Cross Cultural E-Business e E-Commerce

This minor assignment aims to assess students ability to critically analyze and apply e-business and digital strategy concepts to a real-world multinational company operating in the global digital marketplace. The selected company, Bolt Technology, is an Estonian-based mobility and delivery platform recognized for its innovative approach in ridesharing, micromobility, and food delivery services across Europe, Africa, and Asia. Students are required to demonstrate their understanding of key topics covered in the course so far, including digital business models, competitive strategy, cross-cultural marketing, and innovation management. The assignment emphasizes analytical thinking, critical comparison, and strategic application of theoretical frameworks to real-world business challenges. You are required to answer three out of the four questions provided below. Question 2 is mandatory for all students. Each response should include critical discussion supported by academic references, relevant data, and practical examples. BOLT The Estonian-based ride-hailing, scooter-sharing, and food/grocery delivery platform, as it is the most globally recognized entity operating under the “Bolt” name. -Full Company Name :Bolt Technology O -Founding Year :2013 -Headquarters :Tallinn, Estonia -Services :Ridesharing, Scooter-sharing, Food Delivery, Grocery Delivery, Car-sharing (Bolt Drive) -Global Presence :Operates in over 45 countries with more than 200 million users to date. -Valuation (Latest Round): 7.4 billion (approximately $8 billion, as of January 2022) -Key Investors :Sequoia Capital, Fidelity Management and Research Co, General Atlantic, Westcap -Founder / L Shareholder :Markus Villig (Holds the largest single stake via his company Mordor Management O) About the company: Bolt Technology O is an Estonian multinational technology company, often referred to as the first European mobility super-app. Founded in 2013 by Markus Villig as Taxify, the company has rapidly grown to challenge established global players. Bolt’s mission is to combat private car dependency by offering a comprehensive suite of convenient and affordable mobility options. Its primary services include ride-hailing, micromobility (e-scooters and e-bikes), food delivery (Bolt Food), grocery delivery (Bolt Market), and car-sharing (Bolt Drive). Operating in over 45 countries and more than 600 cities across Europe, Africa, Western Asia, and Latin America, Bolt has served over 200 million users. The company, last valued at 7.4 billion in 2022, is focused on aggressive expansion and improving operational efficiency as it moves toward profitability. Financial Metric 2024 Value 2023 Value Change (Year-on-Year) Revenue 1.99 Billion 1.70 Billion 0.169 Operating Loss Margin -4.40% Approx. -5.5% Improvement Net Loss -102.6 Million -91.9 Million -11.6% (Deeper Loss) Operating Cash Flow 53.1 Million Negative 79.5 Million Improvement Company Valuation (Latest Round) 7.4 Billion (Jan 2022) Please select 3 out of the 4 tasks below, task n2 is mandatory. Marks for each task are specified. 1. Bolt operates across diverse cultural contexts in Europe, Africa, and Asia. Critically analyze what cross-cultural and intercultural marketing strategies the company should use to ensure successful brand positioning and customer engagement in new markets. (30 points) 2. MANDATORY Compare Bolts digital business model with a similar company operating in another country (for example, Uber, Lyft, or Grab). Using the SWOT tool, analyze the similarities and differences in their strategies. Identify Bolts unique selling propositions (USPs) and explain how these contribute to its competitive advantage. (40 points) 3. Critically evaluate the core factors that determine the success and sustainability of Bolts business model in the digital marketplace. Discuss how innovation, data usage, and cultural adaptation contribute to long-term competitiveness and customer trust. (30 points) 4. Design an outline for a localized digital campaign that Bolt could launch to increase adoption in a culturally distinct new market. Describe the campaigns main message, digital channels, and how you would adapt the tone, visuals, and user journey for that culture. (30 points). After having addressed tasks in a well structured paper, please collect your answers on a concise power point (about 10 slides) to be presented in class. STRUCTURE OF THE ASSIGNMENT: COVER PAGE (not included in the word count): write your Matriculation number, title of the assignment, module name, lecturers name, date TABLE OF CONTENTS (not included in the word count) EXECUTIVE SUMMARY (not included in the word count) and INTRODUCTION* BODY OF THE ASSIGNMENT* CONCLUSION* (not included in the word count) BIBLIOGRAPHY PAGE (not included in the word count) *All sources must be cited as in-text citations in Harvard style. The online library and Study, Research & Writing Skills documents are accessible here. Harvard citations for in-text and bibliography page can be generated with Citethisforme website: