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Consumerism as an environmental concern
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Tesla Motors, Inc. the Silicon Valley-based designer and manufacturer of electric automobiles pride itself on energy efficiency, environmental responsibility and attractive industrial designs. Tesla Motors, a relatively new auto company has a name, trademark, and a product with unique features but lacks the history as some the other competitors like General Motors (GM), Toyota or Honda. The Tesla brand will be formed when the product is uniquely associated with customer experience, the advertisements, newspaper articles, magazines, and conversations with friends. Over time, the product builds history. Whether intentional or not, Tesla is building a powerful new brand in order to align with the hyper-connected, over-saturated, and peer-influenced world we live in. It is making bold promises and is clear on it’s purpose. The most significant advances in brand value come from identifying opportunities in the environment around us like consumers, technology, infrastructure etc. Brands act as symbols that express values and identities and can serve as the center of communities. Companies like Coke, Dove and Zappos: they all have a higher-order purpose beyond the products or services they are pitching. We think Coke and connections, Dove and empowerment, and Zappos and unconditional service, for Tesla, it is about a revolution in automobile industry.
Brand culture is developed as brand stories, images, associations pulse through networks. The amount of buzz Tesla has gotten over the last year has out paced any traditional mass media “campaign” in recent times. Tesla was ranked above any other luxury brand in Consumer Reports, magazine’s measurement of “brand perceptions” by American consumers. Tesla’s Model S owners gave the vehicle 99...
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...d highlight the fall in value of the product in future. Tesla Motors has responded to fire incidents with improved car’s safety and fit every new and existing Model S with added titanium and aluminum protection plate. Demand for Tesla’s vehicles because of its cutting edge technology and brand name could pose long-term production constraints. Other auto companies are catching up in the meantime. Many of its competitors have incumbent advantage of manufacturing and production. Furthermore, they have well established service networks and have developed strong customer loyalty over the years. In my opinion, Tesla Motors are headed in the right direction with building their brand but with time, diversification of their product line, creating and maintaining competitive advantage, establishing electric car culture in society will decide their fate as a successful brand.
Tesla Motors initially gained widespread attention by manufacturing the Tesla Roadster, the primary totally electrical sports automobile. The company's second vehicle was the Model S, a completely electrical luxury sedan. Tesla additionally markets electrical powertrain elements, as well as lithium-ion battery packs, to automakers, as well as engineer and Toyota. Tesla's CEO, Elon Musk, has said he envisions Tesla as an independent maker, geared toward eventually providing electrical cars worth cheap to the typical client.
Electric cars are attempting to bring on an uprising. A modern company, Tesla Motors, is bringing the all-electric car to life. Tesla has been very successful in the past couple of years, engineering a vehicle that will impress safety standards. Although it has been quite a bumpy ride along the way for CEO and founder Elon Musk of Tesla Motors. Tesla has big plans for the future. However, the plans will not be necessary unless Tesla is allowed to sell their vehicles directly to the consumer and not through dealerships.
The contraposition for Tesla Motors is the rapid service received. Despite not having a traditional infrastructure, the company beats it opponents in its operational expeditiousness. The Palo Alto automaker’s response time for issues is often overnight, and always beyond convention. One customer with some play in his gears had his entire drivetrain replaced.
Tesla Motors Case Study Tesla Motors is a company that produces and sells automobiles. Tesla is not an old automobile company. Tesla specializes in all electric cars that run 100 percent on battery and focuses on the future. Tesla is looking into the future and realizes that fossil fuels will eventually run out. Tesla is moving toward a zero-emission future for the better.
In the recent past, Tesla has been noted as a great competitor in the automotive industry. This is attributed to its three huge competitive advantages. Generally, the advantage lies in its ability to bring about innovative disruption in the industry. This include; a strong battery supply chain that is sustainable in itself, a supercharger network celebrated by the customers and a software system several leagues ahead of its competitors (Zach, 2015).
We can analyze whether Ducati should enter the Cruise market of Harley Davidson or not by doing a SWOT analysis and the benefits Ducati will be able to attain financially in the new market.
For over 100 years there has been a car brand that leaves the impression of quality, reliability, and luxury. This brand is Rolls-Royce. The combination of Fred Royce and Charles Rolls created the brand in the early 1900’s. Rolls Royce is targeted at a particular audience. Their branding however is still impacting on all audiences; just certain people can afford it. Rolls Royce is idolized in the eyes of the public, from rap videos to mega millionaires. When you can afford a Rolls Royce you have made it big in societies eyes. Why is this so important in branding? It creates a strategic plan for them to follow. The strong brand image of Rolls Royce has evolved to have memorable, meaningful, likeable, transferable, adaptable, and protectable qualities. Rolls Royce gets many benefits from using these qualities in their branding. They have had many creations of advertisements through their branding ideology.
One of the differentiation strategies used by BMW is the creation of auto products that consumers can emotionally relate to. In building the BMW brand, the company has succeeded in positioning its products as prestigious or luxurious. Therefore, most consumers want to own a BMW car solely for the prestige it gives them. BMW products are not only purchased due to their usability or functionality but for the status they give the owner. Subsequently, when a person buys a BMW product, they are emotionally attached not just to the car but to the brand as a whole. This has created increased brand loyalty in BMW growing its customer base as more people search for the status associated with the company’s products.
Tesla Motors Inc. is an American public company which is known worldwide for its experience in designing, manufacturing and also the selling of electric cars and electric components for vehicles. The motor was started back in the year 2003 in San Carlos, California in the United States (Teslamotors.com, 2014). The company had its headquarters in Palo Alto and at the time of its inception, Elon Musk was its chief executive officer (CEO) (Hunger, 2010). Environmental concerns have been raised from time to time because of the dependency on the gasoline-fueled engine as the chief auto powertrain technology.
Having both marketing strategies and both products analyzed and the history of the important marketing decisions made and techniques used by the company written down, it will be interesting to perform a critical analysis of how the market and business realities made an impact on the marketing of Tesla Motors, why it happened and what was the effect. The presence of the CEO and the impact he makes on the public and investor confidence will also be critically reviewed. Based on the results, a list of recommendations will be composed for both representatives and marketing specialists who work in the same or similar
In turn, demand will drive leads to the Tesla sales team (Andrade, Holloway, Payne, Roy & Sheffield, 2015). Tesla will continue to build long-term brand awareness, in addition to continual management of corporate reputation (Andrade, Holloway, Payne, Roy & Sheffield, 2015). Tesla Motors will expertly manage the existing customer base to create loyalty and increase customer referrals (Andrade, Holloway, Payne, Roy & Sheffield, 2015). Additionally , Tesla Motors hopes to enable customer input into the product development process (Andrade, Holloway, Payne, Roy & Sheffield, 2015). Corporate strategy.
The mission of Tesla Motors is creating affordable, fully electric, earth-friendly and sustainable vehicles. The aim of this mission is to influence and transition masses away from the excessive usage of natural and valuable resources to a cleaner and more sustainable future. As Tesla continues with its pursuit of going green, it also seeks a place in the highly competitive and lucrative car industry. The company has developed breathtaking designs that people keenly look for in...
Where there is rapid growth comes increased competition; similarities in products across manufacturers have reduced brand differentiation across the board. The problem now is the severe rise of copycat companies and manufacturers that copy designs and specifications of cars, and proceed to undercut the original manufacturer’s profit margins. So to improve their brand standing, every manufacturer’s individually have resort...
Tesla has managed to build a notable brand name for itself not in the electric car market, but in the overall automotive industry. Its brand performance offers a robust, reliable and unique image that gives customers the satisfaction that electric cars can be stylish, reliable, hassle-free and much less bulky than internal combustion engine vehicles.
The global company Mercedes-Benz is considered one of the most successful and well-known automotive companies worldwide. Since 1886, the company’s founders Gottlieb Daimler and Carl Benz made history with the invention of the automobile, including the Daimler Group, which is one the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles globally (Daimler, 2013). Their main focus is innovation, safety, technology, style, brand image, expansion, and superior automobiles by offering the best of the best to consumers worldwide. The brand’s philosophy is to continuously create radically new products to advance the cause of human mobility. It is also the number one luxury brand in the United States and Germany while continuously expanding in China and Russia as well (Interbrand, 2013). Mercedes-Benz has a great selection on divisions such as cars, trucks, vans, buses, and financial services offered to any consumer or business. Their global reach has increased tremendously by including production facilities in 17 countries on five continents and having 93 locations worldwide. As a pioneer of automotive engineering, their strategy is to continue the same pioneer role with the ongoing development of mobility, especially in the areas of safety and sustainability (Daimler, 2013). It is very essential for the company to focus on consumers’ needs and their highly well known brand in a competitive global economy. That is why the company Mercedes-Benz releases a brand new model every year to stay on top of its competitors by improving previous models. Some strategies practiced are global marketing, global product development, global product pricing, global advertising, global distribution, an...