EXECUTIVE SUMMARY______________________________________________________
MotorEssentials, Inc. is a small, independently owned company founded in 2008. The company currently houses fifteen full time employees, of these fifteen; five will be instrumental in the carrying out this marketing plan, all five members are also members of an elite Eco change administration, a club founded on the idea of promoting ecofriendly basic need elements, i.e food/shelter and now transportation. Our marketing plan is derived around the development of a cost efficient, dynamic designed eco-friendly solar powered battery operated scooter to make transportation eco-friendly. The purpose of this transportation unit will be to make the travel cost and experience easier for our riders. We look to provide affordable environment friendly transportation to college students and the average metropolitan area individual. College towns and students dwelling look to be a profitable consumer because they provide the necessity of a scooter. In these areas, living conditions, eateries, and shopping areas are all conveniently close but not in walking distances to the average person, our scooter would provide an alternative to walking or driving decreasing the use of gas. Gas prices on a slow incline, new and unique ways of transport are how most Americas are making it here to there and college students have those same transportation issues (CampusScooter.com). The price of the scooter is built around the cost of company to manufacture the vehicle as well as the ability to reuse material versus the use of luxury identifiable material pricing our scooter between 2,000-5,000 dollars upgrade accessible. The College student consumer would look to our scooter as a necessity while the average metropolitan rider would use it as a useful cost efficient luxury. MotorEssentials Inc. dynamic design includes seating for longer travel, and plastic sheeting shelter to protect from weather conditions, solar panels located in several reflectors all over the scooter, a battery pack beneath the seat for extended ride time. The solar panels provide consistent riding capability throughout the day and the battery pack provides extended travel time up to 48 hours without being charged. The ability for the scooter to move through solar panels is how we were able to construct the name Solar Zooms, an attention grabbing branding strategy. With the internet being the social arena, we plan to use this phenomenon to our advantage to promote and sell online. The scooter is made mostly of plastic, recycled metal, and recycled glass for color reflection. The scooter will be sold in 4 colors, red, blue, black, and green; pricing will vary depending on customer preferences in battery life and capability of scooter. The environment friendly material will not be sacrificed in the making of any scooter. The scooter is efficient while not the trendiest of vehicles, its price compensates the style.
Branding /Pricing/Distribution Strategy
MotorEssentials Inc. is a local motor vehicle company that produces solar powered battery operated scooters. The brand name of our newest product is called Solar Zooms. They are the newest energy efficient representation of Green works transportation vehicles everywhere. This scooter allows for an alternate way to travel throughout small net communities and college campuses with speed and environment efficient travel. The ability for this compact scooter to move about without gas or diesel is what gives it a competitive edge on basic transportation vehicles. The slogan for our vehicles is: “Join the Scooter-Ration”. This is a picture that represents our logo.

The scooter is designed to capture as much light as possible to provide solar power as well as a backup battery for off road travel entertainment and fun. The wheels will have a bamboo coil and lining with rubber maintenance for road travel as well as alloyed wheel covers. The unique and recycled aspect of the scooter will help bring in customers sharing the same environment concerns (EcoFriendlyMaterial.com).
The pricing of the scooter is derived entirely off the ability to reuse eco-friendly material for the aspect of providing rider and economy friendly transportation as well as bring an acute position to our branding strategy. We price the scooter starting at 2,000 dollars because that is the standard material to make the basic scooter. Upgrades to the scooter, for uniqueness style, battery life, and color selection could bring the scooter up to 5,000. We’ve priced similar competitor’s basic scooters to starting price at 5,000 (EvoObession.com). We plan to use Internet to distribute the scooter. Campus sites will provide the target market with ability to purchase at a discount while giving them acute access to the scooter not found in stores. We will broadcast the purpose and branding message online and across most social sites i.e. Facebook, Twitter, Instagram. Creating social networks to allow chatter about our purpose, Scooter Nation.
Marketing Strategy/ Competitors
MotorEssentials’ marketing strategy focuses primarily around environment necessity. Larger cities with predominately large streets, highways, or large off road terrain would not be in the market a motor scooter. Cities like this would be even less concerned with the environment because the basic “gas guzzler” would be the mainstream transportation and with good intentions. The main market that our product would persuade and overwhelm in good use would be communities, college towns, metropolitan areas where the use of a scooter is not only beneficial but necessary because close net survival area that exist in these areas.
Due to the overwhelming worldwide phenomenon with gas prices, it’s no surprise that almost any company that manufactures a motor vehicle or similar on road or off road transportation sales their products for retail. The basic competitors for our product would be motorcycles that use diesel, motor scooters that use less gas, and bicycles that don’t use any form of fuel except for man power and hard work. Although a majority of the vehicles today are sold for luxury and sport, only about ten percent are sold for environment friendly purposes. These type of vehicles I would refer to inter brand competitors because they are differentiated products that compete on the same or similar basis of brands. Our brand would be a follower to other instrumental eco-friendly devices in transportation but a leader in its marketing brand to use material in its build, these type of distinguishing characters is what sets our scooter apart and gives it strength against is competitors.
Closest competitor to our product would be Solar Electric Scooters, we share in the same value in our purpose but the design in instrumentally different. The design for Solar Electric Scooters is meant for the sheer purpose of street to street travel, its not design to travel far or in different weather conditions which makes the design have a magnitude in faults but gives my product a unique variation to make in a leader in its field.
Macro-Environmental Issues
Economic Forces. With rising gas prices, this would suggest a rise in environment friendly vehicles. Consumers are now looking for fun, fast, creative, and cost effective means of transportation. Many of these vehicles range from 1,500-10,000 but provide way less drive time or compromise comfort for design. Currently, MotorEssentials’ models range within 2,000-5.000.
Political Forces. Trade regulations no longer an issue for oversea manufacturing there technological advances especially in countries like China consistently pose an ever evolving threat to the market. MotorEssentials’ differs in its commitment to the environment, although this may put them at a competitive disadvantage not being as trendy or colorful in built as other manufactures they make up for it in craft and design.
Manufactures of the USA pledge are a consistent push for American made products as well as, social media dedications that raise Scooter Awareness. Motor vehicles are becoming a readily available transportation provider as Motor Vehicle Act and Regulations (www.parliament.sa.gov.au) work to make its on road use more actively available. Legal and Regulatory Forces. All MotorEssentials scooter comply with EPA, OSHA, and other government safety guidelines. There are no other regulatory or legal forces impacting MotorEssentials. Additional research is always being done during the development and evolution of the vehicles to keep up with any current or new safety mandated issue. Additional steps will be taken to protect the company from injury related lawsuits and illegitimate lawsuits as a result of equipment failure or operator neglect.
Each of these forces impact the scooter separately because they allow for the different scope of variations that the vehicle must take into consideration during its manufacturing, distribution, promotion, and selling tools.
Expansion/Implementation Strategy Majority of the material used in manufacturing the product are material purchased overseas from high volume nature stores and countries that provide large amounts of resources that can be used in the manufacturing of the scooter. Many scooters pride themselves on being America built which isn’t necessarily bad but don’t provide the same resources that some countries can provide, therefore we would manufacture the scooter on American soil but retain many of the material used to make the scooter overseas which how we retain cost efficient and effectiveness in its manufacturing. We will expand our resources by purchasing large lots of land so that we can bring these same resources to American soil and make our scooter even cheaper for our customer by being able to soon manufacture at home.
Responsibilities
As the CEO of MotorEssentials Inc., I will be the face and promotion expert of the Solar Zooms. I will head a majority of the vehicle events, shake hands and kiss babies for the society. My second hand Tia Montgomery is our internet analyzes unit, she will be responsible for online promotion she will head our social media sites for keeping our brand marketable and relevant. Sara Rodgers will be our distributor expert, she will be the scooters traveler from campus and city alike collecting data on the vehicle from our campus consumers to see if our distribution technique has any gaps in it. Marcus Rivers is our design expert his job is essential because he come up with ideas to help the design of our scooter more efficient. Laura Smith will be our overseas material expert, she will watch over material used to manufacture the scooter. She will be responsible for keeping track of these materials as well as president of the overseas resources office. Terrance Little is our payroll expert, he keeps track of the payroll within the company so that we can efficiently run the company without having to overcharge our consumers to make ends meet.
Expansion Plan (5 Years)
1st year- Completely built around promotion of the scooter, a lot of data being collected as we bring out or first model, the use of surveys and data analyzes to make sure that the product not only runs smoothly but that it lives up to the company and consumer standards. Campus outreach so that students can witness the benefits of its use as well as the importance of its brand.
2nd year- Redesign of the scooter will allow for us to make the scooter better and the data collected from the first year will allow us to promote change surrounded by our promotion statement to fall within the minds of our consumers, Eco-friendly transportation provider.
3rd year- Creating our own social blog that transpires the use of eco-friendly identifiable material everywhere; this would push our original brand for the scooter and allow the consumer to take part in the idea and the change in environmental strategy.
4th year- Branding resources used to build scooter. A majority of the scooters materials will be manufactured overseas, by the 4th year we should be able to use a majority of our own materials that will be manufactured in America. We should be able to expand our consumer base as well to hire people that are simply willing to assist in our core value.
5th year- Full on transportation promotion, by the 5th year we will have acutely perfected the design of the scooter so that it can be used in multiple realms of transport along with rebuilding some of the material used to manufacture the scooter so that we will have rounded our purchase price to 2,000 even with upgrade availability steaming between 12,000 to 15,000 higher than the average scooter but lower than a car, inadvertently causing vehicle transportation to become our next competitor.
Social Media Tools
One of the newer social media sites is Instagram. Instagram uses pictures to illustrate a main idea allowing its blog users. You post a picture an used descriptions beneath to illustrate the idea of purpose behind the picture then allows for people to comment on your picture. We would use this site to promote our upgrades and ideas for the site so that people can see the versatility and change we hope to accomplish over the years in illustrating our perfect design.
Second media site is YouTube. We would use a composite of our data over years to illustrate the basic video for the accomplishments of our idea. How and why eco-friendly transportation is important as well as why people should convert to our idea of transportation. The YouTube video can also be displayed on our Instagram page to show our dedication to our mission. We can display our overseas efforts as well as our initiative to resources through video to help build our fan base.
Performance Standards
Our first performance standard would be measured by our ability to meet our core values in use of eco-friendly material as well as nature resources. We want to be taken seriously in our efforts to promote Scooter Nation and get people out of the habit of depending on diesel and gas economy resources that do nothing but deteriorate the ozone in its efforts to transport people. This particular performance standard will speak to the supply of our scooter that will allow us to build our scooter around resources that are performance efficient.
Our second performance standard would be measure by customer service. In our use of social media sites we will also be able to retrieve consumer ideas and criticisms to our design. This will allow us to build our brand around the thought process of a democratic scooter nation. If the people are happy and see that their ideas are being valued or at least responded to it will allow for a better conversation in customer service for the demand of our product.
Overall Performance
MotorEssentials began leasing to colleges in 2008, with environment friendly purchases just taking way, many consumers converted completely to the recycling plan of the future. From glass, to cardboard and plastic recycling even bamboo purchases sky rocketed. Colleges needed ways to push the environment initiative while benefiting from its exploits. Declining freshman drivers, charging for parking spaces and providing more scooter spaces was the perfect solution. Cash positive sales began in 2012 with the leasing to colleges, at an all-time of 3.2 million. The company although hit is height in 2012, has been on a steady average in sales as cars began in take the eco-friendly approach to travel. One of the biggest challenges that this company looks to face is the ever evolving trend in America. As the company looks to expand its color pallet for design, we know futuristically keeping up with our competitors in the scooter business is only as good as your brand, your price, and your technique.
The purpose still remains the same, and cash positive does not make the company any less proficient in moving toward future profitability to market the better scooter each turning year. Colleges on the east coast have proven profitable in leasing and selling scooters, the company plans to continue profitable costs for its bestselling scooters and revamp and release the least selling plan for possible college survey of use.

Resources
Average Metro Gas Prices. Retrieved July 23, 2014. http://www.chicagogasprices.com/Prices_Nationally.aspx?d=metro
Campus Scooters. Retrieved July 21, 2014. http://campusmopeds.webs.com/
Eco-Friendly Material. Retrieved July 23, 2014. http://inhabitat.com/tag/eco-friendly-materials/
EvoObsession. Retrieved July 21, 2014. http://evobsession.com/solar-electric-scooter-takes-a-shine-to-green-transport/
Iacobucci, D. (2014). Marketing management (4th ed.). Mason, OH: Cengage Learning.
MarketingTeacher. Retrieved August 10, 2014. http://www.marketingteacher.com/internal-influences-lifestyle-and-attitude/
USA Today: Gas Prices. Retrieved July 23, 2014. http://www.usatoday.com/story/money/personalfinance/2014/05/18/why-gas-prices-are-high/9188415/
SolarElectricScooter.Retrieved August 23, 2014. http://solarelectricscootersinc.com/core-values/