ELECTROMOBILE

International Marketing
Sarabjeet Gautum Avtar Akash

ELECTROMOBILE 
Electromobile is a small micro electric car . It is a small 3-door hatch-back.  The car can accommodate two adults in the front and two children in the rear.  It is intended for city trips and commuting, particularly in congested traffic.  car with a nominal range of 200 km (124 mi) per charge and a top speed of 120 km/h (75 mph). It is powered by lithium-ion batteries.

WHY UK 
UK is one of the developed nations in the world where the govt. is interested in providing its people environment friendly cars.  UK has vast growth in Automotive sector, importantly there is exponential growth potential for electric and hybrid vehicles  Non stringent law for electric vehicles.

WHY UK 
The UK transport minister on 9th February 2010 declared ´Anyone buying an electric car in the UK from this January will be eligible for a £5,000 grant in a move the government hopes will kick-start the industryµ  Electric cars are exempted from heavy taxation that a fuel burner attracts 

Car have to pay congestion charges for entering certain part of cities like Central London etc., which is exempted in the case of electric car

WHY UK? 
Electric cars are also exempted from parking charges.  Concern for environment by the common people.  High prices of Fuel

MARKET RESEARCH 
Research reported by Guardian UK states that :´A new survey released this week has suggested there could be as many as 300,000 electric cars on Britain·s roads by 2014.The study, conducted by market research consultancy GfK Automotive during November last year, suggests an uptake of £7.2bn from electric car sales in three years· time. A total of 5,053 UK citizens were surveyed online, with 1.8% of those saying they would definitely buy an electric car in the next few years.µ

MARKET RESEARCH 
UK charges up for electric car future Minister Geoff Hoon announces incentives of up to £5,000 for consumers to buy electric cars and plans for cities to become testing grounds.  Universities such as Oxford and Manchester are researching on electric future.

PEST ANALYSIS
Political  Govt encouragement for eco-friendly cars.  Strict EU regulation's on pollutants from fuel burning cars.

PEST ANALYSIS
Economic  UK is a developed nation with per capita incomes $35,025  Strong financial banking systems provide easy loans  Govt concessions on environmentally friendly cars (hybrids, electric, hydrogen etc)

PEST ANALYSIS
Social  With high index of education people are well aware about the problem of toxic gases produced by cars, which help the eco-car cause.  People of UK are very particular about protecting their environment as they have learnt the lesson from the ¶Great Smog· which killed around 4000 people.

PEST ANALYSIS
Technological  UK has electricity in surplus which is a great requirement for electric vehicles to succeed  UK also has all the technical know how and eligible man power to tackle the service of electric cars

SWOT ANALYSIS
Strength's Weakness

Opportunities

threat

SWOT ANALYSIS
Strength's  Eco friendly  Low cost of Ownership  Cheaper to run  Cheap  Good range and crushability  Simple mechanism

SWOT ANALYSIS
Weaknesses  Needs time to recharge  Range lowers with heater and A/C on  Low top speed  Batteries change are expensive

SWOT ANALYSIS
Opportunity  Govt·s credit people to own an eco-friendly car  No congestions charges  Low taxes for eco-friendly car  Price on Petrol to go up further

SWOT ANALYSIS
Threat  Other electric car manufacturers like Vaxaul, Nissan, Reva etc.  Other eco-cars like electric hybrids, Alternative fuel, hydrogen powered car etc.  Rise in cost of electricity

TARGET AUDIENCE
Our product will be targeted to all categories of people  Since it has a very competitive price, it will find prospective buyers at lower middle level as their daily run about.  It will also be targeted at middle class who will use it for their daily house chores.  Upper middle will use this car for entering congestion areas.

MARKETING STRATEGY 
Market Penetration Since the product will be manufactured in India, due to the lower labor costs and tax soups. It will be priced extremely lower than its competitor's.

MARKETING STRATEGY 
Direct Marketing Marketing through company owned dealership  Marketing through distributors Marketing product throw dealership  Tie-up with Banks to provide easy loan.

ADVERTISING 
Ad will be done through leading newspaper.  Ad·s will at aired at TV channels  Ad·s at bank branches with which the company has a tie-up.

END

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