Case: Bolt Mobility

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Strategy in a Competitive Market

01-10-2025 352 views 0

Bolt Mobility

Bolt Mobility is a European micro-mobility company based in Amsterdam

The company operates electric scooters in over 40 cities including Paris, Madrid, Berlin, and Barcelona. Users download the app, scan a QR code on a scooter, and ride. Rides cost €1 to unlock plus €0.20 per minute.

Bolt targets young urban professionals and students who want quick, affordable transport for short distances. The company has 15,000 scooters across Europe. The app has 2.3 million downloads. Last year, users took 8 million rides.

Understanding SWOT Analysis
SWOT helps businesses see their full picture. Strengths and Weaknesses show what happens inside the company. Opportunities and Threats show what happens outside. Good strategy connects these four parts.

Smart companies use SWOT to make decisions. They play to their strengths. They fix their weaknesses. They grab opportunities. They prepare for threats.

The Challenge

Cities are pushing back. Paris fined Bolt €50,000 for scooters blocking sidewalks. Madrid now requires designated parking zones. If scooters are left elsewhere, the city impounds them.
Safety concerns grow. Hospital data from Berlin shows scooter accidents increased 40% in two years. Most riders don’t wear helmets. Some ride on sidewalks or after drinking alcohol.
Competition is fierce. Bird and Lime operate in the same cities with similar prices. Traditional bike-sharing schemes are cheaper. Local startups appear with better technology. Barcelona-based Movo launched geofenced scooters that only work in permitted areas.
Operations are expensive. Each scooter costs €400. Vandalism and theft mean scooters last only 18 months. Battery charging costs €2 per scooter per day. Mechanics earn €15 per hour. Insurance premiums keep rising due to accidents. Weather affects business – rides drop 60% in winter.

The Market Context

European cities want to reduce car traffic. The EU invested €2 billion in sustainable urban transport. Many cities now ban cars from historic centers.
People under 30 increasingly choose not to own cars.
Bolt’s app collects valuable data. The company knows where and when people ride. It sees popular routes. This data could help cities plan infrastructure. Some cities might pay for these insights.

Corporate partnerships are emerging. Companies like Uber and Google Maps want to integrate micro-mobility. Bolt could reach millions of new users through these platforms.

SWOT Analysis

Strengths	Weaknesses
Popular with young urban professionals and students	Add to this quadrant
Add to this quadrant	Add to this quadrant
Add to this quadrant	Add to this quadrant
Opportunities	Threats
Growing demand for sustainable urban transport	Cities complain about scooters blocking sidewalks
EU investment in sustainable mobility infrastructure	Competition from Bird, Lime, and bike-sharing schemes
Add to this quadrant	Add to this quadrant

Interview – Head of Innovation, Bolt Mobility

“We see two ways to innovate. First, AI-powered demand prediction – using machine learning to position scooters where they will be needed. This could reduce mechanics costs and improve user satisfaction. Second, a foldable scooter design that users can carry on trains or into buildings. This solves parking problems and reduces theft. But development costs €2 million and each new scooter costs €600 instead of €400. Both ideas bring benefits, but also risks.”

Why This Assignment Matters
Every business operates in an environment with internal strengths and weaknesses, and external opportunities and threats. Learning SWOT analysis helps you connect these factors and make strategic decisions. Whether you work in strategy, operations, or marketing, understanding how to analyse business situations is essential.

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business development | economical

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Assignments for students

What to do?

1. Complete the SWOT analysis
Complete the SWOT table to have minimum 3 factors per quadrant (Strengths, Weaknesses, Opportunities, Threats).

Each factor must be:
– Concrete and relevant to Bolt’s business
– Based on the case or external research

You are required to mention at least one external source you used. AI is a tool, not a source. Be specific (title + website).

⚠️ Upload your completed SWOT table (photo, Word, or PDF).

2. Critical factors
Choose the most critical internal factor (S or W) and the most critical external factor (O or T).
Explain why these two matter most for Bolt Mobility. Support your reasoning with specific business implications.

3. Strategic recommendations
Provide three recommendations for Bolt to stay competitive against Bird and Lime. Each recommendation must:

– Link to specific SWOT factors
– Be concrete and actionable
– At least one recommendation must address a weakness or threat

4. Innovation analysis
Choose one of the two innovations mentioned in the Head of Innovation interview.
Explain why this innovation could help Bolt and explain one challenge of implementing it.

Assessment Criteria

SWOT table completion

Pass: Three concrete factors per quadrant with valid reasoning for their placement
Merit/Distinction: Three or more concrete factors per quadrant showing depth of insight and clear business relevance

Critical factors analysis

Pass: Two critical factors identified (one internal, one external) with valid reasoning
Merit/Distinction: Two critical factors identified with depth of analysis and specific business implications

Strategic recommendations

Pass: Three actionable recommendations linked to SWOT factors, at least one addresses weakness or threat
Merit/Distinction: Three or more actionable recommendations clearly linked to SWOT factors, showing strategic insight into competitive positioning

Innovation analysis

Pass: Explains how the innovation helps Bolt and identifies one implementation challenge
Merit/Distinction: Explains how the innovation helps Bolt and identifies one implementation challenge with depth, considering practical implications and business impact

Submitting Your Assignment
Submit your work using the Core button in Businessbase.

Follow the questions carefully. A small spelling mistake is no problem. But unsupported claims or AI-only answers will not meet the learning objectives.

First, enter your name and email correctly — otherwise you will not receive the PDF with your answers.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Case: Bolt Mobility – SWOT Analysis Assignment

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1a. Upload your completed SWOT table*

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Accepted file types: jpg, gif, png, pdf, Max. file size: 256 MB, Max. files: 2.

1b. Source(s)*

List external source(s) used (title + website).

2. Critical factors*

Identify the most critical internal factor (S or W) and external factor (O or T). Explain why these matter most for Bolt Mobility with specific business implications.

3. Strategic recommendations*

Provide three recommendations for Bolt to stay competitive against Bird and Lime.

4. Innovation analysis*

Choose one or more innovations from the interview. Explain how it could help Bolt and discuss implementation challenges.

5. Final check — before you submit*

Select all that apply to your work.

My SWOT analysis shows I understand the difference between internal and external factors

I can clearly explain why certain factors are more critical than others

My recommendations are realistic and show strategic thinking about competition

I connected my SWOT analysis to concrete business decisions

I critically evaluated the innovation, not just described it

My analysis is based on the case and reliable external sources, not just opinions

Do you want to add any other information, relevant to this assignment? If so, keep it short.

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Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

Storytelling | Content-based

Presentation of poems, eye-witness reports, etc. The more authentic, the better.

Edvard Spaapen

Editor of content during development stage