Principles of Marketing for Electrical Vehicles: Components of Marketing Planning, PESTLE Analysis, and Marketing Mix

This study material from Desklib discusses the principles of marketing for electrical vehicles, covering components of marketing planning, PESTLE analysis, and marketing mix. It also explains the segmentation, targeting, and positioning of EVs in the market.

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PRINCIPLES OF
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Table of Contents
INTRODUCTION ..........................................................................................................................4
Main Body.......................................................................................................................................5
Part One...........................................................................................................................................5
Components of marketing planning process in terms of Electrical Vehicles Marketing ..........5
Conduct environmental audit with the help of PESTLE framework for EV market along with
relevant micro factors..................................................................................................................6
Marketing mix 7ps & explain how the development of marketing mix contribute to effective
marketing planning......................................................................................................................8
Part Two.........................................................................................................................................10
Differentiation among the segmentation of the Business to business and Business to
commerce markets with context to electrical vehicles..............................................................10
Targeting of either Business to business market or Business to customers market & who
would be targeted primarily with a promotion of electric vehicles..........................................11
Explain the concept of positioning & suggesting how electric vehicle can be positioned in the
Business to business or Business to consumer market..............................................................11
PART THREE...............................................................................................................................13
Marketing Mix analysis.............................................................................................................13
CONCLUSION .............................................................................................................................16
References .....................................................................................................................................17
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INTRODUCTION
In this modern era, it is compulsory for the enterprises to adopt appropriate marketing
strategy which can lead long term sustainability rate in the market. To gain more success, it is
necessary to for the enterprises to company can effectively boost the purchasing & selling
process. In order to obtain more positive outcomes, marketing manager is liable to prepare
strategic plan and use the whole concept of principle of marketing so that company can
effectively evolve the promotional & selling activities. For this project, Alcraft Motor company
Ltd is considered which is founded by David Alcraft & established in Towcester , UK. The main
concern of the company is developed unique quality low carbon vehicle for the people. The main
motive of this project is to determine the components of marketing planning process related to
EV marketing, analyze the environmental audit with the use of PESTLE analysis & explain 7 Ps
of marketing mix. This report also discuss about the segmentation, targeting & positioning on the
basis of electric vehicle. Furthermore, this project will conduct marketing mix analysis.

Main Body
Part One
Components of marketing planning process in terms of Electrical Vehicles Marketing
Basically marketing planning process is considered as the most prominent statistical
framework which can helpful to achieve the marketing objective of the enterprises. Through
marketing planning process, companies can effectively set appropriate goals, follow specific
strategies & also implement all planning & procedures in order to get appropriate results
(Badaró, 2020). The description about the appropriate components of marketing planning
process as per the Alcraft Motor company Ltd are discussed below -
 Marketing Research - This component is helpful to analyse specific facts & information
so that Alcraft Motor company Ltd can effectively understand the market size,
requirement of the customers, competition status, risk factor and other upcoming
opportunities which company can take to improve their productivity. Researched and
helpful to improve the adequacy and relevancy of the Planning which can useful to
maintain the success of the EV as per the whole marketplace.
 Targeting Market - It is necessary to recognize the buyer for the specific product that is
EV. To segment the whole market is also a main component of the marketing planning
process. Company can target customer on the basis of their living standard,
demographical & psychological segmentation (Camilleri, 2020).
 Positioning - To build the brand image of the company is more important because it can
help to gain the attention of the customers. Alcraft Motor Company Ltd takes care about
proper positioning of their brand value so that company can effectively improve the
effectiveness of their electrical vehicle in various locations. Company can follow specific
promotional activities to advertise their products.
 Strategic Competitive analysis - This component is also play a prominent role in order to
prepare a specific marketing planning for the company. Alcraft Motor Company Ltd can
follow appropriate pricing policy so that company can take more competitive advantages.
 MarketIng strategies - To maintain specific marketing planning process, there is a
requirement to follow appropriate marketing strategy which can help full to maintain the
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performance of EV the entire marketplace. Company can adopt a digital marketing
technique which can improve the brand awareness of the company and reach the large
number of customers so that the entire customer can effectively understand the
importance of electric & also hybrid vehicle (Hamzah and et. al., 2021).
 Allocation of Budget - This component is also crucial which work like a backbone of the
marketing planning process. With the help of proper budget, company can effectively
maintain the requirements of all the essential resources which are necessary for the EV.
 Metrics - with the help of this component, Alcraft Motor company Ltd can effectively
identify the current performance status of the products so that company can take
appropriate steps to maintain their EV product.
On the basis of about discussion about the marketing planning process related to the electric
vehicle marketing, Alcraft Motor company Ltd can consider marketing orientation approach
which can help full to provide satisfactory outcomes to the customer so that company can
effectively improve customer base.
Conduct environmental audit with the help of PESTLE framework for EV market along with
relevant micro factors
To conduct the environmental audit, Alcraft Motor company Ltd mainly apply PESTLE
analysis which are discussed below -
Factor Analysis
Political factors This factor mainly demonstrate the
involvement of trade regulation, foreign trade
policies, taxation policy. Alcraft Motor
company Ltd need to maintain political
stability within EV industry and properly
reduce the impact of political interference in
their company so that business can effectively
maintain their performance in EV industry
(Hopkins and et. al., 2020).

Economic factors On the basis of economic factor, Alcraft Motor
company Ltd mainly considers unemployment
rate, exchange rate, interest rate , inflation &
also recession. Company within an EV industry
can adopt appropriate pricing policy which can
help full to improve the market position of the
company in EV industry so that company can
provide their effective contribution in the
economic development.
Social factors In order to maintain the specter, it is necessary
to identify the exact the difference of the
customer, buying behaviors of the customers
product company can effectively identify the
requirement of the customer in context of
electric & hybrid vehicles within an industry of
EV.
Technological factors High level off technologies & advanced
software system considered by the company in
the industry of EV to maintain the
performance of electric cars, hybrid vehicles.
Legal factors This factor concern about the legal procedure,
lawful activities, acts, international laws within
an EV industry. Company can maintain all the
legal considerations and properly follow all the
legislation processes so that company can
effectively boost their performance level &
increase sustainability rate equitable market of
EV industry (Jamri, Hassan and Ahmad, 2020).
Environmental factors Climate change, carbon emission, pollution,
population rate is considered in the
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environmental factor which can affect the
performance of the Alcraft Motor company
Ltd. Company also needs to set specific a
standard related to the carbon emissions so that
company can effectively maintain sustainable
environment development at the marketplace
as well as in EV industry.
Micro Environmental Factors
The explanation about the impact of micro environmental factor on the company is discussed
below -
 Customers - Customers are considered as the king of the market & day contain
purchasing power so that the main concern of the company is on their customer and
produce innovative product as for the requirement of their customers (Kraft, Alagesan
and Shah).
 Suppliers - it is essential for the company to maintain good relationship with their
suppliers because it can provide appropriate impact on the profitability of the business.
Alcraft Motor Company Ltd appropriately engaged with their suppliers because they
fulfill the requirement of raw material so that company can use high quality of raw
material in the manufacturing of their EV & hybrid vehicles.
Marketing mix 7ps & explain how the development of marketing mix contribute to effective
marketing planning
In order to achieve more appropriate outcome, there is a need to apply marketing mix framework
so the company can effectively take appropriate action to maintain each and every operation of
their business. There are Seven elements are involved which are contained by Alcraft Motor
company Ltd are as follows -
 Product - This is containing as the first element of the marketing mix which determine
specific product line of the company so that customer can effectively consider those

product which they want. Alcraft Motor company Ltd conduct small market research
which can help you to identify the current requirement of the customers so that company
can effectively do some modification in their production and manufacturing process and
produce a specific product as per the expectations of the customers (Lies, 2021).
 Price - To take more competitive advantages as compared to the rivals, it is compulsory
for the company to adopt competitive pricing strategy & also low pricing strategy so that
company can effectively attract the customers so that company can gain more
profitability.
 Place - These elements demonstrate the physical appearance of the company so that
customer can effectively interact with employees and deal with them properly. Alcraft
Motor Company Ltd maintain proper selling & distribution channel so that company can
maintain their operations in a specific location.
 Promotions - The main concern of this element is to establish proper communication
among the customer so that company can properly promote their products and services
and also gain strong brand awareness. Alcraft Motor Company Ltd advertises their
electric vehicles through social media channel so that company can reach large number of
customers.
 Physical evidence - This element demonstrate the tangible attributes of the specific
products. Alcraft Motor Company Ltd operate their activities in an appropriate manner so
that customer can effectively interact with the employees. Company can maintain
packaging, designing, dress code of the track number & proper physical stores &
trademarks (Malik and Yadav, 2021).
 People - On the basis of these marketing mix elements, company e-mail a focus on their
employees so that they can improve themselves and learn innovative skills in order to
satisfy the customer's requirement. Alcraft Motor Company Ltd conduct a strategic hiring
process and appoint high talented people so that they can perform their task more
capability and establish good relationship with the customers.
 Process - This element determine the whole process of the marketing so that company
can effectively maintain & also implement all the operational activities in an appropriate
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manner. Alcraft Motor Company Ltd follow strategic plan and maintain all the process of
marketing so that company can avoid errors & accomplish more customer loyalty.

Part Two
Differentiation among the segmentation of the Business to business and Business to commerce
markets with context to electrical vehicles
Segmentation of Business to Customers (B2C)
The customer segmentation is refereed as a method of separating the targeted audience
from market into small sections or groups which are dependent upon some distinct
characteristics. The initial segmentation depends upon the foundation of certain demographics
such as according to the income of customers or according to the age group say for instance
between 25 to 50 yr of age or some other category, it could also be based upon the total number
of members living in a family or the working persons who requires car or any other form of
vehicle for daily transportation which may be from home to office or visa-versa. Another
category of segmentation could be done on the basis of psycho graphics that is being applied by
Alcraft Motor Company Ltd. which are environmental friendly as well as highly preferable
having minute impact upon the climactic surroundings as well as is highly sustainable. Such
audience presents high priority to their ethics as well as values in order to satisfy their wants and
desires (Mofokeng, 2020). The next category in line to segmentation which can be applied by
Alcraft Motor Company Ltd. is behavioural which involves targeting the frequent travellers who
prefers to travel through their own vehicle instead of public transportation. Such travellers carries
high power with respect to their purchasing level as well as wish for high quality of vehicle and
are ready to pay even premium prices for the same. Alcraft Motor Company Ltd. could also
utilize the geographic portion for segmenting its target market as well as customers.
Segmentation of Business to business consumers (B2B)
 Industry - Alcraft Motor Company Ltd. Targets the highly efficient as well as long term
durable battery products into its cars.
 Location - In order to have above mentioned types of batteries the company has a tie up
with local as well regions of European countries to acquire them with an aim of cost
savings as much as possible.
 Size - Under such category the company Alcraft Motor Company Ltd. has catered
medium and small firms who sells innovative products as cheaper rate.
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 Status - Single proprietors as well as partnership businesses are being catered by the
company Alcraft Motor Company Ltd. in order to buy durable and high quality of car
batteries.
Targeting of either Business to business market or Business to customers market & who would
be targeted primarily with a promotion of electric vehicles
The term targeting denotes to a market within which the business firm is willing to offer
its products or services. Such segments will assist company in finding its competent customers as
well as market. The electric vehicles are being generally purchased by high class people or by
those who belongs to upper middle class of income group because such cars are highly priced in
market. Due to its premium pricing, it does not hold large market for electric vehicles but with
the passage of time the industry is growing day by day which is resulting into market expansion
of electric vehicles. The targeted market for organization Alcraft Motor Company Ltd. is nearly
belongs to urban area who could afford and identify the need of electric vehicle. The company's
vision and mission assists them a lot to attract more customer as well as targeting various
segments of market which provides finest choices with a pocket friendly prices for the vehicle.
The market which a company has targeted is for those who are highly concerned for the
environment and is simultaneously wishing to bring some sort of changes which could support in
understanding the essence of electric vehicles (Rahman and et. al., 2020).
Explain the concept of positioning & suggesting how electric vehicle can be positioned in the
Business to business or Business to consumer market
The concept of positioning denotes to the selection of most feasible marketing mix which
a business chooses for the promotion of its offerings. The business is required to choose their
promotional mix based upon the features of its supplies. The strategy with respect to company's
positions is surrounding within the region of UK or Europe majorly as this caters audience from
British culture to the most. On the other hand the business Alcraft Motor Company Ltd. going
with multi segmentation that assists them in offering their items to every consumer segment
which is present within the market. Alcraft Motor Company Ltd. focuses upon attracting such
customers who are concerned to the electric vehicles and are ready to pay high prices for the
high quality of cars. The company's positioning assists business in grabbing high market share

for their cars as well as supports in attaining high effectiveness within the process of
organizational marketing (Rini, Roni and Maharani, 2021).
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PART THREE
Marketing Mix analysis
Elements Electric cars/ hybrid cars
Product This element demonstrate the specific product of the company that
is Electric vehicle, company also maintain specific segmentation
so that company specifically target the customer and provide them
creative and innovative services which can help full to gain the
competitive advantages. There are variety of products considered
by the company & Alcraft care, Alcraft GT, electric cars are the
most effective sick products which mainly concerned about the
design and use integral components of the vehicle. Company also
providing hybrid vehicle design - led, high - tech, low - carbon &
maintain high level of performance (Roy and et. al., 2021).
Place Company mainly provides their services in UK & maintain a
specific distribution channel so that company can effectively
improve the customer number and gain large number of customer
base. The main target area of the company is United Kingdom and
company conduct survey to identify the requirement of the
customer because customers meet are changing as per the time
period. As per to provide high quality of electric cars and hybrid
vehicles, company can improve their revenue and enhance the
loyalty of the customers.
Price In order to achieve more competitive advantages, it is mandatory
for the company to adopt convenient pricing policy because there
is a use competition in Automobile industry. The main concern of
the Alcraft Motor company Ltd is to adopt low pricing policy so
that company can achieve more customers’ satisfaction which can
improve the organizational productivity and company and
effectively complete their objectives. Company can set pricing
policy as per income and standard of the people so that company

can target each and every segment in order to obtain more profit
advantages. Company can offer their product in various segment
like premium segment, middle & lower segment so that company
can appropriately target all income groups (Schnittmann and et.
al., 2021).
Promotion To reach the huge audience, it is prominent for the company to
maintain their promotional activities. Alcraft Motor company Ltd
mainly adopt social media channel like Facebook, Twitter,
Instagram , YouTube so that company can reach the large
population and also demonstrate the specific and innovative
features of their EV & hybrid vehicles. With the help of online
platforms, company can effectively conduct proper
communication among the customers so that it is make more
convenient for the company to address the customer requirement,
satisfy customer queries and question, take customer feedback
frequently. Through promotional activities company can achieve
the marketing objectives & improve more effectiveness of their
company’s products. Promotional activities are beneficial for the
company because it can useful to spread the awareness about new
product of the company and also notify the customer about their
new product.
Physical evidence This element is prominent because it can help to provide proper
coordination & interaction among the customers. This element is
helpful to maintain the visible factors of the brand image of the
company so that company can effectively maintain the positioning
and consistency of their products (Thakur, 2021).Company can
add additional features and equipments on their products so that it
can take the attention of the customers. The element is appropriate
because it can help full to establish the proper involvement of the
employees and employer so that they can make an effective deal.
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People The main concern of the company on their employees because
employees are helpful to provide their best contribution to improve
bi effectiveness & productivity of the company. Alcraft Motor
company Ltd maintain proper recruitment process so that company
can higher high potential employees that are more capable to
maintain effective relationship with the clients & customers and
also work properly to enhance the performance of the organization
so that company can achieve their marketing objective in an
appropriate way.
Process This element is mainly concerned about the proper implementation
of all the practices and processes which are considered by the
marketing manager of the company. Alcraft Motor company Ltd
can maintain specific automatic system which can help full tu to
determine all the activities in a systematic manner with the
specific consideration of the time management. Alcraft Motor
company Ltd company maintain their production and
manufacturing process of electric & hybrid vehicles which can
help to improve the quality of the products.

CONCLUSION
From the present report it can be said that it is extremely essential for the business to
assure that they carries an efficient as well as effective marketing mix with an aim that business
could act upon adequate marketing as well as effective promotion of company's offerings. It is
essential for the organization to identify the trends of market which is moving in a way of
sustainable as well as environment friendly items. There is presence of high demand with respect
to environment friendly items such as electric cars which behaves like a major contribution to the
sustainable development and friendly products. This assists companies to stand with the market
and generate a sustainable competitive edge.
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