Current Marketing Situation for Line Companies solution

Current Marketing Situation for Line Companies

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Current Marketing Situation for Line Companies

Description

Current Marketing Situation

1.Market Description

…

2.Product Review

…

3.Competitive Review     The word count is around 2,500 words. The word count is not a mandatory requirement, but the most important thing is to clearly articulate

Review customer needs and factors in the marketing environment that affect customer purchasing

• The influence of demographic variables on E-scooter sharing systems (ESS)/Bike sharing systems (BSS) use are not all direct effects but are strongly mediated through the psycho-social attitudes of safety concern (in technology and the travel environment), time consciousness, and green lifestyle propensity (Blazanin et al., 2022 – Austin TX)
• SAFETY **
  • higher safety concern and lower green lifestyle propensity drive the lower ESS/BSS use among older individuals (Blazanin et al., 2022)
  • higher safety concern and higher time consciousness underpin the lower ESS/BSS use among women (Blazanin et al., 2022)
  • Addressing safety concerns of micro mobility modes should be the top priority of providers and public agencies. Efforts solely directed toward extolling the “green” virtues of micromobility modes is likely to have limited returns (Blazanin et al., 2022 – Austin TX)
  • Also found important in polish study (Bartowiak et al., 2021)
• Convenience
  • Flexibility, makes travel easier, public transport is not developed enough, reach destination faster, no traffic (Bartowiak et al., 2021 – Polish sample)
  • Time consciousness – negatively correlated with ESS use in Austin (Bartowiak et al., 2021)
    • Time consciousness is perceived as a barrier for women, highly educated individuals, and those employed – to using ESS (Bartowiak et al., 2021)
    • but ESS are a time conscious solution
    • This must be highlighted in ads
• Cost
  • Cheaper than driving (gas + city parking) or uber/lyft
  • (Bartowiak et al., 2021 – Polish sample)
• Environmentally friendly
  • (Bartowiak et al., 2021 – Polish sample)
• Weather
  • a higher heat index leads to more e-scooter trips (Kimpton et al., 2022 – AUS)
  • lower temperatures and wind reduce e-scooter usage, but this reduction is less than that observed for bicycles i.e., e-bikes and docked bike-sharing (Kimpton et al., 2022 – secondary info – they got it from somewhere else)
  • Rain and snow – reduce e-scooter usage (Noland, 2019 – Louisville, KY as cited in Kimpton et al., 2022)
  • Changes in avg temp and wind speed has minimal effect on total daily trips (Noland, 2019 – Louisville, KY as cited in Kimpton et al., 2022)
  • Travel distance declines in windy weather and increases during warmer temp (Noland, 2019 – Louisville, KY as cited in Kimpton et al., 2022)
  • Survey results reveal that users prefer riding e-scooters to walking in hot weather (Sanders et al., 2020 as cited in Kimpton et al., 2022 – Tempe, AZ)
• Infrastructure
  • e-scooter riders (using a shared e-scooter service), like cyclists, prefer high quality, dedicated infrastructure (Kimpton et al., 2022)
• Restricting attributes: (Hardt & Bogenberger, 2019 – Munich Germany)
  • subjective safety,
  • weather conditions,
  • baggage capacity
• Reason for transportation:
  • Polish study:
    • Get from point A to B for a clear reason
      • Ex. get to pubic transport points, travel to or from work/school/store/shopping/visiting friends/family/errands in the city/going out/going to a bar
      • Rarely used aimlessly – for a ride without a clearly defined goal
  • US and AUS
    • Found more recreational use (Kimpton et al., 2022; Degele et al., 2018)

Product Review

Sales

• Lime Q3 interim report 2022 

• Net sales 2022
  • $354,551
• Operating expenses
  • -290,397
• Net income all else considered
  • 48,733
• 26% EBITA Margin

https://investors.lime-technologies.com/wp-content/uploads/2022/04/LIME_A%CC%8AR_21_ENG.pdf

• 2021 EBITA margin 27%

• Revenue in the E-Scooter-sharing segment is projected to reach US$615.80m in 2022.
• Revenue is expected to show an annual growth rate (CAGR 2022-2026) of 10.62%, resulting in a projected market volume of US$922.20m by 2026.
• In the E-Scooter-sharing segment, the number of users is expected to amount to 33.6m users by 2026.
• User penetration is 7.5% in 2022 and is expected to hit 9.8% by 2026.
• The average revenue per user (ARPU) is expected to amount to US$24.55.
• In the E-Scooter-sharing segment, 100% of total revenue will be generated through online sales by 2026.
• In global comparison, most revenue will be generated in the United States (US$615.80m in 2022).
• The E-Scooter-sharing segment in in the United States is projected to grow by 10.62% (2022-2026) resulting in a market volume of US$922.20m in 2026.

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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