Share Now: How to Achieve Profitable Growth
The case describes the recent decisions taken by the management of Share Now, a leading carsharing company (the result of a merger between Car2Go and Drive Now). As part of its strategic plan for the city of Madrid, the company has decided to increase its area of coverage by 27 km2, while adding another 450 electrical cars to the fleet. Furthermore, it will implement dynamic prices that change according to demand. Share Now's main challenge is to match its customers' priorities with the company's objectives. On the one hand, the customers are interested in a broad area of coverage and very high vehicle availability. On the other hand, Share Now had to aim to grow the number of users and make the operation profitable in the medium term.