Micro Mobility System (MMS) is the company which created the famous Micro scooter. The company faces some difficulties, with the emergence of new Asian competitors who offers lower prices, and the fall of its market shares in 2000 (whereas the market of scooter was increasing). In the following table, we have listed its strengths and weaknesses in order to analyze them and to propose a strategicanalysis.
MMS was the first brand which produced scooters, but it did not protect its invention with a patent. So, many others competitors appeared in the market: not only JD Corp, but also, some imitations, whose products were sold to a very low price. So, it is important to try to obtain a patent, and then to make legal actions if it is not respected. Because as we can see in the case, the company who has brought into justice the imitators is not MMS, but its competitor JD Corp.
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[...] Therefore, MMS can increase its sales in this segment. As a conclusion, we can say that the strategy to adopt for MMS depends on the fact that they carry out a study market about the scooter: if the scooter has still a long life in front of him, it would be good that the company invest more on production and distribution, that they develop a patent for the invention, and try to gain autonomy in order to be more aggressive. [...]
[...] To develop its strength. Network The case underlines that MMS has often develop its partnership with some institutions. This is a good idea because it gives an example to consumers. So it would be a great idea to suggest to a company to use the product, in that way, all people in the company would buy it. In the same way, it would be great to use the reality shows which are often watched by young people, and who could be attempt to buy a scooter, because of that. [...]
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Sophie P.Sciences poStratégieStrategic analysis of MMS (Micro Mobility System)