BYKEA

SAAD BIN HAFEEZ(01-221202-042)

AMBREEN AKRAM(01-221202-027)
Industry Profile
 BYKEA falls under transportation industry, transportation includes
transferring of humans, animals and goods from one place to another by
various means.
 This presentation reflects the main focus on online transportation services
industry, in which there are competitors that provides the similar services
and substitute services to each other, large number of customers are there
in the market looking forward to get best value from this industry.
 When we focus this industry in our country Pakistan there are various
businesses that are providing the similar and substitute services, big
brand names like Uber and Careem, having immense customer following,
that are operating their businesses both in Pakistan and abroad.
Vision & Mission

Vision
 Empower millions to connect, communicate and trade.
Mission
 Simplify affordable transport, logistics and payments
Core Values

 Empathy
We feel it to all shareholders
 Keep Learning
We do good work. Fast, agile and constantly
 Own It
We step up and speak up what do you need.
 Keep It Simple
We strive for excellence. Focus & execute
Goals
 BYKEA aim to empower the community ,
 Expand the horizons of business in Pakistan by
eliminating barriers faced by the common people and
small business owners,
 while trying to touch and improve as many lives in
Pakistan to create a stronger community and impact
society on a large scale.
Objectives
We prioritize your safety
 All of our partners are tracked and undergo a thorough background check to
guarantee customers safety.
Maintain high quality standards
 Ratings and feedbacks helps to ensure, the best experience with BYKEA every
time.
Provide transparent pricing
 Charges have no hidden-costs, BYKEA ensure to list out all charges per
service used
Strategic External Audit
SWOT Analysis
Strength
 Low-cost transportation services
 Variety of unique services
 Earning opportunities to jobless people
 User friendly apps for both business partners and
customers.
Weakness

 Uncertainties for the new online business.

 Intense rivalry among competitor
 Business is limited to motor bikes.
 Rainy weather can limit the business operations
Opportunity

 Global expansion.
 Introducing new competitive services.
 Joint venture with fast food chain and restaurants
for food delivery.
Threat
 Strong competitor brands.
 Risk of substitute services.
 Rainy weather.
 Accidents.
 Risk of virus in software's
STEPLE Analysis
Societal
 BYKEA is accessible to everyone regardless of social status,
majority of people are using it from different social classes
as people consider it as a facility, with simpler app that can
be used by any one, amount of communication is nil as there
are only button to press for consuming any of its services.
 As large number of people use it so the feedback is real
time by large number of consumer groups. On the other
hand also provide earning opportunity to the people who are
jobless
Technological
 Innovations plays major role in tailoring this type of business,
technological advancement brings innovative ideas in the market
and acts as a solution to the problem faced by people,
 BYKEA used technology to bring solution to transportation
problems, now people can book rides, delivers goods with just
using smartphones.
 Technological fluctuation can be threat to any business as
advancement in technology can obsolete the old businesses.
Economical
 Economic conditions of country are crucial for any
business,
 Current economic condition of Pakistan is not so good
as Pakistan is in grey list of FATF, suffering from trade
deficit, more over high tax and inflation decreased the
purchasing power of people,
 But the businesses like BYKEA can contribute
positively in GDP
Political
 Political
conditions of Pakistan are getting improve with
passage of time,
 Transparency and Accountability are becoming part of
system,
 Currentgovernment is also focusing on to stabilize the
economy by encouraging entrepreneurs to start business
like BYKEA
Legal

 InPakistan there are laws that protects discrimination

based on religion, gender, race, caste, etc.
 At work place, pre-defined working hours in workplace
are well established and regulatory authorities are there
to direct the businesses.
Environment

 Pakistan is the country having all weathers in it,

 Inrainy season business operations of BYKEA can
become limited as the business is mainly based on
motor bikes.
Porter’s 5 forces
Porter’s 5 forces
On the basis of 5 dimension an industrial analysis can be
done.
 Threat of new entrant
 Bargaining power of buyer
 Bargaining power of suppliers
 Threat of substitute product
 Rivalry amongst competitor
Threat of new entrant

 Threat of new entrant in industry, in which BYKEA is operating

is high because there are new companies that are emerging in this
industry and customers always goes for quality,
 If new emerging companies offers optimum level of quality in
service than there will be a risk of shift in preferences of
customers which ultimately will lead to decrease in market share
in that particular industry.
Bargaining power of buyer
 There are factors that can define the bargaining power of buyer,
when there are fewer numbers of buyers and have enormous
numbers of supplier than purchasing power of buyer is high,
 In case of BYKEA there are other potential competitors that
provides similar and substitute services so in case of similar and
substitute services the bargaining power of customers is high
 But BYKEA is also offering some unique services like BYKEA
cash and BYKEA mart which is not found in services list of the
potential competitor, in these particular services the bargaining
power of buyer is low.
Bargaining power of suppliers

 Since there are other brands that are offering the

competitive service like BYKEA so in similar and
substitute services that other competitors are offering is
low
 But in case of unique services that BYKEA is offerings
like BYKEA cash and mart bargaining power of
BYKEA is high.
Threat of substitute product

 Threat of substitute services are high as there are other

brands that offers substitute services its entirely depend
on customers preferences for opting the best value they
can get from the particular brands in the industry.
Rivalry amongst competitor

 Rivalry amongst competitor is high as there are

competitor brands in the market offering best value to
their customer’s at best possible price,
 Frequent fluctuations in market shares of competitors
give an impression that there is tough competition
among the rivals in this industry.
5 YEARS PLAN

Short term plan

 Short terms plan of BYKEA is to expand its operations in to the all cities of
Pakistan, bring more bikers into the business as company considers them as their
business partner. More over doing little upgrades to make their mobile app more
interactive and user friendly so that even bikers with little knowledge of
smartphones can use app more conveniently.
Long term plan
 BYKEA long term plan is to expand its business operation around the globe to
increase market share and to reach customers worldwide. Equipping employee
with advanced technology is part of their long-term plan, technology is changing
and improving day by day and BYKEA planned to do alteration in technological
infrastructure after 5 years to make their business more effective and efficient.
Problem identification

Problems according to management

 There are following major problems faced by the organization, employees
lacked in motivation due to less annual bonuses and other incentives,
employees turnover rate is slightly high.
Problems according to our observations
 Problem according to our observations, poor strategic marketing
management, as marketing plays key role in bringing customers to the
business and keeping the business in the game. According to our findings
BYKEA is not good in making people aware of their offerings, which is the
main reason of getting less market share in the industry as compare to
competitors.
 Strategic Alternatives
According to our observations and findings there is a one major problem of strategic
marketing management of BYKEA which is interlinked with others problems,
strategies in marketing management is the one that makes or breaks the business,
effective and efficient strategies in marketing brings more loyal customers to the
business and elevate the sales of the services or the product, and ultimately leads to the
optimum level of profitability, which will eventually lead to high level of
compensations and incentive packages for the employee and ultimately increases the
motivations levels of employee and decreases the turnover rate and absenteeism
among the employee.
BYKEA can overcome these issues by introducing competent market players to their
marketing management department so that new skills and competencies bring new
ideas and packages for the customers which will increase post buying satisfaction after
acquiring of the services. It is further included that the launching new marketing
programs for customer attraction will be fruitful for the organization.
History
Bykea was started in December 2016
Founder
In 2018
 Bykea partnered with Jazz
 Bykea & MJSF joined hands for Bikers
Support Scheme
 In 2019, bkyea raised $5.7m funding's. Muneeb Maayr
Introduction
 Bykea is private limited company.
 Bykea is funded by 3 investors.
 Sarmayacar
 Middle East Venture Partners
 Prosus Ventures
 It is currently operate in Lahore, Karachi and Rawalpindi
 The nature of bykea business is transportation services providing.
 They also provide services of parcel delivery
 The employees of bykea have 575.
 Organizational Structure
Muneeb Maayr
Founder

Usman Baset Abdul Rafiq Raza Fawad

Abbas
Chauda Chauda Mannan Malik Afzal Uz
Shahid
-ry -ry Zafar
Co- Head of
VP (N.E)
VP (N.E) Tech & founder & Marketin VP (N.E)
CFO
Growth (Central) g
(North) COO (South)
Executives Departments &
key players

Muneeb Maayr is Founder at Bykea. He graduated from
the University of Virginia. Muneeb was Co-Founder and
CEO at Daraz.pk, Pakistan's leading ecommerce platform,
acquired by Alibaba Group
Abdul Manan is responsible for
technology advancement and having
experience of software development.
Abbas shahid is heading the
operations of Lahore. He has an
expertise in Marketing and worked
with Uber Moto
Usman is leading north as VP
Expansions. He brings with him 14
years of executive & senior
management experience
Rafiq Malik is co-founder and chief operating
officer of Bykea. He had more than 15 year
of experience in supply chains of courier
service, and transport planning and
technology
Razz Afzal is head of marketing in
Bykea. he was more than 10 years of
experience in operational services.
Fawad Uz Zafar Khan is currently
leading the south operations as he is
having more than 12 years of
experience in operation as a head.
Baset hold honor of wining the U-19
British world squash champion. He had
expertise of finance industry as he
worked as vice president at Baltoro
Management Strategies & other strategies Undertaken
Management Strategies
 HRM
 Administration
 Decision making
 TQM
 Motivation and incentive techniques
With less than $7M in funding, the startup is beating Uber

 Corporate level Strategy

 Business Unit Strategy
 Functional level strategies
Marketing

 Product mix
 Market Bykea
position
Services
 Distributed channels
 Sales promotion
Ride Mart Goods Cash Classifieds
Market Position

Bykea business is taken very

much positively by customers as
company offered more than
transport solution on low prices
Distributed channels

 Services provider to customers

 Service provider to agent to
customers
 Internet distribution Channel
Sales promotion

 Below the line activities

 Marketing campaign
 Discount through promo code
 Prizes by referring and inviting others
 Free mask and sanitizer to customers and employees
 Promote through Celebrities
 Giving tribute to bykea real hero's
Finance
 Assets Management
 R&D
 Capitalization Structure
HRM
 Personal policies
 Labor relations
 Public Policy
Segments and Target market
 Geographic & Demographic:

World region or country Asia

Country region Pakistan

City or metro size More than 3

Climate Urban ,Suburban

Social Class Lower and middle class

Life style Achievers, strivers,

Personality Sociable, ambitious

4P’s
Products/services
Price
Promotion

Promotion can be done through sale promotion and distributions channels

Place
Bykea is online service provider so bykea have 3 offices main in three main cities.
COMPEITIORS

 Sidecar. $13 Million. ...

 Uber. 170. $32 Million. ...
 Pathao. $14 Million. ...
 Meru Cab Company Pvt. 109. $22 Million.
 Sendy. $18 Million.
 zTrip. 600. $119 Million.
 Flywheel. 120. $35 Million.
 Cheetah Couriers. 153. $30 Million.
conclusion
 Bykea bring technology as a source of income to a family.
 Bykea give price based advantages to their customers.
 Bykea attract the customers from different strata of the society.
 The targeting on the basis of economy making huge difference in
mind set of economic .
 Bykea provides fast moving and time saving services
Recommendations
 Improve the accuracy of rider pic-up locations
 Need more work on app software services
 BYKEA have to improve their marketing strategies as their
competitors get edge on this.
 BYKEA has to focus on more retention and employee motivation.
References
 https://www.bykea.com/about-us/
 https://pitchbook.com/free-trial
 https://pk.linkedin.com/company/bykea?trk=public_profile_experience-item
_result-card_subtitle-
 https://www.menabytes.com/bykea-series
 https://techcrunch.com/2020/01/31/how-bykea-is-winning-pakistans-ride-ha
iling-and-delivery-market/
Thank You !