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Dalton, Matthew J (2011)
Languages: English
Types: Unknown
Subjects:
Bradshaw Electric Vehicles has been successfully making and trading in electric vehicles for roughly 50 years. Their site at Stibbington, near Peterborough, is a clear representation of industrial efficiency – producing a wide variety of vehicles that are highly tailored to customers’ requirements.The company’s 2010 published accounts show a healthy profit, representing its strong trading reputation. The company’s senior management team continues to explore other market opportunities, however. This report, therefore, was commissioned to investigate the prudence of the company investing in road-going electric light commercial vehicle prototypes in order to attempt to enter that market. As its core techniques for strategic management analysis, the report draws upon the PESTLE and Five - Forces frameworks, whilst also making reference to Blue Ocean Strategy, the VRIO framework and Scenario Planning. The report outlines the state of the UK light commercial market in general – representing clearly that 2009 was a challenging trading year for all manufacturers. A good deal of primary research is detailed in the report – represented by face to face interviews with local authorities close to Stibbington, an interview with a government minister and a questionnaire distributed to UK universities. Whilst its key recommendation is that Bradshaw Electric Vehicles should not attempt to enter the road-going electric light commercial vehicle market shortly, the report does go on to recommend further targeted research within the UK university sector.
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