Faculty of Business and Law: Pollution-Eating Bikes Marketing Report

This report examines the case study of pollution-eating bikes, a technology being developed in Beijing to combat pollution. It explores the product's concept, functionality, and potential impact, focusing on the Chinese market and its environmental challenges. The report includes a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors influencing the product's success. It discusses the involvement of Daan Roosegaarde and his Studio Roosegaarde, the collaboration with Chinese bike-sharing programs, and the broader context of China's efforts to improve air quality. The analysis covers the product's objectives, durability, and market feasibility, considering the public perception and the government's initiatives to promote environmental-friendly products. The report highlights the potential of these bikes to absorb pollution and release clean air, contributing to a healthier environment for cyclists and the overall population.

FACULTY OF BUSINESS AND LAW
MASTER OF BUSINESS ADMINISTRATION
Pollution-Eating Bikes
MKTM028 Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Discussion........................................................................................................................................1
PESTLE...........................................................................................................................................1
Conclusion.......................................................................................................................................9
References........................................................................................................................................2

INTRODUCTION
In this report, it would be analysed a case study that is about the technology of pollution-
eating bikes, in which it is defined about Bikes emitting clean air are being developed in Beijing
as part of a global push against pollution Bicycles that absorb pollution and pump out clean air
while you pedal could soon be seen on British streets (Archibald, et al. 2010). The bikes, being
developed in Beijing, are part of a global project to clean up the most-polluted cities (Sinopoli,
2013). Moreover it would be also described about the multiple researchers and owners and
public perception about the product that will available to twenty million people in China. China
has made this product for cleaning environment. Though China is not large country in pollution
but to make it clean environment for their people this product is continue to be invented. China is
one of the most country that has a large technology edge. Every unique product is almost
produced in China. This product was made in regard to anti-pollution. The product has Ion
technology that will help the pollution to filter itself in to fresh air. According to the
manufacturers, the product would be available in the market in the end of the year (Hodges,
2006).
Discussion
The design firm is to the quest for creating smog-free towns and cities around the world.
So that is the reason regarding this issue China has invented a smog-free bicycle, in which the
cycle itself is smoke-free but also it will generate a clean air, first, the bicycles will take pollution
and will convert it into clean air (Stover, 2011). And in the coming year, Chinese people will be
forced to ride that Bicycles and will be available by the end of the year to each and every people
almost for free, for making the environment smog free. As riding a bicycle is good for health too.
And most people in the china use the bike as a convenience because to get a quick track and to
be healthy. That is the reason they invented bicycles to get relief from pollution, with bike
anyone can create a good environment, As per researchers, it was their dream to make a product
like this and now it is going to be launched at the end of the year. Analyzing this case study, it
would be also learned about the purpose and usage of this bicycles and what objectives and
durability associated with the product (Quirk, 2017).
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In the study, the main concern initiate with the issues of smog occurred in the state of
China with regards to several aspects that incorporate with the wastage dispose out from the
factories in addition with the smoke that came up from the vehicles accordingly. However, it is
incorporated with the most unstable condition in the winters when electric bills sky-rocket in
addition to the drop of temperatures. Furthermore, it is because a great part of the influence
supposed to be occurred by means of China that originates in association with the consumption
of coal that has been connected towards the most number of air contamination associated with
the expiries ration, which integrate with 366 thousand of every 2013 all alone (Bharadwaj, P., et
al., 2016, pp.1475-1482). However the particulates extracted from the coal are incredible by
means of turning the air into exhaust cloud; with little bits under ten micrometers, however huge
gliding is supposed to be noticeable all around as well as being breathed in into lungs in direction
of miles toward each path. On the other hand, where the urban zones of China do not consider to
be standing in the main five for most contaminated urban communities around the world, the
nation is home to a portion of the innovators most constrained to take care of the concerned mess
accordingly.
However, Daan Roosegaarde is a one who is very much familiar with an eco-innovator,
which has been supposed to be over the crusade by means of a different kind on account of
initializing the resolution of China along with the worldwide concerning associated with the
smog innovatively. However, regarding his firm, Studio Roosegaarde, which was supposed to
establish in the year 2007 with the intention of uniting an outline group bound for the
significance by means of a vision that is considered to be based on a single side in direction of
designing a superior future respectively. Though the most recent vision with respect to the,
Studio Roosegaarde has been incorporated with the project based on smog-free camping,
motivated by a journey of Roosegaarde who was supposed to move towards Beijing, where he
was supposed to analyze directly that how harsh the city’s thick exhaust cloud could be
moreover how it could be dangerous for the human health accordingly. furthermore, he
envisioned that punching a gap in the exhaust cloud over a city stop at that point begin by means
of collaborating with the Technology of ENS with the same concern respectively (Hazari, M.S.,
et al., 2018, pp.3071-3080).
Moreover, by means of having something healthy and fresh besides to clean the air cloud
in direction of demonstrating the determinations, he likewise supposed to plan a sort of
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ornament, which was considered to be ground over the confined elements of the smoke clouds.
Though every single sale based on the theme of smoke or kind of pollution in shape of sleeve’s
buttons moreover with rings in addition to the squares that provides one thousand cubed meters
of clean air to the city where the cloud of smoke originated initially. However, according to the
Zhou, M., et al., (2015, pp.396-404), the bikes are considered by means of sharing the projects in
China are huge right over the concerned point respectively. However, it is assumed that are
around more than thirty Chinese new businesses as well as one of the biggest of all is
incorporated with the Ofo, which has around 2.2 million cycles in nearly 45 regions respectively.
Moreover, Daan Roosegaarde, who was an innovator based from the Netherlands in addition to
the creator behind the smoke cloud of the China that is supposed by means of sucking the tower,
moreover the demands to get in on the activity by which cycle that are supposed to sucks up the
clouds of the smoke and aiming to clean the surroundings respectively (Liu, Y., et al., 2017,
pp.328-342).
While regarding three decades earlier, his plan along with his innovative firm, Studio
Roosegaarde, propelled by means of the project based on smog-free, which was supposed to
begin after he went towards the Beijing besides then he was supposed to initialize the impact of
contamination accordingly. According to his statements, he describes over a phone call that some
days before, it even was not able to see the opposite side of the road. To begin with, up was the
Smog Free Tower, a 25-foot air purifier of sorts that sucks dirtied air in like a vacuum and cleans
the air on a nano level accordingly. However, with regards to the urban communities where the
Smog Free Towers have been supposed to be introduced, where the parks lodging them are
assumed to be 55 to 75 percent cleaner than the urban communities themselves consequently.
Moreover, he described that the venture is about the fantasy of clean air along with clean water
as well as clean vitality respectively (Wang, T., Liang, et al., 2017).
While a bike is now at concept phase that would work in the similar method to a tower –
ensuring that an air surrounding a cyclist is safe and clean. "A bike is a perfect model," Dezeen
told Roosegaarde. "That has the double function by way of that cleans an air and decreases
congestion when being energy-friendly and healthy." The designer of Dutch that heads up own
Roosegaarde firm Studio, looks a bike to be implemented by bike programs of sharing in China
like Mobile. "A bicycle is a portion of a Dutch DNA obviously, and including Beijing and
additional cities in China utilized to be cities of the bike," he proposed. "It is wanted to bring
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back the prestige and trails the ethos of creating citizens separately of a solution in place of the
issue."
"That would always be linked with huge programs of green and government technology
and cars of electric. They prepare top-down, it is done bottom-up, and it is met in a middle." That
is understandable if the sounds such as pie in a sky, nonetheless Roosegaarde has previously
made the strange real-world inroad in fighting notorious coffee clouds of China. Which will be
his “Smog Free Tower,” the prong of 23-foot-tall which went up to the Beijing previous year
which inhales pollution and issues fresh air within an environment.
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PESTLE
China is notorious for being a major polluter. As its economy is growing rapidly in last
three years among other nations due to which China has extensive air pollution. Its one of the
city named Beijing is listed in top ten worst cities suffering from air pollution. The China's
Environmental Sustainability Index is ranked close to the bottom among countries worldwide.
The main causes of such air pollution is due to having number of factors such as enormous
economic boom, a surge in the number of motorized vehicles, growth in population,
manufacturing industries, seasonal weather etc. According to the China survey, people are more
capable to buy motor vehicles as there are approx. 3.3 million motor vehicles are roaming with
nearly 1200 added each day. Emissions from motorized vehicles contribute to approx. 70% of
the air pollution of Beijing (Du, Wei and Cai, 2012).
Therefore, the decision of reaching innovative idea of Daan Roosegaarde to Beijing, a
city of China with “Pollution Eating Bikes” in partnership with Chinese bike-sharing start-up
will bring more profitable result to company if proper plans and policies are properly
implemented. Such pollution eating bikes worked as environmental friendly products through
absorbing pollution and pump out clean air while pedalling. It is concept which were developed
earlier but due to desired of people of having cars disappear such concept. Thus, at present time,
China demand to receive such product due to suffering from environment related issues. For this
it is essential to understand the several factors of China which affects the existence and success
of such product in competitive market. This requires proper analysis of external environment of
China which can be possible through conducting PESTLE Analysis.
PESTLE Analysis
Environmental factor: It is related with such factors affects the environment either in
negative or positive manner. China's rapid industrial development are the reasons behind serious
negative impacts which includes increasing pollution and decreasing natural resources. China is
become the world's largest emitter of carbon dioxide and other gases leading to greenhouse.
WTO has conducted a reports on 272 cities worldwide, ranked seven among the ten cities that
the most polluted in the world were in China. Beijing and Tahitian are two cities among 300
cities in China which are badly failed air quality test conducted by Greenpeace. More than 1.6
million people die every year in China due to breathing toxic air (Smil, 2016). For this, the
Chinese government makes decision regarding providing encouragement to auto mobile

companies to manufacture environmental friendly vehicles such as “Green Car”. Taking number
of initiatives to address the environment help in china to overcome from environmental related
issues. Examples of initiatives includes encouraging public participation in environmental
protection. China has participating in Asia Pacific Partnership on Clean development in 2005 in
which industries and government to implement common strategies together that reduce pollution
and global climate change. Thus, it becomes easy for Daan Roosegaarde to launch their pollution
eating bikes in China in partnership with Chinese bike-sharing start-up as it also involves public
participation. According to the reports, individuals of china are more capable of purchasing bikes
due to which the chances of generating income from providing such pollution eating bikes to the
people are more. It only requires to aware and encourage people about the benefits received by
them and country as well through using such pollution free bikes. The project of introducing
such pollution free bikes are also get supported by Chinese government through providing
relaxation them from legal laws and legislations (Li and et. al., 2014). Though the most recent
vision with respect to the, Studio Roosegaarde has been incorporated with the project based on
smog-free camping, motivated by a journey of Roosegaarde who was supposed to move towards
Beijing, where he was supposed to analyse directly that how harsh the city’s thick exhaust cloud
could be moreover how it could be dangerous for the human health accordingly. Furthermore, he
envisioned that punching a gap in the exhaust cloud over a city stop at that point begin by means
of collaborating with the Technology of ENS with the same concern respectively.
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Though a smog issue is an international problem. Initially, this product will gain an
advantage in China only, because of the high pollution in China and they often feel the smog red
alerts. Pollution-grounded smog has been recognized for shut down of factories, curtail
scheduled commercial flights of the airline, and highways close (Flyvbjerg, 2006). But in the city
of Xingtai, China with the worst pollution in the air, that has a high position in pollution, almost
Xingtai is on the ninth number of the other cities (Kelley and Sternberg, 2009). That is especially
terrifying when it is considered how often in a last many years schools in China have been
sealed, farmers have worried due to the light of the sun has been blocked through a smog, and
every health problems kinds and issues by respiratory to cancer issues have spiked (Gerring,
2006). It cannot be looked at photos of cities of China without also looking at people walking by
them in mud packs.
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Social factor: It is related with such factors which affects the interest and behaviour of
people or society as whole either in a negative and positive manner. Social aspects of
technologies are needed to be overlooked by business developers of a company before launching
or manufacturing a new product. In context with China, where technology has developed so far
so people always seek to get such items which are Eco-friendly and enable to satisfy their needs.
For launching a new company having hi-tech features like fuel efficiency and Eco-friendly, there
are three external factors of sociocultural environment that are: Increasing attitudes about getting
such item and involvement of youth in chopper biking. Both of these factors give opportunity to
bike developers to manufacture bikes which have less combustion engines with significant
emissions (Wang and Hao, 2012). Along with this, increasing attitude of societies about green
technology also aids opportunity to this new technical company to address this concern while
making new bikes. Marketing managers of this firm have to develop effective strategies through
which they can create awareness among people at societies that this new bike will fulfil their
desires in a high manner. It will emit less pollution as well as consumes less fuels as compared to
other vehicles. For inventions of Eco-friendly or Ozone-friendly vehicles, organisations can gain
support of Government of China also. As due to rapid increasing in global warming, regulatory
bodies of this country also seeks to invent such vehicles which help in reducing pollution. Thus,
is also gives opportunity to new developers to manufacture such kind of high innovative products
As in case of China, the country has ranked first position in terms of having highest
population which is among one of the causes of increasing air pollution. According to the
reports, an individuals of china are more capable of affording motor vehicles which increases the
motor vehicles on road. Emission from motorized vehicles contributes vehicles contributes
nearly 70% oif the China city's air pollution. It affects the health of people in adverse manner.
For example, In china More than 1.6 million people die every year in China due to breathing
toxic air (Klimont, Smith and Cofala, 2013). Thus, there is always need to introduce pollution
free vehicles can protect environment as well as the health of people. For this, the government
encourages to invite foreign companies to invest in China and introduce environmental friendly
products. Thus, decision of Daan Roosegaarde to bring pollution eating bikes to the china with
the help of Chinese Biking sharing companies will bring more profitable outcome to them. It
facilitates society from protecting them from environmental diseases such as air pollution due to
which the individuals of China are also willing to welcome them towards their country. Using

Pollution eating bikes not only reduces pollution but also maintain health of people. As it is easy
to make without requiring huge amount due to which the Auto-mobile industries of china may
also look forward to adopt such concept and trying to manufacture. This will help China in
overcome the environmental issues and improve their ranks among worst polluted cities of
worldwide (Causes and Consequences of Air Pollution in Beijing, China. 2017). Social factors
comprises of several factors which includes:
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Population growth rate: China has ranked first in total populated country in the owrld
due to which the country has faceing pollution relqated problem. Therefore, introducing
Pollution eating bikes in China will help in eradicating such issues and maintain healthy
atmosphere.
Income group: The income level of people in China are higher due to which they are
much capable to afford to use such anti-pollution bikes. The only requirement is to create
awareness among public about the benefits of using such bikes. Thus, it requires publicity and
advertisement as more people of china are active on internet on daily basis.
Consumer buying behaviour: Daan Roosegaarde has achieve huge customer strength
through launching pollution eating bikes in China. The customers are also suffered a lot from
high amount of pollution due to which they are much willing to support them in making such
bikes in in market more successful.
Ethical issues: It is ethical responsibility of Chinese people to help country from
eliminating air pollution due to which it requires them to stop using their cars and go for using
pollution eating bicycles. Daan Roosegaarde is also required to perform in an ethical way
through charging lower prices from the public on their products and services so that more people
are attracted towards to use their products.
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