Clients and Markets Analysis Report: ACE EV Group - Semester 2

This report provides a comprehensive analysis of clients and markets, focusing on the ACE EV Group. It explores segmentation and targeting strategies for both Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. The report examines various segmentation factors, including demographics, psychographics, geographic location, and behavior, to understand customer needs and preferences. It also delves into value-based, needs-based, and priori segmentation approaches for B2B clients. Furthermore, the report identifies the target segments for ACE EV Group, considering factors like value for money and environmental concerns. It analyzes buyer behavior models to understand consumer decision-making processes. The conclusion emphasizes the importance of positioning and understanding customer behavior in the competitive automobile industry. The report provides a detailed overview of the marketing strategies and challenges faced by ACE EV Group in the electric vehicle market.

Running head: CLIENTS AND MARKETS ANALYSIS
CLIENTS AND MARKETS ANALYSIS
Name of the Student
Name of the University
Author Note

1CLIENTS AND MARKETS ANALYSIS
Table of Contents
Introduction – Segmentation and targeting....................................................................2
Evaluation of the segment..............................................................................................3
B2C............................................................................................................................3
B2B............................................................................................................................5
B2C target segment........................................................................................................6
B2B target segment........................................................................................................7
Conclusion - Positioning and behaviour of customers...................................................8
References....................................................................................................................10

2CLIENTS AND MARKETS ANALYSIS
Introduction – Segmentation and targeting
As discussed by Thoeni, Marshall and Campbell (2016), segmentation process is
mainly based on the ways by which an organization is able to identify the niches who have
specific demands and needs. The segments are based on groups of people who have similar
types of demands. The different factors that are related to the division of segments in the
market include, demographics, psychographics, lifestyle, beliefs and values, life stages,
geography, behaviour and benefits. The process of targeting in the next that is taken by the
organizations in order to fulfil demands of the different customer groups (Kolhede and
Gomez-Arias 2017).
According to Kubacki, Dietrich and Rundle-Thiele (2017), targeting is also based on
different factors that include, size of the criteria, difference, money, accessibility and focus
on the various benefits. The entire process of segmentation and targeting is considered to be
highly customer oriented in nature as the segments are totally based on choice and demands
of the consumers. The customer oriented segmentation, targeting and positioning is based on
the division of groups with respect to the choice of the products by customers, their behaviour
and lifestyle. The products that are to be purchased by the customers are also affected by the
position of the organizations both in case of B2B and B2C markets (Schlegelmilch 2016).
The automobile based industry has faced a transition in the recent times that is quite
unique in nature and ACE EV Group is considered to be the flag bearer of the new and
innovative future that is developed by the organization in Australia. The organization has
planned to launch a major range of electric cars that can be used for commercial purposes
(Ace-ev.com.au 2019). The different vehicles that have been planned by the organization
include, The ACE Yewt, ACE Urban, The ACE Cargo. The advanced technologies that have
been implemented by the organization for specialised local production are able to provide a

3CLIENTS AND MARKETS ANALYSIS
major contribution to the highly competitive automobile industry. The shift that has recently
taken place in the automobile industry related to the usage of electric vehicles is considered
to be a major factor that has led to the development of Electric Vehicles (Ace-ev.com.au
2019).
Evaluation of the segment
B2C
The market that has been targeted by the products of ACE YEWT is based on the
group of people who prefer environment friendly cars. The electric cars that are being
developed by the organization can fulfil the needs of these types of customers. The B2C
customers of the organization will be segmented into different groups with the help of the
following segmentation based factors (Andaleeb 2016).
The process of B2C segmentation is considered to be different in comparison to that
of the B2B customers. The various processes that are used in this case include,
Demographic segmentation – This is considered to be the B2C version related to the
process of firmographics. Demographic segmentation is helpful for ACE YEWT for dividing
the customers in the organization with respect to their gender, age, education, occupation,
religion, marital status and income (Gengler and Mulvey 2017). This process is used by the
company in order to categorise the macro group of customers who have similar types of
demands and needs.
Geographic segmentation – This process is used to divide the customers with respect
to the geographic location. This mainly allows the organizations to focus its services and
products on specific geographic locations. The small sized companies are able to save their
marketing spends with the help of this segmentation process (GREEN and WARREN 2019).

4CLIENTS AND MARKETS ANALYSIS
This is implemented by ACE YEWT in order to divide the customer groups in different
geographical regions of the world. This segmentation process is also based on the proper
division of the customers into macro segments (Barton 2015).
Behavioural segmentation – This approach is used for the ways by which customers
can be segmented with respect to their attitudes towards different products and services. The
different factors that have an impact on the segmentation process include, awareness, loyalty
towards a brand, social media based interaction, purchase patterns (Klein 2016). The
behaviour of individual customers of ACE YEWT are able to affect the ways by which
different products of the company can be offered to them. The behaviour of customers can be
analysed in order to divide the group of customers into micro segments.
Psychographic segmentation – This is considered to be a less quantifiable approach
based on proper segmentation. The factors that are considered in this approach mainly
include, value, social class and lifestyle (Kolhede and Gomez-Arias 2017). The social class of
the consumers will play a major role in deciding the purchase of cars that are being developed
by ACE YEWT as they are mainly perceived to be targeted towards upper class customers.
This method will be able to develop the micro segments of customers of ACE YEWT. The
class of people will be able to help the company to decide the target segment in an effective
manner (Dibb 2017).
ACE Group has aimed at introducing the first Australian electric car in third quarter
of the year 2019. Two of the major models of the organization are in pipeline and will be
introduced in the market within a short period of time. The company targets its products to
the consumers who are a part of the urban environments (Choi and Kim 2015). The vehicles
are mainly designed for different jobs that include, physiology labs and small trades. The
Cargo vehicles of ACE-EV are targeted towards the ways by which customer needs can be

5CLIENTS AND MARKETS ANALYSIS
suited with the help of its wide variety of products (Kubacki, Dietrich and Rundle-Thiele
2017).
B2B
. The customers of ACE YEWT Group are not only based on the individual customer
groups, different small and big organizations are also major consumers of the organization.
The organization has targeted these consumers with the help of its electric cars in order to
provide support in the transportation based operations. The cars of ACE YEWT can be used
by the organization in order to fulfil their needs in an effective manner (Kubacki, Dietrich
and Rundle-Thiele 2017). The customers of B2B however need to be divided into different
segments with the help of different segmentation based processes that have been discussed
further,
Value based segmentation – This is able to divide the customers with respect to the
economic value that is provided to the customers. This is used by ACE-YEWT in order to
divide the groups of consumers based on the size of their business. The value based
segmentation of B2B customers will be related to the macro segments (Kolhede and Gomez-
Arias 2017).
Needs based segmentation – This approach is related to segmentation of customer
groups based on the needs related to services and products (French 2017). This can be
implemented by ACE YEWT in order to divide the segments base on their specific needs.
The needs based segmentation process is mainly based on the development of micro
segments of B2B customers of the organization (Andaleeb 2016).
Priori segmentation – This approach is based on the information related to consumers
that is available on the website or through any other publicly available source as well. ACE
YEWT can use this process of segmentation in order to analyse the customers based on

6CLIENTS AND MARKETS ANALYSIS
information that is available about them. This will play a major role in understanding their
demands and needs and dividing the group into micro customer segments (Schlegelmilch
2016).
As opined by Ohmae (2016), the needs of a particular business organization are also
fulfilled effectively by the products that are developed by ACE EV. The organization has
provided major levels of attention to the ways by which a fleet can be developed in order to
consider the demands of different business organizations. The development of a huge fleet of
cargo vehicles will be able to play a key role in providing effective services to the customers
of ACE YEWT. The company will be successful in fulfilling the needs of the different B2B
customer segments with the help of the fleet of cars that are manufactured.
According to Schlegelmilch (2016), psychographic segmentation can be implemented
in order to consider the social class of employees in an effective manner. The consumer
markets are considered to be important factors that are considered in order to maintain
provide the vehicles to organizations that require the services. The macro segment of B2B
customers that can be targeted by ACE EV Group is based on different small and large sized
organizations in order to support the organizational processes. The micro segment of B2B
customers of ACE EV Group is related to the ways by which the small business owners can
be targeted by the electric cargo vehicles.
B2C target segment
The global automobile organizations have targeted their products towards affluent or
environmentally concerned buyers. However, the niche target segment that can be targeted by
ACE EV Group include, those people who expect value for money that is spent for the
purchase of these cars. The development of valuable products is major challenge for a new
organization like ACE Group. The production has been recently developed in Australia in

7CLIENTS AND MARKETS ANALYSIS
order to fulfil needs of the local consumers (Sheth 2018). The marketing related team of the
organization needs to focus on the ways by which the customers belonging to different
groups can be communicated about the different advantages that are offered by the product.
The niche market segments of the organization can have a major impact on the ways by
which ACE-EV can maintain its position in the highly competitive automobile industry
(Thoeni, Marshall and Campbell 2016).
The main reason behind the selection of this target market is related to the needs that
need to be fulfilled in order to increase the levels of awareness related to the new cargo
vehicles that have been developed by the ACE YEWT Group. The electric cargo vehicles
will be able to fulfil the demands and needs of the consumers in an eco-friendly manner. This
will also be able to play a key part in the methods by which the consumers can fulfil their
personal needs with low impact on the environment (Thoeni, Marshall and Campbell 2016).
The generic theory of buyer behaviour can be implemented by the ACE YEWT
Group in an effective manner in order to analyse the decision making process of the buyers of
the company. The prices of products or cars can play a major role in the decisions that are
made by the consumers or niche target segment of the organization (Venter, Wright and Dibb
2015). The niche target segment of ACE YEWT can thereby be targeted effectively by the
development of proper messages that are provided to them related to the products. The
company aims at targeting different segments of consumers by their cars. This is considered
to be an effective step in order to develop its position in the industry. The organization will be
able to provide its products to a large of group of consumers. This factor will be able to play a
major role in increasing the revenues of ACE YEWT in the electric car based industry
(Kubacki, Dietrich and Rundle-Thiele 2017).

8CLIENTS AND MARKETS ANALYSIS
B2B target segment
The B2B target segment of ACE-EV Group is based on the small or large sized
business organizations who wish to use the cars in order to move their products from one
place to another in an efficient manner. The costs based on transferring cargo between the
two areas is considered to be an important factor that has to be considered in order to develop
the operations of an organization like ACE Group. The manufacture process is based on the
speed of cargo transfer with the help of the vehicles that are offered by ACE-EV Group. The
decision making process is considered to be an significant factor that is able to influence the
B2B consumer group targeted by ACE-EV Group (Wirtz and Lovelock 2017).
The niche target segment of ACE-EV Group is mainly based on the owners of the
small business organizations that require the cargo based vehicles in order to transfer the
goods from one place to another. The vehicles of the organization will be able to provide
major support to fulfil the transportation based needs of the small and large business owners
in the United Kingdom. The small business organizations will be able to use the cars due to
the low costs based on manufacturing and low prices as well (Yung 2018). The strategic
orientation of the organization is also based on the ways by which the cargo based vehicle
can be used for fulfilling the needs of small business organizations along with the large
companies as well. The decisions that are to be made by the B2B consumers are based on the
seven stages that include, identification of the decision, gathering appropriate evidence,
identification of the substitutes, evaluating the proof, choosing among the substitutes, taking
action and revising the decision (Venter, Wright and Dibb 2015).
As discussed by Thoeni, Marshall and Campbell (2016), the behaviour of B2B
customers can be analysed with the help of implementation of proper theories. Collaboration
is considered to be an significant aspect that is able to influence the relationships that have
been developed between the customers and management of ACE-EV. The Co-creation of

9CLIENTS AND MARKETS ANALYSIS
products is also implemented in order to develop the products based on demands and needs of
the B2B consumers. The marketing based process that can be implemented by the company
needs to be highly adaptive and agile in nature. This will be able to play a major part in the
methods by which the organization can understand the needs of buyers and deliver the
messages in an effective manner (Venter, Wright and Dibb 2015). The B2B customers are
considered to be an important part of the customer base that has can be formed by ACE-
YEWT in the automobile based industry.
Conclusion - Positioning and behaviour of customers
As opined by Kubacki, Dietrich and Rundle-Thiele (2017), the positioning stage of
the Segmentation, Targeting and Positioning or STP process is considered to be highly
important for the ways by which an organization can develop its image in the industry. The
positioning of an organization in the industry is totally based on the ways by which its image
is developed (Kubacki, Dietrich and Rundle-Thiele 2017). ACE-EV Group also needs to be
develop its place in the industry with the help of its cost effective strategies that are able to
provide key levels of support to the small organizations (Kolhede and Gomez-Arias 2017).
ACE-EV needs to position itself in the electric car vehicle based market as a manufacturer of
cargo based vehicles that will be targeted towards a large customer base that includes the
high end and economy based customers as well. This will be helpful for the company to gain
a huge customer base that will be able to increase the levels of revenue and profitability in the
competitive automobile based industry (Gengler and Mulvey 2017).

10CLIENTS AND MARKETS ANALYSIS
References
Ace-ev.com.au 2019. ACE EV Group Electric Vehicles. [online] ACE-EV Group. Available
at: https://www.ace-ev.com.au/ [Accessed 31 Mar. 2019].
Andaleeb, S.S., 2016. Market Segmentation, Targeting, and Positioning. In Strategic
Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-207).
Emerald Group Publishing Limited.
Barton, L., 2015. Active Positioning: The Importance of Relevancy. Journal of Marketing
Perspectives Volume I, p.48.
Choi, C.S. and Kim, K.H., 2015, June. Marketing management in social network platforms:
segmentation, targeting, and positioning. In 2015 Global Fashion Management Conference
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Marketing (pp. 41-59). Springer, Singapore.
French, J., 2017. The importance of segmentation in social marketing strategy.
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Gengler, C.E. and Mulvey, M.S., 2017. Planning pre-launch positioning: Segmentation via
willingness-to-pay and means-end brand differentiators. Journal of Brand
Management, 24(3), pp.230-249.
GREEN, M.C.K. and WARREN, J., 2019. GLOBAL MARKETING. Pearson.
Klein, T.A., 2016. Exploring the ethical and societal implications of market segmentation and
targeting: Macromarketing and distributive justice perspectives. Social Business, 6(2),
pp.109-124.

11CLIENTS AND MARKETS ANALYSIS
Kolhede, E. and Gomez-Arias, J.T., 2017. Distinctions between frequent performing arts
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Management, 20(1), p.31.
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