Marketing Plan -Mba

E-Z-GO Solar Option Kit

E-Z-GO Solar Option Kit

Table of contents

Contents

Table of contents 1

Executive Summary 4

2.0 Situation Analysis 5

2.1 Mission Statement 5

2.2 Product Description - SLR Option Kit (SLR-O) 5

2.3 Value Proposition 6

2.4 SWOT Analysis 7

2.5 Critical Issues 7

3.0 Market Analysis 8

3.1 Macro Environment 8

3.2 Market Size and Growth 9

3.3 Market Trends 9

3.4 Target Market Analysis 10

3.5 Customer Analysis 12

Consumers 12

Commercial Fleet Golf Cart Customers 14

3.6 Needs Analysis 14

Consumers 14

Needs of Commercial Fleet Managers 15

3.7 Competitive Analysis 15

Market Share 15

3.7.1 Direct Competition 17

3.7.2 Indirect Competition 17

4.0 Strategy 17

4.1 Marketing Objectives 17

4.2 Financial Objectives of the SLR Option Kit 18

4.3 Positioning 19

4.4 Product Strategy 20

4.5 Pricing Strategy 20

4.6 Distribution Strategy 21

4.7 Integrated Marketing Communications Strategy 21

4.8 Branding Strategy 23

4.9 Marketing Research 23

5.0 Financial Analysis 24

5.1 Break Even Analysis 24

5.2 Sales Forecast 25

5.3 Expense Forecast 25

6.0 Implementation and Control 26

6.1 Marketing Implementation 26

6.2 Controls 26

6.3 Marketing Organization 26

6.4 Contingency Planning 27

Conclusion 28

References 29

Executive Summary

This marketing plan presents an opportunity for E-Z-GO to increase market share in electric carts (EC) or short task oriented vehicles (STOV). This effort seeks to market and launch a solar option kit (SLR-O) that converts the 2Five, TXT and RXV carts from electricity to solar power. The kit can be factory or field installed with a price of $1899.00 or $2399.00 respectively.

Fossil fuel prices are expected to rise as a result of increased demand. This rise will increase consumer interest in alternative products with lower emissions and lower cost. This product eliminates fuel costs...