Marketing Mix Tesla, Tesla Motors, production of electric vehicles, production of automobiles, automotive market, electric cars
In this part, we will introduce the Tesla company by discussing its generalities and market figures. Next, we will see what the concept of the marketing mix consists of in general. In past years, this company was called Tesla Motors. Currently, Tesla is one of the fastest-growing companies in the world. It is a company whose main activities are focused on the production of electric vehicles. Tesla is also active in the solar energy industry. It was founded in 2003 and is based in Palo Alto, California, United States. Tesla's success and achievement are based on its careful attention to the environment and innovation.
Today, Tesla is still growing as it is not a leader in the production of automobiles globally, but its future remains bright within this industry. Indeed, the trend and user preferences are constantly changing. The change is being felt as people in general and Tesla customers, in particular, are increasingly choosing anything related to sustainable energy and electric cars.
[...] Indeed, Tesla had installed around 585 Supercharging stations in Europe, Asia and North America in 2018. That same year, Tesla's net income was $ 21.46 billion. B. Marketing Mix Talking about the marketing mix is about determining all the elements on which any company must focus in order to have a competitive advantage over its competitors in the industry in which it operates. In the case of our work, Tesla will need to define the elements or factors that will give it a competitive advantage over other automobile manufacturers, especially electric ones. [...]
[...] - Marketing or distribution policy: based on the techniques to be used to market (sell) the products. It's about defining the place where customers and products will meet. It will be necessary to determine whether your products will be sold in a physical or virtual store. The company must set up the supply chain to be used, the delivery system, online payment for the case of the virtual store, etc. - Communication policy: this serves to strengthen the brand image of the company. [...]
[...] Regarding solar panels, Tesla owns SolarCity Corporation, which has encouraged it to diversify its product line and to branch out into services that allude to solar panels. B. Price The Tesla Company uses the premium strategy when setting prices. It consists of setting relatively high prices given the unique quality of the products. Tesla uses high technology for its products. It wants to make sure that users will enjoy every product that comes to market. This particular attention given to its products during manufacture pushes Tesla to set high prices. [...]
[...] In addition, the period between ordering and delivery of the vehicle is approximately 4 months. For Tesla, the premium concept is valid both for the products and for their distribution. Its products are not available to everyone, and it is on the basis of orders that the company make vehicles, and not the other way around (making and waiting for customers to buy). Then, at the service centre level, Tesla's customers can go there for repairs or maintenance of their vehicles and more. [...]
[...] It also makes price reductions during promotions and applies the affiliate system. However, viral marketing remains the most effective medium used by society. The particularity of Tesla regarding the promotion is that it does not use the traditional means or those used by other companies to promote its products. As noted above, the company hardly spends its finances in advertising, as it prefers to create the buzz, which will then go viral and reach a multitude of people in a short time and across the four corners of the world. [...]
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