Clients and Markets: A Case Study of ACE YEWT

This report undertakes an analysis of the positioning and proposes a marketing mix for the automobile company ACE EV Group for both its B2B and B2C niche markets.

Running head: CLIENTS AND MARKETS
CLIENTS AND MARKETS: A CASE STUDY OF ACE YEWT
Name of the Student:
Name of the University:
Author’s Note:

1CLIENTS AND MARKETS
Table of Contents
Introduction................................................................................................................................2
B2C niche market of ACE Urban..............................................................................................2
Positioning for B2C niche market of ACE Urban.................................................................2
Marketing Mix for B2C niche market of ACE Urban...........................................................4
Product...................................................................................................................................5
Price........................................................................................................................................5
Promotion...............................................................................................................................5
Place.......................................................................................................................................6
B2B niche market of Electric Cargo Vehicles...........................................................................6
Positioning for B2B niche market of Electric Cargo Vehicles..............................................6
Marketing Mix for B2B niche market of Electric Cargo Vehicles........................................8
Product...................................................................................................................................8
Price........................................................................................................................................8
Promotion...............................................................................................................................9
Place.......................................................................................................................................9
Conclusion..................................................................................................................................9
References................................................................................................................................11

2CLIENTS AND MARKETS
Introduction
Hagman et al. (2016) are of the viewpoint that an important trend seen within the
automobile industry is the fact that the different enterprises related to the concerned industry
are increasingly resorting to the manufacture of electric cars or vehicles. As opined by
Sharma and Chan (2016), the primary objective of the automobile enterprises behind the
manufacture of electric vehicles is to reduce the damage that the different vehicles are
causing to the environment. In this regard, the enterprise ACE YEWT is an important one,
which is often considered to be the first all-Australian automobile company to offer electric
cars to the customers or clients (Ace-ev.com.au 2019). More importantly, it is seen that the
electric vehicles manufactured by the concerned enterprise are intended for both the common
people (cars and others) and also the different business enterprises as well (trucks, cargos and
others) (Energymatters.com.au 2019). This report intends to undertake an analysis of the
positioning and thereby propose a marketing mix for the automobile company ACE EV
Group for both its B2B and B2C niche markets.
B2C niche market of ACE Urban
Positioning for B2C niche market of ACE Urban
Schleper, Blome and Wuttke (2017) have articulated the viewpoint that the concept of
product positioning can be defined as the process through which the business enterprises
determine the best way to communicate with their customer base or target market. On the
other hand, Morton, Anable and Nelson (2017) have noted that the product positioning
strategies used by the business enterprises should take into account the different attributes of
the customers that the enterprise is focusing on, the needs, requirements, the communication
channels which are available to the enterprise, competitive pressure and other aspects. In
addition to these, it had been seen that the business enterprises are presently trying to take the

3CLIENTS AND MARKETS
help of different theories or models like customer decision-making process, customer
motivation for buying the products or services, customer attitudes, psychology, emotions and
the other attributes of the customers and others (Bennett and Vijaygopal 2018). These
concepts are important to effectively understand the positioning of the electric cars offered by
ACE EV Group for its B2C customers.
The B2C niche market that the enterprise under discussion here focuses on for the
electric cars that they offer are the customers who like to take the help of the cars which are
not only high-tech and trendy but at the same time environmentally friendly as well
(Engineersaustralia.org.au 2019). This target market had been selected because of the
psychology of this group of individuals wherein it is seen that they display a high concern for
the cause of the environment (Szmigin and Piacentini 2018). The resultant effect of these
individuals does not generally like to use the diesel or the petrol-based cars because of the
environment damage that they cause. It is pertinent to note that the primary motivation of
these customers for the purchase of the concerned cars is the psychological idea that the cars
they are buying or using are beneficial from the perspective of the environment or for that
matter are not adversely affecting the same (Liu, Huang and Yang 2017). As a matter of fact,
it is seen that the enterprise ACE EV Group takes the help of precisely this mindset or
attitude or psychology or gratification factor of the customers for the sale of the electric cars
offered by it.
An analysis of the decision-making process used by the individuals related to this
particular target market or customer base is likely to reveal insightful information regarding
the positioning of the concerned electric cars. In this regard, it needs to be said that the first
phase of the customer decision-making process is the stage of need recognition wherein the
customers feel the need or the desire to opt for or purchase the electric cars offered by the
enterprise under discussion here (Adnan et al. 2017). More importantly, this is the stage at

4CLIENTS AND MARKETS
which the customers make the decision whether they want to opt for the electric cars or the
diesel or petrol-based cars. As a matter of fact, it is seen that the majority of the customers
who have the desired capital and are concerned regarding the cause of the environment
usually decide to opt for the electric cars. In the second step, the customers undertake a
detailed information search regarding the electric cars offered by the different enterprises and
also weigh the factors like cost, efficiency, service quality, environmental effect and others
(Engineersaustralia.org.au 2019). The third step is the one wherein the customers weigh the
pros and cons of the different electric cars offered by diverse automobile companies and this
in turn substantially helps them to make the decision whether or not to opt for the electric
cars offered by ACE EV Group. As a matter fact, it is seen that the electric cargo vehicles
offered by the enterprise under discussion here meets the criteria of the customers regarding
the above-mentioned attributes. The fourth stage is the one wherein the customers actually
undertake the action of buying or purchasing the electric cars offered by the ACE EV Group
depending on the results of the above-mentioned three steps. In the final stage, the customers
undertake a post-purchase evaluation of the electric cars that they have purchase from the
enterprise ACE EV Group on the basis of the service quality of the cars offered by it, the
customer service that they have got, cost, its effect on the environment and other attributes.
On the basis of these aspects, it can be said that the enterprise under discussion here is trying
to gain a unique market position not only on the basis of the high-quality of the electric cars
that it offers to the customers but also on the basis of the manner in which the electric cars
offered by it are environmentally friendly.
Marketing Mix for B2C niche market of ACE Urban
The marketing strategies that the enterprise under discussion here can take the help of
for the electric cars that it offers related to its B2C niche market is outlined below-

5CLIENTS AND MARKETS
Product
ACE EV Group offers electric cars to the customers which are environmentally
friendly and operates on electricity rather than diesel or petrol. As opined by Sharma and
Chan (2016), one of the most important aspects of the electric cars is the fact that the amount
of harmful pollutants released by them is much lower than the ones released by the diesel or
petrol-based cars. As a matter of fact, the enterprise under discussion here intends to bank on
this particular aspect of the electric cars offered by it for its sale.
Price
ACE EV Group can follow a premium pricing policy for the electric cars that it offers
to the customers. This can be attributed to the fact that in order to manufacture electric cars
which are environmentally friendly and also takes the help of the recent developments in the
field of technology the enterprise incurs a higher operation as well as manufacturing cost
(Khare 2015). In addition to this, it is seen that the concerned enterprise focuses on the aspect
of quality rather than quantity and this in turn had also substantially enhanced its
manufacturing cost which in turn had made the price of the electric cars offered by it high.
Promotion
ACE EV Group has the opportunity to take the help of the different digital marketing
strategies like search engine optimisation (SEO), social media marketing, content marketing
and others for the purpose of effectively promoting or marketing the electric cars offered by it
to the customers. More importantly, the effective usage of these digital marketing strategies
will help the enterprise under discussion here to promote the electric cars offered by it to a
much larger number of individuals and that too in a cost-effective manner (Kumar and
Ghodeswar 2015).

6CLIENTS AND MARKETS
Place
ACE EV Group in order to reduce the bargaining power of its suppliers and also to
ensure the timely procurement of raw materials needed for the manufacture of the electric
cars can take the help of different measures like time-based competition, e-procurement and
others (Junquera, Moreno and Álvarez 2016). More importantly, the enterprise under
discussion here rather than procuring all the parts of the electric cars should try to
manufacture them and assemble the entire electric car at their workshop. This is not only
likely to reduce their operations or manufacturing cost but is also likely to enhance the
quality of the electric cars manufactured by it as well.
B2B niche market of Electric Cargo Vehicles
Positioning for B2B niche market of Electric Cargo Vehicles
The primary target market that the enterprise under discussion here had selected for
its B2B niche market are the large and small-scaled business enterprises which regularly need
the help of cargo vehicles and others for the purpose of transporting the goods manufactured
from one place to another or for the purpose of the procurement of the raw materials (Bennett
and Vijaygopal 2018). In this regard, it needs to be said that ACE EV Group for its B2B
customers manufactures electric cargo vehicles which are not much more efficient than the
other cargo vehicles which operates on petrol or diesel (Energymatters.com.au 2019).
Another important aspect of the electric cargo vehicles manufactured by the enterprise under
discussion here is the fact that they are environmentally friendly in nature and cause a lower
amount of pollution than the diesel or the petrol-based cargo vehicles (Bennett and
Vijaygopal 2018). As a matter of fact, it is seen that these two attributes of the electric cargo
vehicles offered by the concerned enterprise are major aspects which is being used by the
enterprise for gaining a unique market position in the automobile industry.

7CLIENTS AND MARKETS
Liu, Huang and Yang (2017) have articulated the viewpoint that one of the major
responsibilities of the modern-day business enterprises is to create value for the environment
and also contribute in an effective manner towards the improvement of the declining
condition of the environment. This idea as a matter of fact had become an integral part of the
corporate psychology of the modern-day business enterprises and the resultant effect of this is
the business enterprises always try to opt for the services offered by the enterprises which
take the help of environmentally friendly measures or for that matter have a positive attitude
or outlook towards the environment (Sharma and Chan 2016). As a matter of fact, it is seen
that a substantial amount of pollution is being caused by the cargo vehicles which are being
used by the business enterprises on the score of their business operations and in order to
mitigate the damage caused by them towards the environment they are looking for better
options (Adnan et al. 2017). In this regard, it needs to be said that this psychology or the
attitude of the business enterprises is being used by the enterprise ACE EV Group for the sale
of the electric cargo vehicles offered by it.
An analysis of the decision-making process used by the enterprises for the purchase of
the electric cargo vehicles offered by ACE EV Group would also reveal insightful
information regarding their positioning in the B2B niche market. In the first stage of the
decision-making process, the enterprises recognise the need to buy new cargo vehicles and
also weigh in whether they want to opt for electric cargo vehicles or the normal ones which
are detrimental from the interest of the environment (Schleper, Blome and Wuttke 2017). The
next stage is the one wherein the enterprises undertake search regarding the different options
which are available to them in terms of the electric cargo vehicles. In the evaluation stage, the
enterprises weigh the negative and the positive aspects of the electric cargo vehicles offered
by the different automobile companies and the factors like cost, distribution, environmental
effect, efficiency, capacity and others are the major aspects which influence the decision of

8CLIENTS AND MARKETS
the enterprises to opt for the electric cargo vehicles offered by the automobile companies
(Szmigin and Piacentini 2018). As a matter of fact, in the particular context of ACE EV
Group, it is seen that the electric cargo vehicles offered by the concerned enterprise fulfils all
these requirements of the enterprises. In the fourth stage, depending on the decision that the
enterprises have made in the third stage, the enterprises finally purchase the electric cargo
vehicles offered by ACE EV Group. In the final stage, the enterprises conduct a post-
purchase evaluation of the cargo electric vehicles that they have purchased in terms of its
service quality, environmental effect and other attributes. These in turn had positioned the
electric cargo vehicles offered by the enterprise under discussion here as an efficient and
environmentally friendly electric cargo vehicles.
Marketing Mix for B2B niche market of Electric Cargo Vehicles
Product
ACE EV Group offers electric cargo vehicles to the other business enterprises which
require the help of cargo vehicles for the purpose of transporting manufactured goods from
one destination to another or for the purpose of procuring raw materials. An important aspect
of these electric cargo vehicles is the fact that they are not only much more efficient but also
cause a lesser amount of pollution than the cargo vehicles which operate on diesel or petrol
fuel.
Price
ACE EV Group needs to take the help of the premium pricing policy for the sale of
the electric cargo vehicles that it offers to the enterprises. The concerned enterprise focuses
on the production of high-quality efficient electric cargo vehicles which are environmentally
friendly and for this they are required to effectively take the help of different disruptive
technologies for the manufacture of the same. This in turn had substantially enhanced the
manufacturing cost of the enterprise and thus the enterprise in order to retrieve the capital that

9CLIENTS AND MARKETS
it had invested for the manufacture of the electric cargo vehicles needs to take the help of the
above-mentioned pricing strategy (Bennett and Vijaygopal 2018).
Promotion
ACE EV Group needs to take the help of the digital marketing strategies for the
promotion of the electric vehicles offered by it to the enterprises. In addition to this, the
enterprise under discussion here also needs to physically approach the different enterprises
and effectively convey the benefits that they can derive through the usage of the concerned
cargo vehicles. This in turn would help the enterprise under discussion here to create the
demand for the electric cargo vehicles offered by it and thereby it can capitalise on the
demand which it had created.
Place
ACE EV Group needs to enhance the effectiveness as well as the efficiency of its
supply chain system so as to procure the raw materials needed for the manufacture of the
electric cargo vehicles on a timely basis and also to reduce its operations or manufacturing
cost. More importantly, the effective usage of the strategies of time-based competition, e-
procurement, green logistics and others are also likely to help the concerned enterprise in a
substantial manner.
Conclusion
To conclude, the process of positioning had gained a substantial amount of
prominence within the spectrum of the modern-day business world and is being used by the
different business enterprises to position their products or services in an effective manner.
Furthermore, the enterprises while decision the positioning strategy that they are going to use
for the products or services which they offer also needs to take into account the different
attributes of the customer base or the target market that they are focusing, namely, their

10CLIENTS AND MARKETS
attitude, motivation to buy the product or service, the decision-making process that they use
for the purchase of the product and others. These aspects of the process of positioning
become apparent from the above analysis of the positioning process used by ACE EV Group
for the electric vehicles that they offer in the B2B and B2C niche markets.

11CLIENTS AND MARKETS
References
Ace-ev.com.au 2019. ACE EV Group Electric Vehicles. [online] ACE-EV Group. Available
at: https://www.ace-ev.com.au/ [Accessed 28 May 2019].
Adnan, N., Nordin, S.M., Rahman, I., Vasant, P.M. and Noor, A., 2017. A comprehensive
review on theoretical framework‐based electric vehicle consumer adoption
research. International Journal of Energy Research, 41(3), pp.317-335.
Bennett, R. and Vijaygopal, R., 2018. Consumer attitudes towards electric vehicles: Effects
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Energymatters.com.au 2019. Australian electric vehicles are an ACE option says Aussie
entrepreneur.. [online] Available at: https://www.energymatters.com.au/renewable-news/ace-
ev-group-australian-electric-vehicles/ [Accessed 28 May 2019].
Engineersaustralia.org.au 2019. Australian-made all-electric vehicle launched | Engineers
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made-all-electric-vehicle-launched [Accessed 28 May 2019].
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emerging economy. Marketing Intelligence & Planning, 33(3), pp.309-329.

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Kumar, P. and Ghodeswar, B.M., 2015. Factors affecting consumers’ green product purchase
decisions. Marketing Intelligence & Planning, 33(3), pp.330-347.
Liu, C., Huang, W. and Yang, C., 2017. The evolutionary dynamics of China’s electric
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