Marketing Report Assessment Answer

Introduction

Proper introduction of the marketing report can provide a huge amount of support to the business organisation to get better support. The ABC organisation has planned to open their new operations in the UK by providing different types of low-emission cars for the customers of the overall UK. This type of product is very much helpful in the current scenario which provides a huge amount of support to the management to get better results and have a better brand due to the customer's major forecast on sustainability factors. However, before starting the overall operation, it is very very essential to analyse the environment of factors to set a proper strategy and objective for managing different types of activities in a particular domain. In this report, the strategy and objective of an organisation are going to be evaluated to provide a clear idea about the proper marketing plan for the new organisation for launching their low-emission cars in the UK

Analysis of External and Internal Factors

Identification of internal and external factors is very much helpful for every organisation in managing different types of operations. Proper management of internal factors along with external factors can also help the organisation to get proper support at the time of using different types of strategies for managing their operations in a better way. The external environment analysis is one of the social analytical ways which help the organisation to understand different environmental factors of the country including political, legal, economic, social or comparative landscape that a new organisation can face before starting their particular operation in the UK. Therefore, the Pestel analysis and Porter's 5 forces are the primary analytical tools which offer better support in managing the overall operations of the organisation.

Pestel Analysis

The proper application of pestel analysis is one of the major analytical tools which provide a huge amount of support to the organisation for analysing different types of external factors. Application of Pestel analysis majorly includes the various types of environmental factors which provide a huge amount of support to the organisation to initiate their operation.

Political

The political factors of the UK are currently in a stable position which provides a huge amount of support in managing different types of activities for new start-ups. As opined by Brand et al.

(2020), the Government of the UK also set different types of targets for reducing the carbon emission issues in the environment and wants to increase the emission of electric cars instead of fuel-based cars. Therefore this type of activity created a huge amount of positive impact for the new organisation for starting their manufacturing of low-emission cars in the UK which provides better results for the organisation to get a good amount of support from the political experts of the UK. The government also offer different types of initiative including tax credits or subsidies to low-emission car-making companies which offer benefits to the organisation to start their overall operation. The UK is also known as one of the primary members of the European Union, which may create different types of issues for the corporate agreements or compound regulations after the Brexit issue. After analysing the overall factors, it can be repeated that political factors are very much effective for the low-emission current company to get better results.

Economic Factors

The UK is very well known for its higher rate of GDP and 6th largest economy in the world which creates a significant impact on the market especially for the low-emission cars to generate better revenue. As depicted by Shahbaz et al. (2020), the UK is also known for having a higher rate of the automobile automatic industry which can help the company to get the proper amount of resources that maintain a better relationship with the local suppliers. This type of economic stability creates a positive impact on the organisation with the help of different types of highly productive low emission cars in the environment.

Social Factors

Social factors of the UK are also very much due to its major stability of managing different activities. The UK Government body has taken several types of initiatives which provide them with the proper support to get better results. The population of the UK is increasing day by day which provides better support. Higher rate of awareness towards climate change and air pollution-related issues, the people can provide the organisation with better support which helps them to generate better revenue. As illustrated by Sovacool et al. (2019), the UK local councils and government can also promote the use of low-emission vehicles through regulations and incentives by encouraging the overall adoption of different types of green technologies. It can also face a huge amount of challenges by convincing tomorrow to switch to electric and low-emission cards due to the higher rate of consciousness about the availability and driving range of charging infrastructure. Therefore, it creates a better result in managing the overall operations.

Technology

The proper application of technology provides a huge amount of support in managing overall activities. Having a higher rate of the market for hybrid and electric cars where the government invested in different types of charging infrastructure by offering proper grants to the electric car companies and people to have different purchases. The company is also getting several benefits from different partnership programs where the UK's best companies are performing better in the technology and automobile industries. Higher rate of rapid technology advancement in autonomous technology for the company to stay competitive or innovative for the organisation. This type of factor created a positive impact on the organisation for generating better revenue.

Environment

Maintaining sustainability in the proper environment by mitigating carbon emission issues created a huge amount of opportunities for low-emission car manufacturing organisations to generate better results. For improving the overall air quality the UK government has taken so many initiatives that offer opportunities for the low emission car manufacturing companies (Argyriou & Barry, 2021). The company also needs to be focused on complying with the different UK regulations on sustainability and emission which could affect the overall cost and production process of the organisation. The company also faces different types of competition with other low-emission car manufacturing companies including Tesla, BMW and other electric cars.

Legal

Understanding the legal factors and complaints with that for getting better results can provide a huge amount of support to the management to generate better revenue. The strict regulation of the UK on safety standards and emissions white impact the company's production process and product development. The ongoing negotiations of Brexit then also create a negative impact on the company's access to funding through agreement and talent.

Therefore, evaluating all the factors it can be depicted that the low-emission car manufacturing companies are getting a huge amount of support from the government bodies along with the people of the UK due to their major awareness towards the sustainability and minimising of carbon emission factors. On the other hand, as opined by Upadhyay et al. (2021), for understanding the competitive landscape, the application of Porter's 5 forces is very much helpful. These 5 factors of competitive rivalries are very much helpful for managing overall operations.

Porter's 5 Forces

Table 2: Porters 5 force analysis

(Source: developed by the researcher)

Internal factors

SWOT

Table 2: SWOT analysis

(Source: developed by the researcher)

SMART Objectives

Smart objective 1: enhancement of market share in the UK by 20%

Table 3: Smart Objective 1

(Source: developed by the researcher)

Smart objective 2: producing a diverse range of emission cars for the target customers

Table 4: Smart Objective 2

(Source: developed by the researcher)

Smart objective 3: Provide proper training to upgrade the skill set of employees and workers during the car production

Table 5: Smart Objective 3

(Source: developed by the researcher)

Discussion on the Marketing Mix

The proper application of marketing makes it one of the major analytical tools which help the organisation to propose property strategies for launching their products and services in a highly competitive environment. As illustrated by Hanaysha et al. (2021), the proper application of the four Ps of marketing is known as an essential framework that can be helpful for the organisation to implement and design an effective marketing strategy for getting a good amount of support. The detailed marketing mix for the low emission car producing company ABC is described below.

Product

The proper diverse range of products is very much helpful for the organisation which helps the management to get a better amount of revenue. Analysing the customer's requirements and providing the major type of products can be efficient for the organisation to have a better brand image in front of the overall customers (Tu & Yang, 2019). The major product of this low-emission car production organisation is various types of hybrid vehicles electric cycles and plug-in hybrid vehicles which profile proper support to the ABC organisation. For differentiating the product in a particular market, the ABC organisation needs to focus on various features including charging time, convenience, safety and product range which offer better support for managing the overall operations of the organisation.

Pricing strategy

The pricing strategy is also known as one of the critical factors for the success of ABC's marketing efforts which provides better support to the management to maintain a proper balance between profitability and affordability in the organisation. This type of social sector can be effective for offering a good amount of comparative pricing to the higher-end models. It can also include the proper offering of different types of comparative pricing to capture the overall market share (Catană and Toma, 2021). The application of a premium pricing strategy will also need to be used for the higher-end models which offer better operation in managing the different activities. The company also needs to analyse various types of incentives and financing options for their customers to purchase various types of low-emission cars in the environment.

Promotion

The UK is very much known as among the advanced countries all over the world which provide opportunities for the people of the UK for having different ideas for various types of promotional activities. As opined by Madoh et al. (2019), due to the higher rate of carbon emission issues, a large number of organisations are taking several types of initiatives which provide better support in offering a clear idea about low-emission cars and their various resources. The organisation can promote all their products with the help of various channels including social media, traditional advertising, digital marketing and various events. The company may also need to focus on developing the proper strong brand image by partnering with a large number of environmental organisations to provide a clear idea about their overall commitment towards sustainability. The ABC can also develop a better public relationship for increasing the overall media coverage and to develop a property ability in the overall market. Implementation of the various marketing options can be an efficient way for managing the overall functions and enhances the brand image in society.

Place

Identification of the proper place is one of the major factors which help the organisation to develop a proper activity. ABC majorly wants to distribute their low-emission cars through various channels direct-to-customer dealerships and partnerships. As illustrated by Chen et al (2020), the company needs to sell and consider all their dedicated showrooms and retail business locations for showcasing their product and offer a better driving to get proper response. In the UK, London is a very well-known business hub all around the world where a large number of companies do their operations to get a good amount of revenue. Along with London, the other major cities such as Eidenberg, Liverpool and others are well-known locations in higher the organisation can initiate their product offering in the UK by launching cars and sharing a showroom in different highly populated areas can be helpful for the ABC group to increase their brand image in front of the customers.

Therefore, it can be found that the marketing makes of this organisation have been designed for creating a compelling value proposition for the different types of low-emission cars which resonate with the overall target. By analysing the several factors of the 4Ps marketing concept, the ABC organisation can develop a business objective in the market.

Ansoff matrix

Application of Ansoff matrix is one of the major strategies which offer better support in managing various results. As per this matrix a total of 4 types of strategies have been used by the management. Analysing the higher rate of competitiveness in the UK market as per the production of low emission cars, it is seen that market development strategy has been used by the management of the ABC organisation to get a good amount of consumer base. Similarly, these strategies help the company to have a good customer base with having various strategies in the environment.

Figure 1: Anosff matrix

(Source: developed by the researcher)

Definition of KPIS and CSFs

The proper application of CSF (Critical success factors) and KPIs (Key performance indicators) are the primary factors which can be helpful for organisations to gather a good amount of success and help organisations to measure the overall progress by achieving their overall business objectives.

KPIs

• Sales revenue: The ABC organisation can measure or track all their sales revenue for Monisha in the over of financial performance and provide the effectiveness of marketing efforts and cells in the environment.
• Marketing share: This organisation can measure this KPI for tracking the overall market share of the various law emission car model market to identify their overall success in competition with the other players.
• Customer satisfaction: identifying customer satisfaction through the application of surveys can be effective for the management of the organisation to understand the special level of customers with their services and products and identify the major area of improvement (Kurdi et al. 2020).
• Social media engagement: through the application of social media engagement matrix such as comments shares and like, the organisation can evaluate the effectiveness of overall brand awareness campaigns and the marketing efforts on the operations.

CSF

• Product reliability and quality: this factor will be one of the critical success factors for the company's success. Therefore, the management to be more focused on producing or developing high-quality products to meet all the expectations of the customer
• Innovation: proper maintenance of innovation and innovative productivity can provide a huge amount of support to the management to introduce several products in the changing market to meet all the expectations of customers (Zemtsov & Kotsemir, 2019).
• Brand reputation: For a new organisation, enhancement of brand reputation is one of the major factors which increases the profitability and customers' awareness towards different products offered by the organisation.
• Supply chain management and environmental sustainability: for producing more innovative and creative products, every major organisation needs to work on supply chain management along with the environment of sustainability which provides proper support to the management. As opined by Rajeb et al. (2020), the application of better supply chain management is very much helpful for procuring better productions. For low-emission car manufacturing companies, minimising waste through the application of environmental sustainability provides proper support to increase their major activity.

Targeting Strategy

For targeting a good number of consumer markets, the proper application of STP analysis is one of the primary frameworks which help organisations, especially the low emission corporation organisation in the UK market. These three factors of the STP analysis are described below.

Segmentation

The first step of this STP analysis is segmentation which helps organisations to divide the overall market into different types of distant groups of customers which also have similar requirements and characteristics along with behaviours (Zhou, 2023). For the overall UK market, the environmentalists can be invited to showcase they are different types of low-emission producing cars. Attracting customers who are passionate about protecting the overall environment are wanting to pay a good amount of money for the low emission cars. Along with that, customers living in urban areas can also be invited to these no-emission cars which are cost-effective, practical and convenient for them. However, different types of tech-savvy drivers can also be invited for checking the bottle operation of these cars and to understand the proper operation. As per the demographic segmentation, customers having the edge range of 22 to 45 will be invited to try the low-emission cars.

Targeting

After segmenting the market the application of targeting is very much helpful for selecting one or more segments to be focused on their overall product attractiveness aligned with the company's capability and objectives. As per the segmentation-related factors, a large number of environmentalists, drivers and urban area customers will be invited through the application of email marketing or pop-up notification about the benefits of these cars. As opined by Zhang et al. (2022), different types of promotional activities including social media and other promotional campaigns are very much effective for the organisation to enhance their overall revenue by a huge amount.

Positioning

The proper application of positioning strategy is one of the crucial factors after targeting the customers to check the overall products of the organisation. Positioning the low-emission cars in different required areas such as London, Manchester, Liverpool and other famous cities will be the prime zone for opening their store operations. As depicted by Huang (2022), positioning various cars for the average income of the target customers in different areas can be efficient for increasing the overall brand image of the organisation and generating a good amount of revenue in the highly populated areas of the UK. Providing descriptions about eco-friendly production, innovative nature and affordable offerings helps the organisation to target and attract a better customer base.

Analysis of the Sustainability Issues and Recommend the Proper Solution

All over the world, the UK along with many other countries are facing different types of challenges of climate change which is caused by different types of greenhouse gases from human activities including deforestation and burning fossil fuel. That the UK is all accommodated in reducing the carbonation to lead zero by 2050 for that present the investment in renewable energy along with sustainable transportation is very much helpful for increasing the overall operation (Razmjoo et al. 2021). Biodiversity loss is also one of the biggest threats which have been created by different types of climate change pollution and destruction-related issues. A large number of faces of different animals and plants are at a higher risk of extinction which created a negative impact on the biodiversity of the UK. Along with that the UK also depends heavily on different types of imported natural resources such as minerals, food and energy which lead the resource depletion and different types of environmental reproduction of the overall UK operation.

Therefore for mitigating issues of sustainability in the UK environment, the higher production of low-emission cars will be very well known as among the major strategies for mitigating the emission level of the country. Therefore, it can be depicted that proper development of an action plan for the ABC organisation can be helpful for an organisation to generate a good amount of revenue.

Action Plan and Budget

Budget

Table 1: Budget plan

(Source: developed by the researcher)

As per the analysis of managing the forecasting, around 16 million GBOP has been estimated by the government body of the ABC organisation. On the other hand, 11.5 million has been used by the management for their 2023-2024 assessment year.

Action plan

Figure 1: An action plan for the ABC organisation

(Source: developed by the researcher)

Conclusion

ABC organisation is one of the new startup organisations operating in the UK which provides better support in managing the low emission cars in the environment. The application of PESTEL analysis and SWOT has been done in identifying the environmental factors of the organisation. The organisation provides different types of low-emission cars in the environment of the UK> Similarly, the SMART objectives for managing the overall activities and marketing mix are very much efficient for offering a clear idea of managing different operations. The financial chart and action plan for the ABC organisation are properly illustrated in this report.

References

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Brand, C., Anable, J., Kitsopoulou, I., & Watson, J. (2020). Road to zero or road to nowhere? Disrupting transport and energy in a zero-carbon world. Energy Policy, 139, 111334. https://eprints.whiterose.ac.uk/188295/3/BrandEtAl_JoEP_AAM.pdf

Catană, Ș. T. E. F. A. N., & Toma, S. G. (2021). Marketing mix and corporate social responsibility in automotive industry–Case study: Mazda Motor Corporation. Annals of Constantin Brâncuși University of Târgu-Jiu, Economy Series, 1, 205-209. https://www.utgjiu.ro/revista/ec/pdf/2021-01/30_Catana.pdf

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Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6), 56-72. http://research.skylineuniversity.ac.ae/id/eprint/128/1/68.pdf

Huang, J. (2022). BRAND MARKETING STRATEGY OF NEW ENERGY VEHICLES IN THE CHINESE MARKET-TAKING TESLA AS AN EXAMPLE. Journal of Buddhist Education and Research, 8(3), 128-134. https://so06.tci-thaijo.org/index.php/jber/article/download/261691/175947

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Shahbaz, M., Nasir, M. A., Hille, E., & Mahalik, M. K. (2020). UK's net-zero carbon emissions target: Investigating the potential role of economic growth, financial development, and R&D expenditures based on historical data (1870–2017). Technological Forecasting and Social Change, 161, 120255. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7459337/

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Zemtsov, S., & Kotsemir, M. (2019). An assessment of regional innovation system efficiency in Russia: the application of the DEA approach. Scientometrics, 120(2), 375-404. https://www.academia.edu/download/63857160/Statya_na_sajte_Springer20200707-24975-1kk22uo.pdf

Zhang, B., Wang, D., Mo, L., & Huang, X. (2022). Brand Recognition, Interdepartmental Conflict, and Performance: An Investigation of Porter’s Differentiated Competitive Strategy Implementation in a Large Chinese Automobile Company. Sustainability, 14(20), 13546. https://www.mdpi.com/2071-1050/14/20/13546/pdf

Zhou, Z. (2023). Tesla Marketing Analysis. Academic Journal of Business & Management, 5(2), 171-177. https://www.francis-press.com/uploads/papers/BHLvgQCt23j3Wde3i3uoKwgoGRTapXkSRi9xugVZ.pdf

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