Tupps Motors International- Case Study

Who wants to drive an electric car?

To cater for the expansion of their business internationally during the next two years, Tupps Motors now has an international arm known as Tupps Motors International (TMI). The company conducted a thorough market analysis for each country and has successful sold the top five brands of cars in those countries. While TMI was having phenomenal success, considering the environment and the effect of CO2 emissions on global warming, the co-CEOs, Brian and Ben Tupps, see opportunities to diversify, expand and grow their business in a way that might also benefit future generations. Global political situations have also pushed fuel prices higher than ever. Supported by an increasing demand for electric cars, Brian and Ben have decided that electric cars are the way for the future.

Expansion into the Asia-Pacific electric car market …

Brands such as BYD Auto, Tesla, General Motors Wuling, Tata Nexun EV and Toyota Prius Plug-In are some of the popular electric cars in the Asia-Pacific market. TMI has been given an option for exclusive distribution and retail rights for these cars in the Asia-Pacific, but TMI needs to decide whether this is viable, and which Asia-Pacific countries should be selected to start their electric car business.

Brian and Ben would like their management teams in six Asia-Pacific countries (China, South Korea, Japan, Australia, New Zealand and India) to explore the electric car markets and recommend the top five brands of electric cars to be considered when entering the electric car market.

In addition to the individual country market analysis, Brian and Ben would like the individual country management teams to also consider the pricing of the cars. They must be sure that whichever nations are chosen, customers can afford the car, especially at a time of global economic insecurity. Brian and Ben know this is an incredible opportunity, but they want to ensure any decisions about diversification or expansion are thoroughly researched in advance.

Research Objectives

In addition, Brian and Ben hired you to provide a report to help them decide if distributing and selling the top five electric car models in the Asia-Pacific would be a good idea for their business. They have set out some key information that must be included in the report.

• Firstly, Brian and Ben require you to outline your decision-making process plan underlying your recommendation for their international expansion into the electric car market (Consideration should be given to the type of decision adopted and its justification, potential limitations of the decision-making process, and considerations for relevant stakeholder groups). Further, briefly address the limitation of the market analysis/recommendation provided by each country management teams.
• Three out of the six Asia-Pacific nations that offer the most potential for electric cars. (Considerations like Electric car ownership levels, household or individual income, potential pricing or other factors might be relevant).
• Favourable government policies or initiatives of different Asia-Pacific nations that might make electric cars appealing to consumers.
• Other environmental or infrastructure considerations that might influence market demand for electric cars. (Consider things like access to cost effective power, correlation between household solar power installations and purchase of electric vehicles, road infrastructure, weather and social or cultural considerations that might influence electric car purchase).

Brian and Ben are looking for recommendations that are fully justified and supported by data or research to make evidence-based decisions.

REPORT STRUCTURE

• Cover page with Report title and relevant details (Name, student ID, Course code, Course name, assignment title, word count)
• Table of contents
• Introduction
• Decision planning and process
• Research and Findings
  • Locations
  • Market considerations
  • Government policies
  • Risk management and other considerations
• Recommendation
• Summary
• Reference list

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