Essays on Communication Strategy and Consumer Behaviour Theory at Tesla Motors Case Study

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The paper "Communication Strategy and Consumer Behaviour Theory at Tesla Motors " is a perfect example of a marketing case study.   Tesla Motors builds, designs, assembles, and sells electric cars. The company was co-founded in 2003 by Elon Musk. The company headquarters in Palo Alto, California and it trades worldwide with more than 34 stores worldwide. It also employs more than 1500 employees both in the manufacturing plant and its outlet stores (Krebs, 2016). The company mission revolves around the production of high performance, innovative, efficient, and sustainable electric cars. Tesla Model S was first released to the public domain in 2008 at an exhibition.

The model is the first fully electric car that the company and its competitors have ever produced. The exhibition display gave the Model S a great market positioning since it received more than 8,000 pre-orders and positive reviews from potential customers. The high-performance sedan showed a greater capability of penetrating a larger market than any other model since its price is relatively low compared to other luxurious vehicles. Target market The target market for Model S is a male who earns more than $100,000 and is between the age of 25 to 60 years.

Mangram (2012), mentions that the interviewed current and potential consumers in the target market elaborated various reasons on why model S was among their preferred electric vehicles in the market. The reasons include; first, efficiency due to its ability to accelerate from 0 to 60 mph in 4.4seconds. Secondly, it has a 5star safety rating thus minimal accident. Thirdly, reliability since it has the capability of holding the battery with different capacities i. e. 40, 50, and 85kWh that can run the car for 160, 230, and 300miles respectively.

Fourthly, the vehicle has luxurious features that appeal and give consumers the opportunity to enjoy the prestige that comes with it at a relatively low cost (Krebs, 2016). Lastly, the awareness of the consumption of environmentally friendly product has acted as an agent of spreading and influencing the acceptability of electric cars since they don’ t pollute the environment. The factors mentioned above are more associated with a male than female. Therefore, the company concentrated its marketing to the employed male ages 25-60 years.

Reference

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Howard, M. & Mason, J. (2001). Practice paper 21st-century consumer society. Journal Of Consumer Behaviour, 1(1), 94-101.

Krebs, S. (2016). Silent by design? Tesla's Model S and the discourse on electric vehicle sound. Sound Studies, 1-3.

Lambkin, M. (1998). European perspectives on consumer behaviour. London: Prentice Hall.

Mangram, M. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis. Journal Of Strategic Marketing, 20(4), 289-312.

Siu, C. (2015). Tesla Media Strategy: No Need to Pay for the Advertising to Build the Brand.. Marketing Management Blog. Retrieved 23 August 2016, from https://mpk732t22015.wordpress.com/2015/09/19/tesla-media-strategy-no-need-to-pay-for-the-advertising-to-build-the-brand/

Van der Westhuyzen, B. & Van der Merwe, J. (2001). The marketing mix. Observatory, South Africa: Future Managers.

Zart, N. (2014). The Brilliant Tesla Advertising Strategy, or Lack Thereof. TESLARATI.com. Retrieved 23 August 2016, from http://www.teslarati.com/brilliant-tesla-advertising-strategy-lack-thereof/

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