The Battery Powered Electric Vehicle (EV) Market
Marketing Strategy (MBA 706)
Written Assignment-2
Spring AP1 – 2024
DETAILS & INSTRUCTIONS
Total Points: 200.
Due Date: Tuesday, February 13 at 11:59 PM CST. The due date has been extended
from Sunday, February 11.
Submission: via Moodle. Please click on the assignment link in Module 4 (when that
module opens) and it will take you to the page where you would be able to upload the
document.
This is an individual assignment.
Key Learning Objectives (for all written activities):
1) Apply knowledge learned in specific modules to actual business phenomenon.
2) Develop/enhance business research and analysis skills.
3) Communicate marketing knowledge via written report.
Instructions
• For citations, please use APA, MLA, or any other formal citation format.
• The APA and other citation styles typically ask for double-space, but please use
single-space for the main paper body.
• Information on APA style can be found through various online sources. You can
also use the following link to get more information on APA citation format.
Please note that there may be various variations of the APA, MLA, etc., styles so
whichever one you use would be fine. However, please maintain consistency in
whichever format you use. Here is an example.
In-text Citations Illustration
Transaction cost theory, originally proposed by Coase (1937) and then developed
upon by Williamson (1975), examines the efficacy of performing a particular
transaction internally versus externally (Geyskens, et al., 2006). In that regard,
TCA evaluates the benefits and disadvantages of outsourcing vis a vis in-house
development of a product (Ang and Straub, 1998; Bhali and Rivard, 2003;
McNally and Griffin, 2004).
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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References Illustration
McNally, R.C., and Griffin, A. (2004). Firm and individual choice drivers in
make-or-buy decisions: a diminishing role for transaction cost economics?
Journal of Supply Chain Management. 40(1), 4-17.
• The research paper must have a minimum of 10 references. Sources that are
provided in this paper can be part of the 10 references. Different pages of a
company’s website are considered a single reference.
• Page Length: 4-7 pages, single-spaced (including any charts; excluding cover
page and references). The paper must be at least 4 full pages in length. While
there is no penalty in terms of going over the 7-page limit, it is recommended that
you stay as close to that number as is possible to minimize any repetition in the
write-up, etc.
• Students are not required to include charts/figures but if you do choose to use one
or more, they must be embedded in the main body of the paper (in relevant
sections) and not in an appendix. Chart/figure numbers and titles must be used.
Please make sure that the chart/figure is legible. Please cite the source for the
chart at the bottom.
Example
Figure 1: Worldwide PC Shipments, Q3 2022
Source: IDC
• Important – Students are required to meet the Turnitin threshold of 20% content
match or less. Turnitin is already integrated in Moodle and all you need to do is
click on the assignment link and it will give you the option to upload the paper
and will generate a content match percentage score. If your match percentage is
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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higher than 20%, you will have the opportunity to take down the document and
re-submit it until the due date. Please note that sometimes the Turnitin system,
depending on how busy their servers are, takes a bit longer (perhaps several
hours) to provide the match percentage score. If the system does not generate your
match percentage right away, please log out of Moodle and log back in and you
should be able to see the match percentage score. A tiered penalty system will be
applied for match percent higher than 20%.
Please avoid excessive use of direct quotes from any of the research sources. For
instance, if a passage comprises 100 words, no more than a third of that should be
attributed to direct quotes. Besides, direct quotes are likely to raise the Turnitin
content match percentage.
• All work must be your own write-up. AI-generated content/AI-generated papers
will not be accepted.
• Each question must be labeled, {e.g., Q1 (a)}, and must be answered separately.
• Students must use additional research (beyond what is provided with the
assignment) to support your answers.
• Late Submissions: Unless otherwise, late submissions may not be accepted or
may receive partial credit only. If an emergency prevents you from submitting
your paper on time, please advise both myself and your assigned academic coach
ahead of time or at your earliest. Students may be required to provide supporting
documentation, etc. Accommodation requests not supported by documentation
may not be considered.
This activity relates to material covered in Modules 3 & 4. Please leverage relevant
information from the modules to help you develop answers to the assignment questions.
This activity focuses on the battery-powered electric vehicle (EV) market.
Related URLs:
1. EV Sales Data
2. Green Car Reports
3. Car and Driver Article on Best Selling EVs
4. General Motors Q4 2023 Earnings Article
5. Tesla Earnings Release Article
In addition to the above URLs, you must conduct additional research to develop a deeper
understanding of the product, competition, and market trends. There are several free,
government and private sector data sources which you can leverage for this assignment.
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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Please do not pay for any research/data. Only use the free information that is
available from various sites.
Q.1. (a) Using segmentation approaches listed in Figure 1, identify which segmentation
approaches are most relevant to battery electric vehicle manufacturers and why (explain
your answer). List these in order of most to least relevant. Use research/data to support
your answer. (50 points)
Figure 1: Segmentation Approaches
Answer format: Use separate headings for each segment you identify followed by a
passage/paragraph.
Q.2. (a) Which targeting approach/approaches (see Figure 2) are being used by battery
electric vehicle manufacturers and why? Use research to justify your answer. (25 points)
Figure 2: Targeting Approaches
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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(b) Which positioning strategy/strategies should the battery electric vehicle companies
employ? Explain your rationale. (25 points)
Hint: In developing your answer, a starting point would be to compare and contrast
various companies’ products with competing offerings.
Answer format (for both parts a and b): Use headings followed by an explanation. For
instance, a heading would be the targeting strategy followed by a passage.
Q.3. Identify and explain in detail the current product life cycle stage (see Figure 3) for
battery electric vehicles. Use research/data to support or justify your answer. (50 points)
Figure 3: Product Life Cycle Framework
You must analyze what is happening to the product, pricing, promotion, and
place/distribution (at the industry level) in the stage you identified. For instance, in the
introduction stage, there are not many variations of the product. Similarly, you must
analyze the state of competition and consumer adoption trends (see Figure 4) that are
likely to be associated with the PLC stage you identified.
This information is proprietary to Dr. Imran Khan. Scanning, copying, website
posting, or reproducing and sharing in any form is strictly prohibited.
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Figure 4: Diffusion of Innovation: Adopter Categories
Hint: Review the PLC chart in Topic 7 Part-II to better understand the PLC framework.
One way to determine the stage is based on industry revenue growth rate for the product
category.
Answer Format: Use a heading for the current PLC stage followed by explanation. Then
use a heading for each of the 4Ps plus competition and consumer trends followed by a
passage/paragraph for each.
Q.4. Based on the product life cycle stage you identified for battery electric vehicle
product category, develop one marketing-related recommendation/strategy for electric
vehicle manufacturers. In doing so, you must address the following (50 points)
• What is the recommendation? i.e., what should the company do?
• What objectives will the recommendation/strategy accomplish?
• How should the recommendation/strategy be executed/implemented?
• Under which set of conditions will the recommendation/strategy likely work, i.e.,
what assumptions are you making with regard to the recommendation/strategy?
Answer Format: Use separate headings for each of the bullet-points above followed by
an explanation
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