Reference no: EM133153100

Green Urban Solutions and Technology Pte Ltd (GUST) is a local business start-up that has chosen to focus on commercially viable sustainability solutions for urban environments. In Budget 2021, the Singapore Government had announced that petrol-driven cars would be completely phased out by 2040. New car registrations would only be for electric vehicles (EV). The Government had also set a target of installing 60,000 charging points (CP) by the year 2030 from some 1,900 CP's presently. These CP's will be operated by private enterprises. GUST decided to pursue such an opportunity.

GUST plans to roll out Type 3 superchargers that can re-charge an EV from 0 to 80% in about 20 minutes. Each supercharger constitutes one CP. These chargers will be installed island-wide in clusters of 2 to 4 CP's per location. Every such CP will require a standard-size parking lot which GUST will rent from building owners and car-park operators. These CP's will operate on a self-service basis over 24x7 hours. EV customers will use a mobile phone app to operate the CP and pay for the charging service. Every customer will be allowed up to 30 minutes to charge their cars at a CP. Penalties will be imposed on those who stay beyond the 30-minute charging timeslot. On a typical day, a CP can be used for up to 48 charging timeslots.

EV cars and EV chargers have very few parts and are known to be robust and reliable, requiring very low maintenance, if any. The chargers can be operated continuously over 24 hours with almost no operational impediment. It is the ideal digital solution for sustainable urban transportation and GUST hopes to be a significant player in this economic sector.

a) Compare and contrast the differences between the juice business in the MonsoonSIM game and the EV charging business in this case study. Explain at least 3 differences.

b) Relate 3 different ways for the GUST company to market its services in order to increase market share.