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Airtel

Autor:   •  July 17, 2016  •  Case Study  •  564 Words (3 Pages)  •  619 Views

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Electric car- Possible approach

Marketing Product

Marketing Product

Competition

Technical product

 electric powered car

Other brands of cars

Functional product

 Conveyance

Public transport, car pool

Emotional product

 Environment and price conscious

Environment friendly prods

Marketing universe: Those who are environmentally conscious and those who are price conscious.                                                                        

Environmental / SWOT analysis                                                

Parameter

Variable

O/T

How to address

S/ W

Product related

Raw material

SWOT based on the assumptions

Lead acid battery

Functioning related

Power in house

Flats

Hill resistant feature

Water logging

Traffic jams

Long distance travel

Utility

Fuel efficiency

Speed

Cost of fuel

Road tax and registration tax

Subsidy

VAT

Competition

No registration

No license for using

Demand

Inflation

High salaries

High youth population

Availability of loans

Acceptance (macro)

Political support

Environmental lobby

Noise pollution

Acceptance micro

Nice looks

Status

Service requirements

Marketing mix related

Service stations

Availability of media

Availability of advertising agencies

Consumer behaviour

High involvement

Problem solving or subcontracted

        Mainly Prod decision- Petrol/ diesel or green car (after deciding on 4 wheeler)

Search attributes

        Looks

        Space

Experience attributes

        Speed

        Mileage

        etc

Risk associated

        Getting stuck in traffic jams

Credence

        Green car

        

Competitive analysis

Entry barriers        

...

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