Ashford University Product Management Case Study

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Read the scenario well and complete the activities listed below it.

You are the Director of Product Management for the 2019 Chevy Bolt (Links to an external site.), General Motors’ second-generation electric vehicle that competes with the Tesla Model 3, currently the market leader in the small electric car segment. The Chevy Bolt is an all-electric car that can get up to 238 miles on a single charge. It boasts a 10.2- inch color touch-screen and Apple CarPlay compatibility. It offers 25 miles per hour of charge with a 240-volt charging unit. Fast charging is also available which offers 90 miles in about 30 minutes of charge time. The Tesla Model 3 is a fully autonomous electric car with a focus on style and design. It offers a driving range of over 250 miles. Its 17-inch touchscreen offers a high-tech feel and its charging network is widely considered to be a pain reliever for owners. It conveys an image of success and the chance to be different from others. Tesla has nearly 500 supercharger stations with over 2,800 superchargers, placed strategically on well-traveled highways and urban areas.


  1. Define the elements of the whole offer for electric vehicles. Make sure you consider the end-to-end customer buying and ownership experience.
  2. Identify two gaps in the Chevy whole offer relative to the Tesla Model 3.
  3. Discuss how you will fill these gaps to create a best-in-class whole offer.


Definition if whole offer:

The whole offer is your core product, but it is augmented by everything else that mainstream customers need in order to have a compelling reason to buy. Why do I emphasize “mainstream” here? Because early customers, early adopters are very forgiving. They can forgive the fact that you don’t quite have content, that you don’t have all the kinks ironed out, and that your product doesn’t quite work as promised. When you get to the mainstream customers, they don’t have patience. They want to make sure that everything is easy for them to do and to execute; and therefore, the whole offer will enable mainstream customers to get immediate value without having to do some assembly required. That’s the idea

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