As the number of publications referring to Tesla increased formidable during the last years, it is a highly discussed automotive brand, which is becoming more and more important. In August 2017, the Bernstein Research Institute published a study dealing with brand enjoyment and service experiences of 286 Tesla owners, which resulted in a fanatical brand loyalty autonomous of the region the participants lived in.
This paper deals with aspects of Global Marketing Management and Customer Relationship Management, which on the one hand include growth drivers and complexities that underpin the strategy of Tesla in its quest to exercise market power in a very competitive automotive market place, and on the other hand examine how Tesla was able to connect its customers as prominent iconic luxury brand. In the end of this paper a “blue print” model on how Tesla might build and embrace a customer driven marketing strategy aimed at building tighter bonds with its loyal customers and delivering added value will be proposed.
Table of Contents
- Introduction
- Part I: Global Marketing Management
- Evaluation of the underlying growth drivers
- Complexities that underpin Tesla's business model strategy
- PESTLE analysis
- Porter's Five Forces
- SWOT analysis
- Part II: Customer Relationship Marketing
- The Tesla brand as prominent iconic luxury brand
- Proposal for a "blue print" model to build tighter bonds with loyal customers and deliver added value
Objectives and Key Themes
This paper aims to analyze Tesla's marketing strategies, focusing on both global marketing management and customer relationship management. It examines the growth drivers behind Tesla's success, explores the complexities of its business model, and proposes a customer-driven marketing strategy to enhance customer loyalty and value.
- Tesla's growth drivers and their impact on its global market position.
- Analysis of Tesla's business model strategy using frameworks like PESTLE, Porter's Five Forces, and SWOT.
- Tesla's brand image as a prominent iconic luxury brand.
- Strategies for building stronger customer relationships and delivering added value.
- A proposed "blueprint" model for a customer-driven marketing strategy for Tesla.
Chapter Summaries
Introduction: This introductory chapter sets the stage for the analysis of Tesla's marketing strategies. It highlights Tesla's increasing prominence in the automotive industry and its unique position as both an electric car manufacturer and an energy management service provider. The chapter establishes the paper's focus on global marketing management and customer relationship management, emphasizing Tesla's ability to cultivate fanatical brand loyalty despite being a relatively young company compared to its competitors. The introduction lays out the paper's structure and objectives, promising to investigate Tesla's growth drivers, business model complexities, and brand building strategies, culminating in a proposed blueprint for a customer-driven marketing approach.
Part I: Global Marketing Management: This section delves into the strategic elements driving Tesla's growth. It begins by evaluating the underlying growth drivers using Ernst & Young's framework, which includes customer understanding, operational efficiency, financial strategy, leveraging digital technologies, forging strategic alliances, cultivating a strong company culture, and effective risk management. Each driver is examined in detail in relation to Tesla's specific context. The chapter uses the EY framework to analyze how these aspects have propelled Tesla’s global market presence.
Part II: Customer Relationship Marketing: This section focuses on Tesla's customer relationship management (CRM) strategies. It analyzes how Tesla successfully cultivated its brand image as a prominent iconic luxury brand. A key component of this section explores strategies to further strengthen customer bonds and provide increased value to loyal customers. This part proposes a "blueprint" model that details practical steps Tesla could take to improve its CRM and enhance its customer-centric marketing approach. The model likely incorporates strategies that will maintain and improve the high level of customer loyalty demonstrated by previous studies.
Keywords
Tesla, electric vehicles, global marketing management, customer relationship management, brand loyalty, growth drivers, business model strategy, PESTLE analysis, Porter's Five Forces, SWOT analysis, luxury brand, customer-driven marketing, sustainable energy ecosystem.
Tesla Marketing Strategies: Frequently Asked Questions (FAQ)
What is the main focus of this paper?
This paper analyzes Tesla's marketing strategies, concentrating on global marketing management and customer relationship management (CRM). It examines the factors driving Tesla's growth, dissects the complexities of its business model, and proposes a customer-centric marketing strategy to enhance customer loyalty and value.
What are the key themes explored in the paper?
The key themes include Tesla's growth drivers and their impact on its global market position; analysis of Tesla's business model using frameworks like PESTLE, Porter's Five Forces, and SWOT; Tesla's brand image as a luxury brand; strategies for building stronger customer relationships; and a proposed "blueprint" model for a customer-driven marketing strategy.
What frameworks are used to analyze Tesla's business model?
The paper employs several established business frameworks to analyze Tesla's strategies, including PESTLE analysis, Porter's Five Forces, and SWOT analysis. Additionally, it utilizes Ernst & Young's framework for evaluating growth drivers.
What is the significance of Tesla's brand image?
The paper highlights Tesla's brand image as a prominent iconic luxury brand and explores how this image contributes to its success. It investigates how this brand perception influences customer loyalty and purchasing decisions.
What is the proposed "blueprint" model?
The paper proposes a "blueprint" model for a customer-driven marketing strategy for Tesla. This model aims to provide practical steps Tesla can take to improve its CRM and enhance its customer-centric approach, focusing on maintaining and improving high levels of customer loyalty.
What are the key chapters and their content?
The paper includes an introduction setting the stage for the analysis, Part I focusing on global marketing management (exploring growth drivers and using frameworks like PESTLE, Porter's Five Forces, and SWOT), and Part II concentrating on customer relationship marketing (analyzing Tesla's brand image and proposing a "blueprint" model for enhancing customer relationships).
What are the key takeaways regarding Tesla's growth drivers?
The paper examines Tesla's growth drivers through Ernst & Young's framework, encompassing elements such as customer understanding, operational efficiency, financial strategy, digital technology leverage, strategic alliances, company culture, and risk management. The analysis explores how these factors have contributed to Tesla's global market presence.
What is the overall objective of the proposed customer-driven marketing strategy?
The primary objective of the proposed customer-driven marketing strategy is to strengthen customer relationships, deliver added value to loyal customers, and maintain and potentially enhance the high level of customer loyalty Tesla has already achieved.
What keywords best describe the paper's content?
Keywords include Tesla, electric vehicles, global marketing management, customer relationship management, brand loyalty, growth drivers, business model strategy, PESTLE analysis, Porter's Five Forces, SWOT analysis, luxury brand, customer-driven marketing, and sustainable energy ecosystem.
- Citar trabajo
- Ricardo Escoda (Autor), 2018, Marketing Case Study Tesla, Múnich, GRIN Verlag, https://www.grin.com/document/425768
