Selex Motors: Deciding the Best Track

Name: Selex Motors: Deciding the Best Track (English version)
SKU: W41666

Nadine De Gannes, Lauren Nunes

Product #:W41666

Supplier:Ivey

Discipline:Strategy, Sustainability

Setting:Vietnam, 2023

Details:Case (PDF) • 11 pages • 2025-01-20

Subjects:

Leadership and managing people Strategy Management

Geography:

Vietnam Asia

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$9.71

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Founded in 2018 in Hanoi, Vietnam, Selex Motors emerged with a vision to propel Vietnam toward sustainable development through electric motorbikes and renewable energy. The company’s founder and co-founders aimed to overcome the challenges of electric vehicle (EV) ownership—mainly charging inconvenience and high costs—by introducing an innovative ecosystem comprising electric motorbikes, compatible battery packs, battery swapping stations, and an internet of things (IoT) management platform. As the industry evolved, Selex found itself at a crossroads, contemplating a strategic focus between deepening its B2B penetration or revisiting the B2C market to drive transformative change in the EV motorbike sector.

Learning Objectives

This case can be used in strategy, strategic market planning, and marketing courses at the beginner level.

After reading the case and working through the assignment questions, students will be able to do the following:

Analyze a company’s strategy using the strategy triangle, specifically identifying the goals, core capabilities, and product-market focus. This internal analysis, coupled with the political, economic, social, technological, environmental, and legal (PESTEL) framework, will guide the development of the value proposition and positioning statement for Selex. The positioning should inform decisions for Selex to pursue the B2B market or remain only B2C.
Examine a competitive advantage through a value, rarity, inimitability, and organization (VRIO) analysis, clearly defining the business’s value proposition and assessing the sustainability of this advantage.
Understand how Selex was established and how its operations contribute to fostering the growth of a competitive product in an early-stage market.
Evaluate a new market using Porter’s Five Forces to determine whether Selex should enter the B2C market. This analysis aims to test industry dynamics and the pursuit of growth through various strategies (e.g., Ansoff’s Matrix).