E-bikes Pty. Ltd. is a company engaged in the manufacturing of electronic vehicles. CEO and the founder of this company got the idea of setting up the electronic-vehicles manufacturing company through reviewing the current environmental conditions. Mumbai is a famous city also known as the financial capital of the India is struggling with pollution issue since a long period of time. Various big cities and countries are facing emerging pollution at rapid rate and in order to resolve this issue, E-bikes Pty. Ltd. has introduced the idea of electronic bikes and cars in Mumbai. This will improve the environmental conditions as well as it will help to control the rapid increase in the pollution rate from fuel based vehicles in Mumbai. To promote this idea and to aware the public of Mumbai towards the usage of electronic vehicles, management of E-bikes Pty. Ltd. has adopted various marketing strategies which will be covered under this report.
In the first phase of the report, company’s vision will be discussed and along with this, the scope of the business idea will also be discussed. In addition, to promote this idea, objectives of the business and the appropriate timing to implement the idea will be discussed. Market entry options will be covered to enter into the target market for attaining desired goals and the objectives under this report. Further, in this report, value which company wants to offer to the Mumbai audience, segmentation and target market strategies in relevance with the company will be covered. In the next phase of the report, ethical issues and security risks involved in this project will be analysed. Along with this, organizational activities and structure will be determined in order to support the business over the internet. As E-bikes Pty. Ltd. is planning to launch e-bicycles in Mumbai through electronic medium, certain strategies need to be developed so as to hit the mission of the organization. Furthermore, cost and the revenue model will be discussed in relevance with the buying decision of the consumers. The company’s strategy to compete with the physical–world market will also be covered. In the last phase of the report, analysis will be done in order to determine the effectiveness of the business idea will be covered.
Vision
E-bikes Pty. Ltd. has made the vision of seeing the Mumbai free from pollution and to make this applicable in the real world; organization has developed attractive designs and high-quality electronic bikes to attract the consumers. To enhance their products’ efficiency in the target market, they have developed a slogan i.e. “pollution free Mumbai” in order to attract the Mumbai audience towards the electronic bikes. The vision of E-bikes Pty. Ltd. is to introduce electronic bikes in the Mumbai through electronic mediums in order to control pollution rate. Organization has developed certain plans under which unique promotional techniques will be used in order to enhance the demand of the e-bikes in the target market. Major reason of increasing pollution rate in Mumbai is emission of wastages from factories, emission of pollution from large number of vehicles. E-bikes have invented this idea in order to influence the Mumbai people to adopt electronic vehicles over the fuel based engine vehicles. Apart from this, organization has also planned to promote this idea with the help of the Maharashtra government (Aaker, 2010). Key performance indicators of these bikes will be the requirement of registration for these bikes will is not necessary. These vehicles are approved under Automotive Research Association of India (ARAI) and they are exempted from the registration and other types of document formalities. Apart from this, they are part of the Central Motor Vehicles Rules (CMVR) which gives the assurance to its users which also helps in order to enhance the demand for their vehicles (Akaka, Vargo & Lusch, 2013).
Primary objectives for E-bikes Pty. Ltd. as per the current scenario will be promotion of the e-bikes and cars in the target market with advanced technologies of digital medium of advertisement and promotion to enhance their revenues. They have planned to introduce their vehicles through digital platforms and this could also be used as an effective promotional strategy (Ang, Benischke & Doh, 2015). Following are some of the crucial objectives of the business organization in this case:
Apart from the above concerns, basic objectives are common for this organization such as long-time survival, growth and success, attainment of the goals, expansion of the business organization in the international market, etc. As electronic bikes are launched in the target market due to a specific purpose, hence; their primary objective is to control the pollution (Armstrong, et. al., 2015).
E-bikes Pty. Ltd.’s primary motive is concerned with the environment, hence; they would get support from various environment-friendly institutions as well as from the government in order to enter into the target market easily. As they have planned to introduce these bicycles through electronic medium, hence; contracts should be given to the effective online shopping websites in order to attain appropriate and expected outcomes. Apart from the online shopping websites, organization could also promote their official website through various mediums of advertisement and promotion in order to eliminate the mediators and their costs to provide e-bikes at reasonable rates. Thus, the best market entry option for E-bikes Pty. Ltd. in the target market will be licensing under which all the rules and the regulations of the government and other relevant parties will be fulfilled (Brandt, Cazzaniga & Hann, 2011).
Organization has concentrated on the quality of the bicycles so that these could improve the experience of vehicles users. Until, users will not find excitement, attraction or benefit of shifting to the electronic vehicles from the fuel-based vehicles, until the time, they will not be convinced to purchase the same. Hence, organization needs to offer the appropriate value which could convince the users for adopting electronic bicycles (Cornelissen & Cornelissen, 2017).
Thus, the major value which will be provided to the consumers is pollution free rides which will save their money as well as it will enhance their contribution towards the environmental safety. E-bicycles will offer value for money spent by the consumers and majorly it will provide environmental friendly rides to its consumers (Czepiel & Kerin, 2012).
As E-bikes Pty. Ltd. is planning to introduce the electronic bicycles through electronic platforms, hence; the major target market will be internet users. With the help of e-business platforms, organization will majorly focus on following customer segments:
Demographics: Under this segmentation approach, customers are divided on the certain bases such as their income, sex, age, etc. In order to attain the desired goals through e-business platforms, E-bikes will consider targeting the young age group of people.
Geography: Under this approach, people are being segregated on the basis of their locality, place where they live, country, etc. As per this scenario, target market for E-bikes Pty. Ltd. in order to promote their e-bicycles will be Mumbai (Fischer, et. al., 2011).
Psychographic: This group includes the people on the basis of their lifestyle, social class, etc. In order to enhance the market base for the organization, they will use e-business platforms for promoting their e-bicycles’ idea in this group of people. People who want to change their lifestyle and want to contribute towards reduction of pollution will be included in this group, hence; they will be influenced easily.
Behavioural: Under this term, those people lie down who are performs certain activities at their level to attain desired results. Adaptation of e-bicycles will help them to control pollution level in Mumbai, hence; E-bikes Pty. Ltd. could use target on this type of customer audience with the help of e-business platforms (Greer & Ferguson, 2011).
Major ethical issues in terms of electronic business activities are web tracking, leakage of private information, fraudulent issues, copyright issues, etc. Various other companies and organizations have already tried to introduce the same idea in Mumbai and in other big cities where pollution is a major issue which also becomes the primary reason for human health. While considering the ethical issues like copyright issues, fraudulent activities, etc., it has been observed that these types of issues are much more in the electronic business (Gregor & Hevner, 2013).
While there are many security issues which are also involved in the electronic business activities. Such as privacy of the customers should be kept confidential and secured in order to develop and maintain good customer relationship. Apart from this, integrity is another security issue for the e-business organizations. Today, there are many agencies which operate as an e-business organization but are actually engaged in fraudulent activities of leaking private credentials of consumers, delivering them unethical products, etc. This reduces the trust level of the consumers towards the online shopping websites (Helms & Nixon, 2010).E-business strategy
As E-bikes Pty. Ltd. is planning to introduce e-bicycles through electronic platforms in Mumbai, hence; planning and implementation of desired strategy is crucial in order to attain the desired goals and the objectives. In this scenario, organization wants to enter the market with the help of e-business platforms. While there are certainly other strategies are also available through which organization could be able to reach their desired targets (Johnston & Bate, 2013).
Some of the alternative strategies are partnership, joint venture, etc. With the help of these market entry options, expenses, losses, risks, etc. will be shared amongst the parties involved in the partnership or joint venture type of business organization. Another important factor is the goodwill of the existing company. For instance, E-bikes Pty. Ltd. has tied up with Amazon Company in order to sell their e-bicycles across the India. Trading with the reputed online shopping website will provide better and quick results in relevance with trading through their official website only. Apart from Amazon, there are many other online shopping websites are available in Indian market which are performing in an adequate manner (Kim & Hyun, 2011).
Thus, it can be concluded that the partnership or joint venture type of market entry options will be a result oriented and for the purpose of launching of the electronic bicycles in Mumbai, e-business strategies will be proved as the most effective strategies (Klein, 2016).
It is the framework under which all functionalities of the organization are recorded. Their execution timings, methods used to execute these functionalities, etc. are crucial elements of organizational structure. Organizational structure for e-business activities consists quite unique elements such as fast, innovative, and flexible (Mohammed, Rashid & Tahir, 2014).
(Source: Periasamy, Ho, Poh & Bok, 2002).
Departments show in the above figure is crucial factors which basically helps the organization to enhance its performance. All these departments’ activities should be managed by the centralised system of control. This helps them to evaluate the performances of the organization as well as it also generates positive outcomes for the organization (Hugos, 2011).
E-bikes Pty. Ltd. is planning to enter the target market with the help of e-business platforms while evaluating the organization’s structure before implementing the internet platforms for trading activities; it was observed that organization has attained adequate growth and success in offline functionalities. Shifting towards the online trading activities will generate more growth and expansion opportunities for the organization in the target market (Odenwald & Berg, 2014).
Section 1: Employees Served in Program
Make or buy decision is the act of choosing the purchasing from in-house for manufacturing purpose or purchasing from external suppliers. In order to take the most appropriate decision in relevance with the buy or make decision, quantitative analysis is considered as the crucial aspect and it comprises of associated costs of production and the capacity of business to produce at the level promised at the time of promotional campaigns.
In order to evaluate the preferred strategy for trading activities, combination of offline and online strategies are more effective and result oriented. Choosing multi-channel strategies for conducting retailing functionalities provide more opportunities in terms of organizational growth and expansion. As per various economists, new retailing channel i.e. internet has been proved as the more effective channel for enhancing the performance of the organization while it has various negative aspects too.
In physical world strategy, consumers need to consume time in reaching the adequate product for them while e-strategy provides them the facility to match up with their needs over the internet only. Thus, e-strategy is more convenient for the user as well as it is the favourable option for consumers in these days (Teece, 2010).
Conclusion
Idea of introducing e-bicycles in the target market is quite impressive as it has various benefits such as, it will help in resolving the biggest factor i.e. pollution. Another benefit with the introduction of electronic vehicles will be controlling the over-traffic situations. Apart from these benefits, E-bikes Pty. Ltd. has adopted the strategy, under which they will launch their e-bicycles in the target market through electronic business platforms. This will help them to enhance their sales as well as the motive behind the introduction of e-bikes will also be achieved.
Integration of the e-commerce into business model is very effective and impressive strategy as it is quite effective in enhancing the organizational sales. Apart from the benefits to the organization, benefits are also held with the consumers i.e. through e-commerce, they can save their time and money, customer satisfaction increases, as well as the return option, attracts the consumers towards the e-commerce activities.
Thus, it is concluded that E-bikes Pty. Ltd. will attain its desired goals and the objectives with the help of introduction of e-bicycles in the target market through e-commerce platforms.
References
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