個案資料
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Simple Energy: Launch Strategy for the Next Generation E-Scooter
內容大綱
Simple Energy was an electric scooter start-up in India founded with the intent of filling a market gap for a well-designed e-scooter, fully made in India, with sufficient range to be practical. In April 2021, with a couple of months left to launch Mark 2, the company’s first e-scooter, the founders needed to settle on their marketing strategy and decide how to position Simple Energy as a relatively new entrant in what was becoming a fiercely competitive market. Simple Energy had one model ready, but competitors had entered the market with multiple variants. Should Simple Energy introduce both a basic and premium variant of Mark 2? The founders also wondered whether they should focus on introducing Mark 2 in one city first or start operations in multiple cities simultaneously.
學習目標
This case is designed for post-graduate management courses that cover brand and product management, sales and distribution management, and core marketing concepts. The case enables instructors to review fundamental topics in business such as industry analysis, competitive dynamics, and value creation. The case can be used to teach concepts such as product line management, distributional channels, product strategy, and market segmentation strategies in various core and specialized marketing courses. After working through the case and assignment questions, students will be able to<ul><li>appreciate the factors leading to product line extension for a new technology product;</li><li>analyze the factors that companies dealing in new-age technology consider when entering a premium market; and</li><li>assess the distributional channel mechanism for new entrants in the market and understand the effect of channel decisions.</li></ul>