Understanding Competitive Analysis for Electric Scooters: Key Features to Consider

When you begin working as an intern in the marketing department of a startup manufacturing electric scooters, one of the fundamental tasks you might face is creating a comprehensive list of features consumers consider before making a purchase. This list typically includes critical attributes such as price, safety, comfort, and the distance a scooter can travel on a single charge. Your manager will likely ask you to present these attributes in a visual format to better understand how your scooter stands against competitors. Here's a detailed breakdown to help you navigate this assignment effectively.

Key Features Consumers Consider When Buying an Electric Scooter

1. Price: The cost is one of the foremost factors consumers evaluate. It’s important to list out various price points and compare them across different models.

   
   



2. Safety: Features like the quality of brakes, lighting systems, and stability are paramount. Consumers need assurance that they are purchasing a safe product.

   
   



3. Comfort: This includes the design of the seat, ease of handling, and overall ergonomics of the scooter.

   
   

1. Battery Life: Another critical factor is how far the electric scooter can travel before needing a recharge. This directly affects the convenience and usability of the scooter.

Creating an X/Y Axis for Competitive Analysis

Your manager has asked you to plot these attributes on an X/Y axis. Here’s how to go about it:

1. Establish High and Low Values for Each Attribute: Determine benchmarks for what constitutes high and low values for price, safety, comfort, and battery life.

   
   



2. Create the X/Y Axis: Usually, one attribute (like price) will be on the X-axis, and another attribute (like safety) on the Y-axis. You can create multiple graphs pairing different attributes to see a comprehensive comparison.

   
   



3. Plot Critical Attributes of Competitors: Gather data on competitors and plot them on the graph. For instance, place a scooter that is high in price but low in battery life towards the upper left corner.

   
   

By mapping out these attributes, you'll gain a clear, visual perspective of where your product stands in relation to competitors. This analysis helps not only in understanding the market better but also in highlighting the unique selling points of your scooter. These insights can significantly aid in shaping your marketing strategies and improving your product to better meet consumer needs.