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Product cover image for BluSmart: Building an Eco-Friendly Experience in App-Based Ride-Hailing Services

BluSmart: Building an Eco-Friendly Experience in App-Based Ride-Hailing Services

Rambalak Yadav, Pallavi Pandey

Product #:W25576
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2021
Details:Case (PDF) • 12 pages • 2022-04-22

Subjects:

Environmental sustainabilityStart-upsBusiness and societyEntrepreneurshipSales and marketingMarketingStrategy

Industries:

Transportation and distribution

Geography:

AsiaIndia
Your Price:$9.71

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Blu-Smart Mobility Pvt. Ltd. (BluSmart) was India’s first company to foray into the electric mobility space. Launched in 2019, BluSmart offered ride sharing, car sharing, and shared charging services, and aimed to make India a pollution-free country by providing customers with a complete urban mobility solution. Within a year, BluSmart had garnered investors’ attention and received millions in funding to grow its fleet. It also planned to expand its three services to other Indian cities. However, BluSmart’s future in India was not without challenges. How would these constraints affect BluSmart’s growth, and how could it expand in the Indian market?

Learning Objectives

This case is suitable for management courses and modules at graduate and postgraduate levels. BluSmart's business model exemplified innovation, sustainability, and advanced technology. Through this case, students will be able to understand the value proposition of a firm and what the potential future is for companies with a socio-economic purpose. By working through the case and assignment questions, students will be able to
  • understand sustainability and its business implications;
  • determine how a firm can seize on its first-mover advantage by being environmentally conscious;
  • assess how a start-up can create a value proposition;
  • appreciate the challenges of an expanding environmentally-conscious firm in India;
  • assess how firms should respond to the external business environment; and
  • understand the strategy and concept of blue ocean strategy.
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Case Study: BluSmart: Building an Eco-Friendly Experience in App-Based Ride-Hailing Services (English version) | Ivey Publishing