RItesh Sidana MBA08251

MARKETING MANAGEMENT - II Vaishnavi Rathi MBA08215

PROJECT - CARS AND UV Abhishek Singh MBA08253
GROUP - D4 Vartika Khandelwal
MBA08219

Sreejan Sankrit MBA08200

Vardaan Mathur
Launch of new series of electric cars MBA08218
Nidhi Singh MBA08237
PHEV
 PESTEL analysis of EV industry in 2022 w.r.t. 2014

P E S T E L
POLITICAL ECONOMICAL SOCIOLOGICAL TECHNOLOGICAL ENVIRONMENTAL LEGAL

SUBSIDY CHEAPER LI-ION COST SHORTAGE OF PARIS ENVIRONMENTAL

E-AMRIT BATTERIES AWARENESS SEMICONDUCTOR AGREEMENT REGULATIONS
BUDGET PRICE START UP ECO IOT CARBON PASSENGER
2022 FLUCTUATION SYSTEM IMPROVED FOOTPRINT SAFETY
(PETROL/DIESEL SECONDARY FEATURES CLIMATE HIGH IMPORT
) MARKET CHANGE TARRIF
FINANCING
OPTIONS
 MARKET INFORMATION WE SEEK

1 2 3
Factors people why are people Potential
consider before not purchasing market
purchasing a EV? competition
car
 Factors people consider before purchasing a car

What do we want?: What importance do people give certain elements

while making a car purchase?
Way to collect the data: Conduct survey using

Likert scale variables Mileage(fuel expense)

Details about the method: Design and features
IOT

A quantitative survey using Likert scale.

Service center network
Example: How important do you think
Highway speeds
Mileage is before purchasing a car? Carbon footprint
Run a regression model Brand
X variables(given) Price
Y variable: Willingness to purchase Safety
Get the significance of each variable Resale value
Ease of buying

 Why are people not Purchasing EV?

What do we want?: Reasons for why people are reluctant about purchasing EV?

Way to collect data: Survey and In-depth interview

Details about the method:

Quantitative Qualitative
Survey with dichotomous questions. In-depth Interview
Example: Example:
Are you aware of EV? Despite knowing the benefits
Would you prefer an Electric car of an Electric car, what stops
over a petrol car? you from buying one?
Are you aware of the long term What changes would
benefits? convince you to buy an
electric car?
 Research on Porter's 5 Forces model
New Entrants threat in the industry
Product differentiation - Focus Group
Capital Requirements - Industry expert
Customer switching costs - Observation
Access to distribution channels - Expert
opinion
Cost advantages - Experiments
Technology protection - Legal
Competition in the industry
Rate of growth of industry - Data Observation
Number of competitors - Observation study
Differentiation of rival products/services -
Likert scale survey
Exit barriers - Industry expert
Level of advertising expenditure - Financial
data
Degree of transparency - Interview
Porter's 5
Forces
Power of Suppliers
Number of suppliers - Interview
Differentiation of products provided by
suppliers - Expert
Forward integration - Expert
Importance of volume - Interview
Cost of supplies vs selling price -
Observational studies
Distribution channel strength - Expert
Threat of existing substitutes
Existence of close substitutes - Survey
Existence of indirect substitutes - Survey
Perceived level of product differentiation -
Interview
Buyers' propensity to substitute - Likert
Scale survey
Performance of substitute - Survey
Switching costs - Focus group
Power of Consumers
Concentration of buyers vs suppliers -
Observational studies
Price sensitivity - Experiment
Product differentiation - Focus group
Switching costs - Dichotomous survey
Information about products - Likert scale
survey
Ability to go for substitutes - Interview
 What do we Anticipate?
Increased awareness about PHEV's by 2022 Threat of new entrants-Medium
Mileage, affordability, and infrastructure Bargaining power of supplier-High
mostly influence the buying behaviour of Bargaining power of buyer-Medium
consumers Rivalry between competitors-High
Reluctancy towards EVs considering long- Threat of substitute-Low
distance travel
Concerns regarding safety and reliability of
EVs over extended period of usage
Lack of proper resale market for EV

Helpfulness of research task

Knowledge about the most significant factors people consider while
purchasing car(Regression). Data will be helful in Designing and improving
the product.
Knowledge about the reasons that are stopping people from buying an
EV.That will help us to take corrective measures whereever possible.
Knowledge about our competitive edge(Porter's five forces). This will help us
segment, target and position our product.
 References
Carlier, Mathilde. (2022). number-of-electric-vehicles-by-country.
https://www.statista.com/statistics/244292/number-of-electric-vehicles-by-country/
Vinoski, Jim. (n.d). our-irrational-exuberance-on-evs-may-soon-strike-the-shoals-of-
reality. https://www.forbes.com/sites/jimvinoski/2022/09/07/our-irrational-exuberance-
on-evs-may-soon-strike-the-shoals-of-reality/?sh=5d9270fb2184
Hooson, Mark. (2022). driving-sustainability-worlds-most-electric-vehicle-friendly-
countries. https://www.forbes.com/uk/advisor/car-insurance/driving-sustainability-

worlds-most-electric-vehicle-friendly-countries/
Livemint. (2021). global-evs-sale-climbs-up-here-s-list-of-countries-with-most-electric-
cars-11628745051665.html. https://www.livemint.com/auto-news/global-evs-sale-climbs-
up-here-s-list-of-countries-with-most-electric-cars-11628745051665.html

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