Global marketing of calibration devices for electric car charging stations (e-mobility testing systems): a case study of ZERA in the context of the Norwegian market

Abstract

Electric vehicles (EVs) are increasing rapidly in the global market due to the trend toward zero CO2 emissions. Hence, a calibration device is indispensable to confirm the customer's billing accuracy in EV charging stations. However, the related issue has not been addressed in the prior research. Therefore, this study endeavors to identify how and to whom a company markets and sells e-mobility calibration testing systems, especially in the Norwegian market. The research has considered Norway since there is immense progress in the EV market due to various government incentives, a progressive economy, and an advanced nation.

This study reflects the three theories and strategic tools: the Marketing Mix, the SWOT, and the PESTLE analysis to identify the appropriate marketing and sales strategy for calibration devices. Therefore, it contemplates that qualitative research is appropriate considering a case study approach. The data were collected from four sales managers, one sales representative of the case company from Germany, and one high official from a state agency serving the Ministry of Trade, Industry and Fisheries of Norway. A qualitative web survey was conducted using Microsoft Forms. Also, the executives were interviewed to clarify the responses further.

Empirical findings illustrate that educational marketing is essential to enhance product awareness in the Norwegian market, where market demand has not been created yet. Also, proactive engagement is essential with national metrological institutes for establishing valuable contacts and proving expertise. Likewise, more than product innovation is needed to guarantee marketing and sales success, especially when external factors like legislation challenge market entry. Moreover, during global expansion, SWOT analyses should often be conducted at the company, product, and market levels. In strategic tools, the Marketing Mix and SWOT analyses are inflated by PESTLE analysis in cross-border marketing and sales due to dynamic government legislations. Findings also suggest that a company should evaluate its market position and repeatedly set a new marketing and sales strategy, i.e., quarterly or yearly. Moreover, the company should interact with the national metrological institute for the latest legislative developments and access their networks. Since calibration devices must be affluent in the EV charging market, the company should develop product awareness among the B2B companies in the e-mobility market and the Norwegian government.