1. The government has recently announced that new cars and vans powered wholly by petrol and diesel cannot be sold in the UK after 2030. In response, a major car manufacturer intends to shift resources from marketing its petrol and diesel ranges to its electrical vehicle (EV) product line with immediate effect.
a. Using the criteria for segmenting consumer markets, identify the combination
of criteria that may be the most effective in segmenting this market.
b. Based on publicly available academic and non-academic sources, identify two
potential market segments the company might target in the EV market.
Justify your answers carefully.
2. As part of its initiative to encourage a shift from petrol and diesel to electric powered vehicles, the UK government is proposing to undertake an advertising campaign with the following aims: 1) persuade the public that EVs are a safe purchase and that an appropriate infrastructure is being built to accommodate them; 2) incentivise other actors (e.g. motorway service stations, car repair workshops) to make early investments in the assets and skills that will help to make the transition to EVs as smooth as possible.
a. Propose the outline of an advertising campaign directed at one of the two
audiences identified above based on existing secondary research. What
should the campaign messages be?
b. How should the UK government measure the effectiveness of their advertising
campaign?
Justify your answers carefully.
