The primary objectives of the case are to enable participants to:
Understand the forces working in the electric vehicle (EV) industry
Understand the strategies to influence consumer attitude towards an innovative product like EVs; and
Discuss the concepts of lead generation and conversion ratio.
The EV industry in India is growing by leaps and bounds. Tata Motors has been a pioneer in both launching EVs and creating an ecosystem for supporting EVs. KVR Automotive, headed by Sujith Ram Parayil, is one among the dealers of Tata Motors in Kerala. Sujith is anxious about the future of the automobile industry, Tata Motors and KVR Automotives, because of the burgeoning challenges and lack of capabilities observed with the onset of EVs in the Indian market. He is worried about maintaining his company’s growth amid the rising competition in this segment. He is seeking ways to seize the early market advantage opportunity in a bigger way. The question that lingers is not survival but growth in the EV segment to retain market share, improve revenue and profitability amid increasing competition and poor infrastructure in the passenger car segment.
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CSS 8: Marketing.
