Final case Assignment Essay Example | Topics and Well Written Essays - 3250 words

Final case Assignment - Essay Example THINK should not tie-up with an established player, and maintain its own identity. It should enter into partnership with some Chinese firm as a short-term strategy. However, focus should be to enhance relations with Ener1 to overcome their internal weaknesses. Table of Contents 1. Introduction 3 2. Core proposition and long-term customers 3 3. Success strategy for the US and Europe 4 4. Strategic partners 5 5. Industry analysis 5.1 Auto industry within US 6 5.2 Risks 7 5.3 Future trends 8 6. Company analysis 6.1 Strengths 9 6.2 Weakness 10 6.3 Opportunity 10 6.4 Threats 11 7. Competitor analysis 12 8. Recommendations or the way forward for THINK 13 References 15 Table & Charts Chart I: Global Oil prices & US gasoline prices in 2030 8 Chart II: Per-Mile Fueling cost 10 Table I: US supply of electric vehicles from 2011 through 2015 11 1. Introduction THINK, the electric car company, has faced three bankruptcies but has now been able to draw investments from companies from different cou ntries such as the US, Finland, and Norwegian government-backed investment fund. The company is now faced with the challenge of introducing and achieving success in the US market. The potential in the US is very high due to government support for electric vehicles (EVs) and hence THINK wants to be in the US from the beginning to take advantage of early-mover benefits. THINK has been positioned as a modern, efficient and responsive brand. Initially the core customers comprised of the fleet buyers including the government buyers and companies that valued association with green transport. Moreover, electrical vehicles (EVs) have low operating costs apart from the fact they are exempt from congestion charges. They are allowed to operate in otherwise vehicle-restricted parts of the city. The government-bodies are also able to comply with the urban emission regulations. Using and leasing environment-friendly vehicles enhances the corporate image of the government and private organizations which also plays upon the image of the potential employees who value eco-conscious employers. 2. Core proposition and long-term customers The core proposition of the vehicle is to provide cars with zero-emission while making it affordable and user-friendly. These cars may not be able to drive long distances per day but then the customer segment that THINK proposes to tap, would not require daily long distance driving. The car-sharing and rental agencies can be long-term customers of EVs as these can be rented out in congested urban areas as EVs have strong political and economic support. The clients of the car rental agencies become the potential owners of the EVs as they try out the cars first. Another long-term customer segment for the EVs includes the baby boomers who are environmentally conscious and for whom two-wheeler cars are sufficient. Then there are the women shoppers who use the car for day-time shopping and just need a child-fit arrangement in the car. The urban profes sionals also need a â€Å"cool car† that provides them a distinct identity and demonstrates their desire to change the world by being the trend setters. Apart from the green concept, since THINK uses the latest technology, it allows the driver to remain connected with the world outside. In fact the car can be used as a high-powered mobile computing, and communications platform,