Marketing Plan for EV Charging Stations in Saudi Arabia

The report prepares a marketing plan for EV Charging Stations in Saudi Arabia. It includes situational analysis, marketing objectives, marketing strategy, and financial projections. The target market and segmentation, competitive positioning, and business model are also discussed. The report concludes with recommendations on how to best advertise the product.

Running Head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Executive Summary
The EV Charging stations are useful products to own for people in possession of electric cars.
Given the rise in the use of electric cars in different parts of the world today, EV charging
stations are likely to be much in demand among those who use such cars, as they need these
charging stations to replenish their vehicles with much needed energy to keep running. This
report prepares a marketing plan on the basis of situational and market analysis that can be
used to market and promote EV Charging Stations in Saudi Arabia, given the increasing
likelihood of electric cars making their way to the Saudi Arabian market soon.

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Table of Contents
1. Introduction.........................................................................................................................3
2. Situational Analysis............................................................................................................3
2.1. SWOT Analysis...........................................................................................................3
3. Marketing Objectives..........................................................................................................4
4. Marketing Strategy.............................................................................................................4
4.1. Target Market and Segmentation................................................................................4
4.2. Competitive Positioning..............................................................................................5
4.3. Business Model...........................................................................................................5
4.3.1. Business Operations.................................................................................................5
4.3.2. Revenue Sources......................................................................................................5
4.3.3. Customer Base.........................................................................................................6
4.4. Marketing Mix...........................................................................................................12
5. Financial Projections............................................................................................................14
5.1. Initial Investment..........................................................................................................14
5.2. Sales Forecasting...........................................................................................................15
6. Recommendations................................................................................................................16
References................................................................................................................................18

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1. Introduction
The electric vehicle charging station, known also as EV charging station is an
important component of the type of infrastructure that engages in the supply of electric
energy for the purpose of recharging electric vehicles like electric cars, plug-in hybrids and
neighborhood electric vehicles (Lam et al. 2014). The charging station usually provides one
or more than one special or heavy duty connector that conforms to various competing
standards. Some common and rapid charging standards include the likes of the Tesla
Supercharger and Combined Charging System among others (Guo and Zhao 2015). This
report will engage in a detailed marketing and situational analysis to draw up a marketing
plan that can be used to launch and promote the use of electric vehicle charging stations in
the country of Saudi Arabia. The report concludes with a number of useful recommendations
as to how the electric charging stations can be best advertised among the Saudi population so
as to attract a large number of customers for the product in a limited time frame.
2. Situational Analysis
2.1. SWOT Analysis
 Strengths – The EV Charging Stations will make it convenient and easy for
customers to get their electric cars recharged. Customers don’t have to wait for too
long for their electric vehicles to acquire all the energy needed to run for hours at a
stretch on the road (Mouliet al. 2016).
 Weaknesses–The EV Charging Stations will have to be put to use at least two to three
times a day in order to get an electric car charged up. This in turn can impact the shelf
life of the product over time (Rivera et al. 2015).

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 Opportunities – Since trendy and fashionable people in Saudi Arabia will be certain
to buy electric cars once these are launched in the market, the EV Charging Stations
will have numerous takers (Lam et al. 2014).
 Threats – The EV Charging Stations are not likely to face a threat when launched in
the Saudi market as regular vehicles will not require their use. Hence companies
dealing in conventional fuel based vehicles and equipment will not pose a threat for
this business (Rivera et al. 2015).
3. Marketing Objectives
 To get the maximize the customer base by 2.7%, which will be helping the
organization in enhancing it sales
 To specifically attract customers and corporations who believe in and work towards
environmental conservation
 To establish a loyal and consistent customer base
4. Marketing Strategy
4.1. Target Market and Segmentation
The EV charging stations for electric cars will target a consumer base comprising
members of both genders, as well as all people who are above eighteen years of age (Baqiet
al. 2016). On the other hand, the organizations who are concerned with the CSR activities
also make a buy of the electronic motors in order to support their sustainable approach.The
youth of Saudi Arabia in particular, are known to drive fast cars a lot so they are sure to be
interested in electric vehicles, which are usually characterized by both excellent speed as well
as compact size. The geographic location for the target customer base will be the whole of
Saudi Arabia as the entire country is expected to advance technologically over the next few

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years and it is estimated that there were be many takers for electric vehicles and therefore the
EV charging stations as well, in each and every part of the country.
4.2. Competitive Positioning
Based on competitive advantage theory, every effort will be made to make the EV
charging stations really stand out in the market. The charging stations will be made to look
quite compact in size and will be easy to setup and install as well. The product will be
accompanied by comprehensive user manuals at the time of purchase that will contain
detailed instructions. The user manuals will enable customers to quickly set up the product
and start using it after they buy it from the market. Efforts will also be made to make sure that
the EV charging stations have an extensive shelf life, so that customers can use the product
for at least four to six years at a stretch before requiring a new EV charging station.
4.3. Business Model
The EV Charging Stations will be launched using the distributor model. This means that
the products will be bought quantifying to 6000pieces yearly. The initial buying activity of
the organization will be initiated from Leviton, which is one of the most successful
manufacturer of electrical wiring equipment in North America. Lastly, the finished
productswould be sold in the markets as per the demand of the customers.
4.3.1. Business Operations
The business operations will be executed under sole proprietorship. The EV Charging
Stations will be bought from manufacturers at bulk discount rates and then sold in the market
for a higher profit. The engagement of the different stakeholders like the suppliers and
distributors will help in the proper functioning of the business model. On the other hand,
audits on the financial strength of the organization and the human resource that is required to
be infested by the organization will be helping the same in making the product, EV Charging

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Stations, available in the markets. Operations and execution of different strategies will be
monitored by the management of the organization, which will be helping the same in
enhancing the operations of the business as per the model.
4.3.2. Revenue Sources
The sources of revenue for the business will be the price that is paid by customers when
buying the EV Charging Stations. The amount of revenue generated will depend on the
number of purchases made. The price of the products and the revenue that is created by the
organization has helped the same in undertaking smooth operations.
Product Line offered
Price of each
product
(2020)
Price of
each
product
(2021)
Price of
each
product
(2022)
Number of expected car sale $75 $120 $125
Number of expected charging equipment $100 $50 $55
Operating aspects $50 $75 $80
Marketing aspects $30 $100 $110
Chargeable batteries $35 $60 $65
Year Net profit
2020 2,000,000
2021 2,160,000
2022 2,600,000
4.3.3. Customer Base
The customer base of the business will comprise of mostly the affluent young people or
youth of Saudi Arabia who have an interest in and are eager to drive fast but environment
friendly cars like electric cars.
Year Number of cars sales expected

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2020 40,000
2021 46,500
2022 58,000

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Sales forecasting for 1st year
1st Month - 3rd
Month 4th Month - 5th Month
6th Month - 10th
Month
11th Month - 12th
Month
Services
Durat
ion
Per
unit
Pri
ce
Per
uni
t
Average
No. of
Custom
ers per
Month
Total
Revenu
e p.m.
Average No.
of Customers
per Month
Total
Revenue
p.m.
Averag
e No. of
Custo
mers
per
Month
Total
Revenu
e p.m.
Average
No. of
Custome
rs per
Month
Total
Revenue
p.m.
number of expected car
sale 40 $75 130 $26,000 133 $26,520 134 $26,785 138 $27,589
number of expected
charging equipment 20
$10
0 200 $30,000 204 $30,600 206 $30,906 212 $31,833
Operating aspects 30 $50 150 $7,500 153 $7,650 155 $7,727 159 $7,958
Marketing aspects 45 $30 50 $3,500 51 $3,570 52 $3,606 53 $3,714
Chargeable batteries 30 $35 70 $42,000 71 $42,840 72 $43,268 74 $44,566
TOTAL 600 $109000 612 $111180 618.12
$11229
2 636.6636 $115661

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Sales Forecasting for 2nd Year:-
1st Month - 2nd
Month
3rd Month - 9th
Month
10th Month - 12th
Month
Services
Duratio
n Per
unit
Pric
e
Per
unit
Average No.
of
Customers
per Month
Total
Revenu
e p.m.
Average No.
of
Customers
per Month
Total
Revenu
e p.m.
Average No.
of Customers
per Month
Total
Revenu
e p.m.
number of expected car sale 45 $120 138 $29,275 140 $29,714 144 $30,457
number of expected charging
equipment 15 $50 212 $33,778 215 $34,285 221 $35,142
Operating aspects 30 $75 159 $8,445 162 $8,571 166 $8,786
Marketing aspects 45 $100 53 $3,941 54 $4,000 55 $4,100
Chargeable batteries 30 $60 74 $47,290 75 $47,999 77 $49,199
TOTAL 637 $122728 646 $124569 662 $127683

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Sales Forecasting for 3rd Year:-
1st Month - 2nd Month 3rd Month - 12th Month
Services
Duration
Per unit
Price
Per unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per
Month
Total
Revenue
p.m.
number of expected car sale 45 $125 144 $31,686 149 $32,795
number of expected charging equipment 15 $55 221 $36,561 225 $37,292
Operating aspects 30 $80 166 $9,140 169 $9,323
Marketing aspects 45 $110 55 $4,265 56 $4,351
Chargeable batteries 30 $65 77 $51,185 79 $52,209
TOTAL 662 $132838 678 $135971

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Sales Forecasting for 4th Year:-
1st Month - 2nd Month 3rd Month - 12th Month
Services
Duration
Per unit
Price
Per unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
number of expected car sale 48 $130 160 $35,326 166 $36,563
number of expected charging equipment 15 $55 165 $27,323 168 $27,869
Operating aspects 30 $80 170 $9,384 173 $9,571
Marketing aspects 45 $110 175 $13,523 179 $13,794
Chargeable batteries 30 $65 180 $119,226 184 $121,611
TOTAL 850 $204782 869 $209408

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Sales Forecasting for 5th Year:-
1st Month - 2nd Month 3rd Month - 12th Month
Services
Duration
Per unit
Price
Per unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
number of expected car sale 45 $125 170 $37,534 176 $38,848
number of expected charging equipment 20 $58 180 $29,807 184 $30,403
Operating aspects 35 $88 190 $10,488 194 $10,697
Marketing aspects 50 $120 200 $15,455 204 $15,764
Chargeable batteries 55 $70 210 $139,097 214 $141,879
TOTAL 950 $232381 972 $237592

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4.4. Marketing Mix
 Product - The product will be made available to the customer at three different levels.
The first level will entail the provision of electric vehicle charging. The second level
will entail providing equipment to the owners of electric vehicles who require spare
parts and components for convenience and the third level will entail the supply of
plug-in hybrid chargers for the owners of electric vehicles
 Place of Distribution – The product will be distributed evenly in prominent cities and
towns of the country of Saudi Arabia and especially in the city of Riyadh which has
quite a large population of affluent people who can easily afford electric cars and the
EV charging stations to keep these cars running in a smooth and efficient manner.
 Price – The EV Charging Stations will be SR 4100 as equipment priceso as to cater to
customers from both affluent and middle income backgrounds. The price of the EV
charging station will not be more than 500 riyal on an average so that the product
gains in popularity when it is launched in the market.
 Promotion – The EV Charging Stations will be promoted extensively on social media
platforms and in all the major automobile showrooms, once electric cars are launched
in the Saudi Market.

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(Social media promotions in Twitter)
(Social media promotions in Twitter)

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5. Financial Projections
5.1. Initial Investment
Initial Investment
Sources of Capital
Owners' and Other Investments
$
6,027,500
Bank Loans 5,000
Other Loans 90,000
Total Source of Funds
$
6,122,500
Startup Expenses
Bldgs / Real Estate
$
50,500
Leasehold Improvements 22,000
Capital Equipment 67,000
Location / Admin Expenses 76,000
Opening Inventory -
Advertising / Promo Expenses 6,000
Other Expenses 50,000
Total Startup Expenses
$
12,516,500

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5.2. Sales Forecasting
Sales forecasting for 1st year
Services
Duration
Per unit
Price Per
unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
Average No. of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per
Month
Total
Revenue
p.m.
number of expected car sale 40 $75 130 $26,000 133 $26,520 134 $26,785 138 $27,589
number of expected charging equipment 20 $100 200 $30,000 204 $30,600 206 $30,906 212 $31,833
Operating aspects 30 $50 150 $7,500 153 $7,650 155 $7,727 159 $7,958
Marketing aspects 45 $30 50 $3,500 51 $3,570 52 $3,606 53 $3,714
Chargeable batteries 30 $35 70 $42,000 71 $42,840 72 $43,268 74 $44,566
TOTAL 600 109000 612 111180 618.12 112292 636.6636 115661
1st Month - 3rd Month 4th Month - 5th Month 6th Month - 10th Month 11th Month - 12th Month
Services
Duration
Per unit
Price Per
unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
Average No. of Customers
per Month
Total
Revenue
p.m.
number of expected car sale 45 $120 138 $29,275 140 $29,714 144 $30,457
number of expected charging equipment 15 $50 212 $33,778 215 $34,285 221 $35,142
Operating aspects 30 $75 159 $8,445 162 $8,571 166 $8,786
Marketing aspects 45 $100 53 $3,941 54 $4,000 55 $4,100
Chargeable batteries 30 $60 74 $47,290 75 $47,999 77 $49,199
TOTAL 637 122728 646 124569 662 127683
Sales Forecasting for 2nd Year:-
1st Month - 2nd Month 3rd Month - 9th Month 10th Month - 12th Month
Services
Duration
Per unit
Price Per
unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
number of expected car sale 45 $125 144 $31,686 149 $32,795
number of expected charging equipment 15 $55 221 $36,561 225 $37,292
Operating aspects 30 $80 166 $9,140 169 $9,323
Marketing aspects 45 $110 55 $4,265 56 $4,351
Chargeable batteries 30 $65 77 $51,185 79 $52,209
TOTAL 662 132838 678 135971
Sales Forecasting for 3rd Year:-
1st Month - 2nd Month 3rd Month - 12th Month

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Services
Duration
Per unit
Price Per
unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
number of expected car sale 48 $130 160 $35,326 166 $36,563
number of expected charging equipment 15 $55 165 $27,323 168 $27,869
Operating aspects 30 $80 170 $9,384 173 $9,571
Marketing aspects 45 $110 175 $13,523 179 $13,794
Chargeable batteries 30 $65 180 $119,226 184 $121,611
TOTAL 850 204782 869 209408
Sales Forecasting for 4th Year:-
1st Month - 2nd Month 3rd Month - 12th Month
Services
Duration
Per unit
Price Per
unit
Average No.
of Customers
per Month
Total
Revenue
p.m.
Average No. of
Customers per Month
Total
Revenue
p.m.
number of expected car sale 45 $125 170 $37,534 176 $38,848
number of expected charging equipment 20 $58 180 $29,807 184 $30,403
Operating aspects 35 $88 190 $10,488 194 $10,697
Marketing aspects 50 $120 200 $15,455 204 $15,764
Chargeable batteries 55 $70 210 $139,097 214 $141,879
TOTAL 950 232381 972 237592
Sales Forecasting for 5th Year:-
1st Month - 2nd Month 3rd Month - 12th Month
6. Recommendations
 The EV Charging Stations that are launched in the market should be accompanied by
a warranty policy that is valid for at least a year. Customers will feel encouraged to
buy a product that comes with a warranty, especially when it is related to automobiles,
as they will be in a position to get the product repaired easily and for free in the period
for which the warranty remains valid.
 The EV Charging Stations should be tested for safety purpose before being launched
in the market. Care should be taken to ensure that these electrical charging devices do

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not blow up when being manually handled and installed by customers as the
consequences of this can be quite dangerous, inviting legal action too perhaps.
 Only a few EV Charging Stations ought to be launched in the market initially to see
how customers respond to the product. More products can be launched at a later date
depending on customer demand and popularity.

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References
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in Saudi Arabia. Routledge
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using fuzzy TOPSIS based on sustainability perspective. Applied Energy, 158, 390-402.
Lam, A. Y., Leung, Y. W., & Chu, X. (2014). Electric vehicle charging station placement:
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Storm. Routledge.

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Rivera, S., Wu, B., Kouro, S., Yaramasu, V., & Wang, J. (2015). Electric vehicle charging
station using a neutral point clamped converter with bipolar DC bus. IEEE transactions on
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