Better Place Company Essay Example | Topics and Well Written Essays - 2000 words

Better Place Company - Essay Example The headquarters of the company is located in Israel at the R&D center, at Palo Alto and also in California. The use of such vehicles will reduce the risks that are caused by the harmful emissions of carbon. It is as a result of this that most of the governments, organizations and businesses have prioritised the need for reducing the effects of carbon emissions. Mission. To be a company that is able to hasten the change in the automobile industry from the use of vehicles that are oil based and promote the adoption of vehicles that use electricity- renewable energy. Vision Better Place vision is to be able to create linkages among car companies, utilities, battery companies and also consumers in order to successful promote the adoption of EVs. Stakeholders Stakeholders in a company are mainly the people, groups or organizations that draw certain interest towards the business strategy of a company. Better Place Company is supported by majority stakeholders who have interest in the prod uct that is being generated by the company (Johnson, p153). Stakeholder’s expectations are a major concern that the manager of Better Place had to deal with due to the fact that the success of the adoption of the Electric Vehicles depended on the decisions that were made by the stakeholders. Being an automobile company Better Place stakeholders include car companies, automobile manufacturers, governments, utility companies, battery manufacturers, investors and potential consumers for the Electric Vehicles. Better Place stakeholders can be classified into three groups (Johnson, p155): Technological stakeholders-This group of stakeholders involve the competitors that bring up new technologies with an aim of making improvements in the standards of the industry. Economic stakeholders-They involve the competitors, the suppliers and the manufacturers. In the case of the company it involves the car companies, automobile manufacturers and the battery manufacturers. Socio/political st akeholders-such stakeholders include governments as well as various agencies that are interested in the business strategy of the company. The rollout strategy of Better Place was adopted by various governments such as Japan, Australia, Hawaii, Toronto, Israel and Canada. Despite the go ahead by most stakeholders Better place faced a number of challenges while trying to affect the use of their business model. The first challenge focussed on the company’s reputation: Better Place lacked a convincing marketing strategy and as a result it was quite hard for consumers to adopt its product. The other challenge was focused on the company trying to convince the various stakeholders that the adoption of the EVs as a mode of transport that would be viable. The figure below shows the stakeholder mapping of the power/interest matrix: The customers in segment B are those that are largely supportive of Better Place business strategy. Customers in segment C are those that are hostile and th e customers in segment D are those that are indifferent. The investors, car companies and the government in segment D are of major importance to the company due to the fact that acceptability of the strategy depends solely on them and thus they hold the highest power as the key players. Utility Companies also hold vital role as key players for instance governments were offering rebates imposed on tax on the electric vehicles in order to achieve renewable energy objectives. Manufacturers of batteries and automobile in segment B play the role of ensuring there are adequate supplies of the components required by the EVs. Industry and scenario Analyses