European Municipalities in order to promote the usage of environmentally friendly forms of public transportation, offered bicycle sharing programs as auxiliary to public transport program. This case mostly discusses the bicycle allocation systems in three mid-sized European cities: Mainz, Germany, Lille, France and Antwerp, Belgium.
On Your Bike Using Marketing Mix to Drive Successful Bicycle Sharing Programs in Europe Case Study Solution
The instance describes the market sections within each city and lays out the marketing mix variables-the 4Ps (product, place, price and promotion)-to enable students to compare and differentiate the cities' opportunities and challenges. The instigator in each city is equipped to utilize the marketing mix to help his or her city accomplish its aims: in Mainz, to reach breakeven; in Lille, to increase cycle use from mere 2% to 10% and with regard to Antwerp, toconvince drivers to commute by bike instead of by car. Case number 2030
PUBLICATION DATE: February 04, 2015 PRODUCT #: KS1119-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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