The Industry of Hybrid and Electrical Vehicles
By: Zach Eastern
1
Table of Contents
Introduction
3
Industry
3
Industry Performance
3
Competitive Landscape
4
Notable Trends
4
Conclusion
5
References
5
TABEL OF FIGURES
FIGURE 1: HYBRID & ELECTRIC VEHICLE MANUFACTURING IN THE US
FIGURE 2: LIGHT ELECTRIC VEHICLE SALES IN THE US FROM 2016 TO 2022
FIGURE 3: MARKET SHARE FOR COMPANIES
3
4
ERROR! BOOKMARK NOT DEFINED.
2
Introduction
Context: Hybrid and Electric Vehicles have been a growing trend from 2014-2024
Purpose: This report explores key elements of the battery-powered
Forecast: Industry Description, Performance, Target Markets & Relevant Trends
Industry
o
–
Claim: Electric vehicles are produced by a variety of firms in the battery-powered
vehicle industry.
o Technology for Electric Vehicles (Evans, 2024)
o The Manufacturing of Electric Cars (Market Insight, 2023)
Reasoning: Sales and Revenue for Hybrid and Electric Vehicles.
Industry Performance
– Claim: Revenue growth in the electric and hybrid vehicle industries has been steady.
– Current Sales and Estimated Sales for Electric Vehicles. (Jozkowski, 2024)
Figure 1: Hybrid & Electric Vehicle Manufacturing in the US (Jozkowski, 2024)
o
o
Market Volume of 9B (Jozkowski, 2024)
Plugin Vehicle Sales (Argonne National Laboratory, 2023)
3
Figure 2: Light Electric Vehicle Sales in the US from 2016 to 2022 (Argonne National Laboratory, 2023)
o
–
Revenue performance Continuous growth (North America Electric Vehicle Market:
Growth Analysis [2030].)
Reasoning: Current economic conditions
Competitive Landscape
– Claim: The automotive electric vehicle market is crowded with rivals.
– Top 10 EV companies (King, 2024)
– Reasoning: The market for companies who manufacture electric and hybrid vehicles is vast and
diverse.
Notable Trends
– Claim: Electric Vehicles technology has adapted to consumer demands
o Improvement of Lithium Batteries. (Frost & Sullivan, 2023)
o Extension of Lithium Ion Battery Range. (Jones, 2024)
o Public charging stations to accommodate patron needs. (Alternative Fuels Data Center,
2023)
4
Figure 3: Charging Port and Location numbers (Alternative Fuel Data, 2023)
–
Reasoning: Electric Vehicles technology and infrastructure is constantly developing
Conclusion
– Summary: Industry, Relevant Trends, Target Markets, Competitors, & Public Interest
– Conclusion: The market for hybrid and electric vehicles will expand if the sector develops and
produces new breakthroughs.
– References
Alternative Fuels Data Center. (May 5, 2023). Volume of private electric vehicle charging stations and
chargers in the United States between 2007 and 2022 [Graph]. In Statista. Retrieved February 28,
2024, from https://www-statista-com.ezproxy4.library.arizona.edu/statistics/1391253/us-privateelectric-vehicle-charging-network/
Argonne National Laboratory. (January 31, 2023). Estimated plug-in electric light vehicle sales in the
United States from 2016 to 2022 (in 1,000 units) [Graph]. In Statista. Retrieved February 27, 2024,
from https://www-statista-com.ezproxy4.library.arizona.edu/statistics/665823/sales-of-plug-inlight-vehicles-in-the-us/
Evans, G. (2023, December 20). 2024 EV forecast: The supply chain, charging network, and Battery
Materials Market. IHS Markit. https://www.spglobal.com/mobility/en/research-analysis/2024-evforecast-the-supply-chain-charging-network-and-battery.html
Jozkowski, E. (2024, January). Hybrid & Electric Vehicles Manufactured in the US, OD4516 Retrieved
from IBISWorld https://my-ibisworld-com.ezproxy2.library.arizona.edu/us/en/industryspecialized/od4516/performance
King, C. (2023, October 25). Top 10: EV Companies. EV Magazine. https://evmagazine.com/top10/top10-ev-companies-sales-2022
5
North America Electric Vehicle Market: Growth Analysis [2030]. North America Electric Vehicle Market
| Growth Analysis [2030]. (n.d.). https://www.fortunebusinessinsights.com/north-america-electricvehicle-market-107688
Statista. (n.d.). Electric vehicles in the United States. Statista.
https://www.statista.com/study/50929/electric-vehicles-in-the-us/
Jones, N. (2024, February 7). The new car batteries that could power the Electric Vehicle Revolution.
Nature News. https://www.nature.com/articles/d41586-024-00325-z
Frost & Sullivan. (2023, December 15). Growth Opportunities in Global Electric Commercial Vehicle
Battery Market. https://store-frost-com.ezproxy3.library.arizona.edu/wip/PF6A-01-00-00-00
6
Industry Research Report
BCOM 214
Overiew
The Industry Research Report fleshes out the earlier
outline/CER that served as your rough draft.
Audience: Remember that you are provided web content for a
financial investment firm that will educate potential
investors about various industries. You are creating content
on the electric vehicle/hybrid industry.
Rubric used for Assessment
Our rubric can be found by clicking the rubric icon in Turnitin
on the last major assignment: Informative Evaluation
Summary.
It can also be found in the first chapter of our textbook under
“Standards.”
This rubric will also be used next semester in BCOM 314.
First Element of Rubric: Critical Thinking
Critical Thinking is weighted most heavily at 25%. It considers
the following:
• Audience
• Purpose
• Context/frame
• Strategic approach—informative (not persuasive)
Second Element: Logic & Reasoning (20%)
Did you employ the CER structure?
• Claim—clear and concise
• Evidence—strong support for claim, ample in-text citations
• Reasoning—clear wrap-up with transitional word/phrase,
restatement of claim, and what this means for the industry.
Third Element: Structure (20%)
Do your paragraphs hold together well?
Use transitional words and phrases for flow in each para.
Fourth Element: Document Design (15%)
• Title page
• TOC
• Headings & subheadings
• Spacing nice around graphical elements
• Reference page
• Citations under infographics
Fifth Element: Errors (20%)
• Disruptive errors
• Credibility errors
• Etiquette errors
• Accent errors
• Improper citations
• Punctuation errors
Ready to Drink Hard Seltzers and Impact of COVID-19
BCOM 214 – Brodersen
May 2, 2021
Table of Contents
………………………………………………………………………………………………………………………………………………………… 1
TABLE OF FIGURES ………………………………………………………………………………………………………………………………. 2
INDUSTRY TRENDS ………………………………………………………………………………………………………………………………. 3
REVENUE IMPACT ……………………………………………………………………………………………………………………………………….3
SPENDING HABITS ……………………………………………………………………………………………………………………………………….3
NEW BRANDS ……………………………………………………………………………………………………………………………………………3
COMPETITIVE LANDSCAPE ……………………………………………………………………………………………………………………………..4
MARKET SHARE CONCENTRATION …………………………………………………………………………………………………………. 4
MARKET INFLUENCERS ………………………………………………………………………………………………………………………………….5
CONSUMER PREFERENCES ……………………………………………………………………………………………………………………………..5
AMERICAN ALCOHOL CONSUMPTION…………………………………………………………………………………………………….. 6
GROWING MIDDLE CLASS………………………………………………………………………………………………………………………………6
HEALTHIER DRINKING HABITS………………………………………………………………………………………………………………………….6
IN THE FUTURE …………………………………………………………………………………………………………………………………………..6
CONCLUSION ……………………………………………………………………………………………………………………………………… 6
REFERENCES ………………………………………………………………………………………………………………………………….. 7
Table of Figures
Figure 1 (Lin, 2021) ……………………………………………………………………………………………………………………………………4
Figure 2 (Hiner, 2020) ………………………………………………………………………………………………………………………………..5
The COVID-19 pandemic has had a lasting impact on how Americans are spending their money. Due to
stimulus payments and mandated stay-at-home orders, of-age Americans are spending more money on
ready-to-drink hard seltzer beverages. This information contained in this report will provide relevant
information about the industry and will aid investors making investment decisions. This report will
provide information on COVID’s impact on the ready-to-drink beverage industry, the competitive
landscape, and the alcohol consumption of Americans.
Industry Trends
Trends in alcohol sales and consumption bear particular importance when considering the industry as a
whole. Examined here are impacts of Covid on revenue, spending habits, and new brands entering the
space.
Revenue Impact
The revenue of the ready-to-drink beverage industry has significantly increased during the pandemic.
Over the last five years, annual revenue in the industry has increased about 1.9% per year (Hiner, 2020).
The market as a whole is the only alcoholic beverage sector expected to see growth in 2020, with
projected volume growth of 43% (Carruthers, 2020). Our global market is expected to grow at an annual
compound rate of 12.1% from 2020 to 2027 (Grand View Research, 2020). The evidence shows that the
ready-to-drink mixed spirits industry has only seen growth in recent years and is expected to explode in
the coming future.
Spending Habits
Consumers are more willing to buy expensive, ready-to-drink hard seltzers. Increased levels of income
will enable consumers to purchase higher-end industry goods more often (Hiner, 2020). Alcohol sales
spiked in 2020 because consumers are stocking up on shelf-stable foods and beverages, especially
alcohol (Hiner, 2020). In 2020, the seltzer market brought in $4.1 billion in at-home sales, more than
doubling the previous year’s retail sales (Darbyshire & Evans, 2021). Overall, the recent increase in
disposable income has greatly increased alcohol consumption in spite of the pandemic.
New Brands
The free market allows for many competitors to enter the alcoholic beverage market as there are little
barriers to entry. As seen in Figure 1 below, the number of brands that sell ready-to-drink mixed spirits
in stores has increased by about 84% in recent years.
Hard Seltzer Brands
Brands (available in stores)
65
26
10
2018
2019
2020
Figure 1 (Lin, 2021)
The graph shows a substantial increase in the number of brands of hard seltzer available for purchase in
stores. Many popular market leaders are threatened by these new entrants with their inventive
products (Hiner, 2020). Demand suggests that the number of companies within the industry will
increase to 979 over the next five years (Hiner, 2020). Despite the factors caused by COVID-19, the
number of competitors within the market has skyrocketed in recent years.
Competitive Landscape
Examining market share and influencers as well as consumer preferences affords a greater
understanding of the forces that shape sales and competition in this industry.
Market Share Concentration
Three companies control over thirty percent of the entire market and their control continues to grow. In
2020, the four largest companies generated about 36.3% of the entire industry’s revenue (Hiner, 2020).
As seen in Figure 2 below, the top market competitors have seen a significant increase in their overall
market share.
Major Players & Their Market Share 2015-2020
Market Share %
35
30
25
20
15
10
5
0
2015
2016
Anheuser-Busch
2017
Boston Beer Company
2018
2019
2020
Mike’s Hard Lemonade
Figure 2 (Hiner, 2020)
According to the graph, the top three market competitors steadily increased their market shares from
about 25% in 2015 to just over 35% in 2020. The industry is continually changing with company
acquisitions, creating new product lines, and experimenting with unique categories of mixed spirits
(Hiner, 2020). The data support that the COVID pandemic seemed to have no effect on market
concentration and the market leaders increased each of their overall market shares.
Market Influencers
White Claw hard seltzers have had the greatest influence on the ready-to-drink mixed spirits market. In
2019, White claw had a 58% market share of the Hard Seltzer market (T4 Hard Seltzer Market, 2021).
White claw was the first seltzer of its kind to be marketed as a “healthier alternative” to other alcoholic
beverages (Darbyshire & Evans, 2021). This caused many other brands, like Truly, a Boston Beer
Company product, to be pushed out onto the market (Kelly, 2019). The data support that this influx of
new seltzer brands and an obsession with “good-for-you” alcohol started a ready-to-drink mixed spirits
market boom.
Consumer Preferences
Out of all of the ready-to-drink seltzers available, consumers prefer the classic White Claw. Davin
Nugent, a chief executive of White Claw’s parent company is quoted in an article saying, “A 12-pack of
White Claw is one of the five top-selling ‘beers’ in all of America,” (Darbyshire & Evans, 2021). Many
social media influencers advertise for White Claw, such as Trevor Wallace, and TikTok sensation White
Claw Gabe (Darbyshire & Evans, 2021).
In addition, the marketability of a “healthier alternative” to beer and catchy slogan of “Ain’t no laws
when your drinking Claws,” explain why White Claw still reigns supreme (Evans, 2021).. Despite being
the first seltzer on the market, White Claw is still the preferred ready-to-drink mixed spirit across the
world.
American Alcohol Consumption
Covid-19 prompted significant changes in alcohol consumption in the U.S. This section examines these
changes in detail.
Growing Middle Class
The majority of ready-to-drink mixed spirit consumers are young, middle-class Americans. Consumers
aged 35 to 54 account for 39.4% of the industry’s total revenue (Hiner, 2020). The marketing of hard
seltzers is mainly targeted at young consumers, with advertisements of parties and dancing (Hiner,
2020). Many companies are hopping on the seltzer boom by marketing towards health-conscious
consumers with their lower calorie mixed spirits (Hiner, 2020). The evidence shows that the appeal of a
low-calorie, affordable mixed drink is perfect for the growing middle class of America.
Healthier Drinking Habits
Hard seltzers offer consumers a “healthy alternative” to beer and sugary mixed drinks. Many more
companies will look to meet this increasing demand by developing healthy product lines (Hiner, 2020).
Products are becoming increasing differentiated with their unique flavors, calorie counts, ingredients,
and other characteristics (Hiner, 2020). Consumers are making their purchasing decisions based on the
perceived health benefits or drawbacks of alcohol (Hiner, 2020). Overall, the growing demand for
healthy alcohol is causing the ready-to-drink mixed spirit market to grow substantially.
In the Future
The purchasing of ready-to-drink mixed spirits will continue to grow as COVID becomes less of an issue.
“Moving forward, the industry will likely be able to adapt to any new technological or consumer
preference shifts towards even faster to consume spirit products” (Hiner, 2020). As the number of
competitors increases, companies are finding new ways to further optimize the production process
(Hiner, 2020).
Further, the industry has also seen a boom in types of mixed spirits available for purchase such as: Long
Island iced tea, sangria, raspberry, and root beer (Hiner, 2020). The evidence supports that with product
differentiation and increased production, the ready-to-drink mixed spirits market is not going anywhere.
Conclusion
This report detailed the ready-to-drink mixed spirit market and the impact of COVID-19 by analyzing its
industry trends, competitive landscape, and American alcohol consumption. Despite growing concerns,
the pandemic has had little impact on the industry as a whole and new companies are popping up each
day. The information provided will aid investors in making better investment decisions in the future.
Please direct all enquires to Your Name at [email protected].
References
Carruthers, N. (2020, December 23). Ready-to-drink brands to watch in 2021. The Spirits Business.
https://www.thespiritsbusiness.com/2020/12/ready-to-drink-brands-to-watch-in-2021/.
Darbyshire, M. & Evans, J. (2021, January). “How hard seltzer went viral; Social media has made alcoholic
sparkling water a hit among young, diet-conscious drinkers, creating a lucrative market – but can it
really contend with beer?” Financial Times Business Insights: Global. https://bi-galecom.ezproxy1.library.arizona.edu/global/article/GALE%7CA653984459/893527e2bd0e8cefb7a85
4f1c4980459?u=uarizona_main
Ready to Drink Cocktails Market Size Report, 2020-2027. (2020, December).
https://www.grandviewresearch.com/industry-analysis/ready-to-drink-cocktails-market.
Hiner, J. (2020, June). IBISWorld Industry Report OD4611. RTD Mixed Spirit Production in the US
Specialized Industry Report. https://my-ibisworldcom.ezproxy3.library.arizona.edu/us/en/industry-specialized/od4611/industry-at-a-glance
Kelly, J. (2019, November 11). White Claw Hard Seltzer Created A Huge Buzz and Cult Following This
Summer and Its Business Continues to Boom. Forbes.
https://www.forbes.com/sites/jackkelly/2019/11/11/white-claw-hard-seltzer-created-a-hugebuzz-this-summer-and-has-catapulted-its-founder-to-billionaire-status/?sh=5536736d4c36.
Lin, M. (2021). Hard Seltzer Industry: Unlikely to Fizzle Out. Finance.
https://www.toptal.com/finance/market-research-analysts/hard-seltzer-industry .
T4 (2021). US Hard Seltzer Market Share, Market Size and Industry Growth Drivers, 2016 – 2021. T4.
https://www.t4.ai/industry/hard-seltzer-marketshare#:~:text=In%202020%2C%20the%20size%20of,(COVID%2D19)%20pandemic . Retrieved from
Business Source Ultimate database.
Research Report – Industry Overview
Situation
Marco has requested your assistance with a project for a small investment company. This is an
individual project. The client has asked for a detailed report on The Hybrid & Electrical Vehicle
Manufacturing industry. This is an informative report – NOT persuasive. The idea is to help readers
better understand the key elements of this industry.
Provide specific information relevant to someone investing their hard-earned money. Through your
research, you will become the “industry expert” and determine the topics most suited for the report.
Message Content (2 to 4 pages not including title and reference pages, and charts/tables)
From the articles found in your research, briefly summarize relevant information in a 2 to 4-page report
and use APA format to cite these articles in the body of your document and on your reference page.
Demonstrate your ability to
•
•
•
•
•
•
•
•
Locate at least 7 relevant, credible, and recent articles/resources from a University of Arizona
database (IBISWorld, ProQuest, Business Source Complete, etc.).
Provide a cover page which includes your name, date, and message topic
Include a Table of Contents
Start your report with an introductory paragraph including context, a clear and relevant
purpose statement, and a forecast that previews the sections of your document
o Since this is a report and not a correspondence, fashion the introduction for a wide
audience, and avoid first or second person throughout the document
Compose a concise, well-organized, and well-researched information to explore
o Industry Description
▪ Primary activities
▪ Products, services, and segmentation
o Industry Performance
▪ Key Financials
• Revenue
• Growth
• Projected performance
o Competitive Landscape
▪ Key players/companies
▪ Market share
o Notable Trends
▪ Consumer demand
▪ Product or service innovations
Include page numbers, EXCLUDING cover page
Conclude with a brief summary and closing statement
Use at least 7 articles:
o Cite each article at least once
▪ Paraphrase, don’t quote articles
▪ Introduce at least 1 citation with a signal phrase in the body of your document
▪
•
Introduce at least 1 citation without a signal phrase in the body of your
document
Review the APA Citations resources in the Research Resources folder in D2L
In your reference page, demonstrate your ability to
•
•
•
•
•
Compose a properly formatted reference page
Use a hanging indent
Single space entries; double space between entries
Sort in alphabetical order
Ensure all sources in the report are reflected in the reference page and vice versa
Audience, Purpose, and Deliverable(s)
● Audience: Clients interested in learning more about this industry as a potential investment
opportunity. Write this in third person.
● Purpose: To practice obtaining relevant, credible information in order to create a concise, wellorganized message body using APA format to cite sources in a business document
● Page Limit: 2 to 4 single-spaced pages (not including charts, cover and reference pages)
● Format: Standard business block format (single-spaced, left justified, etc.) and use APA format
to cite sources, in text and in the reference page.

Purchase answer to see full
attachment