In Chapter 3 of Essentials of Marketing we discuss the role the greater market environment has on marketing decisions. Legal changes along with cultural and social movements can have a profound effect on marketing. One example would be Germany’s recent decision to ban high-polluting diesel cars starting with some models next year and others in 2019, as detailed in this article. The move is similar to a broader ban passed by France last year (read more in this NY Times article). In this case, France will ban all gas and diesel cars by 2040.
Regulations like these have significant impact to automobile manufacturers and can significantly impact their product roadmaps. That won’t be a surprise to most students but what they might not think about is the opportunities that can be created as well. In this particular case, public transit companies have an opportunity to look at service expansion and companies working on low-emission vehicle technology have an opportunity for significant growth. For the automobile manufacturers, this can create opportunity as well. Those that saw the trend coming have an opportunity to get to market faster and capture market share. Companies can also redirect their promotional strategies to highlight compliance with the new regulations.