Fleet-e's Business Development: Strategic Analysis and Growth Plan

This report provides a strategic analysis of Fleet-e, a Cardiff-based company focused on sustainable transportation solutions and climate impact reduction. The report details Fleet-e's business model, including its EV fleet electrification services and the Race To Zero initiative. Using Porter's Five Forces, SWOT, STP, and Triple Bottom Line frameworks, the analysis identifies Fleet-e's strengths, weaknesses, opportunities, and threats. Key strengths include comprehensive solutions and innovative initiatives, while regional focus is noted as a potential weakness. Opportunities for global expansion and strategic collaborations are highlighted. The report concludes with strategic recommendations for continuous innovation, regional expansion, and partnership development, positioning Fleet-e for sustained growth and influence in the sustainable transportation sector.

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