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The COVID-19 pandemic has recently had an impact on the stock market all over the globe. A thorough review of the literature that included the most cited articles and articles from well-known databases revealed that earlier research in the field had not specifically addressed how the BRIC stock markets responded to the COVID-19 pandemic. The data regarding COVID-19 were collected from the World Health Organization (WHO) website, and the stock market data were collected from Yahoo Finance and the respective country’s stock exchange. A random forest regression algorithm takes the closing price of respective stock indices as target variables and COVID-19 variables as input variables. Using this algorithm, a model is fit to the data and is visualised using line plots. This study’s findings highlight a relationship between the COVID-19 variables and stock market indices. In addition, the stock market of BRIC countries showed a high correlation, especially with the Shanghai Composite Stock Index with a correlation value of 0.7 and above. Brazil took the worst hit in the studied duration by declining approximately 45.99%, followed by India by 37.76%. Finally, the data set’s model fit, which employed the random forest machine learning method, produced R² values of 0.972, 0.005, 0.997, and 0.983 and mean percentage errors of 1.4, 0.8, 0.9, and 0.8 for Brazil, Russia, India, and China (BRIC), respectively. Even now, two years after the coronavirus pandemic started, the Brazilian stock index has not yet returned to its pre-pandemic level.

The learning outcome of this case study is to help students identify issues of the electric two-wheeler industry in India, revisiting conventional business models and transitioning toward sustainable business models. Eventually, this case study will enhance students’ analytical, qualitative analysis, multidisciplinary approach and strategic decision-making skills.

This case study can be used to discuss Michael Porter’s five forces model, TOWS matrix and Michael Porter’s generic strategies for competitive advantage.

Bounce was established in 2014 by Vivekananda Halkere, Anil G. and Varun Agni. The startup was an on-demand service provider of scooters. It also claimed to be the world’s fastest-growing scooter rental startup. As of March 2020, Bounce operated in 12 Indian cities, namely, Bengaluru, Jaipur, Hassan, Kolar, Mysore, Bhuj, Udaipur, Belgavi, Hyderabad, Ahmadabad, Hampi and Delhi. Bounce’s revenue grew to INR 1,000m in the fiscal year (FY) 2020 compared to INR 160m in FY 2019. Halkere was happy and proud of what his friends and he had achieved in the past two years. However, he was concerned about competition. What plan of action was needed to help thwart competition. What would be the best strategy to achieve growth and monetize operations? and How would Bounce address these major challenges to capture market share?

This case study can be taught in advanced undergraduate, MBA or executive-level programs dealing with strategic management. This case study helps students in dealing with issues pertaining to a given market sector where a firm is operating and the strategies to thwart competition.

Teaching notes are available for educators only.

CSS11: Strategy.