Singapore unveils its first electric vehicles (EV) car-sharing scheme Singapore announces its first EV car-sharing programme, BlueSG, with Bollor Group. It will be the second largest EV fleet in the world, and positions the city-state as a hub for sustainable mobility. By the middle of 2017, Singapore residents will be able to zip around in electric vehicles in heartland towns such as Ang Mo Kio, Jurong East and Punggol. Drivers will be able to access 125 EVs and 250 charging points in these neighbourhoods; and by 2020, all housing towns will be able to share 1,000 EVs and 2,000 charging points across the country. Details of this initiative were unveiled on June 30 2016 by the Land Transport Authority (LTA) and the Economic Development Board (EDB), which signed a landmark agreement with BlueSG, a unit of Bollor Group, to operate a nationwide car-sharing programme with a fleet of 1,000 EVs. Speaking at the signing ceremony, Khaw Boon Wan, Coordinating Minister for Infrastructure and Transport, hailed the move as another step towards the country's "carlite vision", which promotes the use of public transport and car-sharing to reduce pollution and greenhouse gas emissions. "The future of transport in Singapore will look very different from today. Most people will not see the need to own a car," he said. He noted that while car-sharing has been widely adopted in Europe and is growing rapidly in the United States, it is currently a small market in Singapore. "Today, we have a total fleet of only 300 shared-cars and 10,000 users. We hope to see car-sharing usage rise through collaborations such as this one we are signing today," he added. "The EV car-sharing programme will help to reduce pollution as EVs do not have tailpipe emissions, and enable more people to have access to cars without owning one, hence raising efficiencies," he noted.

Qn (a) Propose three (3) appropriate mass communications and/or digital communications tools that could be used to increase consumer take-up and usage rate of the EV car-sharing programme. (15 marks)

(b) In planning its market offering, BlueSG needs to address the customer value that must be incorporated into each product level (Customer-Value Hierarchy) of its EV car-sharing services. Analyse the first four (4) product levels of BlueSG's EV car-sharing services. (10 marks)

(c) Explain the concept of customer satisfaction and use the EV car-sharing programme as an example to discuss factors (e.g., product and service quality) that may affect user satisfaction. (5 marks)