A Market Analysis of a Car-Sharing Business in Brazil
Abreu Medeiros, Tatiana (2017)
Metropolia Ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017111617219
https://urn.fi/URN:NBN:fi:amk-2017111617219
Tiivistelmä
Disruptive and innovative business are changing the way we see, interpret and connect with the world. This thesis carried out a market analysis on a car-pooling service that was launched in Brazil in 2015. The focus areas for this analysis were on the host country political and economic scenario, customer behaviour and shared-economy trends.
The conceptual framework was based on Ghauri’s Internationalization Planning Process and marketing models such as Porter’s Five Forces and Humphrey’s SWOT Analysis will be the foundations to identify the key elements to this market analysis.
Based on the results of the market analysis, the study showed that when it comes to building a peer-to-peer community, trust was the key concern for the majority of interviewees. In addition, the study showed that improvements on socio-economic scenario, such as higher consumer power and downsides on logistics infrastructure such as transportation services availability and shared-economy trends have a positive impact, since it enables the services to take place, creating affordable options and narrowing the gap on the market.
Shared-economy ideas have been developed in the course of the last century and boosted in the year’s 2000 in Europe and US thanks to platform and community concepts, connectivity availability and mobile usage. Unfortunately, emerging economies are still struggling with basic character values such as trust and commitment to be shared within a society. Although the gap on inequality, which is the foundation to build those values, is narrowing between social classes, it is still a big challenge to be overcame. So much so, that the company aim to triple the number of users in Brazil in 2017 and start applying their commission fee formula, applicable only when a specific volume of trips is achieved, meaning that users’ adoption reached the next level of maturity. It seems that shared-economy becomes possible when society in an individual basis becomes better, when trust in each other again.
The conceptual framework was based on Ghauri’s Internationalization Planning Process and marketing models such as Porter’s Five Forces and Humphrey’s SWOT Analysis will be the foundations to identify the key elements to this market analysis.
Based on the results of the market analysis, the study showed that when it comes to building a peer-to-peer community, trust was the key concern for the majority of interviewees. In addition, the study showed that improvements on socio-economic scenario, such as higher consumer power and downsides on logistics infrastructure such as transportation services availability and shared-economy trends have a positive impact, since it enables the services to take place, creating affordable options and narrowing the gap on the market.
Shared-economy ideas have been developed in the course of the last century and boosted in the year’s 2000 in Europe and US thanks to platform and community concepts, connectivity availability and mobile usage. Unfortunately, emerging economies are still struggling with basic character values such as trust and commitment to be shared within a society. Although the gap on inequality, which is the foundation to build those values, is narrowing between social classes, it is still a big challenge to be overcame. So much so, that the company aim to triple the number of users in Brazil in 2017 and start applying their commission fee formula, applicable only when a specific volume of trips is achieved, meaning that users’ adoption reached the next level of maturity. It seems that shared-economy becomes possible when society in an individual basis becomes better, when trust in each other again.