Market research

Customers:

It is expected that the market segment are individuals who want to purchase electric vehicle. The segment is briefly differentiated because it is not entirely defined by the segmentation selection techniques and consist of them all together:

Demographic segmentation – in this section we consider the segment from the basis of physiological features of the individual. In particular: Age, gender, family size, income, occupation, religion, race and nationality.

For our case this method of segmentation is highly related to our case since this type of segmentation is applicable for the automobile markets. For the selected features, the most important factor is going to be income since it defines the affordability of the potential customer.

However, other features like age, gender, religion etc. are not going to be valuable for the segmentation since the purchase of such vehicle can be done by exactly different persons.

Behavioral segmentation– this method of segmentation is the second one that mostly applicable for the selected segment. In the case of our company, this method related to the way of life of the individual. For such business, a huge importance plays the individual position on the electric vehicles and sustainability as a key factor of the vehicle selection.

Therefore, the segmentation is more related to the behavioral segmentation, since it represents the relation between product and customer and its motivation.

Market Size:

Currently, the market size is complicated to define. Based on the information from 2016-11-04 on the registered electric vehicles in Poland, it is said that 6960 hybrid vehicles and 347 vehicles were registered during three last quarters of the year 2016.

That gives approximately 462 of vehicles registeredwithin one year.

Trends:

Source: Bloomberg New Energy Finance

As it was previously described, there are strong positive perspectives for the market development in this area. According to Bloomberg, till the year 2040 the overall sales of electric vehicles are going to estimate 35% of the total world sales. However, if we consider Poland and the European Union it is expected much higher amount of vehicles.

Therefore, taking into consideration the trends, the business is going to have a perspective in the long run. However, in addition to that, a probability of appearance of completion on the market is also high. Moreover, greater market share keepers that specialize in importing ordinary vehicles could obtain a competitive advantage.

That is why it is significant now to begin the business since it is still possible to occupy a certain market share.

Competition and competitive edges:

Taking into consideration the fact that company is going to operate both on the selling and transporting activities, the competition is diversified. First of all, the main competitors are those companies that offer purchasing-transporting. Another category are going to be companies that sell vehicles that already exist in Poland and was previously imported and legalized.

Analyzing the competition on the market there is a possibility of defining potential competitive segment, the most recognizable representativesare listed below:

samochodyzusa.com.pl

uscars.net.pl

amerykanskiesamochody.pl

autaipaczki.com

PHU Kameleon

Goldcars

Those websites provide the delivery from the United States of America and are considered to be the main competitors. From another point of view, other websites that offer electric vehicles from Poland are considered as competitors, however there is a difference between their activities and activities of the above mentioned representatives.

First of all, for business like the one mentioned in the business plan, there is no needed high operating expenses that are required for the second category of competitors.

In addition, we should consider the demographical segmentation results in terms of income. For many potential customers purchasing vehicle from the United States means lowering expenses in comparison to purchasing it in Poland. Therefore, the segment can be divided from those who can pay more for the same car purchased in Poland, or for those who are willing to pay less.

Additionally, another important issue is a time factor of the delivery. For some customers it is not acceptable to wait for the delivery since it could take from 7-10 days and can be prolonged in case of the car wagon is not full. Therefore, patience is highly vital feature for establishing such business.