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The document outlines a strategy and execution plan for launching an ElectricPe Mobility Centre in Gurugram, India, focusing on enhancing brand visibility, customer satisfaction, and sustainable urban mobility. Key deliverables include city selection, market research, location identification, and a detailed recce plan, with a total first-year budget estimated at 1 crore 51 lacs. The implementation plan emphasizes infrastructure setup, staff hiring, and branding campaigns to ensure a cost-efficient and sustainable approach in the EV market.

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3 views

assignment

The document outlines a strategy and execution plan for launching an ElectricPe Mobility Centre in Gurugram, India, focusing on enhancing brand visibility, customer satisfaction, and sustainable urban mobility. Key deliverables include city selection, market research, location identification, and a detailed recce plan, with a total first-year budget estimated at 1 crore 51 lacs. The implementation plan emphasizes infrastructure setup, staff hiring, and branding campaigns to ensure a cost-efficient and sustainable approach in the EV market.

Uploaded by

shayarbnde
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Strategy Plan for ElectricPe mobility

centre
“Strategy and Execution Plan for Launching an
ElectricPe Mobility Centre”

Objective:
The objective of this Project is to establish a mobility centre in any city of the country
and identify the location inside the city.
Here we aim to select city, location, EV services, enhancing brand visibility, customer
satisfaction and contributing to sustainable urban mobility.

Key deliverables:
● City (Identify the city to launch a mobility centre.)
● Market research and branding (In-depth Analysis of city for branding.)
● Location identification (location of the centre in the city.)
● Recce Plan (Detailed plan to survey and finalize location.)

Strategy to achieve the objective:


As no data was given in the problem statement, we are assuming the data given in table1 is
providing correct details for the cities and table 2 for the locations inside the selected city.
We are going to analyse the data to obtain desired results. We are breaking down the
problem in different stages based on primary questions which are as follows:
● What (It states the problem to be solved)
● Where (It states the place of execution of the objective)
● When (This makes the process time bound and defines the time boundaries)
● How (Tells about how we are going to execute the operations; It's basically THE
PLAN)

‘What’ part of the strategy defines the objective of the project and it is
described above. It tells about some questions which are:
● What company wants? They want to establish a mobility centre in a city to expand
their business.
Assuming normal business practices it is assumed to maximize the investment’s return.
To establish a mobility centre we require a “Business Requirement Document” which tells
about all the requirements to establish the mobility centre.
The essentials required to establish a mobility centre are:
1. Land (Purchase/Rental)
2. Capacity (Workers, machines and customer limit)
3. Machines and equipments
4. Staff (Hiring)

Where and When:


This includes market survey (Demand analysis, Competitors analysis and customer needs).
The city and location selected on the basis of market survey.
City Selection:
The city is selected in the ‘where’ part of the strategy. It includes market research, branding
etc.
We are selecting the city by analysing the data in Table 1, Criteria to select the city is:
1) EV Adoption rate: The EV adoption rate must be good in the city. Let’s say the weight
of this is 30%.
2) Population: As so many people are relocating to different cities for employment. We
are assuming cities like Bengaluru, Delhi, Pune are leading cities. Say 25%
weightage is carried by population.
3) Government incentive schemes Score: This carries 20% weightage for city selection
criteria.
4) Charging infrastructure Score: This carries 25% weightage as if there are no
charging points in the city people will not buy EVs.

Weighted Score=(EV Adoption Rate×0.3)+(Population Score×0.25)+(Charging Infrastructure


Score×0.25)+(Government incentive schemes Score×0.2)

From the weightage score graph we got two cities Bengaluru and Delhi NCR for the
project. They are equally good for the long run of business.
As DelhiNCR is still developing and population is increasing day by day we select Delhi
NCR.

Location Selection:
From the table 2 we got we applied the formula:
Weighted Score=(Accessibility Score×0.3)+(Footfall Potential×0.25)+(Infrastructure
Score×0.25)+(Cost Score×0.2)
Here we got the Connaught Place and Gurugram equally best places for the mobility
centre. We are selecting Gurugram considering it an IT hub and population is increasing
rapidly here.

When:
After selecting the city and location, now we have to do operations like plant setup, Social
Media branding etc. and their timelines and cost.
Cost Estimation:
Activity Unit Cost Time Period Total Amount (in a year)

Land Rent (1000 sqr. feet) Rs 300 /sqr. ft. /month Annually 36 lacs

EV charging infrastructure Rs 45,00,000 One time 45 lacs

Marketing and branding Rs. 1,00,000 Annual 1 lacs

Launch Event Rs. 2,00,000 One-time 2 lacs

Staffing Rs. 2,00,000 Annual 24 lacs

Electricity & maintainence Rs. 2,50,000 Annual 30 lacs


We should take a buffer of 10% for unexpected expenses.
Total cost = 1 crore 38 lakhs + buffer = 1 crore 51 lacs
Cost from second year will be= 1 year cost - one time expenses = 1 crore 4 lacs

How:
Here we are planning the execution of the project based on the results we got through
analysis. The Recce Plan for the Project contains all the steps to perform what, where and
when tasks.
As Delhi NCR is the selected city.

To select Location, Recce plan is:


1. Visit different locations and select the city based on high footfall potential, utilities,
accessibility, infrastructure and cost (rental cost, electricity and maintenance etc).
(Referring table 2 for data)
2. Analyze traffic flow, population growth, charging infrastructure and competitor
presence.
3. Interaction with Local stakeholders and market research.
All these researches will lead to form table 2 and we will select the location on the basis of
weightage result.

Implementation of plans and plant setup:


1. Design the layout of the mobility centre, which includes charging stations, customer
service areas, areas for parking rental vehicles, customer vehicles and other
necessary areas.
2. Coordinate with vendors and constructors.
3. Hire staff for Technical services, customer service and operation management.
4. Schedule Training workshops for the hired employees.
5. Advertisement and branding planning and implementation:
● Reachout local newspaper
● Exciting offers and discounts
● Reach out local designers for flex and hoardings.
● Social media advertisements.

Please refer to the Scheduling chart based on the Recce plan.

Recommendations for further steps:


● Regularly monitor the footfall, EV charger usage, and customer feedback to measure
success.
● Collaborate with local partners, IT parks and residential complexes to create
additional customer touchpoints.
● Develop mobile applications for customers to book charging slots stc.
● Incorporate renewable energy sources like solar power to make operations more
sustainable.
Conclusion and summary:
We developed a strategy and execution plan for launching an ElectricPe’s mobility centre in
one of the cities of India, considering there is high profitability, future growth and moderate or
less setup cost at the location.

Our analysis suggests Gurugram is the ideal location for establishing the mobility centre, as
more and more people are shifting there due to employment reasons. As most of them are
bachelors they may order food so delivery partners are also potential customers for us. So
gurugram is the ideal location. By promoting the brand we are also spreading awareness
about sustainability. The total first year budget, including 10% buffer for unexpected
expenses is 1 crore 51 lacs, with annual cost reducing to 1 crore 4 lacs from second year.
The implementation plan includes designing the layout, setting up infrastructure, hiring and
training staff, and launching branding campaigns through social media, local advertisements,
and promotions. This project ensures a data-driven, cost-efficient, and sustainable approach
to achieving long-term business goals in the EV market.

Appendices:
Table 1: City Selection
Table 2: Location identification

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