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Essay Available:
Pages:
9 pages/β‰ˆ2475 words
Sources:
18 Sources
Style:
Harvard
Subject:
Business & Marketing
Type:
Research Paper
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 46.66
Topic:

Positioning Strategies and Target Market Analysis of NIO Electric Car

Research Paper Instructions:

You are required to submit a written report (of maximum 3,000 words) that should build upon your coursework (i.e. focusing on the same brand and market) and have the content and follow the structure below. (the group work is in another document)

 

Project title, Executive Summary, List of contents (compulsory but not form the word-count)

Introduction (5% of total word-count)

Introduction to the report and brief background of the brand and the new international country market.

Report content

Evaluation of major macro-environment factors that may impact brand performance in the proposed market most significantly:

Extract 3 or 4 key findings on different macro-environment components and present an in-depth, critical evaluation of these factors to articulate a justified argument on why these factors may impact significantly on the company/ brand performance in the market. (20-25% of word-count)

Target market selection and consumer analysis:

Summarise the segmentation process that has led to the choice of target market selection and then extract 3 or 4 key characteristics from the overall target customer profiling to provide an in-depth analysis of these features. Your analysis must include some culture-informed characteristics and use different consumer behaviour concepts (e.g., personality, lifestyle, attitudes, attitude change, motivations, core values, reference groups, decision making etc.). (20-25% of word-count)

A critical evaluation of positioning strategy options (GCCP, FCCP, LCCP and hybrid positioning) for the brand: 

Identify and discuss advantages and disadvantages of each strategy for the brand and make a recommendation of the optimal strategy appropriate for the selected target segment. Support your discussion with academic literature and findings of environment analysis. Provide recommendations on how positioning strategy can be implemented in 2 marketing mix elements of your choice. Consideration of potential implications of the selected positioning on non-target groups is not compulsory but is desirable. (20-25% of word-count)

Theories underlying the creative design

Based on the design in the group coursework (print advert of the product/ brand, or package for the product, or a retail environment, either physical store or website), provide a detailed description of the design in terms of the theme(s) and stimuli, and the level(s) of emotion you want to create. You must link the design to the above recommend positioning strategy via cultural cues (brand name, linguistic, visual, other) and fully explain how you have applied at least two consumer behaviour theories (emotion, sensory perception, perceptual selectivity, learning etc.) as the underlying principles for the creation of some main elements of the design. (20-25% of word-count)

Conclusion (5% of total word-count)

Appendixes (not included in the final word-count)

References (not included in the final word-count) 

You must draw on recent examples and make reference to relevant international marketing/ consumer behaviour theories and concepts, identify and utilise relevant market/ industry/ consumer data and recent academic research to support your work.

 

Research Paper Sample Content Preview:

NIO ELECTRIC CAR MARKET ANALYSIS/REPORT
by (Name)
The Name of the Class (Course)
Professor (Tutor)
The Name of the School (University)
The City and State where it is located
The Date
Executive Summary
The electric vehicle business is a prime example of the advantages and challenges of creating sustainable brands. Nio Inc. is a major Chinese automaker with a US subsidiary and a Shanghai headquarters. The company, which began operations in 2014, focuses on researching, manufacturing, and selling electric vehicles. Nio announced a US$5 billion investment in September 2018 to produce and market automobiles in the US by 2020. Among the three electric vehicles, the company plans to offer in its inventory are a high-performance SUV, a mid-size vehicle, and a small vehicle. This report explores Nio's entry into the US market, and its targeting of the upper-class consumer with its luxury and environmentally friendly credentials is a successful move. The report critically analyzes various aspects, including positioning strategies and target market analysis.
Contents Executive Summary. 2 Introduction. 4 Macro-Environment Factors. 4 Target Market Selection and Consumer Analysis. 7 Critical Evaluation of Positioning Strategy Options. 9 Theories Underlying the Creative Design. 11 Conclusion. 13 References. 14 Introduction
A central factor in anthropogenic climate change has been air pollution from greenhouse gas (GHG) emissions which depletes the ozone layer and causes abnormal atmospheric heating. Thus, industries ranging from agriculture to construction to financial services to transportation have been racing toward transforming their business processes and products to be environmentally sustainable (Yuan et al. 2022). The electric car industry is an excellent case in point for the opportunities and challenges of creating sustainable brands. Nio Inc is a Chinese multinational automotive company headquartered in Shanghai, with a subsidiary in the United States. The company was founded in 2014 and is engaged in designing, developing, manufacturing, and selling electric vehicles. In September 2018, Nio announced a US$5 billion investment to manufacture and sell cars in the United States by 2020 (Bradsher 2021). The company also announced its plans to have three electric vehicles: a high-performance SUV, a mid-size car, and a small car. Nio is an important player in the electric vehicle market, and its entry into the US market could significantly impact the growth of electric vehicles (EVs) in the country. The US market is important for Nio because it is one of the fastest-growing EV markets in the world. The US market is expected to grow by more than 23% over the next five years, and by 2027, it is projected to be worth over US$139 billion (Statista 2022a). Nio's entry into the US market could help to drive this growth and stamp the company as a leader in the EV market.
Macro-Environment Factors
The environmentalist agenda has permeated the US political, social, and economic agendas. Individuals, businesses, and the government have responded to this agenda. This has created a complex and multi-faceted political environment that affects businesses, including Nio Inc. Nio Inc.'s performance in the United...
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