Mobike's Marketing Management: Reflective Analysis & Expansion Plan

This report provides a reflective analysis of Mobike's marketing strategies and its plans for international expansion. It examines the company's marketing objectives, including overseas expansion, value proposition, and risk minimization. The report details Mobike's current situation, highlighting its global presence and commitment to innovation through AI technologies. It also covers market segmentation based on demographics, sociocultural factors, and buying behavior, focusing on the youth market. The analysis includes target market identification, positioning strategies, and the marketing mix (product, price, promotion, and place) to support Mobike's growth objectives. The report emphasizes the importance of understanding customer needs and adapting to market changes to achieve sustainable expansion.

Running head: REFLECTIVE ANALYSIS
REFLECTIVE ANALYSIS
Name of the student
Name of the university
Author note

1REFLECTIVE ANALYSIS
Executive summary
The report is aimed at determining and examining the prospects of growth of the company,
Mobike, and the manner in which the organization can expand its business in the international
markets. The key element of the alteration helps the organization in facilitating the needs of he
customers and thereby perceives the manner in which the business undertakes the marketing
attributes. The report helps in deducing the alterations in the structure of the business that
supports the same in undertaking modifications as per the needs of the market.

2REFLECTIVE ANALYSIS
Table of Contents
1 INTRODUCTION........................................................................................................................3
1.1 Purpose of the report..............................................................................................................3
2 MARKETING OBJECTIVES......................................................................................................3
2.1 CURRENT SITUATION......................................................................................................4
2.2 OBJECTIVES........................................................................................................................5
3 SEGMENTATION, TARGET MARKET AND POSITIONING...............................................5
3.1 SEGMENTATION PROFILE...............................................................................................5
3.2 TARGET MARKET..............................................................................................................6
3.3 POSITIONING......................................................................................................................7
3.3.1 Positioning Statement.....................................................................................................8
4 MARKETING MIX......................................................................................................................8
4.1 PRODUCT STRATEGY.......................................................................................................9
4.2 PRICE STRATEGY..............................................................................................................9
4.3 PROMOTION STRATEGY................................................................................................10
4.4 PLACE STRATEGY...........................................................................................................10
5 CONCLUSION...........................................................................................................................12

3REFLECTIVE ANALYSIS
1 INTRODUCTION
The changes that are planned by the organizations are based on the strategies and their
implementation based on the needs of the organization to modify in the market. Modifications in
the market are characterized by the demand of the customer sand the manner in which the
organizations utilize the strategies to place their products where the target customers can be
reached. The report states the situation of an organization, Mobike, and the manner in which the
organization can make use of the strategies to determine their objectives of reaching out their
products to the target customers in the market. The determination of the needs of the customers
and the analysis of the micro and macro environments of the organizations facilitates the
effectiveness of the strategies. The strategies depend on the situation of the organization in the
market.
1.1 Purpose of the report
The report is aimed at understanding the various aspects of the change planned by the
business Mobike and the manner in which the strategies are compatible with the circumstances
faced by the business in the market. The key elements of the report depends on the
understanding of the strategies that are planned by the business firms while reaching out their
products to the potential customers in the market and thereby determine the effectiveness of the
strategies that are formed by the organization.
2 MARKETING OBJECTIVES
The marketing objective of the business firm is dependent on the acceptance of various
factors that affects the availability of the products in the markets. The marketing objectives of

4REFLECTIVE ANALYSIS
businesses depend on the objective of the businesses to grow in the international markets.
Alternatively, the minimization of risks and uncertainties are again another consideration that is
undertaken by the organization to bring in alteration sin the functioning of the business.
 Major objective of the organization is to expand overseas which will be helping the
company with various opportunities in the international markets.
 Value proposition to the customers based on the analysis of their needs
 Minimization of risks while making the product available in the market
2.1 CURRENT SITUATION
The organization, Mobike, was found in the year 2015 and since then it expanded its
business in more than 190 cities of 11 countries around the world. The company is recognized to
be one of the largest and the fastest evolving bicycle company that aims at delivering the proper
value to the customers. the goal of the organization is based on making the city life more
comfortable for the people living in the region through the continuous innovation that is taken
by the business in their product quality and marketing. The major aspects of the changes are
dependent on the analysis of customer needs that are facilitated by the firm through the
utilization of various AI technologies., it helps the organization in making continuous innovation
in the products and the services. On the other hand, the company is aiming at expanding its
market in the different other cities which will help the organization in reaching out to the
targeted potential customers in the market.
The company has gained its place from the proper functioning of the rights in the public
bicycle project bidding in the Gold Coast. The proper functioning of the organization has helped

5REFLECTIVE ANALYSIS
in its expansion in the Australian markets. The strategies have helped the organization to set their
functions to comply with the goals of the business to expand in the market.
2.2 OBJECTIVES
The major objectives of the organization depend on the understanding of needs of
businesses to bring changes in the market. Alternatively, the needs of the business are dependent
on the objective of the same to bring in expansion in its processes in the international markets.
 The growth and the expansion of the business
 The identification of client’s needs
 The determination of the continuous innovation has helped businesses in improving the
design of the business in the market.
3 SEGMENTATION, TARGET MARKET AND POSITIONING
3.1 SEGMENTATION PROFILE
The segmentation that is considered by the business depends on the demographic, socio-
cultural and buying behavior of the people. The identification of the segmentation of the
customers helps in smooth functioning of the organization as per the needs of the same in the
market.
The users of the bike that is developed by the organization should be between 12 – 70
years of age. The determination of the age has facilitated the functionality of the organization as
the color and the utility level is measured by the business based on the understanding the age of
the customers. However, Generation Y whose age ranges from 24-38 year old and those who
utilizes the apps from their androids are the frequent customers of the organization (Azzadina,

6REFLECTIVE ANALYSIS
Huda & Sianipar, 2012). The identification of various ages of the customers facilitates the
organization in determining the change in the structure and the functioning of the business in the
market. It helps businesses in improving the line of products and services, which are dependent
on the value that businesses seek to create.
On the other hand, the research that was undertaken by the organization enumerated that
some two million Australians have less than $1,000 as their savings. Poor planning of the
Australians has affected the purchasing capability of the people living in the region. It has
affected the functioning of the organization in the Australian markets. 46 % of the Australians
have stated that there are no savings undertaken by them as the weekly purchasing quota of the
people goes up considerably (Londhe, 2014). It has affected the purchasing power of the people
living in the region. On the other hands, it has resulted to the low functioning and sales of the
organization in the market (Davari & Strutton, 2014).
The organization is aimed at making their products available to the urban markets, which
are densely populated with the potential customers. It has affected the functioning of the
organization and has helped the same in making an increase in the sales of the same in the
respective markets. The different aspect of change that is planned by the businesses is dependent
on the accepting the requirements of the customers in market.
3.2 TARGET MARKET
The target market of the organization depends on the youth and the manner in which it
influences the demand for the products that are prepared by the business in the market. The key
aspects of the transformation in the organization depend on the specific design for the bikes that
is determined through the determination of the age and the race of the people. It depends on the

7REFLECTIVE ANALYSIS
culture of the customers and their health needs that the organization develops the bikes to suit the
purposes of the people (Abe & Pednault, 2013). The market share of the organization is based
on the functioning of the business and the manner in which the market share can affect the
demand for the goods in the market.
37%
33%
22%
8%
MARTET SHARE
Mobike Obike Reddy Go Ofo
Figure 1: Market Share of Mobike
(Source: Mobike.com., 2018 )
3.3 POSITIONING
The value, which is proposed by businesses depends on the acceptance of varied aspects
of the modifications that are designed by the business to make the products compatible as per the
needs of the people in the segmentation process (Hanssens et al., 2014). The changes in the
systems of the business are based on the functionality of the same and the manner in which the
value can be proposed to the customers determining the needs of the same. Positioning the
product that is created by Mobike helps in determining the changes in systems and functioning of

8REFLECTIVE ANALYSIS
the business. Alternatively, the purpose of undertaking the modification depends on the analysis
of needs of the organization to fulfill the objectives of growth and expansion in the respective
markets (Beyda et al., 2012).
Mobike has taken steps to understand the needs of the customers and thereby bring in
changes in the technology of the bikes. For example, suppose a segment like the younger
Generation Y is analyzed through survey for determining the needs of the same relating to the
color and the functions that they require in their bikes. The introduction of new features in the
bikes has helped in determining the modifications in functioning of the business resulting to its
progression.
3.3.1 Positioning Statement
To Generation Y (Youth generation), E-bike is the brand of Mobike that creates hi-tech
bikes because the company develops the AI technology that reads the human needs and the
climate change. On the other hand, the tires and the gearbox of the bikes have helped in
enhancing the experience of the people. The character of the brand focuses on the maintenance
of the quality and the sustainability of the products in the adverse conditions.
Name Segment 1 Segment 2 Segment 3
Demographic Life cycle
Age
Income
Location
New families
18-40
$25k-50k
Urban areas
Men and
women
18-25
$25k-50k
Suburban and
urban areas
Men and
women
18-25
$25k-50k
Suburban and
urban areas
Socio-cultural Personality Budget driven Sport Sport

9REFLECTIVE ANALYSIS
Lifestyle
customers
Open minded
enthusiasts
Sporty
enthusiasts
Sporty
Behavioral Usage rate Low to
medium
High Rough
4 MARKETING MIX
Marketing mix, designed by the business firms, is aimed at helping the same in bringing
forth changes in the marketing strategies to fulfill the objectives of the business. The availability
of the products and the basic functioning of the business is initiated through the marketing
attributes and the value that is created by the manufacturing of the product as per the needs of the
organization in the market. This section of the report determines the 4P’s of the organization,
which helps in determining the availability of the product in the market as per the needs of the
organization to sustain their business in the international markets (Mintz & Currim, 2013).
4.1 PRODUCT STRATEGY
Structure of the value that is created by the business firms can be divided in three parts-
the bike, the online application and the maintenance of the same (Mobike.com., 2018). The
integrated strategy of the organization has helped the same in determining the loyalty of the
customers based on the different services that are provided by the organization. on the other
hand, the determination of the needs of the customers and the environmental considerations has
helped the business in designing the most effective designs for the bikes that are adaptable to the
diverse climate and needs of the customers in Australia. It has helped in the expansion of the
business in the market. The parts of the products are made easily available to the people of the

10REFLECTIVE ANALYSIS
region, as it will be helping the organization to bring in the loyalty and the trust of the customers
in their favor. The different modification that is undertaken by the organizations is dependent on
the functioning of the same in the markets. High-speed gearbox and the powerful braking
system of the bikes have facilitated the functioning of the bikes as pr the needs of the customers
in the Australian markets (Mobike.com., 2018). The determination of the varied needs of the
customers has helped the business to plan its growth and development in the international
markets.
4.2 PRICE STRATEGY
The users of the bike are required to pay an amount of $99 refundable deposit, which is
based on the needs of the customer (Mobike.com., 2018). On the other hand, while undertaking
the activities if the user violates any regulation relating to the bike, like damaging a part might
affect the deposit money through deductions (Wheelen et al., 2017). The payment of the bills is
based on the proper functioning of the bikes and the utility that is derived from the utilization of
the same in the market. It has affected the value that that is proposed by the business to the
customers. The customers can avail cards for utilizing the bikes at certain durations of time. It
has helped in the effective and systematic performance of the business in the market.
4.3 PROMOTION STRATEGY
The promotional strategy undertaken by the businesses is dependent on understanding the
requirements of the firm to make its products available. The utilization of the online application
has helped the organization in keeping the users aware of the recent updates and the up gradation
that the organization is undertaking on the bikes to facilitate the needs of the clients. The online
app has also helped the organization in adhering to the requirements of the consumers through
their feedbacks on the services that are being provided by the organization. The feedbacks help

11REFLECTIVE ANALYSIS
the organizations in maintaining a steady growth of the organization. Alternatively, the
organization has taken steps to launch their products through special ceremonies and events that
help in portraying the skills and the functions of their bikes. The promotional technique helps the
organization in maintaining a steady growth in the systems through the awareness that is created
by the same in the market (Goetsch & Davis, 2014).
4.4 PLACE STRATEGY
The organization has taken steps to combine its activities with the Internet of Things
(IoT) and online payment facilities for the sales, which has helped the organization in
undertaking the distribution to different remote locations (Mobike.com., 2018). On the other
hand, it has helped in determining the maximization of the sales in the organization, which has
resulted to the smooth functioning of the business. The key elements of the transition that is
undertaken by businesses depends on the determining the needs of the organization to make its
alteration in the current market scenario (Hitt, Ireland & Hoskisson, 2012). The organization
has taken steps to distribute its products to different cities based on the analysis of the needs of
the people living in the same. As the organization started operating in Australia, the organization
focused its functioning mainly on two cities, Sydney and gold coast and eventually aimed at
expanding its services to the rest of the cities in the nation. It has helped the businesses in forging
the transition in the performance of the same in the market. The population in the cities and
demand for the goods helps the businesses in changing the performance of organizations
resulting to the determination of chief points and channels through which the organization can
undertake the distribution process.

12REFLECTIVE ANALYSIS
Figure 2: Map of the places where the organization operates
(Source: Mobike.com., 2018)
5 CONCLUSION
Therefore, from the above analysis it can be stated that the organization, Mobike, has
taken steps to innovate in the systems of the business as per the needs of the customers. The
situation of the organization and the analysis on the same has helped in determining the
opportunities of the organization to grow in the international markets. Alternatively, the
determination of the needs of the customers has helped in determining the varied modifications
for making their product more sufficing for the customers in the market. the determination of the
needs of the customers had helped the business in making their progress in the functioning of the
same as per the needs of the same in the Australian market.

13REFLECTIVE ANALYSIS
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