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MARK 101: Digital Marketing Management Assignment One T3, 2022
Name
Course
Institution
Date
, 2
Question 1
How PESTLE Macro Factor Influence the New Zealand EV (Electric Vehicle) Product
Market
Electric vehicles are charged externally and does not have fuel tank. They completely
depend on batteries that are charge by external electricity. New Zealand has shifted its attention
to introducing electric vehicle products in the market speedily. A number of these vehicles have
been introduce while a few more are on the way coming, they have target by 2035 to make all
cars electric vehicles (Su & Zamora, 2019). PASTE macro factors influences the product market
of New Zealand electric vehicles in different ways as discussed below. PESTLE macro factor
entail different factors that affect a company’s or an industry’s products in the market place.
These are political, environmental, social, technological, legal and economic factors that
determine a product in the market; in this case New Zealand electric vehicle. PESTLE macro
factor are majorly external factors that determine product market of New Zealand electric
vehicle.
Economic challenge affecting the New Zealand electric vehicle in the market is
purchasing price. The price of electric vehicles is expected to be cheap compared to ICE vehicles
but this is not the case. Since electric vehicles have limited functions, they are expected to range
lower in prices. Though they are expensive the maintenance cost is lower, however, customers
argue that the calculations brings the prices relatively the same with the ICE vehicles (Jayakumar
et al., 2017). Customers have not agreed to the idea of upfront fee being high though
maintenance feel is low. Perhaps, an increase in driving range and a decrease in battery charge
time will convince the customers to purchase the vehicles. Infrastructure is another factor that
affect New Zealand electric vehicle product in the market. Battery charging infrastructure is a
challenge as customers complain it is not widely available and very slow.
Technologically, the driving range is a limiting factor for the customers in New Zealand
to purchase electric vehicles. According to study by ((Jayakumar et al., 2017)), the customers
expect a range of between 300—450KM which is not the case since most users cover
approximately 150KM daily. The driving range difference in customer needs and the actual
available range is now of the technological factors affecting consumers of the electric vehicles.
For example, Tesla motors range is 350Km, Audi range 480KM,BMW 480 and Nissan LEAF
driving range is 540KM among many more, this is not favorable to the customers (Sheng et al.,
2022). Another technological factor is the period of charging the battery. The battery takes long
to be charge thus inconvenience the use of the vehicles by users. In case of an emergency
travelling, users will be disadvantaged since they cannot use the vehicle unless the battery is
charged which takes long.
From a social perspective, Regal Society of New Zealand (2016) recommends that to
accelerate EV reception, it requires the guide of associations, for instance by buying EV as their
MARK 101: Digital Marketing Management Assignment One T3, 2022
Name
Course
Institution
Date
, 2
Question 1
How PESTLE Macro Factor Influence the New Zealand EV (Electric Vehicle) Product
Market
Electric vehicles are charged externally and does not have fuel tank. They completely
depend on batteries that are charge by external electricity. New Zealand has shifted its attention
to introducing electric vehicle products in the market speedily. A number of these vehicles have
been introduce while a few more are on the way coming, they have target by 2035 to make all
cars electric vehicles (Su & Zamora, 2019). PASTE macro factors influences the product market
of New Zealand electric vehicles in different ways as discussed below. PESTLE macro factor
entail different factors that affect a company’s or an industry’s products in the market place.
These are political, environmental, social, technological, legal and economic factors that
determine a product in the market; in this case New Zealand electric vehicle. PESTLE macro
factor are majorly external factors that determine product market of New Zealand electric
vehicle.
Economic challenge affecting the New Zealand electric vehicle in the market is
purchasing price. The price of electric vehicles is expected to be cheap compared to ICE vehicles
but this is not the case. Since electric vehicles have limited functions, they are expected to range
lower in prices. Though they are expensive the maintenance cost is lower, however, customers
argue that the calculations brings the prices relatively the same with the ICE vehicles (Jayakumar
et al., 2017). Customers have not agreed to the idea of upfront fee being high though
maintenance feel is low. Perhaps, an increase in driving range and a decrease in battery charge
time will convince the customers to purchase the vehicles. Infrastructure is another factor that
affect New Zealand electric vehicle product in the market. Battery charging infrastructure is a
challenge as customers complain it is not widely available and very slow.
Technologically, the driving range is a limiting factor for the customers in New Zealand
to purchase electric vehicles. According to study by ((Jayakumar et al., 2017)), the customers
expect a range of between 300—450KM which is not the case since most users cover
approximately 150KM daily. The driving range difference in customer needs and the actual
available range is now of the technological factors affecting consumers of the electric vehicles.
For example, Tesla motors range is 350Km, Audi range 480KM,BMW 480 and Nissan LEAF
driving range is 540KM among many more, this is not favorable to the customers (Sheng et al.,
2022). Another technological factor is the period of charging the battery. The battery takes long
to be charge thus inconvenience the use of the vehicles by users. In case of an emergency
travelling, users will be disadvantaged since they cannot use the vehicle unless the battery is
charged which takes long.
From a social perspective, Regal Society of New Zealand (2016) recommends that to
accelerate EV reception, it requires the guide of associations, for instance by buying EV as their
