Preview

Sangar case

Good Essays
Open Document
Open Document
735 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Sangar case
1. How would you characterize the U.S. electric car industry in 2011?
The U.S. electric passenger car industry in 2011 was described as being in its infancy, because it is still a new concept to buyers. However there are signs of growth from 2011-2015. Buyers do not consider the car because of price, travel range and vehicle size, along with other secondary concerns. 2. Based on HEV sales to date, how would you describe U.S. buyers of electric passenger cars?
Based on sales to date, the segmentation of U.S buyers is seemingly a very “niche” market as it is segmented to middle aged, large income, warm urban or suburban climates. U.S consumers are wary/unaware of the new technology, which makes them apprehensive to purchase them, especially at the high prices they are being sold for (ie. They aren’t fully aware of how much value the technology adds to the car, so aren’t sure if they are even fairly priced). 3. What might be a customer value proposition for BEVs and PHEVs expressed in fewer than 25 words?
“Driving electric; a luxury way to drive economically. Environmental friendliness, combined with the luxury comfort and power, all while using friendly energy.” 4. How should the Fisker Karma Sedan be positioned in the marketplace?
It should be positioned to the slightly more wealthy individuals that have families. The sedan being priced over 100k makes it a luxury item that is at least attainable to this demographic of wealthier consumers. The targeting shouldn’t be marketed as “the one car your family needs,” however, it should be marketed as the next addition to your family that brings luxury and economics to the group of cars you may own. This is because there is a concern amongst consumers about the range the electric cars offer. Appealing to the sense of social “goodness” or the carbon footprint awareness as these customers would be more likely to purchase these cars feeling like they are “doing their part.” 5.

You May Also Find These Documents Helpful

  • Good Essays

    In this article “Why the Gasoline Engine Isn’t Going Away Any Time Soon,” Joseph B. White states that alternative energy cars could be the start of a revolution in the automaker world, however, complications interfere with the outcome. Although the author suggests different ideas on alternative vehicles, he contradicts himself numerous times while also lacking credibility of any sources.…

    • 604 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Mktg Case

    • 496 Words
    • 2 Pages

    U.S. buyers of electric passenger cars are segmented very specifically; Middle aged, large income and a warm climate urban or suburban area. There is also a lack of familiarity with the vehicle technology, in relationship to the vehicles price. This causes hesitation with buyers, because the higher the price the less willing to pay buyers become. To appeal to potential buyers a customer value proposition could be, “Drive economically, in luxury. New environmental friendly energy powering your ride in style.” This would not only separate these cars from competition but also clearly state their purpose,…

    • 496 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    According to the Wall Street Journal, the amount of global automotive will have a 4% growth in 2014, while the American and European markets also have 3% growth in 2014 (2014). This means that the slow recovery of the global economy will drive the automotive consumer over global. With oil prices rising, more people are favoring economical vehicles, such as electric hybrid. Ford expects electric hybrid cars will occupy 20-30% of the car market next decade, therefore, Ford, Toyota, Nissan and other major car companies have launched their own electric hybrid car.…

    • 1456 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    Tesla Final Paper

    • 1309 Words
    • 6 Pages

    Tesla’s mass-market ambitions on charge SummaryThis article discusses the different aspects of Tesla’s rise to prominence and the electric car manufacturer’s strategies for maintaining its status. This profile of Tesla’s roots and its prospects for the future touch on the following topics: niche market competition; financial obstacles in the past, present and future; and production techniques.I. Product DifferentiationIn this section, product differentiation, which is the process of distinguishing a product or service from others to make it more attractive to a particular target market, will be discussed. Since it first introduced the Model S to consumers in 2012, Tesla has been the premier producer of luxury…

    • 1309 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    This film is targeted towards GM shareholders, those who are interested in electric vehicles, or have questions or concerns about global warming, dependence on foreign oil, air pollution or the environment, so Paine primarily focuses on the fate of General Motors’ EV1 electric car. The EV1’s were introduced to the California market in 1996 in response to California’s Zero Emissions Vehicle (ZEV) legislation. California was in a pollution crisis. The amount of smog in the air threatened public health. The California Air and Resource Board (CARB) targeted the source of the problem, auto exhaust. The ZEV legislation required two percent of vehicles sold in California to be emissions free by 1998 and ten percent of the cars sold in California to be emissions free by 2003. With this new legislation, the reemergence of the electric car, a vehicle that was once popular in the thirties, began. Before this legislation General Motors had previewed an electric car, the Impact. Because it had flaws such as a low maximum speed, and low mileage per charge, it wasn’t popular. In 1996, General Motors introduced the Impact…

    • 1775 Words
    • 8 Pages
    Powerful Essays
  • Powerful Essays

    Stratsim Industry Analysis

    • 1161 Words
    • 5 Pages

    The automotive industry designs, develops, manufactures, markets and sells motor vehicles, and is one of the world’s most important economic divisions by profits. This analysis focuses on the industry, specifically, manufacturers of automobiles. There are five competitors in the StratSim environment: Firm A, B, C, D, and E. Industry sales in the most recent year were 4.3 million units, with expected growth in the next year. Within this industry, there are seven-vehicle classes: Economy, Family, Luxury, Sports, Minivan, Truck, and Utility. There are two new classes with potential – if properly marketed. These classes are the Alternative Energy Vehicle (AVE) and Delivery Vehicle. The Geographic concentration is the North, South, East and West regions.…

    • 1161 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    In 1996, electric cars began to appear on roads all over California. They were quiet and fast, produced no exhaust and ran without gasoline........... Ten years later, these futuristic cars were almost completely gone."…

    • 498 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Our country has long had an obsession with the automobile. The designs of the sixties and seventies remain fond memories that still dominate our garages and car shows today. Nobody can be anybody without owning a car in today’s culture. It is a status symbol. Our society equates bigger with better. The bigger and more expensive the car you own, the higher your status must be. Everywhere you go there are Escalades and Navigators. They are America, writ large and thirsty, 14-miles-per-gallon gas-guzzlers driven alike by cool dudes with sunglasses and suburban moms with mocha javas and screaming kids. Now, with the price of gas going through the roof, and with every expectation, given the global hunger for oil, that it will go even higher, consumers are responding by going smaller and smaller. With the oil tycoons enjoying ever higher per barrel revenues, consumers, the very same ones who are now tightening the belt on all spending, are walking past the trucks and SUVs that have for so long been profit staples of automakers (Prosser). This is the makings of a shift in America, the shift from large, gas-guzzling SUV’s (the current paradigm) to small, fuel-efficient compact cars (the new paradigm). This is not an anomaly, but a major shift in both perception and behavior, a paradigm shift.…

    • 1286 Words
    • 6 Pages
    Better Essays
  • Satisfactory Essays

    Prior to this course I was unaware of just how much fossil fuel the world uses and how if we don’t improve on our consumption we will run out in the not so distant future. As fossil fuel diminishes one step that many of us might consider is reducing the amount of fossil fuels we use in our transportation needs. In this class I researched and compared and contrasted all the major electric, hybrid and standard vehicles in an effort to show readers what type of vehicle may meet there wants and or needs. Through my research I discovered the importance of car companies to continue to make advances on these electric automobiles. While writing this paper I was able to provide justification and a strong rationale in the selection of a vehicle. Lastly, there are many other solutions for example as developing different and cleaner fuels or increasing public transportation. This course has opened my eyes to many energy solutions for the future of our…

    • 9334 Words
    • 38 Pages
    Satisfactory Essays
  • Good Essays

    General Motors has been at the center of one of the nation’s largest controversies over clean emissions-cars. In 1996 the company introduced the EV-1 electric car in California and Arizona. Hundreds of the electric cars were soon on the road. Then they all disappeared. The mystery behind their disappearance is the subject of the documentary "Who Killed the Electric Car?" Electric vehicles had many advantages over their competitors in the early 1900s. They did not have the vibration, smell, and noise associated with gasoline cars. Changing gears on gasoline cars was the most difficult part of driving, while electric vehicles did not require gear changes. Even though the cars seemed to be the next big thing, they ended up being not so successful.…

    • 256 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Gm Chevy Volt

    • 2084 Words
    • 9 Pages

    This paper begins by analyzing the marketing environment of the GM/Chevrolet Volt and then discusses the target market for this electric extended range vehicle along with a proposed marketing strategy and recommendations.…

    • 2084 Words
    • 9 Pages
    Powerful Essays
  • Better Essays

    Electric Car and Tesla

    • 2724 Words
    • 8 Pages

    The automotive market is one of the biggest markets over the world. Participants companies at this market are well-known enterprises and also they own some of the better known brands like GM, Ford, Honda, Toyota, VW, BMW etc. In the traditional auto industry, consumer power is relatively high, given relatively low switching costs and a vast choice of relatively substitutable products. Many components of the automobile can be sourced from different suppliers which maintains competitive input pricing. However, the electric vehicle (EV) industry demonstrates a different type of dynamic. Consumer power is middling, due to slightly higher switching costs and the limited selection of mass produced EVs currently available. The threat of new entrants is much greater since both traditional automakers are entering the electric market, complemented by an ever-increasing number of start-ups. Around 1890, the first American electric car powered by 24 batteries had a range of 50 miles and went up to 20 mph double that of the Karl Benz 's gas-powered Patent-Motorwagen. By the 1920’s high cost, limited range and cheap oil contributed to a rapid demise for electric car sales. The final trail in the electric vehicle coffin was hammered in 1940 when Detroit Electric, which had shifted to commercial vehicles and outlasted all of its competitors, finally went out of business. Then, 65 years later and two thousand miles away which is in California, Tesla Motors was founded.…

    • 2724 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    Electric Cars by Tesla

    • 1883 Words
    • 8 Pages

    The concern for the environment has never been bigger than at the turn of the century. The growing acceptance of global warming, coupled with the growing green marketing galore gave impetus for the clamor for major auto companies to build a better and more affordable electric car. This plus the unpredictable oil price spikes and hikes, is intensifying the race to build the ideal car of the future at a greater height.…

    • 1883 Words
    • 8 Pages
    Powerful Essays
  • Better Essays

    Ever since the first gas powered vehicle was prototyped in 1886 by Karl Benz, the automobile has been revolutionizing and transforming into bigger and better things. Automobiles have transformed from the clunky build and gas guzzling engine to sports cars and very efficient engines that can get up to 40 miles per gallon. A new type of technology has developed over the recent years and can possibly change the automobile industry for good: electric-driven vehicles. The start of the electric-driven vehicle began with the grandma grocery getter at the store, toy cars, mo-pads, motorized scooters, and wheel chairs. In the early 20th century, battery powered vehicles were very popular until combustion engines took over the industry with the booming…

    • 1677 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    tesla marketing plan

    • 12170 Words
    • 49 Pages

    Summer 2012 NEW YORK UNIVERSITY STRATEGIC MARKETING PLAN Strategic Marketing Plan Model S Premium Electric Car, Tesla Motors Inc August 20, 2012. New York University Author: Partha Mitra 2 Strategic Marketing Revision History Date Version Description…

    • 12170 Words
    • 49 Pages
    Satisfactory Essays