This case is designed for modules on marketing strategy and building customer value in principles of marketing courses at both undergraduate and graduate levels. The case may be also suitable for other modules, including evaluating environmental threats, VRIO framework, and diversification strategy in strategy management courses. This case introduces the process for a company to position itself and design a corresponding marketing mix in the China's fiercely competitive two-wheel e-vehicle industry. After working through the case and assignment questions, students will be able to ·analyze the macro-environment of a specific industry and summarize its characteristics using the PEST framework. ·explain a market's STP theory; ·discuss the hierarchy and features of consumer demand based on the Kano model;formulate an effective marketing mix to meet consumer demand at different levels, and to continue creating value for consumers; and ·identify a brand's core competence, and implement a diversification strategy based on that core competence using the VRIO model.

strategy; high-end; two wheel vehicle

Undergraduate/MBA

Manufacturing
China
Large