Clients and Markets: A Case Study of ACE YEWT

Running head: CLIENTS AND MARKETS
CLIENTS AND MARKETS: A CASE STUDY OF ACE YEWT
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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