Strategic Development of Fleet-e: Sustainable Transportation Solutions

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