MARKETING

Assignment Taken

Prepare A market entry, distribution strategy and brand building plan. Decide on Features (USP's) which will be present in the vehicle and how those features will help sales.

Case Understanding

Case Study Solution Case Understanding: The case study is all about scope of renewable energy in India. India’s total market share in vehicles is near about 230 million. Automobile sector is moving towards renewable source of energy that’s why they moved towards electric vehicle rather than petrol or diesel vehicles. India’s market of electric vehicles is still in infant stage and has very good growth opportunities. Government of India is also planning to cover total market of electric vehicle near about 30% by the end of 2030. This target is achieved by launching of electric two wheelers, three wheelers or commercial vehicles. According to the above case, giants players like Tesla, Tata, Toyota and many more took several steps in this direction and they are in growth stage. But Indian market is still in infant stage and it still has many more things to be achieved. Peoples of India are still in dilemma that whether we should adopt the electric vehicles or not because of several reasons which may be: • More habitual of petrol/ diesel vehicles • More innovation are still required in electric vehicles segments • Not having resources like charging station, poor body of vehicle and many more As mentioned above that there is still very high growth potential in Indian market for electric vehicle, so we as an Indian electric vehicle producer have a growth opportunities and we have to develop a business related to electric vehicle because this is the future. Also in the case it is mentioned that we are a team of 8 budding entrepreneurs and we have 40 lakhs of corpus fund and we can raise 60 lakh loans from the bank if needed at the rate of 16% p.a. If our partners wants to work with us at work from office se we have to pay 3000/ workstation and average financial expense for our staff members can be maximum 50000 which is all up to us like we want to pay that or not. One of our team members is also having experience in making electric vehicle prototype as a college project so we have to prepare our plan and will have to choose a perfect business in electric vehicle because electric vehicle is future.

BCS Solution Summary

MARKET ENTRY: THREE-WHEELER ELECTRIC VEHICLE THE TOTAL MAKET OF THREE-WHEELER IN INDIA IS APPROXIMATELY 701000 THREE VEHICLES, AN AS A NEW PLAYER IN ELECTRICAL SEGMENT WE ARE VERY POSITIVE OF CHANGING SCENERIO THAT THE MARKET WILL GOING TO CHANGE TO ELECTRICAL VEHICLE AND MORE DEMAND OF ELECTRIC VEHICLE IS GOING TO BOOM, AND THAT’S WHAT GIVES US AN VISION TO FOCOUS ON ELECTRICAL THREE-WHEELER BUSINESS GOAL FOR EXPANSION: OUR COMPANY IS FOCUSED TO GET 40 THREE WHEELERS MANUFACTURE AND SOLD INITIALLY IN FIRST YEAR AND WILL USE THE MONEY THAT WE WILL GET AFTER SALE IN FUTURE PLANNING TO CAPTURE MORE MARKET. TARGETED LEVEL OF SALE FOR FIRST YEAR IS 40 THREE WHEELERS (ELECTRIC VEHICLE) TARGET MARKET IS AUTO WALA’S AND PICKUP TEMPO (ELECTRICAL) SIZE OF THE MARKET IS APPROXIMATELY 701000 AND WE ARE HOPING THAT IN INITIAL YEAR WE WILL CAPTURE THE MARKET OF APPROXIMATELY 100 THREE WHEELERS SELLING OUR MODE OF ENTRY IS GOING TO BE FIRST CREATING DEMAND THEN WORK ON SUPPLY IT WILL GOING TO COST US APPROXIMATELY 60 LAKHS IN INITIAL YEAR. DISTRIBUTION STRATEGY: DEMAND & SUPPLY FIRST CREATING DEMAND AND THEN WORK ON SUPPLY, IN INITIAL YEAR OUR DISTRIBUTION IS GOING TO BE ZERO LEVEL OF DISTRIBUTION I.E FROM MANUFACTURING UNIT TO BUYER, FIRST ORDER THEN MANUFACTURE THEN DIRECT DISTRIBUTION TO THE BUYERS IT WILL SAVE US FROM VARIOUS COST LIKE WAITING COST AND MIDDLE-MEN COST. BRAND BUILDING PLAN: WE ARE CUSTOMER CENTRIC ORGANISATION AND ONLY FOCOUSES ON PROVIDING BEST PRODUCT AND SERVICES EXPERIENCE TO OUR BUYERS THAT WILL CREATE FOLLOWING THINGS I.E, 1. WORD OF MOUTH 2. BEST SERVICES BEFORE SALES AND AFTER SALES 3. CUSTOMER CARE 4. INTEGRATED DIGITAL MARKETING 5. ENVIRONMENT FRIENDLY COMBINATION OF ABOVE ARE GOING TO BE OUR BRAND BUILDING PLAN. UNIQUE SELLING PROPOSITION THAT WILL GOING TO HELP TO INCREASE OUR THREE WHEELERS ELECTIC VEHICLE WE ARE GOING TO PROVIDE VARIOUS USP’S RELATED TO OUR PRODUCT LET SEE, 1. BEST BEFORE/AFTER SALE SERVICES I.E PURE CUSTOMER CENTRIC 2. BEST BATTERY BACKUP IN COMPETITIVE RANGE 3. LOW PRICE VEHICLE IN COMPETITIVE PRICE 4. LUCRATIVE EMI OPTIONS FOR ALL TARGET MARKET 5. PREMIUM AND BASIC VERSION OF VEHICLE IS MADE ACCORDING TO REQUIREMENT SO ABOVE ALL ARE GOING TO BE OUR USP’S FOR ENTERING INTO MARKET AND TO INCREASE THE SALES OF OUR COMPANY IN A COMPETITIVE MARKET.

Solution

MARKET ENTRY: THREE-WHEELER ELECTRIC VEHICLE

THE TOTAL MAKET OF THREE-WHEELER IN INDIA IS APPROXIMATELY 701000 THREE VEHICLES, AN AS A NEW PLAYER IN ELECTRICAL SEGMENT WE ARE VERY POSITIVE OF CHANGING SCENERIO THAT THE MARKET WILL GOING TO CHANGE TO ELECTRICAL VEHICLE AND MORE DEMAND OF ELECTRIC VEHICLE IS GOING TO BOOM, AND THAT’S WHAT GIVES US AN VISION TO FOCOUS ON ELECTRICAL THREE-WHEELER

BUSINESS GOAL FOR EXPANSION:

OUR COMPANY IS FOCUSED TO GET 40 THREE WHEELERS MANUFACTURE AND SOLD INITIALLY IN FIRST YEAR AND WILL USE THE MONEY THAT WE WILL GET AFTER SALE IN FUTURE PLANNING TO CAPTURE MORE MARKET.

TARGETED LEVEL OF SALE FOR FIRST YEAR IS 40 THREE WHEELERS (ELECTRIC VEHICLE)

TARGET MARKET IS AUTO WALA’S AND PICKUP TEMPO (ELECTRICAL)

SIZE OF THE MARKET IS APPROXIMATELY 701000 AND WE ARE HOPING THAT IN INITIAL YEAR WE WILL CAPTURE THE MARKET OF APPROXIMATELY 100 THREE WHEELERS SELLING

OUR MODE OF ENTRY IS GOING TO BE FIRST CREATING DEMAND THEN WORK ON SUPPLY

IT WILL GOING TO COST US APPROXIMATELY 60 LAKHS IN INITIAL YEAR.

 

DISTRIBUTION STRATEGY:

DEMAND & SUPPLY

FIRST CREATING DEMAND AND THEN WORK ON SUPPLY,

IN INITIAL YEAR OUR DISTRIBUTION IS GOING TO BE ZERO LEVEL OF DISTRIBUTION I.E FROM MANUFACTURING UNIT TO BUYER,

FIRST ORDER THEN MANUFACTURE THEN DIRECT DISTRIBUTION TO THE BUYERS

IT WILL SAVE US FROM VARIOUS COST LIKE WAITING COST AND MIDDLE-MEN COST.

 

BRAND BUILDING PLAN:

WE ARE CUSTOMER CENTRIC ORGANISATION AND ONLY FOCOUSES ON PROVIDING BEST PRODUCT AND SERVICES EXPERIENCE TO OUR BUYERS THAT WILL CREATE FOLLOWING THINGS I.E,

1. WORD OF MOUTH
2. BEST SERVICES BEFORE SALES AND AFTER SALES
3. CUSTOMER CARE
4. INTEGRATED DIGITAL MARKETING
5. ENVIRONMENT FRIENDLY

COMBINATION OF ABOVE ARE GOING TO BE OUR BRAND BUILDING PLAN.

 

 

UNIQUE SELLING PROPOSITION THAT WILL GOING TO HELP TO INCREASE OUR THREE WHEELERS ELECTIC VEHICLE

WE ARE GOING TO PROVIDE VARIOUS USP’S RELATED TO OUR PRODUCT LET SEE,

1. BEST BEFORE/AFTER SALE SERVICES I.E PURE CUSTOMER CENTRIC
2. BEST BATTERY BACKUP IN COMPETITIVE RANGE
3. LOW PRICE VEHICLE IN COMPETITIVE PRICE
4. LUCRATIVE EMI OPTIONS FOR ALL TARGET MARKET
5. PREMIUM AND BASIC VERSION OF VEHICLE IS MADE ACCORDING TO REQUIREMENT

SO ABOVE ALL ARE GOING TO BE OUR USP’S FOR ENTERING INTO MARKET AND TO INCREASE THE SALES OF OUR COMPANY IN A COMPETITIVE MARKET.

 

Conclusion

MARKET ENTRY: THREE-WHEELER ELECTRIC VEHICLE THE TOTAL MAKET OF THREE-WHEELER IN INDIA IS APPROXIMATELY 701000 THREE VEHICLES, AN AS A NEW PLAYER IN ELECTRICAL SEGMENT WE ARE VERY POSITIVE OF CHANGING SCENERIO THAT THE MARKET WILL GOING TO CHANGE TO ELECTRICAL VEHICLE AND MORE DEMAND OF ELECTRIC VEHICLE IS GOING TO BOOM, AND THAT’S WHAT GIVES US AN VISION TO FOCOUS ON ELECTRICAL THREE-WHEELER BUSINESS GOAL FOR EXPANSION: OUR COMPANY IS FOCUSED TO GET 40 THREE WHEELERS MANUFACTURE AND SOLD INITIALLY IN FIRST YEAR AND WILL USE THE MONEY THAT WE WILL GET AFTER SALE IN FUTURE PLANNING TO CAPTURE MORE MARKET. TARGETED LEVEL OF SALE FOR FIRST YEAR IS 40 THREE WHEELERS (ELECTRIC VEHICLE) TARGET MARKET IS AUTO WALA’S AND PICKUP TEMPO (ELECTRICAL) SIZE OF THE MARKET IS APPROXIMATELY 701000 AND WE ARE HOPING THAT IN INITIAL YEAR WE WILL CAPTURE THE MARKET OF APPROXIMATELY 100 THREE WHEELERS SELLING OUR MODE OF ENTRY IS GOING TO BE FIRST CREATING DEMAND THEN WORK ON SUPPLY IT WILL GOING TO COST US APPROXIMATELY 60 LAKHS IN INITIAL YEAR. DISTRIBUTION STRATEGY: DEMAND & SUPPLY FIRST CREATING DEMAND AND THEN WORK ON SUPPLY, IN INITIAL YEAR OUR DISTRIBUTION IS GOING TO BE ZERO LEVEL OF DISTRIBUTION I.E FROM MANUFACTURING UNIT TO BUYER, FIRST ORDER THEN MANUFACTURE THEN DIRECT DISTRIBUTION TO THE BUYERS IT WILL SAVE US FROM VARIOUS COST LIKE WAITING COST AND MIDDLE-MEN COST. BRAND BUILDING PLAN: WE ARE CUSTOMER CENTRIC ORGANISATION AND ONLY FOCOUSES ON PROVIDING BEST PRODUCT AND SERVICES EXPERIENCE TO OUR BUYERS THAT WILL CREATE FOLLOWING THINGS I.E, 1. WORD OF MOUTH 2. BEST SERVICES BEFORE SALES AND AFTER SALES 3. CUSTOMER CARE 4. INTEGRATED DIGITAL MARKETING 5. ENVIRONMENT FRIENDLY COMBINATION OF ABOVE ARE GOING TO BE OUR BRAND BUILDING PLAN. UNIQUE SELLING PROPOSITION THAT WILL GOING TO HELP TO INCREASE OUR THREE WHEELERS ELECTIC VEHICLE WE ARE GOING TO PROVIDE VARIOUS USP’S RELATED TO OUR PRODUCT LET SEE, 1. BEST BEFORE/AFTER SALE SERVICES I.E PURE CUSTOMER CENTRIC 2. BEST BATTERY BACKUP IN COMPETITIVE RANGE 3. LOW PRICE VEHICLE IN COMPETITIVE PRICE 4. LUCRATIVE EMI OPTIONS FOR ALL TARGET MARKET 5. PREMIUM AND BASIC VERSION OF VEHICLE IS MADE ACCORDING TO REQUIREMENT SO ABOVE ALL ARE GOING TO BE OUR USP’S FOR ENTERING INTO MARKET AND TO INCREASE THE SALES OF OUR COMPANY IN A COMPETITIVE MARKET.

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