Marketing Research Essay

2400 words - 10 pages

Marketing Essay

Student name:Weilun(Frank) Zhang

Student number:42435498

Tutor's name: Lucy Miller

Tutorial day/time: Friday/1p.m.

Introduction:
With the deteriorating environment, environmental protection becomes a topic of concern by the public. Because of Carbon dioxide emissions from traditional vehicles is a major factor in destroying the ozone layer that the concept of zero-emission vehicles (ZEVs) or electronic vehicles (EVs) came out which been defined as ‘a promising technology for reducing the GHG emissions and other environment impacts of road transport’ (Max, G et al 2011) the ZEVs or EVs will help not only protect ...view middle of the document...

With the popularity of the ZEVs or EVs is the meaning of truly protecting the environment and the air quality by decrease the pollution. More importantly that the use of the ZEVs and EVs helps to minimize the consumption of high-carbon energy, reduce gas emissions, achieve economic and social development and ecological environmental protection as a result of win-win situation. In fact, every coin has two sides, so as the expanding use of zero-emission and electric vehicles. Gruenspecht in his article Zero emission vehicles: Dirty little secret states that the zero-emission vehicle needs large scale of research and development fund, however even the large input of the technology development might not get acceptable outcome. In another factor, it’s hard to make electric vehicles substitutes for conventionally powered cars because not only the government, but also the vehicle manufactures and the consumers as well. As consumers have different value which will also influence their behavior and reaction to those environmental product ZEVs and EVs, so this will also become a factor that influencing demand of zero-emission vehicles and electric vehicles. The barriers to establish market can be forecast which are from both internal and external of the industry.

Marketing Environment Analysis
Gillespie(2007)states that there are various factors in the macro-environment that will affect the decisions of the managers of any organization which are from six main sectors : 1)Political factors 2) Economic factors 3) Social factors 4) Technological factors 5)Environmental factors 6)Legal factors that those factor can be states as PESTEL model for helping analysis the different factors in a firm’s environment and highlight some factors in the meanwhile to help the marketers focus on specific parts which can be applied to the ZEVs and EVs business.

PESTEL Analysis

Environmental Factors:

The environmental factors of the zero-emission vehicles can be divided into two parts which external environmental factors due to the shortage of resources and the threat from the environment pollution, many countries’ government and related institutions are trying to contribute in the environment based on the substantial development (Cooper 2000). From the Australian Government report of ‘ Review of Australia’s Automotive Industry’ (2008) provided a series policy of green vehicles such as decrease the emission and set up Green car innovation funds and recommends considerable new cleaner-emissions technology. In the meanwhile , more and more people are paying attention to the environmental protection and green economic because of the needs for high standard living , that the voice of the public to the environmental issue are stronger than ever before, due to this reason, the demand of low-emission or zero-emission car are increase in recent years. In another factors for internal the vehicles manufacture such as Ford, Toyota and GM make investment in the...

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