Introduction to Marketing: STP Analysis and Strategy for Evo Car Share

This report provides a comprehensive analysis of the marketing strategies employed by Evo Car Share Company. It begins with an introduction to the company and its services, followed by a detailed examination of its segmentation approach, targeting strategies, and positioning within the market. The report explores various segmentation bases, including demographic, psychographic, geographic, and behavioral factors, to understand how Evo Car Share identifies and caters to its target customers, primarily millennials and high-income individuals. Furthermore, it delves into the company's strategic analysis, evaluating its product offerings, pricing strategies (premium pricing), distribution channels (place), and promotional activities. The report also references academic sources to support its claims and provide a well-rounded perspective on Evo Car Share's marketing efforts.

Running head: INTRODUCTION TO MARKETING
Introduction to marketing

INTRODUCTION TO MARKETING 2
Table of Contents
Introduction.................................................................................................................................................3
Part A: Segmentation...................................................................................................................................3
Part B: Targeting.........................................................................................................................................4
Part C: Positioning.......................................................................................................................................4
Part D: Strategy analysis..............................................................................................................................5
Product...................................................................................................................................................5
Price........................................................................................................................................................5
Place........................................................................................................................................................6
Promotion...............................................................................................................................................6
References...................................................................................................................................................8

INTRODUCTION TO MARKETING 3
Introduction
Evo car Share Company is located in the Greater Vancouver area that is developed through the
British Columbia Automobile Association. This company provides completely Toyota Prius
Hybrid vehicles that have roof-top bike racks as well as features one-way point-to-point rentals.
Along with this, users are charged through minutes with available daily and hourly rates (Lutz
and Newlands 2018, 190). This report presents the segmentation, targeting, positioning, and
strategic analysis.
Part A: Segmentation
According to demographic factor, Evo car Share Company is mainly focused on millennial
customers because these customers highly use a rental car for business and leisure time. Along
with this, Evo car Share Company highly emphasizes on customers with high income. Because,
it provides premium services hence it is only afforded by higher income group of people
(Lawson et al. 2016, 2620).
Psychographic Segmentation
Under this segmentation, Evo car Share Company targets the consumer as per the customer
lifestyle and their attitudes towards products. By using this, the company sets the price to
persuade customer behavior towards its products and encourages them to make a positive
decision. Consequently, it is supportive for increasing the sales of the company (Thomas and
Housden 2017).
Geographic Segmentation
Evo car Share Company segments their market through involving different components such as
the national and regional market for catching the attention of the bulk of customers towards

INTRODUCTION TO MARKETING 4
products as well as, arriving at the valid conclusion. It also segments the urban areas due to using
premium pricing strategies (Sawhney 2017, 28).
Behavioral Segmentation
The behavioral approach can be beneficial for attaining the task of a company. Evo car Share
Company can segment the consumer on the basis of usage-based and benefits sought. In this
way, the Evo car Share Company can provide the vouchers and passes to those who highly use
its product. It aids to make long-term liaison with these customers and these customers can also
share their positive experience with others. It can also provide different benefits to customers
such as comfortable seat, avoid delay to reach a destination, and car quality. It would aid to
attract those customers who sought benefits in products (Al-Weshah 2018, 25).
Part B: Targeting
Evo car Share Company targets the customers as per the above segmentation like demographic,
psychographic, behavioral and geographical. Company targets urban customers to deliver the
services because of premium pricing. Since, these customers are selected by the company
because rural customers cannot afford their services. Along with this, the company targets
millennial customers as these customers emphasize on business and leisure times (Belz 2017,
128).
Evo car Share Company provides different benefits to customers such as car quality and pricing
as it would lead to retaining the consumers at longer-term. According to psychographic factor,
Evo car Share Company targets the consumers who provide their preference to comfort and
quality (Lutz and Newlands 2018, 189).
Part C: Positioning

INTRODUCTION TO MARKETING 5
Evo car Share Company concentrates on those customers who focus on the added value of
products and services. It creates positioning in the mind of the customer by using effective brand
positioning statement. For example, with Evo, customers find a car, unlock it and hit on the road.
There is also no need for returning the car at the same spot, simply leave Evo car in any
authorized parking space within the home zone (Ghods 2019, 39).
It is assessed that there are some components that are offered by the company for influencing the
bulk of customers such as comfortable seats, modern technology, as well as, prompt services.
Moreover, the company considers innovative techniques for attaining the meet the needs and
requirements of customers. It is stated that the company provides training to employees to deal
with the customers (Arsova and Temjanovski 2019, 32).
It is supportive for developing a positive image between consumers by improving the extent of
services and delivering the added value to end consumers. It is also significant for directing the
consumers for paying hike rate to get a comfortable rental car. It is stated that there are some
elements that can be entailed as a research technique for attaining the goal of the company (Pyo
2015, 269).
Part D: Strategy analysis
Product
Evo car Share Company offers unique features in their services as well as, differentiates products
compared to competitors. This company provides a higher range of services to customers that aid
to enhance the customer satisfaction level. These services are easily accessible, can be parked in
the home zone, and no need for returning the car at the same spot (Kasjan and Katranzhy 2018,
136).
Price

INTRODUCTION TO MARKETING 6
Evo car Share Company uses premium pricing strategy through which, it would decide for
delivering their services at a higher rate rather than other rental company. It also offers the
voucher and passes service to the potential customers such as $30 vouchers after completing 50
rides. It can also provide a pass to their consumers that would be beneficial for retaining the
customers who want to switch to another (Zia and Kumar 2016, 5).
Place
The place is another marketing strategy for Evo car Share Company in order to efficiently deal
with the business as well as, direct to obtain a reliable result. This company is highly emphasized
in the region for delivering their facilities. It also emphasizes on entailing characteristics
according to the culture of the region as well as, creating a long-term association to customers. It
directs for influencing new customers as well as, retaining the current customers (Lutz and
Newlands 2018, 188).
It is also supportive for obtaining higher competitive advantageous. Moreover, it is significant
for transforming customer behavior with respect to the rental car of Evo car Share Company. It is
assessed that the company provides high qualities service together with, as per the customer’s
needs as it is supportive for obtaining positive outcomes (Falát and Holubčík 2017, 151).
Promotion
Promotion is a significant marketing strategy that favorably affects customer behavior with
respect to purchasing the products and services. Along with this, Evo car Share Company uses
the innovative technique for promoting the rental car services together with, retaining their
consumers. Evo car Share Company can provide the loyalty scheme to customers such as pass
discount (Arsova and Temjanovski 2019, 30).

INTRODUCTION TO MARKETING 7
Moreover, it is stated that Evo car Share Company uses social media for promoting their
products and services as it aids in influencing bulk of customers due to direct meet with them. It
is also used to assess the experience and requirements of customers with respect to Evo car Share
Company (Sawhney 2017, 15). There are different platform for using social media platforms
such as Google, Twitter, Facebook, and YouTube. It also uses newsletter and magazines for
spreading awareness regarding the products and services. As a result, it is beneficial for
persuading the bulk of customers regarding buying decision (Ghods 2019, 39).

INTRODUCTION TO MARKETING 8
References
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qualitative evidence." International Journal of Online Marketing (IJOM) 8 (1): 21-36.
Arsova, Monika, and Riste Temjanovski. 2019. "Strategy for market segmentation and
differentiation: contemporary marketing practice." Journal of Economics 4 (1): 27-35.
Belz, Frank-Martin. 2017. "Marketing in the age of sustainable development." In System
Innovation for Sustainability 1, pp. 126-146. Routledge.
Falát, Lukáš, and Martin Holubčík. 2017. "The Influence Of Marketing Communication On
Financial Situation Of The Company – A Case From Automobile Industry". Procedia
Engineering 192: 148-153. doi:10.1016/j.proeng.2017.06.026.
Ghods, Mohammad Asgari. 2019. "Entrepreneurial marketing: the missing link in social
enterprise studies." Journal of Global Entrepreneurship Research 9 (1): 39.
Kasjan, S. Ja., and G. V. Katranzhy. 2018. "Formation Of Marketing Strategies Of Automobile
Construction Enterprises At The Launch Of New Products On The Target
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Lawson, Stephanie J., Mark R. Gleim, Rebeca Perren, and Jiyoung Hwang. 2016. "Freedom
from ownership: An exploration of access-based consumption." Journal of Business
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Lutz, Christoph, and Gemma Newlands. 2018. "Consumer segmentation within the sharing
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Pyo, Sungsoo. 2015. "Integrating Tourist Market Segmentation, Targeting, And Positioning
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doi:10.1007/s40558-015-0029-9.

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Sawhney, Mohanbir. 2017. "Motorola Wireless Data Group: The Envoy." Kellogg School of
Management Cases: 1-31.
Thomas, Brian, and Matthew Housden. 2017. Direct and Digital marketing in practice.
Bloomsbury Publishing.
Zia, Mohammad, and Nanda S. Kumar. 2016. "A Three Dimensional Vertical Differentiation
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