Limit search to available items
E-book
Author Bakonyi, Zoltan, author

Title GreenGos new strategy in the carsharing market of Budapest : how can a start-up defend its market against the largest company in the country? / Zoltan Bakonyi (Strategy Innovation and Sales, Horváth & Partners Management Consultants, Budapest, Hungary), Erik Gyurity (IFUA Horváth & Partners, Baja, Hungary), and Adam Horvath (IFUA Horváth & Partners, Budapest, Hungary)
Published Bingley, U.K. : Emerald Publishing Limited, 2019
©2019
Online access available from:
Emerald Emerging Markets    View Resource Record  

Copies

Description 1 online resource (2 pages) : 23 illustrations ; cm
Series Emerald emerging markets case studies, 2045-0621 ; volume 9, issue 1
Notes The purpose of this paper is to demonstrate how a business idea can be successful in the long run in a rapidly changing environment. Students could learn about the carsharing market and the world of start-ups. During the lesson, students could practice business modelling based on "Value proposition Canvas". With this model, they can understand the real needs of the customers and the services, with which companies can provide gains for the clients and decrease users pain. Beside business modelling, the case provides the opportunity to learn about the concept of First Mover Advantage, which describes the possible advantages of being first on a market. Three different sources can provide first mover advantage: technological leadership; pre-emption of scarce assets; and customer loyalty. Start-ups should systematically think about acquiring some of the above to sustain their advantage
This case is about a carsharing start-up GreenGo, which was the first company introducing the concept of carsharing in Hungary. GreenGo was founded in November 2016 in Budapest. Until today, it has approximately 170 cars and could establish a solid customer base with 6,000 subscribers. After one year of monopoly, GreenGo got a competitor, when MOL (one of the largest companies of the Central European region) entered the market with its new carsharing service: MOL Limo (Limitless Mobility). MOL Limo is using the same business model and marketing mix as GreenGo and started to operate with 300 cars. The case describes the urban transportation of Budapest, the business model and value proposition of GreenGo and MOL Limo in depth. It also presents some possible options for GreenGo to react to the new market situation
Master in management, MBA
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
Bibliography Includes bibliographical references and index
Subject Car sharing -- Hungary -- Budapest
New business enterprises.
Transportation -- Automotive -- General.
Road transport industries.
Form Electronic book
Author Gyurity, Erik, author
Horvath, Adam, author.