Select one company and one of its electric vehicle brands to be your ‘client’. As a marketing consultant, you have been commissioned by this company to develop marketing strategies which will accelerate the uptake of the company’s EV. To do so, you will apply your expert knowledge of consumer behaviour and internal influencing factors to explain how each factor might work in influencing the purchase decision of an EV. This analysis will inform the development of marketing strategies that you recommend the company adopts. Note that car sales or lease are viable outcomes for the company.
As for any business, it is important to first identify the segment most attractive for the company EV brand to target. Accordingly, you will need to:
Segment the market and select the most appealing segment to target for the chosen brand
Explain the internal factors that influence purchasing, and apply them to the purchase decision process of an EV
Provide three recommendations for marketing strategies the company should adopt (noting these must be in addition to, or replace, any that are currently being implemented) that reflect a sound knowledge of how the internal factors affect consumer decisions.
You need to produce a well-articulated, succinct business-style report containing:
Cover Page (Title and name, date etc)
Executive Summary (no more than 1 page)
Table of Contents (no more than 1 page)
Introduction and background: intro the purpose of this report, who it is for and from, industry background information (recent sales, EV vs. non-EV, other relevant stats)
Segmentation: include a justification for segmentation base choice, segmentation table with profile, target market evaluation and selection, and persona development.
Select and discuss 3 (of 5) internal influencing factors on consumer behaviour and apply them to the purchase of the company’s EV (needs and motivation, personality, perception and self-concept, attitudes, learning).
