Strategic marketing of Mahindra Reva
1. Introduction
After the phase out of G-Wiz from the UK market in 2011, no Reva versions have been launched in this market for four years. During this period, the sales of electric cars market in the Britain have surged, especially in the past two years. Now, Mahindra Reva decides to launch its new product Reva e20, the successor of G-Wiz in the UK, and plans to export another new version halo to the country. The problem is whether the company can re-occupy the market just as it had done 10 years ago. This report aims to provide some recommendations on its strategic marketing objectives in the UK market on the basis of market analysis, its competitiveness, competitor analysis and customer analysis.
2. Market analysis
2.1 Political factors
The British government holds considerable support of the electric and hybrid vehicles. Plans for Britain to become the pioneer of a green car revolution were proposed in 2008 by the current prime minister Gordon Brown who advised that electric or hybrid cars would dominate the car industry and produce no more than 100 grams of CO2 per kilo (Environmental Transport Association, 2009). Thereafter, British cities had bidden to become the green cities. For instance, for London to be the "electric car capital of Europe", the local authority had issued the plans to build 25,000 electric car-charging places around the city. The support also had come from fiscal arrangement for the purpose of deploying plug-in vehicles in the past five years. As of 2013, the country had built some 5000 public charging points and 211 CHAdeMO charging stations had been set up in the UK has led the deployment of fast charging in Europe (Kane, 2013). This will considerably facilitate the buyers to charge their electric cars. Furthermore, the "Go Ultra Low" national campaign had been initiated, under which the