Mazda 3 Timeline and Metrics for Assessment Paper we are going to make an electron car battery Name’s (Mazda 3 EV) my section is 5th 5.Section V: Timelin

Mazda 3 Timeline and Metrics for Assessment Paper we are going to make an electron car battery Name’s (Mazda 3 EV)

my section is 5th

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5.Section V: Timeline and metrics for assessment (3 pages)

Here, groups should critically analysis the timeline for this plan-Launch in spring 2020 Analyze sales data each quarter. If we see success launch upgrade model in 2022What are the key benchmarks that will be used to assess performance?-Sales performance to competitors, compare to previous model launch data by quarter, Quality control vs. competitors. What metrics will be used to decipher information?By quarter- Overall market capture, Units sold, Customer Satisfaction, Quality Control data- unit malfunctions 1. Executive Summary:
Elevator pitch-Designing a electric 4 door sedan at a penetration price
2. Section I: History of the company / brand (1 to 2 pages)- Richard
History of Mazda might add in tidbits about the history of the electric car
3. Section II: SWOT Analysis
4. Section III: Buyer analysis
I found some good research on this https://www.carmax.com/articles/hybrid-electric-2017-surveyresults, https://c1cleantechnicacom-wpengine.netdna-ssl.com/files/2017/05/Electric-Car-Drivers-Report-SurveysCleanTechnica-Free-Report.pdf, https://www.greencarreports.com/news/1116244_electric-car-buyers-want-samethings-as-all-car-buyers-research-shows, We need to also look at buying patterns of target market middle class to
upper middle class age 28-40
4. Section IV: Marketing Strategy
Penetration pricing but we also want to emphasis product design as a strength against
competitors. Use Mazda’s established partnerships and distribution as a strength. Use
Mazda’s reliability to build trust in consumers. Use universal charging port to take
advantage of widespread use. Partner with charging stations to use Mazda brand on
station to strengthen brand reach. Make profit off of stations to lessen impact of
penetration strategy using add on strategy. After we capture market release an upper line
model with extra features that would price the same as Tesla to further market gains.
Advertising- Use a mix of influencer and online advertising. Run promotions during
traditional sales events. Extra trade credit if you trade in traditional gas vehicle.
5. Section V: Timeline and metrics for assessment (3 pages)
Here, groups should critically analysis the timeline for this plan-Launch in spring 2020
Analyze sales data each quarter. If we see success launch upgrade model in 2022 What are
the key benchmarks that will be used to assess performance?-Sales performance to
competitors, compare to previous model launch data by quarter, Quality control vs.
competitors. What metrics will be used to decipher information? By quarter- Overall market
capture, Units sold, Customer Satisfaction, Quality Control data- unit malfunctions
6. Section VI: Conclusion:
Here you wrap up your proposal. Summarizing the overall pitch, financial goals, strategy
and objectives outlined in the proposal.
Additional Guidelines & Information
Please note: References and appendices are not included in the page limits for each
section.
•
•
References (no limit) Follow APA (American Psychological Association) reference
style (see https://owl.english.purdue.edu/owl/resource/560/01/)
Appendix (no limit)
•
This section includes copies of your research such as articles, Web Links, copies
of the retailer’s current advertising, etc.
1) Slide presentation on Marketing Plan Electric Car

2) Five strategies of marketing an electric car
https://solarchargeddriving.com/2018/04/01/5-winning-strategies-for-successfully-selling-andmarketing-electric-vehicles/
3) Research on the Marketing Strategy of Electric Vehicle based on Consumer Behavior
https://pdfs.semanticscholar.org/e84e/218e94781516468df58b63cfd0873db90151.pdf
4) How Nissan hopes to market its future electric cars
https://www.greencarreports.com/news/1120537_how-nissan-hopes-to-market-its-future-electric-cars
5) The Launch of an Electric/Hybrid Car by a French Auto Manufacturer in the United State Market

6) All-electric car market share on the rise worldwide
https://www.electrive.com/2018/12/13/all-electric-car-market-share-on-the-rise-worldwide/
7) Driving into 2025: The Future of Electric Vehicles
https://www.jpmorgan.com/global/research/electric-vehicles
8) Is There a Target Market for Electric Vehicles?
https://www.ipsos.com/sites/default/files/2017-04/ipsos-marketing-target-market-electricvehicles.PD__0.pdf
9) The global electric-vehicle market is amped up and on the rise
https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/the-global-electricvehicle-market-is-amped-up-and-on-the-rise
10) Toyota Has a Curious Justification for Not Selling Any EVs (Yet)
https://www.caranddriver.com/news/a26703778/toyota-why-not-selling-electric-cars/
11) US Plug-In Electric Cars by model.
https://afdc.energy.gov/data/10567
12) FORD MOTOR COMPANY MARKETING PLAN FOR FORD FOCUS ELECTRIC
https://www.academia.edu/9696361/FORD_MOTOR_COMPANY_MARKETING_PLAN_FOR_FORD_FOCU
S_ELECTRIC_Enjoy_Gas-Free_Driving_PREPARED_BY
Mazda 3 EV SWOT Analysis
Strengths
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•
•
•
•
•
•
Dealer network in US and abroad
o More service locations
o Easier to test drive
Reputation for reliability
Sporty marketing and styling
Mazda has already made an EV
o Demio EV for Japanese Market
o Already developed battery and motor technology that can be scaled
Saftey – 5 Star safety rating
Loyal customer base
FWD for low cost
Weaknesses
•
•
•
•
•
Tesla Model 3 is established and doing very well
Elon Musk Nerds
o People who love everything Musk does
Charging Network
o Tesla has a huge charging network
Performance
Autopilot
Opportunities
•
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•
Lower entry cost
o Cheapest Model 3 is $35,000 and has AWD
o Start at $29,995 for FWD only model
? Low end models will not make money
? Higher end models will make money
? Money will also be made by using this technology and platform in other vehicles
o $32,000 AWD model
? Base model will be break even price
Fit and Finish
o Tesla has been struggling with quality
? Inconsistent panel gaps
? Paint issues
? Still figuring out mass production
o Mazda knows mass production
? Always have high quality and fit and finish
Sportiness
o Introduce a RWD Sport model
o Have a “Boost” button for passing
•
•
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? 5 second 130% throttle
? Activates as long as battery is cool enough
o Looks sportier than the Model 3
o Drift mode
o AWD hatchback rally model
o Different driving modes for different conditions
? Snow, Sand, Mud, Rain, Normal, ECO, Sport, Track
o 50/50 weight distribution
Charging network
o Partner with Tesla to use their charging network
o Build an adapter to use with Tesla network
Air cooled batteries
o Small blocks of batteries spaced throughout the vehicle allow air cooling
o Put batteries where transmission and fuel tank and motor used to be
? Do not need to re-engineer a new platform. Use existing Mazda 3 platform
o Fire suppression system for batteries in case of a wreck
o Active shutters on air cooled batteries for better aerodynamics and better fires
suppression
Hatchback or sedan option
Range
o Base Model 3 has 220 mile range which is very hard to achieve
? Mazda 3 base will have a real world 250 mile range with 1 use of the boost
button
o Extended range 400 mile real world option will beat Model 3 325 mile extended range
option
ECO Model
o Solar panels on roof, hood, and trunk to charge battery while it is parked or in use
Threats
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•
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Tesla charging network is much larger
People engrained in their ways who want gasoline powered vehicles
America’s crossover craze
Tesla Model 3 has a substantial early entry advantage
Competitors entering the market with a lower price than the Mazda 3

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