Escalating threats of global warming and increasing pollution in European countries demands the European Municipalities to take initiatives to mitigate the harmful effect of rising pollution due to public transport. Thus, promoting the bicycle sharing program in contrast to their public transportation system is an indication of the eagerness of the authorities towards the environment.
Belgium, Germany, Lille, France and Antwerp, are the places that are being discussed in the case. Students have to compare the opportunities and challenges each city would have while introducing the system of bicycle sharing. This case comprise of the information of each market segment in each of the city and have already demonstrated the 4Ps for students to manipulate the opportunities and challenges.
Each proponent has certain goals, whatever the city he selects by utilizing the information, that the case possess, of the marketing mix and market segment. The target in Lille is to enhance the bicycle usage among citizen from current rate 2% to 10%. Similarly, in Antwerp it is to generate the strategies for drivers to divert them, despite having a car, towards the bicycle while in Mainz is to reach at the point of breakeven..........................
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