Marketing Strategy for Solar Powered Skateboards

The assignment content discusses the concept of solar-powered skateboards as a sustainable solution for short-distance transportation. The report highlights the importance of marketing strategies and control measures to ensure the success of this innovative product. It is crucial to increase interest among potential customers by approaching colleges and universities, offering free trials or test rides, and selling the product through effective sales strategies. Additionally, financial controls and periodic audits are necessary to monitor the implementation process and make adjustments as needed. The report concludes that with a strong marketing plan and efficient control measures, the company can achieve its target of high sales for the solar-powered skateboards.

Running head: Strategic Marketing Management 1
Strategic Marketing Management
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Strategic Marketing Management 2
Contents
1. Introduction..............................................................................................................................2
2. SWOT analysis.........................................................................................................................3
3. Marketing Objectives and Target Segment..............................................................................4
3.1 Marketing Objective.........................................................................................................4
3.2 Target Segment.................................................................................................................4
4. Marketing strategy....................................................................................................................5
4.1 4 Ps of Marketing Mix......................................................................................................5
4.2 AIDA Model.....................................................................................................................6
5. Financials and controls.............................................................................................................7
6. One Year Plan..........................................................................................................................8
7. Conclusion................................................................................................................................8
8. Reflective statement...............................................................................................................10
9. List of References...................................................................................................................11

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1. Introduction
Since the last decade there has been identified a series of contradictory issues of social energy
and transportation. The problems such as traffic congestion and air pollution have come out as
the lingering issues in the daily lives of the individuals across the globe. Meanwhile, there has
been realised a rise in the power vehicles as a response to the adequate conditions and time and
appearing as a future tendency. The availability of the solar powered skateboards is a solution of
the short-distance transportation as well as an entertainment experience too for the individuals.
The paper will highlight several key concepts of the strategic marketing plan to be developed for
introducing the products in the markets of Singapore (Silverfishlongboarding, 2016).

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2. SWOT analysis
Strengths
Eco-friendly technology,
use of solar power
Foldable
Light weighted
First mover advantage
Easy to carry
High quality
warranty
Weaknesses
Large number of add-on’s
are required
Availability of trained
manpower for the purpose
of manufacturing
High initial cost
Expensive
Opportunities
Great foe short distance travellers
Attract people who prefer light
weighted and easy transportation
Source of entertainment
Growing market
Technology advancement
Strength- Opportunity
There are various
opportunities such as to
expand and continuous
technological advancement
which can be
accomplished and gain
profits from by supporting
them with first mover
advantage and offering
high quality to the
consumers (Paz, 2015)
Weaknesses-
Opportunity
There are weaknesses of te
product on which there is a
need to have focus upon to
eliminate the same and this
can be done with the
opportunities identified
such as lowering down the
cost by increasing the sales
in global markets
Threats
Highly expensive solar panels
Availability of cheap alternative
energy sources in the market
Increased competition in future
High risk as entry level product
Strength-Threat
There are few threats
which are need to sustain
and to overcome with the
identified strengths of the
product such as the threat
of influencing people to
buy a little expensive
product in comparison
with the cheap energy
sources by offering rich
and supreme quality
Weaknesses- Threat
To avoid the threats
identified, there is extreme
need to overcome the
weaknesses or reduce
them. The threat of
increased competition can
be sustained by offering
high quality products that
are developed by the
trained employees as well
as by having continuous
improvements in the
product (Stratford, 2016)

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3. Marketing Objectives and Target Segment
3.1 Marketing Objective
The key marketing objective of the product is to reduce the environmental pollution and
enhance the use of solar power products by the individuals so that there can long term
environment sustainability. It is also one of the most innovative and pioneering product
that can certainly help the societies to have sustainable living and the young people to
have a more entertain and fun transport and non-polluted transport experience with easy
accessibility. Therefore, the company want to launch the product in Singaporean market
so that there can be as greater market share and extended customer base (John, 2014).
3.2 Target Segment
There are various market segments for the product:
Demographic Segmentation
From the demographical segmentation, the key customers from the age factor will be the
people who are in a age bracket of 12 to 35 as these are the people who can operate and
take effective use the solar powered skateboards. From the occupation point of view, the
key users will be the youngsters who have to manage their daily work as well as have to
visit their institutes and colleges rather than the one who are working in corporate sectors
(West, Ford and Ibrahim, 2015).
Behavioural Segmentation
From the behavioural segmentation, the key customers will be the one who value money
as they do not want to spend money on other transportation sources and have to save that
money by taking sue of the solar power products. Another behavioural aspect is that the
people who liked entertainment and fun will also prefer such transportation source as it is
eco-friendly, entertaining and pocket-friendly.
Geographic Segmentation
From the geographical segmentation, the key customers will be both from the rural as
well as the urban because there are transportation issues at both the regions. It is
beneficial and for the people of rural areas who want an easy and affordable
transportation. From the urban perspective, there are youngsters who want such gadgets

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that can help them travel fast at small distances for their daily work and thus they can be
the potential customers (Baker, 2014).
Psychographic Segmentation
From the psychographic segmentation, the key customers will be the one who prefer
buying those products which are eco-friendly and support in environmental sustainability
rather than the one that cause pollution and other negative impacts upon the environment.
Thus, the potential customers from the psychographic segmentation basis are the one
who have such characteristics or specific attitudes
From these four different segments, the target segment is the demographic segmentation
as they are the most potential and extended segment which have those potential buyers
who are more likely to be attracted from the products and can be influenced to purchase.
The reason for selecting this particular segment is that the key target customers are
youngsters only as well as the college going students. Thus, this is the targeted segment
for the product (McDonald and Wilson, 2016).
4. Marketing strategy
4.1 4 Ps of Marketing Mix
Product
The product is the Solar Power Skateboards which are highly eco-friendly and energetic
transportation with high level of environmental sustainability and responsibility which
are best for short-distance transport and offers the users an exceptional experience of
entertainment. There can be easy use of these skateboards to visit schools, high streets or
any other short distance places. The product only takes a total of 4 hours for complete
charging of the battery through the solar power. The best feature of the product is
“Charging while riding” which means that the users can effectively charge the
skateboards while they are using it, so there is no risk of battery loss (electric-skateboard,
2017).
Price
The price of the solar powered skateboards ranged from $80 to $120 varying as per the
features, designs and functioning. The product is available at an affordable price so that

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the middle class as well as lower middle class people, youths and youngsters can easily
purchase them for their daily use. the prices are quoted from the perspective that it is just
one time investment and in future the consumers have no future expense in respect with
charging or battery for taking sue of these skateboards (Silverfishlongboarding, 2016).
Place
The place selected for the launch of the product is Singapore as it is one of the best
places to market the solar powered skateboards. The skateboards will be available at
various regions in Singapore at the retail stores. One of the key reasons behind selecting
Singapore is that there are number of colleges, universities and high percentage of
youngsters that can efficiently take use of this product for their daily purpose. As well as
the markets of Singapore are also dynamic and have an acceptance to new and innovative
products. Thus, various regions of Singapore are the target places for the product
(Eastman, et al., 2015).
Promotion
For the promotion of the product, the company will take use of several promotional tools
and strategies such as firstly the social media tools which can help in enhancing the
presence of the products on various social media platforms so that people can be attracted
and mainly the youth. Secondly there will be posters and campaigns in the various
universities and colleges to fetch the attention of the students. Another promotional ways
are advertisements in newspapers and on television so that maximum number of masses
can be the potential customers of the product. Other promotional techniques which can
also be used is giving discount on initial 100 purchases, discount coupons on purchase of
one skateboard which can be used at the time of purchasing second skateboards. Thus, all
these promotional tools will be use to have huge promotion and marketing of the product
(Agnihotri, et al., 2016).
4.2 AIDA Model
Attention
To fetch the attention of the potential buyers, the company must provide additional offers
and discounts so that these strategise can facilitate the individuals to purchase the
products and attain benefits of ‘first come, first serve’ (Hollensen, 2015).
Interest

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For evoking the interest of the potential customers, the company must approach the
various colleges and the universities as at such places there are high chances of attaining
the interest of potential buyers (Mohr, Sengupta and Slater, 2009).
Desire
To increase ten desire of the potential customers, they smut be offered free trial or test
ride of the solar powered skateboards so that they can decide whether they have to buy or
not and can also judge the efficiency of tea product.
Action
The final step or action is to sell the product to the potential customers and make them
understand the way these skateboards are used, charge and explaining other benefits of
these skateboards to them (Aanesen, Heck and Pinner, 2012).
5. Financials and controls
Financials
There will be a need of initially a huge capital amount to manage all the activities and
functioning of the solar powered plant. There are several activities such as setting up of stores,
recruiting people to manage operations and sales, raw materials, marketing activities, etc.
therefore, there will be requiring huge capital for managing these activities.
Control on Implementation

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To have an effective controlling on the execution and implementation process, there is a need
that all the process and steps must have a proper check and evaluation. For the control process,
there is a need to have a periodic audit of the marketing strategies and the manufacturing and
sales of the product so that actual data and variance can be analysed. Secondly there is also a
need of monitoring the prices of the product and there must be effective consideration of other
factors too such as cost of production, demand of the product, etc, so that the price can be adjust
accordingly. The other controls on implementation include evaluating the placement of the
product, customers’ accessibility and need of repositioning of the product (Nidumolu, Prahalad
and Rangaswami, 2009).
6. One Year Plan
Timeline Oct, 17 Nov, 17 Dec, 17 Jan-Feb,18 Mar-Apr,18 May-June,18 July-Aug,18 Sep,2018
Activities
Market Research
Overall architecture
Project Planning
Detail Design
Marketing activities
Recruitments
Milestone 1: Acquiring sales
Promotional activities
Diversifying product portfolio
Milestone 2: Increased Sales
7. Conclusion
In such a dynamic and disturbing environment, there is an essential need to have increased
number of environment sustainable and eco-friendly products rather than manufacturing those
products that affects the sustainability of the environment in a negative manner. From this report,
kit can be concluded that the solar powered skateboard is one of the most innovative products to
solve the issues of short distance transportation as well as air pollution related issues. It is
analysed atht the product can have a better future and business sustainability in the markets of
Singapore as the Singaporean markets are vibrant and good for businesses and new ventures.
Thus, it can be concluded that with efficient marketing mix and a strong and strategic marketing

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plan, there can be fetched highs ales for the newly launched solar power skateboards as well as
with effective control on implementations, the company can achieved its target in a rapid manner
with potential outcomes.

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8. Reflective statement
Being a student, there are number of time when I also face the short distance transport issues
because of unavailability of vehicles, mechanical problems or any other barricades. In my
opinion, the present youth has a vast demand for such solar powered skateboards as they are
reasonable, eco-friendly and easy to use. I am also interested in buying such product which can
resolve my daily issues and help me in managing my routine operations in a more structured and
easy way. From the SWOT analysis and the marketing plan of the product, I can say that the
product has numerous strengths which are its potentials for fetching the attention of the potential
customers. As well as Singapore is a nation of opportunities, thus, the place chosen and the
strategies used for marketing the product are also efficient. Thus, I will also make my friends
understand the importance of taking use of these solar powered skateboards in our personal lives
as well as from environmental perspective so that they can also purchase them and support the
development of a sustainable environment.

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9. List of References
Aanesen, K., Heck, S. and Pinner, D., 2012. Solar power: Darkest before dawn. McKinsey &
Company, 4.
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Eastman, J.K., Eastman, K.L., Gleim, M.R., Lawson, S.J., Robinson, S.G., Huang, L.,
Moore, R.L., Moore, M.L., Shanahan, K.J., Horky, A. and Mack, B., 2015. Marketing
management.
electric-skateboard, 2017. Solar Powered eboard concept- charging the battery while you
ride (DONE BUILDING!). Accessed on: 20th September, 2017. Accessed from:
http://www.electric-skateboard.builders/t/solar-powered-eboard-concept-charging-the-
battery-while-you-ride-done-building/196
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
John, B.A., 2014. Optimisation of an electric powered air-gliding skateboard.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit
from them. John Wiley & Sons.
Mohr, J.J., Sengupta, S. and Slater, S.F., 2009. Marketing of high-technology products and
innovations. Pearson Prentice Hall.
Nidumolu, R., Prahalad, C.K. and Rangaswami, M.R., 2009. Why sustainability is now the
key driver of innovation. Harvard business review, 87(9), pp.56-64.
Paz, E.B., 2015. Delivery of affordable alternative energy resources today and tomorrow:
facing up to the fossil fuel problem.

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Silverfishlongboarding, 2016. World's 1st Solar Electric Skateboard Pre-sale on KickStarter.
Accessed on: 20th September, 2017. Accessed from:
https://www.silverfishlongboarding.com/forum/general-longboarding/418192-worlds-1st-
solar-electric-skateboard-pre-sale-kickstarter.html
Stratford, E., 2016. Skateboarding as Social and Environmental Praxis: Navigating a
Sustainable Future. Geographies of Global Issues: Change and Threat, pp.1-21.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.