Ebretti report

1

Index
Introduction ................................ 3
Company ..................................... 4
Competitors ................................. 6
Consumers .................................. 10
Context .................................... 12
SWOT analysis .............................. 14
VIP ........................................ 15
Domain: Adventurous ........................ 16
Domain: Social networking .................. 17
Domain: Transport for different distances .. 18
Domain: Customizing ........................ 19
Chosen domain .............................. 20
Context 2020 ............................... 21
Context vision & mission ................... 23
Interaction vision ......................... 24
Ideas 2020 ................................. 25
Product character .......................... 26
Concepts 2012 .............................. 27
Chosen concept: the Sella .................. 32
Product strategy & Marketing mix ........... 38
VIP ........................................ 40

Coached by: Erik Jepma
Group 8A
Rik van der Laan
1521640
David Ladiges
1512986
Marco Lam
1526693
Joost van Leeuwen
1505955
Marco van Leeuwen
1277138
Tim Vermeulen
1269240

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Introduction
La Dolce Vita is the famous Italian lifestyle many people would like to have. It is a lifestyle of enjoying life at its best. Having a nice Italian meal, being outdoors, the retro design; these things are all part of it. Ebretti wants to be sustainable with their electrical scooter and at the same time adopt the beautiful Italian lifestyle with a nice retro style. This is the brand image that Ebretti want to show as a company.
Not only is an insight in how Ebretti sees their image important, but also what the consumers think of Ebretti. Because Ebretti is new to the market, their name is not well known yet. What they need is an image builder like the ipod that sets them apart from its competitors. That is why a New Business