Green Motorcar company
The Green Motorcar
company is producing a new car. It is flex-fuel plug-in hybrid. A flex fuel vehicle
has an engine that runs on various combinations of ethanol, methanol and
gasoline. The engine drives a generator that charges the battery, which then
drives the car. It’s also possible to charge the battery by plugging the car
into a standard wall outlet. It’s called a hybrid because it is able to run on
the battery alone or with the flex-fuel engine. The car features many new
innovations, including the fles-fuel feature and the plug-in.
You have been hired
as the marketing manager. Research and identify major approaches of how
innovations like these are adopted by consumers. Discuss how the marketing
strategy for the car needs to “adopt” the car if it is to sell enough units to
be profitable? What are some successful examples of radical innovation that
could be used as a model for the car?
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