Bobsla Company Case Study: Marketing Strategies for Hybrid Electric Snowmobile
Explore the marketing strategies for Bobsla Company, a manufacturer of a unique hybrid electric snowmobile. The case study focuses on product positioning, current issues, target market analysis, and recommendations for effective market penetration. Key considerations include pricing policies, manufacturing practices, and distribution strategies to capture the recreational and professional snow vehicle market segments.
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Presentation Transcript
Case 2: Bobsla Company Michigan State University
Our Team Elva Bardhi NEHA AGGARWAL Dilavar Goyal Serome Akoroda Concentrating in Supply Chain & Business Analytics Concentrating in Supply Chain Concentrating in Supply Chain & Business Analytics Concentrating in Supply Chain & Business Analytics
Agenda Overview Overview Problem Problem Key Business Model Key Business Model Solution Solution Sales & Marketing Sales & Marketing Conclusion Conclusion
Case Overview: Bobsla in e-Motion Bobsla Manufactures a hybrid electric snowmobile Unique selling proposition Zero emission Virtually Zero noise Fast acceleration & durable Functional & recreational use Increased Dissatisfaction
ISSUES ISSUES 1. Current pricing policy 2. Manufacturing practices 3. Key Business Model Product positioning Target market Distribution Marketing & sales strategies
Product Product Positioning Positioning PROBLEM: SHOULD THE PRODUCT BE POSITIONED AS A FUN SNOW TOY OR FUNCTIONAL PROFESSIONAL VEHICLE? PROBLEM: SHOULD THE PRODUCT BE SOLD AS HARDWARE OR AS A SERVICE?
RECOMMENDATION TWO PRONGED APPROACH Fun recreation for individuals and ski resorts Outright purchase and renting Hardware
Target Market Bobsla has a production capacity of 150 vehicles per year which is only 0.1% of the total snowmobile market 80% of the snowmobiles uses are for recreational purposes (1) Stick to recreational purposes Ski resorts of US and Canada to be focused Individual customers of North America
Target Market Recommendations Diversify Suppliers and Subcontractors to explore possibility of manufacturing in North America Be close to the customer to increase awareness and first hand product experience Partner with Ski resorts for exclusivity and unique experiences Conduct events in North America
Supply Chain Management The problem is distribution and availability of e-snowmobiles to the target market across different nations. Limited facility of production Lack of distributors Lack of awareness among new consumers
Supply Chain Recommendations Get new distributors: Contracts with snow resorts Online distribution platform New distribution channels (Way forward)
Marketing and Sales The problem in this case is being limited to only trade fairs, editorials, and conferences. Lack of focus on the snowmobile experience Lack of e-commerce strategies Lack of marketing B2B vs. marketing B2C
Marketing and Sales Recommendations Social media and experiential learning E-commerce strategies Expand marketing B2B vs. marketing B2C
Conclusion Selling to individuals and businesses Targeting populations where snowmobiling is common Implementing strategies to increase sales
Thank you. Questions?
Works Cited 1.https://www.britannica.com/technology/snowmobiles://insideevs.com/news/442 234/bobsla-replaces-snowmobiles-combustion- engines/https://insideevs.com/news/442234/bobsla-replaces-snowmobiles- combustion-engines/
