CBB Case Study-2
CBB Case Study-2
CBB Case Study-2
INTRODUCTION
The case investigates the history of Ather Energy, the "Ather 340 and Ather 450
smart electric scooters", as well as the difficulties encountered in a young
market with scant infrastructure and consumer awareness. Despite challenges,
Ather Energy had lofty expansion goals, including expanding its presence to
other cities and selling half a million smart e-scooters annually.
In this context, the case addresses the Indian e-two-wheeler market's
competitive environment, in which competitors including "Hero Electric, Revolt
Intellicorp, 22KYMCO, Okinawa Autotech, and Tork Motors" compete for
market share.
Ather Energy's CEO and co-founder Tarun Mehta must come up with tactics to
pinpoint consumer demands, foster positive impressions, and persuade
consumers to use smart electric scooters as he considers the company's future.
To secure Ather Energy's viability in the developing era of electric mobility,
Mehta must traverse the difficulties of the Indian market among governmental
regulations, supply restrictions, and the necessity for strong charging
infrastructure.
PROBLEM STATEMENT
In the competitive market for electric automobiles, Ather Energy, an innovative
electronic two-wheeler firm in India, faces both enormous problems and
potential. Ather Energy has difficulty getting Indian consumers to use smarter
electric scooters, with its own proposed demand that any new powered
motorbikes be converted to electric power by 2025. The business needs to
handle the following major problems:
Competition and Market Share: Both established businesses and startups are
becoming increasingly competitive for territory in the Indian e-two-wheeler
market. To obtain a competitive edge and grow its market share, Ather Energy
must differentiate its products, especially the "Ather 340 and Ather 450" smart
e-scooters.
ALTERNATIVES
Partner for Recharge Facilities is the greatest approach for Ather Energy.
The lack of a reliable infrastructure for charging EVs is one of the biggest
obstacles to their broad adoption in India. Ather Energy can aid in the
development of a wide and open charger network by working actively to
lawmakers, communities, and other stakeholders. This would lessen
purchasers' concerns about range and give them more self-assurance,
which would encourage users to migrate to electric scooters.
1.
Finding Consumer Wants and the Target Population
a)Mehta is capable of undertaking thorough market studies to identify
consumer preferences, problems, and demands in relation to two-
wheelers. Consumer preferences for electric scooters can be learned
from polls, interviews, and the comments of current users.
b) Living and travel patterns: Ather Energy is able to examine the way
lives are lived and commuting patterns of various demographic groups.
For instance, though suburbs consumers may concentrate on range and
access of charging infrastructure, urban workers might prize attributes
like mobility and lightness.
1.1