Marketing Strategies of Ride-Hailing Services : Case Study: Bolt

Abstract

This thesis aimed to explore how Bolt achieved competitive success in the ride-hailing market. The emergence of digital platforms has disrupted traditional transportation services, allowing companies like Bolt to operate competitively of existing taxi regulations and market structures.

This thesis utilizes explanatory qualitative research methods and focuses on Bolt's operations through a case study approach.

The author collected data by analyzing secondary sources such as market reports and articles from reputable industry outlets. This secondary data encompasses insights into Bolt's business strategies, market positioning, and competitive advantages.

The findings indicate that Bolt excels in its value proposition (particularly in pricing), the application of technology, and effective social media strategies. A customer-centric approach and the ability to navigate regulatory constraints are identified as key factors contributing to Bolt's successful market expansion.