bikes. The report details the company's vision, objectives, and market entry options, including the value proposition of pollution-free transportation. It examines target market segments, ethical considerations, and security risks associated with their e-business strategy. The organizational structure is outlined, alongside a discussion of the cost and revenue models. The report also addresses the alignment of the physical-world strategy with the e-strategy and concludes with an evaluation of the business idea's effectiveness. The report covers various aspects of the business plan, from marketing strategies and consumer behavior to ethical concerns and financial modeling, providing a holistic view of E-bikes Pty. Ltd.'s approach to entering and succeeding in the Mumbai market.

Running Head: Business Strategy
E-bikes Pty. Ltd.
Business Strategy

Business Strategy 1
Table of Contents
Introduction......................................................................................................................................2
Vision...............................................................................................................................................3
Objectives of business and marketing entry timing.........................................................................4
Market entry options....................................................................................................................4
Value offered by the company.........................................................................................................5
Target Market and Consumer segments..........................................................................................6
Ethical Issues and Security Risks....................................................................................................7
E-business strategy..........................................................................................................................8
Organizational Structure..................................................................................................................9
Cost and Revenue Model...............................................................................................................10
Alignment of physical world strategy with e-strategy...................................................................12
Summary & Conclusion................................................................................................................12
References......................................................................................................................................13

Business Strategy 2
Introduction
E-bikes Pty. Ltd. is a company engaged in the manufacturing of electronic vehicles. CEO and the
founder of this company got the idea of setting up the electronic-vehicles manufacturing
company through reviewing the current environmental conditions. Mumbai is a famous city also
known as the financial capital of the India is struggling with pollution issue since a long period
of time. Various big cities and countries are facing emerging pollution at rapid rate and in order
to resolve this issue, E-bikes Pty. Ltd. has introduced the idea of electronic bikes and cars in
Mumbai. This will improve the environmental conditions as well as it will help to control the
rapid increase in the pollution rate from fuel based vehicles in Mumbai. To promote this idea and
to aware the public of Mumbai towards the usage of electronic vehicles, management of E-bikes
Pty. Ltd. has adopted various marketing strategies which will be covered under this report.
In the first phase of the report, company’s vision will be discussed and along with this, the scope
of the business idea will also be discussed. In addition, to promote this idea, objectives of the
business and the appropriate timing to implement the idea will be discussed. Market entry
options will be covered to enter into the target market for attaining desired goals and the
objectives under this report. Further, in this report, value which company wants to offer to the
Mumbai audience, segmentation and target market strategies in relevance with the company will
be covered. In the next phase of the report, ethical issues and security risks involved in this
project will be analysed. Along with this, organizational activities and structure will be
determined in order to support the business over the internet. As E-bikes Pty. Ltd. is planning to
launch e-bicycles in Mumbai through electronic medium, certain strategies need to be developed
so as to hit the mission of the organization. Furthermore, cost and the revenue model will be

Business Strategy 3
discussed in relevance with the buying decision of the consumers. The company’s strategy to
compete with the physical–world market will also be covered. In the last phase of the report,
analysis will be done in order to determine the effectiveness of the business idea will be covered.

Business Strategy 4
Vision
E-bikes Pty. Ltd. has made the vision of seeing the Mumbai free from pollution and to make this
applicable in the real world; organization has developed attractive designs and high-quality
electronic bikes to attract the consumers. To enhance their products’ efficiency in the target
market, they have developed a slogan i.e. “pollution free Mumbai” in order to attract the Mumbai
audience towards the electronic bikes. The vision of E-bikes Pty. Ltd. is to introduce electronic
bikes in the Mumbai through electronic mediums in order to control pollution rate. Organization
has developed certain plans under which unique promotional techniques will be used in order to
enhance the demand of the e-bikes in the target market. Major reason of increasing pollution rate
in Mumbai is emission of wastages from factories, emission of pollution from large number of
vehicles. E-bikes have invented this idea in order to influence the Mumbai people to adopt
electronic vehicles over the fuel based engine vehicles. Apart from this, organization has also
planned to promote this idea with the help of the Maharashtra government (Aaker, 2010). Key
performance indicators of these bikes will be the requirement of registration for these bikes will
is not necessary. These vehicles are approved under Automotive Research Association of India
(ARAI) and they are exempted from the registration and other types of document formalities.
Apart from this, they are part of the Central Motor Vehicles Rules (CMVR) which gives the
assurance to its users which also helps in order to enhance the demand for their vehicles (Akaka,
Vargo & Lusch, 2013).

Business Strategy 5
Objectives of business and marketing entry timing
Primary objectives for E-bikes Pty. Ltd. as per the current scenario will be promotion of the e-
bikes and cars in the target market with advanced technologies of digital medium of
advertisement and promotion to enhance their revenues. They have planned to introduce their
vehicles through digital platforms and this could also be used as an effective promotional
strategy (Ang, Benischke & Doh, 2015). Following are some of the crucial objectives of the
business organization in this case:
 Effective introduction of the electronic bikes and cars in the target market for
enhancing the demand for their products.
 To enhance the revenues of the company and to attain adequate success in the dynamic
business environment (Angeloska-Dichovska & Mirchevska, 2017).
 As Mumbai’s automotive market comprises heavy competition, hence; survival for
long term in the target market is the major concern for the organization.
 Promotion of the e-bikes in an effective manner which could influence the Mumbai
audience to choose them over the fuel-based vehicles.
Apart from the above concerns, basic objectives are common for this organization such as long-
time survival, growth and success, attainment of the goals, expansion of the business
organization in the international market, etc. As electronic bikes are launched in the target
market due to a specific purpose, hence; their primary objective is to control the pollution
(Armstrong, et. al., 2015).

Business Strategy 6
Market entry options
E-bikes Pty. Ltd.'s primary motive is concerned with the environment, hence; they would get
support from various environment-friendly institutions as well as from the government in order
to enter into the target market easily. As they have planned to introduce these bicycles through
electronic medium, hence; contracts should be given to the effective online shopping websites in
order to attain appropriate and expected outcomes. Apart from the online shopping websites,
organization could also promote their official website through various mediums of advertisement
and promotion in order to eliminate the mediators and their costs to provide e-bikes at reasonable
rates. Thus, the best market entry option for E-bikes Pty. Ltd. in the target market will be
licensing under which all the rules and the regulations of the government and other relevant
parties will be fulfilled (Brandt, Cazzaniga & Hann, 2011).

Business Strategy 7
Value offered by the company
Organization has concentrated on the quality of the bicycles so that these could improve the
experience of vehicles users. Until, users will not find excitement, attraction or benefit of shifting
to the electronic vehicles from the fuel-based vehicles, until the time, they will not be convinced
to purchase the same. Hence, organization needs to offer the appropriate value which could
convince the users for adopting electronic bicycles (Cornelissen & Cornelissen, 2017).
Thus, the major value which will be provided to the consumers is pollution free rides which will
save their money as well as it will enhance their contribution towards the environmental safety.
E-bicycles will offer value for money spent by the consumers and majorly it will provide
environmental friendly rides to its consumers (Czepiel & Kerin, 2012).

Business Strategy 8
Target Market and Consumer segments
As E-bikes Pty. Ltd. is planning to introduce the electronic bicycles through electronic platforms,
hence; the major target market will be internet users. With the help of e-business platforms,
organization will majorly focus on following customer segments:
Demographics: Under this segmentation approach, customers are divided on the certain bases
such as their income, sex, age, etc. In order to attain the desired goals through e-business
platforms, E-bikes will consider targeting the young age group of people.
Geography: Under this approach, people are being segregated on the basis of their locality,
place where they live, country, etc. As per this scenario, target market for E-bikes Pty. Ltd. in
order to promote their e-bicycles will be Mumbai (Fischer, et. al., 2011).
Psychographic: This group includes the people on the basis of their lifestyle, social class, etc. In
order to enhance the market base for the organization, they will use e-business platforms for
promoting their e-bicycles’ idea in this group of people. People who want to change their
lifestyle and want to contribute towards reduction of pollution will be included in this group,
hence; they will be influenced easily.
Behavioural: Under this term, those people lie down who are performs certain activities at their
level to attain desired results. Adaptation of e-bicycles will help them to control pollution level in
Mumbai, hence; E-bikes Pty. Ltd. could use target on this type of customer audience with the
help of e-business platforms (Greer & Ferguson, 2011).

Business Strategy 9
Ethical Issues and Security Risks
Major ethical issues in terms of electronic business activities are web tracking, leakage of private
information, fraudulent issues, copyright issues, etc. Various other companies and organizations
have already tried to introduce the same idea in Mumbai and in other big cities where pollution is
a major issue which also becomes the primary reason for human health. While considering the
ethical issues like copyright issues, fraudulent activities, etc., it has been observed that these
types of issues are much more in the electronic business (Gregor & Hevner, 2013).
While there are many security issues which are also involved in the electronic business activities.
Such as privacy of the customers should be kept confidential and secured in order to develop and
maintain good customer relationship. Apart from this, integrity is another security issue for the e-
business organizations. Today, there are many agencies which operate as an e-business
organization but are actually engaged in fraudulent activities of leaking private credentials of
consumers, delivering them unethical products, etc. This reduces the trust level of the consumers
towards the online shopping websites (Helms & Nixon, 2010).

Business Strategy 10
E-business strategy
As E-bikes Pty. Ltd. is planning to introduce e-bicycles through electronic platforms in Mumbai,
hence; planning and implementation of desired strategy is crucial in order to attain the desired
goals and the objectives. In this scenario, organization wants to enter the market with the help of
e-business platforms. While there are certainly other strategies are also available through which
organization could be able to reach their desired targets (Johnston & Bate, 2013).
Some of the alternative strategies are partnership, joint venture, etc. With the help of these
market entry options, expenses, losses, risks, etc. will be shared amongst the parties involved in
the partnership or joint venture type of business organization. Another important factor is the
goodwill of the existing company. For instance, E-bikes Pty. Ltd. has tied up with Amazon
Company in order to sell their e-bicycles across the India. Trading with the reputed online
shopping website will provide better and quick results in relevance with trading through their
official website only. Apart from Amazon, there are many other online shopping websites are
available in Indian market which are performing in an adequate manner (Kim & Hyun, 2011).
Thus, it can be concluded that the partnership or joint venture type of market entry options will
be a result oriented and for the purpose of launching of the electronic bicycles in Mumbai, e-
business strategies will be proved as the most effective strategies (Klein, 2016).

Business Strategy 11
Organizational Structure
It is the framework under which all functionalities of the organization are recorded. Their
execution timings, methods used to execute these functionalities, etc. are crucial elements of
organizational structure. Organizational structure for e-business activities consists quite unique
elements such as fast, innovative, and flexible (Mohammed, Rashid & Tahir, 2014).
(Source: Periasamy, Ho, Poh & Bok, 2002).
Departments show in the above figure is crucial factors which basically helps the organization to
enhance its performance. All these departments’ activities should be managed by the centralised
system of control. This helps them to evaluate the performances of the organization as well as it
also generates positive outcomes for the organization (Hugos, 2011).
E-bikes Pty. Ltd. is planning to enter the target market with the help of e-business platforms
while evaluating the organization’s structure before implementing the internet platforms for
trading activities; it was observed that organization has attained adequate growth and success in