Principles of Marketing for Electric Vehicles

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Discuss different elements of marketing planning process and its application to the electric
vehicles business....................................................................................................................1
Discuss environmental analysis of EV market and highlight micro environmental factors. .2
Discuss 7 P's of marketing mix in context of EV market.......................................................3
TASK 2............................................................................................................................................5
Differentiate between segmentation of B2B and B2C markets in context of electric vehicles
................................................................................................................................................5
Explain targeting for any one of the B2B or B2C market and it's characteristics for EV
promotion...............................................................................................................................6
Define positioning and requirement the method by which electric vehicle can position in the
consumer or business market..................................................................................................6
TASK 3............................................................................................................................................7
Conduct marketing mix analysis by briefly discussing 7 P's of marketing mix for chosen
target market of EV................................................................................................................7
CONCLUSION................................................................................................................................8
References......................................................................................................................................10
Books and Journals...............................................................................................................10

INTRODUCTION
Marketing has become one of the most important business practices in the current organisations
in order to connect, interact and maintain long lasting relationship with customers. In order to
sustain and accomplish successful growth for the business organisations are required to have
outstanding in valuable marketing strategy that is build using principles of Marketing that are
often termed as marketing mix to flourish the business (Sozuer and et. al., 2020). The marketing
principles are integrated and interlinked to each other and help organisation to develop marketing
strategy in order to reach target audience effectively thereby accomplishing high profits. The
optimum utilisation of marketing principles by the marketers help them in recognising the need
and demand for the existing product and service and also provides the solution effectively and
meet customers by making them aware about benefits of product and services that company
offers. The present report is the study of principles of Marketing in context of Vauxhall motors
limited a leading and famous British car manufacturing company established in 1857 by
Alexander Wilson. The company has it’s headquarter at Chalton, Bedfordshire, UK. The report
discuss about marketing process with the help of environmental analysis, marketing planning and
marketing audits. Further report will highlight the concept of targeting segmentation and
positioning and at last the report will conduct marketing mix analysis.
MAIN BODY
TASK 1
Discuss different elements of marketing planning process and its application to the electric
vehicles business.
Marketing planning process is a systematic marketing approach for the development of goals,
strategy of marketing and implementation of tactics (Wu and Li, 2018). The adaption of
marketing planning process differs with the situation such as launch of a new product or firm or
repositioning of firm etc. The Seven essential components of marketing planning process are:
Market Research: Market Research is considered as backbone for effective marketing plan as it
helps Vauxhall motors limited to understand the consumers buying behaviour in electronic
vehicle industry, market size, current and potential trends, market dynamics and competition.
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Target Market: it is very important for Vauxhall motors to identify the customer segment in
order to pursue targeting strategy. In Vauxhall motors target market is segmented on the basis of
demographics, behavioural and psychographic factors of the consumer.
Positioning: Positioning of a brand is an essential part of marketing as it helps organisation in
increasing the brand recognition to drive the value and quality for their products in the minds of
the customers. Vauxhall motors promote their unique attributes of luxury cars in order to
differentiate themselves from the competitors for example electric vehicle of Vauxhall motors
has 3 type of recharging system making it more technologically advanced and distinctive in
driving (Hollensen, 2018).
Competitive analysis: the competitive analysis helps an organisation to identify the strategies of
travel companies and the threat organisation possess due to competitors. A Vauxhall motor
utilizes various competitive analytical tools and understands the competitive advantage company
holds in order to develop strategy for accomplishment of goals.
Market strategy: market strategy of Vauxhall motors to which to communicate the consumer’s
discussion features of electric vehicle with completely electric and hybrid technology is to target
with the audience.
Budget: for the implementation of marketing activities it is very important to create a project
that will help an organisation to gain the profit by staying in the boundaries of project always
keep the budget high for marketing activities as it helps an organisation to creatively present
their new products in the market.
Metrics: The metrics allow an organisation to track the result in order to measure the
performance of an organisation with their desired outcome which is necessary for the
development (Capuder and et. al., 2020).
Discuss environmental analysis of EV market and highlight micro environmental factors
The external environmental analysis of Vauxhall motors will help organisation in understanding
the factors occurring within the market to develop the marketing strategy that provide
opportunity to firm in increasing their profits and also to drive innovation to satisfy consumers
needs (Hagman and Lindh, 2019). The pestle analysis of Vauxhall motors is conducted below:
Political factors: Vauxhall motors as a multinational brand therefore political stability is highly
important for the business Vauxhall motors in automotive industry in order to expand their car
manufacturing. This is opportunity for Vauxhall motors as there is a political stability in majority
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