BACKGROUND TO ASSIGNMENT

The planet is becoming more urban. By 2030, more than five billion people about 60 percent of the world population will live in cities.

We are also becoming more mobile and more connected. New technologies and business models are pushing aside the privately-owned automobile and other less efficient modes of transportation.

Whether from autonomous vehicles, the electrification of transportation, shared networks of cars, scooters and bicycles, or the advent of 5G wireless, the world of mobility is changing almost daily.(see rest of case study online) Now I will provide u task detailsTask requirements:

1. In order to identify which city is the most potentially attractive destination for the launch of the SEAT Minim, you are required to undertake a comparative evaluation of what you believe to be the most relevant country-level (i.e. macro-environmental) factors and city-level (i.e. socio-economic and urban mobility readiness) factors for London (UK) and Singapore*.

Task 1 must be presented in table format and must be no more than 8 pages in length. Your tutors will provide you with a template for the tables for Task 1; you must use this template for Task 1. Country-level macro-environmental data should be recent, quantitative and obtained from appropriate sources (refer to the list of Useful Data Sources which your tutors will provide you with). City-level socio-economic and urban mobility readiness data should be quantitative and obtained from the Urban Mobility Readiness Index (refer to the list of Useful Data Sources which your tutors will provide you with). A weighting and scoring system should be used for each factor for each country / city to show whether each factor is more or less attractive for the company. These scores should then be totalled for each country / city in order to arrive at a score of overall attractiveness for each country / city. Also refer to the Assignment Task 1 Briefing slides and Task 1 Guidance Notes when preparing this task (your tutors will provide you with these).

* Singapore is a sovereign island city-state; as such, both country-level macro-environmental data and city-level socio-economic and urban mobility readiness data are readily available as per the UK / London.

- Worth 20% of the overall mark; not included in the word count now this is useful data for task: International Strategic Management September 2023 Assignment USEFUL DATA SOURCES

The below links are provided to help you source data and information for several of the assignment tasks but you are expected to undertake additional independent research to address the tasks.

Sustainable Mobility in Cities background information The following is a very useful overview of sustainable mobility in cities; carsharing is one of several mobility offerings that may contribute to sustainable mobility in cities. This report also provides a very helpful background on the measures used in the Urban Mobility Readiness Index which will provide you with city-level data on Urban Mobility Readiness (see useful links below):

Bayen, A.M., de Clerq, M., Thibault, G. & Elasmar, E. (2019). Urban Mobility Readiness Index: How Cities Rank on Mobility Ecosystem Development

The following provides a very useful overview of the context for carsharing in cities (increasing urbanization and digitization giving rise to the collaborative economy; carsharing disrupting existing transport choices; different types of business models and the need to customise these to the specific contexts of different cities; key things for automakers and carsharing providers to consider): EY (2015). Urban Mobility Redefined: Sharing is the New Buying There is also a short video that accompanies this report

Carsharing Industry background information The following are a series of short articles which provide a useful overview of the carsharing industry at a broad level:

The Current State of Carsharing: An Industry Overview (2021) Heineke, K., Kloss, B., Moller, T. & Wiemuth, C. (2021). Shared Mobility: Where It Stands, Where Its Headed Heinecke, A. (2018). Alternative Mobility Modes: getting from A to B without an own vehicle. How to differentiate between Vehicle & Mobility on Demand Heinecke, A. (2018). The value chain of new mobility services; Impacting traditional OEMs & opening the playground to new competitors Simoudis, E. (2017). A New Value Chain For On-Demand Shared Mobility Why OEMs Will Dominate the Global Carsharing Market (2016)

SEAT & the Minim background information SEAT Minim: A vision of the future of urban mobility (25/02/2019) SEAT challenges Renault Twizy with Minimo concept (25/02/2019) The Seat Minimo Could Finally Revolutionize Carsharing Services And Further Kill The Car As We Know It (01/03/2019) New SEAT Minimo concept previews Renault Twizy rival for 2021 (05/03/2019)

Task 1: Country-Level Macro-environmental Data A.M. Best Country Risk Report (2022) o United Kingdom o Singapore World Economic Forum Global Competitiveness Report (2019) Corruption Perceptions Index (2022) o United Kingdom o Singapore Doing Business (2020) Index of Economic Freedom (2023) o United Kingdom o Singapore The Network Readiness Index (2022) o United Kingdom o Singapore Global Innovation Index (2022)

Task 1: City-Level Socio-Economic and Urban Mobility Readiness Data London Urban Mobility Readiness Index (2022) o Click on the Select button to choose London o Socio-economic data can be found in the top right-hand side of the page. o Scroll down to the Dimensions of the UMR Index and hover your mouse over the green columns to see the citys scores for each of the five dimensions of the Urban Mobility Readiness Index. o You could also look at the London Deloitte City Mobility Index (2020) for additional information Singapore Urban Mobility Readiness Index (2022) o Click on the Select button to choose Singapore o Socio-economic data can be found in the top right-hand side of the page. o Scroll down to the Dimensions of the UMR Index and hover your mouse over the green columns to see the citys scores for each of the five dimensions of the Urban Mobility Readiness Index. o You could also look at the Singapore Deloitte City Mobility Index (2020) for additional information

Task 2: Carsharing in your Chosen Market You must undertake your own independent research and data collection for Task 2 as the data you need will depend upon which city-level market you identified in Task 1 as being the more attractive for the SEAT Minim.

Task 3 (internal value-adding activities) Various chapters of SEATs Annual Reports may be of relevance with regards to Task 3; be selective in your reading by identifying the chapters within the Management Report section in the Annual Reports that you feel to be most relevant for Task 3: SEAT Annual Report (2019) SEAT Annual Report (2020)

Task 4 (Modes of Entry) You must undertake your own independent reflection and evaluation for Task 4.

Task 5 (Creating Shared Value): You may find some of the background information on the SEAT Minim and some of the content in SEATs Annual Reports to be of relevance. However, remember that Task 5 is asking you to evaluate the extent to which you believe the SEAT Minim vehicle specifically (and not SEAT as an overall company) has the potential to create Shared Value (which is not the same as Corporate Social Responsibility) and that you must support your answer with reference to relevant Shared Value concepts. SEAT Annual Report (2019) SEAT Annual Report (2020)

In similar way use these templates for legal, technological, Urban Mobilitv Readiness Fartors (City Level) nad socio economic factor as well