Strategic Development of Fleet-e: Sustainable Transportation Solutions

This report navigates the strategic development of Fleet-e, a Cardiff-based enterprise, within the dynamic landscape of sustainable transportation solutions and climate impact reduction. Led by founder Jarrad Morris, Fleet-e has positioned itself as a trailblazer by providing end-to-end solutions, including the electrification of fleets and infrastructure provision for Electric Vehicles (EVs). The innovative initiative, The Race To Zero, further exemplifies Fleet-e's commitment by collaborating with organizations, athletes, and sports teams to measure and reduce their carbon footprint.

Module title: Business Development and Value Creation
Student number: 230098718
Student Name: adanna nwokocha
Word count: 3500

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I 230098718, declare that I am the sole author of this assignment, and the work is a
result of my investigations, except where otherwise stated. All references have been
duly cited”.

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EXECUTIVE SUMMARY
This report navigates the strategic development of Fleet-e, a Cardiff-based enterprise,
within the dynamic landscape of sustainable transportation solutions and climate impact
reduction. Led by founder Jarrad Morris, Fleet-e has positioned itself as a trailblazer by
providing end-to-end solutions, including the electrification of fleets and infrastructure
provision for Electric Vehicles (EVs). The innovative initiative, The Race To Zero, further
exemplifies Fleet-e's commitment by collaborating with organizations, athletes, and
sports teams to measure and reduce their carbon footprint. Notably, Fleet-e's
recognition as a finalist in the Sustainability Entrepreneur of the Year category at the
Great British Entrepreneur Awards underscores its impactful contributions. The report
employs rigorous methodologies such as Porter's Five Forces, SWOT Analysis, STP
Framework, and Triple Bottom Line to conduct a thorough internal and external
analysis. The analysis reveals Fleet-e's strengths in comprehensive solutions and
innovative initiatives, regional focus as a potential weakness, and opportunities for
global expansion and strategic collaborations. The STP Framework outlines a targeted
approach to market segmentation, targeting, and positioning, ensuring a focused and
effective market presence. Strategic recommendations encompassing continuous
innovation, regional expansion, and strategic partnerships conclude the report. Fleet-e
stands poised for sustained growth, innovation, and a heightened influence in the
sustainable transportation sector.

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1.0 INTRODUCTION
Fig 1: Jarrad Morris, CEO Fleet-E
In an era where environmental sustainability is paramount, businesses play a
pivotal role in shaping a greener and more responsible future (Mosteanu, 2023) This
report is dedicated to the strategic development of Fleet-e, a Cardiff-based enterprise
founded by Jarrad Morris, renowned for its commitment to sustainable transportation
solutions and climate impact reduction (Fleet-E, 2023). The aim of this report is to
provide a comprehensive analysis and strategic roadmap that will propel Fleet-e
towards continued success, expanding its influence in the realms of electric vehicle (EV)
adoption, carbon footprint reduction, and infrastructure development.
Fleet-e has emerged as a trailblazer in the intersection of sustainability and
transportation. With a core focus on providing end-to-end solutions for organizations
seeking to mitigate their impact on the climate, Fleet-e's Electric Vehicle (EV) division
manages the electrification of fleets and the provision of essential infrastructure for EV
charging (Fleet-E, 2023). In addition to this, the innovative initiative, The Race To Zero,
underscores Fleet-e's dedication by collaborating with organizations, athletes, and
sports teams to measure and reduce their carbon footprint (Climate Champions, 2023).
The recent nomination as a finalist in the Sustainability Entrepreneur of the Year

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category at the Great British Entrepreneur Awards is testament to Fleet-e's impactful
contributions (Fleet-E)
This report aims to contribute significantly to the development of Fleet-e by
conducting a thorough analysis of its resources, capabilities, and market positioning.
Through established models and framworks, we will delve into the internal dynamics
that shape Fleet-e's competitive advantage. Additionally, a Triple Bottom Line analysis
will provide insights into the economic, social, and environmental impact of Fleet-e's
operations. The report will culminate in strategic recommendations designed to guide
Fleet-e towards sustainable growth, innovation, and a heightened influence in the
rapidly evolving landscape of sustainable transportation.
2.0 COMPANY PROFILE
Fleet-e, a Cardiff-based private limited company, stands as a pioneering force in
sustainable transportation solutions and climate impact reduction. Headquartered in the
heart of the United Kingdom, Fleet-e strategically operates with a focus on Wales and
South West England, aspiring to extend its influence nationally and internationally
(Fleet-E, 2023). Positioned at the nexus of sustainability and transportation, Fleet-e
offers end-to-end solutions for organisationss looking to diminish their climate impact.
Its Electric Vehicle (EV) division oversees the electrification of fleets and the provision of
essential infrastructure for EV charging (Webb, 2022). The innovative initiative, The
Race To Zero, collaborates with organisationss, athletes, and sports teams to measure
and reduce their carbon footprint, embodying Fleet-e's commitment to a more
sustainable future. Recognised as a finalist in the Sustainability Entrepreneur of the
Year category at the Great British Entrepreneur Awards, Fleet-e, led by founder Jarrad
Morris, continues to drive performance by actively contributing to the expansion of EV
charging infrastructure (Fleet-E, 2023).
The genesis of Fleet-e traces back to its founder's, Jarrad Morris, vision to
address the pressing challenges posed by climate change. As a response to the
imperative to reduce carbon emissions, Fleet-e emerged with a mission to provide
accessible and impactful solutions (Fleet-E, 2023). The company's commitment to

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sustainability and innovation is underscored by Jarrad Morris's recognition as a Rising
Star by Insider Media. The recent nomination as a finalist in the Great British
Entrepreneur Awards reflects Fleet-e's pivotal role in facilitating the transition to
sustainable transportation practices (Fleet-E, 2023). With an unwavering dedication to
shaping the future of transportation, Fleet-e stands poised to contribute significantly to a
greener and more responsible approach to mobility, influencing positive change one
electric mile at a time.
3.0 BUSINESS MODEL CANVAS
Fig 2: Business Model Canvas
CUSTOMER SEGMENTS
• Organisations Seeking
Climate Impact Reduction.
• Individuals And Businesses
Interested In Electrifying
Fleets
• Sports Teams And Athletes
CHANNELS
• Direct Sales
• Partnerships
VALUE PROPOSITIONS
• Comprehensive Climate
Impact Reduction
• The Race to Zero
REVENUE STREAMS
• End to end solutions
• Race to Zero Collaborations
CUSTOMER
RELATIONSHIPS
• Personal Assistance
• Community Engagement
COST STRUCTURE
• Technological Investments
• Marketing and Awareness
KEY PARTNERSHIPS
• EV Manufactures
• Sports Organisations
KEY RESOURCES
• Technological Expertise
• Strategic Partnerships
KEY ACTIVITIES
• Electrification of Fleets
• Infrastructure
Developments
• Race to Zero
implementation

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4.0 INTERNAL & EXTERNAL ANALYSIS OF FLEET-E
4.1 PORTERS FIVE FORCES
Fig 2: Porters Five Forces
Porter's Five Forces analysis is a strategic tool that helps assess the competitive
forces within an industry (Anastasiu et al., 2020). Let's apply this framework to Fleet-e:
Threat of New Entrants: Low Threat: The electric vehicle (EV) and sustainability sector
often requires significant capital investments in technology, infrastructure, and expertise
according to LaMonaca and Ryan (2022). Fleet-e's established presence, along with its
focus on end-to-end solutions and The Race To Zero initiative, creates barriers to entry.
Additionally, stringent environmental regulations may deter new entrants (Cao et al.,
2021).
Bargaining Power of Buyers: Moderate to High Power: Fleet-e serves both
organizations and individuals seeking climate impact reduction solutions (Fleet-E,
2023). The bargaining power of buyers may vary. Large organizations may have higher
bargaining power due to the volume of services they require. However, Fleet-e's
specialization and commitment to sustainability could mitigate some of this power.
PORTER
5
FORCES
Threats of
New Entrants
= LOW
Bargaining
Power of
Buyers =
MODERATE
TO HIGH
Bargaining
Power of
Suppliers =
MODERATE
Threat of
Substitute =
LOW
Intensity of
Competition =
MODERATE
TO HIGH

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Bargaining Power of Suppliers: Moderate Power: Suppliers in the EV sector, such as
technology providers and infrastructure developers, may hold moderate power
according to Colak and Irmak (2023). However, Fleet-e's strategic partnerships and
potential for collaboration with key suppliers could influence favorable terms. The overall
push for sustainability in the industry may also reduce the power of traditional suppliers
(Cao et al., 2021).
Threat of Substitute Products or Services: Low Threat: Fleet-e's comprehensive end-to-
end solutions and The Race To Zero initiative offer a unique combination of services,
reducing the threat of substitutes (Fleet-E, 2020) While there may be alternative
sustainability solutions (Metais et al., 2022), the specialized nature of Fleet-e's offerings
and its recognition in the industry strengthen its position.
Intensity of Competitive Rivalry: Moderate to High Intensity: The sustainability and EV
sector is witnessing increased competition as awareness grows. “The UK Electric
Vehicle Market size is estimated at GBP 483 billion in 2024, and is expected to reach
GBP 737 billion by 2029, growing at a CAGR of 9.74% during the forecast period (2024-
2029)” according to Mordor Intelligence (2024). Fleet-e faces competition from both
established players and new entrants. Differentiation through innovative initiatives, like
The Race To Zero, provides a competitive edge (Fleet-E, 2023). However, ongoing
efforts to lead EV charging infrastructure expansion in specific regions suggest a need
to stay ahead in a dynamic market.
Fleet-e operates in an industry with moderate to high competitive forces (Mordor
Intelligence, 2023). The company's focus on sustainability, recognition, and
comprehensive solutions helps mitigate some of these forces, but continued innovation
and strategic collaborations will be crucial to maintaining a competitive advantage.
Additionally, regulatory support and market trends favoring sustainability can further
enhance Fleet-e's position in the industry.

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4.2 SWOT ANALYSIS FOR FLEET-E
FIG 3: SWOT ANALYSIS OF FLEET-E
SWOT analysis is a useful framework for determing the internal and external
strengths and weakness of an organisaton (Puyt et al., 2023). A SWOT analysis can
help to analyses Fleet-E’s internal and external position in the industry.
Strengths:
Comprehensive Solutions: Fleet-e provides end-to-end solutions for climate impact
reduction, covering both the electrification of fleets and infrastructure provision for EVs.
This comprehensive approach strengthens its market position (Fleet-E, 2023)
Innovative Initiative - The Race To Zero: The Race To Zero demonstrates Fleet-e's
commitment to sustainability and sets it apart by engaging with organizations, athletes,
and sports teams to measure and reduce their carbon footprint (Fleet-E, 2023)
Recognition and Awards: The nomination as a finalist in the Sustainability Entrepreneur
of the Year category at the Great British Entrepreneur Awards and founder Jarrad
Morris's acknowledgment as a Rising Star contribute to Fleet-e's credibility and visibility
in the industry (Fleet-E, 2023).
STRENGTHS
Comprehensive Solutions
Innovation
Awards & Recognition
WEAKNESS
Regional Focus
Dependence on Environmental
Policies
OPPORTUNITIES
Global Expansion
Increasng EV Adoptions
Partnerships & Collaborations
THREATS
Competition
Technological Advancement
Economic Downturn
SWOT

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Weaknesses:
Regional Focus: Fleet-e's current focus on Wales and South West England, while
strategic, may limit immediate market reach (Chen et al., 2020). To address this,
expansion plans and efforts to lead EV charging infrastructure growth should be
carefully executed.
Dependence on Environmental Policies: The company's success is closely tied to
government policies promoting sustainability (Phan & Nguyen, 2021). Changes in these
policies or a lack of continued support could impact Fleet-e's growth and operations
(Rodrigues et al., 2021).
Opportunities:
Global Expansion: The global push for sustainability creates opportunities for Fleet-e to
expand its services beyond its current regional focus (LaMonaca & Ryan, 2022).
Strategic expansion into markets with a high demand for EV solutions could significantly
enhance its market presence (Muratori et al., 2020).
Increasing EV Adoption: The global trend towards electric vehicles presents a
substantial opportunity for Fleet-e (Murator et al., 2020) The company can capitalize on
the growing demand by offering its expertise in electrification and infrastructure
development.
Partnerships and Collaborations: Collaborating with key stakeholders, such as
technology providers and government bodies, can open doors for Fleet-e to access
resources, enhance its offerings, and contribute to shaping industry standards (Galan &
Zuniga-Vicente, 2023).
Threats:
Competitive Market: The sustainability and EV sector is experiencing increased
competition (Mordor Intelligence, 2023). To counter this threat, Fleet-e must
continuously innovate and differentiate its services to maintain a competitive edge.
Economic Downturn: Economic uncertainties may impact businesses' willingness to
invest in sustainability initiatives, affecting Fleet-e's revenue (Ahmed et al., 2021). A
proactive approach to demonstrating the long-term benefits of climate impact reduction
is essential.
Technological Advancements: Rapid technological advancements in the EV sector may
pose a threat if Fleet-e does not stay ahead (Dik et al., 2022). Staying abreast of
emerging technologies and incorporating them into its solutions is crucial.

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This SWOT analysis outlines Fleet-e's internal strengths and weaknesses, as well as
external opportunities and threats. Leveraging its strengths, addressing weaknesses,
and capitalizing on opportunities while mitigating threats will be key to sustaining and
enhancing Fleet-e's position in the dynamic sustainability and EV market.
4.3 STP FRAMEWORK
Fig 4: STP framework.
STP stands for Segmentation, Targeting, and Positioning, and it's a strategic
approach used by businesses to effectively market their products or services
(Khandelwal et al., 2020). Below is an STP framework for Fleet-
Segmentation: Fleet-e strategically segments its market to address distinct needs,
catering to organizations, individuals, and sports entities (Fleet-E, 2023). For
organizations, the segmentation is based on size, industry, and commitment to
sustainability, ensuring tailored solutions for comprehensive climate impact reduction
(Pardo-Bosch et al., 2021). Individuals and businesses are differentiated by fleet size,
usage patterns, and environmental consciousness, allowing Fleet-e to provide
personalized electrification solutions (Cao et al., 2021). Engaging with sports teams and
POSITIONING
TARGETING
SEGMENTATION

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athletes, with criteria such as environmental awareness and commitment to
sustainability, aligns seamlessly with The Race To Zero initiative (Glebova et al., 2023).
This strategic segmentation not only accommodates diverse market requirements but
also underscores Fleet-e's commitment to fostering sustainability across varied sectors,
contributing to a robust and impactful market presence.
Targeting: Fleet-e strategically directs its primary focus towards medium to large
organizations seeking comprehensive climate impact reduction solutions (Fleet-E, 2023)
This targeted approach aligns seamlessly with Fleet-e's expertise in delivering end-to-
end solutions, acknowledging the unique needs and complexities of larger enterprises.
By tailoring its services to this segment, Fleet-e positions itself as a key player in
facilitating substantial carbon footprint reductions within the organizational landscape.
Simultaneously, the secondary target markets, encompassing individuals, businesses,
sports teams, and athletes, broaden Fleet-e's reach to a diverse audience interested in
sustainable transportation (Cao et al., 2021) Leveraging its capabilities, Fleet-e extends
its impact beyond corporate entities, offering electrification solutions to smaller-scale
operations and individuals contributing to environmental sustainability. Engaging sports
teams and athletes not only resonates with The Race To Zero initiative but also
amplifies Fleet-e's influence by showcasing a commitment to sustainability across
various sectors (Glebova et al., 2023). This dual-tiered targeting strategy maximizes
Fleet-e's market penetration and reinforces its role as a comprehensive provider in the
evolving landscape of sustainable transportation solutions.
Positioning: Fleet-e's Unique Selling Proposition (USP) lies in positioning itself as a
leader, providing end-to-end solutions for climate impact reduction, a distinctive
approach covering both the electrification of fleets and infrastructure provision
(Abhilashi et al., 2023). This comprehensive offering addresses the needs of both
organizations and individuals, differentiating Fleet-e in the market. The Race To Zero
initiative serves as a pivotal differentiator, positioning Fleet-e as an innovative
collaborator within the sports industry (Glebavo et al., 2023). By actively engaging with
organisations, athletes, and sports teams to measure and reduce carbon footprints,
Fleet-e transcends traditional offerings, showcasing a commitment to sustainability. This

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dual-pronged strategy not only emphasizes Fleet-e's dedication to environmental
responsibility but also sets it apart from competitors. The emphasis on both
comprehensive solutions and innovative initiatives strengthens Fleet-e's market
position, reinforcing its role as a forward-thinking and all-encompassing partner in the
pursuit of sustainable transportation solutions.
This STP framework for Fleet-e aligns market segmentation, targeting, and
positioning to ensure a focused and effective approach in addressing the diverse needs
of its target audience while leveraging its unique strengths and offerings.
4.4 TRIPLE BOTTOM LINE

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Fig 5: Fleet – E Financial Performance
The Triple Bottom Line (TBL) is a framework that assesses an organization's
performance across three dimensions: economic, social, and environmental (Noguiera
et al., 2023). Let's analyze Fleet-e within this framework:
4.4.1 Performance
Profitability: Fleet-e's profitability is a key indicator of its economic performance. The
financial information for the year ended March 31, 2023, reveals positive aspects: Fleet-
e generates revenue from various sources, including the electrification of fleets,
infrastructure provision, and collaborations with organizations and sports teams. The
diversity in revenue streams reflects a strategic approach to sustainable solutions.
significant decrease in trade creditors from £11.865 million on March 31, 2022, to
£3.555 million on March 31, 2023, may indicate improved negotiation with suppliers,
positively impacting profit margins.
Financial Stability: A thorough assessment of Fleet-e's financial stability involves
examining balance sheets, cash flow, and overall financial health. The data offers
insights into certain financial aspects. The substantial increase in bank loans and
overdrafts from an unknown amount on March 31, 2022, to £11.207 million on March
31, 2023, suggests the company might be securing external funding for expansion or
innovation. While this indicates a potential source of financial stability, careful
management is crucial. The overall increase in the total amount owed to creditors from
£17.415 million on March 31, 2022, to £34.127 million on March 31, 2023, could pose
challenges. Effective cash flow management becomes pivotal to maintain financial
stability amid increased liabilities.
Economic Impact: Considering Fleet-e's economic impact on the regions it operates in
involves evaluating factors such as job creation, contributions to local economies, and
influence on the electric vehicle sector: Fleet-e's activities, especially in infrastructure
development and service provision, contribute to job creation albeit it has just two staffs
at the moment. The company's growth may positively impact employment in the
sustainable transportation sector, fostering economic development (Al-Emran, 2023).

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The economic impact extends to contributions to local economies. Through its
operations and collaborations, Fleet-e potentially stimulates economic activity in the
regions it serves. Fleet-e's commitment to electrification and sustainability not only
generates revenue but also contributes positively to the electric vehicle sector. This
influence is likely to encourage further developments and investments in sustainable
transportation.
Fleet-e's profitability, financial stability, and economic impact are multifaceted. While the
decrease in trade creditors and increase in bank loans signal strategic moves, careful
financial management is essential to navigate the evolving landscape and ensure
sustained positive contributions to the electric vehicle sector and local economies.
4.4.2 Social Performance
Job Creation: Fleet-e's activities, especially in infrastructure development and service
provision, contribute to job creation. The company's growth has a positive impact on
employment in the sustainable transportation sector.
Community Engagement: Fleet-e's involvement in local communities, including
awareness campaigns, educational initiatives, and partnerships that contribute to social
well-being are part of its community engagement to carry an important stakeholder –
consumer - along
Inclusivity: Fleet E’s initiatives, such as The Race To Zero, promote inclusivity by
engaging diverse stakeholders, including organizations, athletes, and sports teams.
4.4.3 Environmental Performance
Carbon Footprint Reduction: Fleet-e's effectiveness in reducing the carbon footprint
through its services, particularly in electrifying fleets and providing sustainable
infrastructure is paramount (Fleet-E, 2023)
Environmental Compliance: Fleet-‘E’s adherence to environmental regulations and
standards, showcases a commitment to responsible and sustainable business practices
(Fleet-E, 2023).

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Integration and Synergy: Evaluate how Fleet-e integrates economic, social, and
environmental considerations into its overall business strategy. Synergy between these
dimensions demonstrates a holistic and responsible approach to business.
Continuous Improvement: Assess Fleet-e's commitment to continuous improvement
across the triple bottom line. This involves tracking key performance indicators (KPIs)
related to economic, social, and environmental aspects and adapting strategies
accordingly.
Fleet-e's Triple Bottom Line analysis provides a comprehensive view of its
economic, social, and environmental impact. A positive performance across these
dimensions not only contributes to sustainable business practices but also enhances
the company's reputation and resilience in an increasingly socially and environmentally
conscious market.
5.0 CONCLUSION
The comprehensive analysis undertaken in this report illuminates Fleet-e's
strategic positioning and potential for sustainable growth in the evolving landscape of
sustainable transportation. Fleet-e's strengths in offering end-to-end solutions,
spearheaded by the electrification of fleets and The Race To Zero initiative, position it
as a leader in the industry. The company's recognition as a finalist in the Sustainability
Entrepreneur of the Year category highlights its impactful contributions, validating the
merit of its endeavors. The industry insights derived from Porter's Five Forces, SWOT
Analysis, and the STP Framework underscore both challenges and opportunities. Fleet-
e's commitment to continuous innovation, global expansion, and strategic collaborations
emerges as pivotal in navigating the competitive landscape. As the world increasingly
embraces electric vehicles and sustainable practices, Fleet-e is poised to capitalize on
the growing demand for comprehensive climate impact reduction solutions.
In terms of business potential, strategic recommendations include expanding
geographical reach, fostering key partnerships, and investing in technological
advancements. These initiatives align with the global push for sustainability and provide
avenues for increased market share and revenue growth. Leveraging the identified

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market segments and unique value propositions, Fleet-e is positioned to capture a
significant share of the market. The integration of innovative technologies, sustained
community engagement, and alignment with emerging sustainability trends further
solidify revenue projections.
Investments in technology, marketing, and strategic partnerships are essential for
maintaining and expanding Fleet-e's market presence. The return on investment is
anticipated not only in financial terms but also in terms of societal and environmental
impact. Fleet-e's commitment to the Triple Bottom Line ensures a holistic approach,
contributing positively to economic, social, and environmental dimensions. Fleet-e's
strategic development is not just a response to market demands but a catalyst for
positive change. With a focus on sustainable growth, innovation, and a commitment to
reducing carbon footprints, Fleet-e is poised to thrive in the flourishing landscape of
sustainable transportation.

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