Ebretti report

Topics: Want, Brand, Car seat Pages: 44 (9313 words) Published: November 4, 2013
1

Index
Introduction ................................ 3
Company ..................................... 4
Competitors ................................. 6
Consumers .................................. 10
Context .................................... 12
SWOT analysis .............................. 14
VIP ........................................ 15
Domain: Adventurous ........................ 16
Domain: Social networking .................. 17
Domain: Transport for different distances .. 18
Domain: Customizing ........................ 19
Chosen domain .............................. 20
Context 2020 ............................... 21
Context vision & mission ................... 23
Interaction vision ......................... 24
Ideas 2020 ................................. 25
Product character .......................... 26
Concepts 2012 .............................. 27
Chosen concept: the Sella .................. 32
Product strategy & Marketing mix ........... 38
VIP ........................................ 40

Coached by: Erik Jepma
Group 8A
Rik van der Laan
1521640
David Ladiges
1512986
Marco Lam
1526693
Joost van Leeuwen
1505955
Marco van Leeuwen
1277138
Tim Vermeulen
1269240

2

Introduction
La Dolce Vita is the famous Italian lifestyle many people would like to have. It is a lifestyle of enjoying life at its best. Having a nice Italian meal, being outdoors, the retro design; these things are all part of it. Ebretti wants to be sustainable with their electrical scooter and at the same time adopt the beautiful Italian lifestyle with a nice retro style. This is the brand image that Ebretti want to show as a company.

Not only is an insight in how Ebretti sees their image important, but also what the consumers think of Ebretti. Because Ebretti is new to the market, their name is not well known yet. What they need is an image builder like the ipod that sets them apart from its competitors. That is why a New Business Strategy needs to be developed for 2012 and beyond.

The goal of this report is to get insight in the company Ebretti, what Ebretti wants be and how the customer sees their company. By analyzing the external environment (the context) new business opportunities can be found. Different domains will be generated from where a new product can be conceptualized. The design strategy that mainly is used is called

the VIP model. Which is completely based on the idea of generating ideas according to trends, developments, states and principles.
In this report is the complete research documented done by @vice and the results from this research. Ideas for 2020 can be found, concepts for 2012. Finally the chosen concept is presented along with a product strategy and marketing plan. This report has created a future concept for Ebretti to put them on the market as the leader in electric personal transportation!

3

Company
Customer satisfaction is the main goal
Ebretti operates in a growth market. Its goal is to have the biggest market share in electric scooters by 2020. Momentarily Ebretti is a relatively small business with 6 employees in the Netherlands. They do not operate on an international market yet.

The competitive advantage of Ebretti is the combination of the Italian design, creating a life-style product, and the use of an electrical propulsion system. Electrical propulsion appeals to the buyers and is in accordance with the sustainability trend. The green-feeling works even though the production of this scooter is not sustainable yet. Ebretti has acted fast on this growing market but has to grow with it to attain the biggest market share. When the electrical scooters break through Ebretti has to be market leader.

In order to realize this they must act as pioneers. Pioneers define the rules of the game, making them very powerful within one specific market. Because the product is new many distributors want to have the pioneer brand first, already 64 distributers are...
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