This document provides instructions for a marketing assignment for an undergraduate course. Students are asked to select an electric car brand with a presence in the UK market and write a 3,000-word report evaluating the brand's marketing challenges, current activities, and trends. The document provides learning outcomes, submission guidelines, assessment criteria, and a sample electric car brand analysis for Renault Zoe to guide students on the requirements and format of the assignment.

1. University Of Sunderland
Sunderland Business School
UGB 229: Marketing Management 2016/2017
LONDON CAMPUS
ASSIGNMENT
Module Leader: Anne Edwards
Title:
Weighting:
Individual Report: Electric Cars
100%
Submission deadline - SunSpace & JIRA deadline date: Tuesday 14th
March 2017 at 16:00
You are advised to write approximately 3000 words but there is no formal word limit
LEARNING OUTCOMES ASSESSED:
Knowledge Based Outcomes:
1. Understanding of the key issues in managing marketing operations within
an organisation
2. Understanding of the tools and techniques employed by marketing managers
in developing and managing their strategies, plans and operations
3. Understanding of the importance of, and mechanisms for, control
and evaluation within marketing management
4. Understanding key trends in marketing management
Skills Based Outcomes:
1. Analysis of information and/or a situation
2. Problem solving and decision making
3. Reading, synthesising and reporting of current marketing management topics

2. Demand for electric cars in the UK has increased significantly over the last 3 years,
with approximately 90,000 electric vehicles on the road in 2016 compared to 3,500 in
2013.This change has been attributed to a number of factors including, increased
choice, a shift in consumers’ attitudes, and continuous improvements in the public
recharging network. http://www.nextgreencar.com/electric-cars However, according
to a recent report for BBC News (Cellan-Jones, 2016), there are still two issues
holding back the mass adoption of electric driving: cost and infrastructure.
Competition in the market for electric cars does not appear to have been hindered by
such challenges. Tesla’s Model 3 which launced earlier this year; the Chinese BYD
e6; the Nissan Leaf; Hyundai iOniq and the BMW i3 are just some of the recent
developments of organisations vying for position in this market.
Cellan-Jones, R. “Are electric cars ready to go mainstream?” BBC News, 1 April Available at: http://www.bbc.co.uk/news/technology-35940172 Accessed: 15/11/2016
http://www.nextgreencar.com/electric-cars Accessed: 15/11/2016
YOUR TASK
Select a brand with a presence in the market for electric cars. You may select any
brand provided that it is already competing in this market.
Your task is to undertake research into your chosen brand and their
marketing environment.
Produce an individual report based on your research, in which you:
 evaluate the key challenges in managing the brand’s marketing
operations (Approximately 1000 words)

 provide an analysis of the current marketing activities being undertaken
by the organisation/brand and the extent to which they are achieving
their objectives (Approximately 1000 words)

 evaluate how the brand is embracing key trends in marketing
management. (Approximately 1000 words)
It is expected that you will support your analysis:
 with evidence (such as, illustrative examples of what the brand is currently
doing, data, relevant citations from referenced sources, etc.).
 by applying relevant marketing concepts, tools and techniques to support
the analysis/evaluation
 by providing a clear insight into the contribution of marketing to the
brand’s success.
You are expected to address the marketing mix and other relevant marketing
practices in your work.

3. STUDENT GUIDANCE FOR THE TASK
o The assessment needs to be referenced using the Harvard system of
referencing. Please include a list of references at the end of the assessment.
o This assessment counts for 100% of the overall module mark.
SUBMISSION
The work submitted for assessment must be original – if there is evidence of any
work that is not wholly attributable to you, the University’s policy on
Cheating, Collusion and Plagiarism will be applied.
You are required to submit assessed work through Turnitin. You may submit drafts
through Turnitin prior to submission to generate reports. The last submission prior to
the deadline will be deemed to be the final submission for assessment purposes.
The penalty for non-submission of assessed work through Turnitin is that the
mark is withheld, and the assessment board may deem the work to have failed.
You are strongly advised to ensure that you retain a copy of your work .

4. Generic Assessment Criteria – Undergraduate Bachelor’s degree
These should be interpreted according to the level at which you are working
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
86 – The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification.
100%There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the
work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or
discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent
evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in
the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be
some evidence of originality
The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There
70 – 75% is also clearly articulated t evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is expected that
the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument,
interpretation or discourse.
Directly relevant to A substantial Good analysis, Generally coherent and May contain some Well written, with Critical appraisal of up-to-
60 – 69% the requirements knowledge of clear and orderly logically structured, using distinctive or standard spelling date and/or appropriate
of the assessment relevant material, an appropriate mode of independent thinking; and grammar, in a literature. Recognition of
showing a clear argument and/or may begin to readable style with different perspectives.
Pass
grasp of themes, theoretical mode(s) formulate an acceptable format Very good use of source
questions and independent position material. Uses a range of
issues therein in relation to theory sources
and/or practice.
Some attempt to Adequate Some analytical Some attempt to construct Sound work which Competently Uses a variety of literature
50 – 59% address the knowledge of a fair treatment, but a coherent argument, but expresses a coherent written, with only which includes some
requirements of range of relevant may be prone to may suffer loss of focus position only in broad minor lapses from recent texts and/or
the assessment: material, with description, or to and consistency, with terms and in uncritical standard grammar, appropriate literature,
may drift away intermittent narrative, which issues at stake stated only conformity to one or with acceptable though not necessarily
from this in less evidence of an lacks clear vaguely, or theoretical more standard views format including a substantive
focused passages appreciation of its analytical mode(s) couched in of the topic amount beyond library
significance purpose simplistic terms texts. Competent use of
source material.
40 – 49% Some correlation Basic Largely A basic argument is Some evidence of a A simple basic style Some up-to-date and/or
with the understanding of descriptive or evident, but mainly view starting to be but with significant appropriate literature
requirements of the subject but narrative, with supported by assertion formed but mainly deficiencies in used. Goes beyond the
the assessment addressing a little evidence of and there may be a lack of derivative. expression or material tutor has
but there are limited range of analysis clarity and coherence format that may provided. Limited use of
instances of material pose obstacles for sources to support a point.
irrelevance the reader
35 – 39% Relevance to the A limited Heavy Little evidence of coherent Almost wholly Numerous Barely adequate use of
F
a
il
requirements of understanding of a dependence on argument: lacks derivative: the writer’s deficiencies in literature. Over reliance on
the assessment description, contribution rarely expression and

5. may be very narrow range of and/or on development and may be goes beyond presentation;the material provided by the
intermittent, and material paraphrase, is repetitive or thin simplifying writer may achieve tutor.
may be reduced to common paraphrase clarity (if at all) only
its vaguest and by using a simplistic
least challenging or repetitious style
terms
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
30 – 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows
that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence
shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The
evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the
indicators.

7. Contents
1. Introduction......................................................................................................................................................2
2. Key challenges..................................................................................................................................................2
3. Analysis of current marketing activities....................................................................................................6
4. How the brand is embracing key trends in marketing management. ................................................9
Reference .................................................................................................................................................................10
1

8. 1. Introduction
Established since 1898, Renault Group is a French multinational automobile manufacturer which
produces The company produces a wide range of cars and vans under three brand names:
Renault, Dacia and Renault Samsung Motors. In which electric cars has become an important
business division in response to the new automotive trends. The group has been operating in
more than 125 countries all over the world and run about 36 manufacturing sites to offer vehicles
through a network of above 1200 sales outlets. The group is also cooperating with Nissan to
develop new competing features and versions of electric cars. (Renault Press Office, 2017).
In the UK, Renault Group UK has connected with more than 160 dealers and marketed the
product range of Renault cars, LCVs and Dacia (Renault Press Office, 2017). Since 2015,
Renault Group UK sales continuously outpaced the British vehicle market during 2015 and
become the leading electric car providers in the countries with three ranges: TWIZY, New ZOE
and KANGOO Z.E (Renault Press Office, 2016). In this report, Renault Zoe will be the electric
car brand selected for analysis since this 100% electric car represents the Renault’s success in
UK electric vehicle market the best.
2. Key challenges
Electric cars represent new automotive technology in the market; therefore, the biggest challenge
of Renault is how to trigger massive adoption of its electric cars including Renault Zoe.
Despite of inevitable benefits that electric cars contribute to the society and environment, they
have some disadvantages that slow down the adoption of electric cars. According to Mintel
(2016) report about Hybrid and Electric Cars in the UK, charging and purchase price two biggest
barriers that British consumers concern the most when they decide to buy a 100% electric car.
Specifically, regarding to charging, customers are worried about whether they can access
charging points easily and conveniently and on their journey across UK, whether the number of
charging points are adequate so that they can charge their electric cars at the right time. Besides,
charging may take a lot of time and be also costly and that is clearly a disadvantage of all electric
cars in comparison to hybrid, diesel –powered or traditional petrol cars. In addition, the price of
electric car is normally higher than an equivalent sized car which uses a conventional internal
combustion engine; therefore, the report has also revealed that premium purchase price is the
most concern of about 41% of consumers when they consider to buy electric cars. The Figure 1
below shows more clearly the barriers to uptake electric cars due to British customers’
perception:
2

9. Figure 1: British customers’ concerns regarding owning electric cars (Mintel, 2016)
Due to such barriers, just above one third of British customers aged over are willing to own
either a hybrid or electric car in UK while about 24% of them are unsure and the remaining 38%
are not interested. The challenge that every electric car producers including Renault are facing is
how to convince the majority of British customers who are either unsure or not interested to
change their attitudes towards electric cars and make real purchases in the future (Mintel, 2016).
Given the challenge resulted from disadvantages in charging and purchase price, the marco
environment factors in UK electric vehicle market either worsen or reduce the difficulties that
electric car producers like Renault have been facing.
Specifically, regarding the charging issues, in order to encourage the use of electric vehicles, UK
government has implemented many policies and programs so as to increase the accessibility and
the number of charging points across the country, especially the fast and rapid chargers (Figure
2)
3

10. Figure 2: Growth in the number of charging points in UK by charger speed (Next Green Car,
2017)
In addition, UK government has just launched and implemented the ‘Grant schemes for electric
vehicle charging infrastructure’ in which charge points will be installed at both domestic
properties, working places and on street with funding support from the government (Gov.UK,
2016). This strategy enables electric cars to be charged at anytime and anywhere possible with
lower costs that resolved partly the problems resulted from charging for electric cars. As a result
of the government policies as well as public and private investment, the number of charging
points in the UK has increased from several hundred in 2011 to above 4,200 charging locations
with about 6,500 charging devices by the end of 2016 (Next Green Car, 2017).
With regard to purchase prices, the current macro environment indicators in UK enhance the
challenges that electric car producers have been facing. Specifically, since the middle of 2016
and after the Brexit, Consumer Confidence Index in the country has been reduced as the event
makes British consumers vague about the UK economy (Trading Economics, 2016). Besides,
after the Brexit, the British pound has devaluated significantly that makes prices of imported
products and materials including auto parts higher. Since Renault Zoe is made in France, the
devaluation of the Sterling will make the purchase price of Renault Zoe increase in UK market
that will raise more barriers for new customers’ adoption of the product. In addition, Inflation
Report by the Bank of England (2016) has revealed that the falling of the Sterling will lead to the
significant rise of inflation will increase significantly in next years. In more details, CPI will
grow to 1.9% and 2.0% in 2017 and 2018 respectively. The increase of inflation will, in turn,
worsen Consumer Confidence Index. As a result, consumers tend to spend less.
4

11. So as to overcome the threats of rising purchase price, Renault faces the challenge of keeping
costs low while maintain outstanding product quality and customer experience.
Another challenge that Renault Zoe is facing is the intense competition from not only the
conventional fuel cars but also hybrid cars in the UK automobile market. Specifically, although
demand for alternative fuel vehicles is increasing with a record 4.2% share of the total new
vehicle registrations by the end of 2016 (The Guardian, 2017), electric cars face high
competition from hybrid car with the same customer segments due to the hybrid cars’ advantages
of first comers to the electric vehicle market and also their convenience in either fueling or
charging. The Figure 3 which shows the number of new hybrid and electric car registration over
the period between 2011 and 2016 suggests that hybrid cars are far more popular than 100%
electric ones (Mintel, 2016).
Figure 3: Numbers of hybrid and electric car new registrations in UK between 2011 and 2016
(Mintel, 2016)
Within UK electric car market, although demand for electric cars in the country has raised
significantly between 2013 and 2016 from 3,500 to about 85,000 electric cars in 2013 and
February 2017 accordingly (Next Green Car, 2017), the number of new entrants to the market
also increase rapidly. The Figure 4 has shown clearly the increasingly intense competition within
the UK electric vehicle market in which Mitsubishi Outlander PHEV is the leader in the market
in terms of number of new registration followed by Nissan Leaf and BMW13. Besides, although
Mercedes Benz C50e has just entered into the UK electric car market since the end of 2015, its
market share has grown quickly and even surpassed Renault Zoe to hold the fourth position in
the market since the end of 2016. Tesla Model S which is also a 100% electric car is currently
5

12. the most direct strong competitors since its position is just after the Renault Zoe (Next Green
Car, 2017).
Figure 4: Number of new green car registration by brands in the UK (Next Green Car, 2017)
In near future, Renault Zoe will face more competition for new entrants which are of highly
advanced technology. Specifically, all of Dyson, Apple and Google which are giant
technological groups are developing their electric vehicles that strengthen the threats of
competition to Renault Zoe.
3. Analysis of current marketing
activities Product
Renault Zoe is a 100% electric car which is designed for households who want to downsize their
engine and reduce carbon footprint. As a response to customers’ worry about charging, the latest
version of Renault Zoe, New Zoe, can travel 400 kilometers or 250 miles with only one a single
charge thanks to its double battery capacity while the most direct competitor, Tesla Model S can
travel on 345 kilometers at once.
The following table shows three product levels of Renault Zoe (Renault Press Office, 2013):
Core products Mean of transportation which is of high quality, convenient, user friendly
and environmental friendly
Actual products - Stylish appearance
- Compact size
6

13. - 100% electric use with Chameleon charger compatible with all
power levels from 3kW up to 43kW and recharge time taking from
30 mins to 9 hours
- 41 kWh battery with a travel range of 250 miles
- Eco mode helps reduce power delivery and reprograms heating and
air
- 15-inch Aerobase wheel trims on Michelin ENERGY E-V tyres
- USB input, jack, SD multimedia and Bluetooth
- R-Link voice controlled TomTom satellite navigation with 7”
touchscreen
- 4x20W radio
- ‘Range OptimiZEr’: bi-modal braking system, heat pump and
Michelin Energy E-V tyres
- conditioning systems to maximize range
- Z.E. Connect: remote monitoring of battery charge and range
- Z.E. Voice – low speed pedestrian warning
- Z.E. pre-conditioning of interior temperature either hot or cold
during the time the vehicle is charged
- Climate Control
- LED DRLs
- Hill Start Assist
- Cruise Control
- ESC, ASR Traction control
- Under steer control
- TFT instrument display
- ISOFIX mountings: on front passenger seat and outer rear seats
- Privacy glass to rear side and tailgate windows
- Height and reach adjustable steering wheel
- Renault Anti-Intruder Device offers auto door locking over 5 mph
- Keycard
- Speed Limiter
Augmented - 4 Years manufacturer’s warranty
products - 3 year Paint Warranty
- 12 year Corrosion Warranty
Price
With the vision of the electric market to be no longer a niche market, Renault has adopted the
penetration pricing strategy to encourage high adoption of its flagship electric car, New Zoe.
Specifically, the price of Renault New Zoe is considered the lowest in the UK market to the
present. The following table shows the top 5 cheapest electric cars in the UK market:
Electric car brands Prices
7

14. Renault New Zoe From £13,995 after PiCG cost deducted and
Government grant and without the battery pack
which can be leased under a separate
arrangement at from £49 to £110 per month
Smart Fortwo From £16,000 after PiCG cost deducted and
Government grant
Nissan Leaf From £16,680 after PiCG cost deducted and
Government grant
Volkswagen e-Up From £19,750 after PiCG cost deducted and
Government grant
Peugeot Ion From £25,495 after PiCG cost deducted and
Government grant
Kia Soul EV From £25,495 after PiCG cost deducted and
Government grant
Place
Renault Group UK has a distribution network of about 160 dealers across the UK and Renault
Zoe is also sold through these dealers to be present all over the country. Besides, Renault Zoe is
also sold on Renault Group UK’s official website at https://www.renault.co.uk/vehicles/new-
vehicles/zoe-250.html as well as the online stores of dealers such as www.autocar.co.uk ;
www.wessexgarages.com ; www.carwow.co.uk; www.autotrader.co.uk ; etc.
Using dealers helps Renault to quickly expand the presence of its Renault Zoe across the UK
with lower risks and costs related to business operations, customer service such as installation,
maintenance and warranty as well as warehousing
Promotion
The target audiences of Renault for the Renault Zoe promotional activities include both dealers
and individual customers. Since the first launching time, Renault has introduced its New Zoe to
the dealers through motor shows and sales person.
Since the prices of electric cars are very high, electric cars can be regarded as high involvement
products. As a result, customers tend to take a lot of time for information search and comparing
different alternatives during their decision making process as well as interacting with sales
persons or customer service staff before make actual purchases. Therefore, Renault’ dedicated
sales & after-sales teams deliver training and expertise support to the dealers’ sales teams so that
dealers’ sales person can represent Renault to offer the best customer service. In addition,
Renault Group UK has built its own website with rich information about Renault Zoe as well as
offer contact points for customer enquiry. By this way, the website is not only the sale channel
but also a two-way interactive promotional channel. In addition, Renault has connected and
advertised to its British customers through multiple social networks such as Facebook fanpage
(https://www.facebook.com/renaultuk/) ; Twitter (https://twitter.com/Renault_UK); Youtube
channel (https://www.youtube.com/user/RenaultUKOfficial) and Google Plus
8

15. ((https://plus.google.com/113599850342914386690). Renault has shared images, videos and
information about the New Zoe on Social Media as well as interact directly to its customers
through these pages.
Besides websites and social networks, digital marketing has been employed wisely so as to target
the right customers. Specifically, so as to raise awareness of the New Zoe and drive traffic to the
network of local dealerships, Renault has combined various data sources from Apple or Mosaic
with first-party data from Weve as well as database of local demographic and socio-economic
variables and selected some target areas where customers’ interest in electric cars is high and
also qualified consumers who had ever browsed information about automobiles, especially
electric cars or made phone calls to dealers (Mobile Marketer, 2014). After that, Renault has sent
advertising messages directly to their smartphones and tablets and contact points of Renault
dealers which are within a five-mile radius. This highly targeted mobile advertising campaign
can ensure that Renault Zoe is advertised to the right customers who will find the advertisements
relevant to them.
With regard to sale promotion, for business customers or dealers, Renault offers Renault Zoe at
discount prices so as to push sales through its distribution network. Therefore, sometimes,
customers can find promotional prices of Renault Zoe from those dealers.
The marketing mix strategies for Renault Zoe in UK market have proven to be very effective
since according to Renault report (2016), sales of Renault Zoe have increased by 39.4%
compared to 2015.
4. How the brand is embracing key trends in marketing management.
The success of Renault Group in the UK electric car market has come from its ability to
embracing key trends in the country.
According to Mintel report on The Green Customer in UK (2014), environmentalism has
increasingly become a societal expectation among Britons since about a third of British
customers, especially the older customers and affluent class who are willing to pay a premium to
acquire greenness. Since UK is a developed country with aging population as well as rising and
high average individual and household income, environmentalism trend will become more and
more popular. Renault has seen this trend and become one of the first electric car producer in the
UK market. According to Renault Group’s vision, electric cars will represent a mass market
instead of a niche market in the future, therefore Renault has continuously innovated to make the
electric cars come closer to British customers. Specifically, despite of high demand for “greener”
cars, the adoption rate of electric cars is limited by barriers related to charging problems and high
price purchase. Therefore, the company has improved its battery capacity in the Renault New
Zoe which is also its unique selling point as well as make the Renault New Zoe not only stylish,
attractive but also affordable with the lowest penetration price in the UK electric car market.
9

16. According to Mintel report on Car purchasing process (2015), British consumers are increasingly
moving towards making more and more online purchase, automobiles are no exception.
Specifically, more than 60% of Britons search their next vehicle purchase on the Internet.
Besides, mobile apps are becoming a popular device for researching since a third of customers
aged from 25 to 34 use smartphones for vehicle researching. According to Ofcom (2015),
smartphones have overtaken laptops to be the most important devices for a third of the country’s
population to go online. Besides, tablets have also become a popular devices in the country since
two-thirds of British adults own tablets by mid-2016. This is also the reason why Renault has not
only built official website for both promotional and sales purposes, connect with customers on
social media but also launched well-targeted mobile advertising campaigns to reach the right
customers via smartphones and tablets.
Another trend that Renault has embraced wisely is the increasing demand for car hire during
holiday in the UK. According to Mintel’s research on Car and Van Hire in the UK (2014), about
20% of British consumers hire a car to go on their holiday in the UK. Moreover, once they hire a
car or van for a holiday they likely to hire frequently (i.e. several times a year). The survey by
Mintel (2014) has revealed that cost of fuel used is the most important factor that customers
concern when hiring a car. Since charging an electric vehicle is cheaper than petrol, there will be
potential for electric cars to be hired especially when customers are going on holiday in rural
areas since using electric cars is considered as a way to protect local environment. Renault has
also seen this trend and since 2013, the company has launched the first Electric Car Club in the
UK and one of the activities of this Car Club is providing car hire service for its members and
customers all over the UK. This is a good initiative of Renault in promoting its electric cars
including Renault Zoe since although British customers are becoming greener, high purchase
price of electric cars may prevent them from owning an electric car but they may be very much
willing to hire an electric car with low charging cost. Electric car hire will act as new product
trials, therefore, will not only create a great opportunities for Renault to expand the presence of
Renault Zoe in the market but also enhance the appeal of Renault Zoe among British customers.
According to Mintel (2016), decent charging infrastructures in some rural tourism regions create
obstacles in persuading tourists to hire electric cars since they may fear of running out of power.
However, the UK government’s efforts and supports in increasing charging points across the
country will fix this problem in the future
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hybrid-vehicles >
The Guardian (2017). UK electric vehicle boom drives new car sales to 12-year high. [Online].
Available at <https://www.theguardian.com/business/2017/feb/06/new-uk-car-sales-electric-
vehicle-drives-12-year-sales-high >
Trading Economics (2016). United Kingdom: Consumer Confidence Index. [Online]. Available
at <http://www.tradingeconomics.com/united-kingdom/consumer-confidence>
12

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