| Summary: | 碩士 === 國立臺灣大學 === 企業管理碩士專班 === 105 === This business plan, Gogoro leasing, defines scooter monthly leasing program, Gogoro leasing, for Gogoro, a Taiwanese electric scooter startup company and critically evaluates the student buying processes and student segmentations to determine how it the plan might be achieved. It considers methodologies to analyze the student buying processes, reviewing why Gogoro could not satisfy current need of students and identify the market strategy and expansion plans.
Primary research through interviews and questionnaire surveys is conducted to understand investigate why Gogoro’s market share among students remains lower than the industrial average level. The AIDA model provides a research approach to help explain the cognitive and affective processing stages in student’s purchasing funnel through segmented elements with common behaviors in questionnaire surveys and interviews with students and Gogoro. Besides student segmentations and developing leasing program, Gogoro leasing, through executing the consumer’s solution strategy, serves as a contemporary attempt to stay close to students and raise market the share among student market before Gogoro’s next generation of scooters debut.
To bridge further gaps in the academic framework, the study also considers the scope and activities of marketing and its cost-benefit analysis to deliver a feasible recommendation.
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