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
1. Introduction
2. Part I: Global Marketing Management
2.1 Evaluation of the underlining growth drivers
2.2 Complexities that underpin Tesla’s business model strategy
2.2.1 PESTLE analysis
2.2.2 Porter’s Five Forces
2.2.3 SWOT analysis
3. Part II: Customer Relationship Marketing
3.1 The Tesla brand as prominent iconic luxury brand
3.2 Proposal for a “blue print” model to build tighter bonds with loyal customers and deliver added value
4. Bibliography
Research Objectives and Key Topics
This paper examines Tesla's global marketing management and customer relationship strategies to understand how the company maintains its position as an iconic luxury brand while navigating a highly competitive automotive landscape. The research aims to develop a "blue print" model designed to foster stronger customer loyalty and deliver sustained added value.
- Strategic evaluation of Tesla's primary business growth drivers.
- Comprehensive macro and micro-environmental analysis (PESTLE, Porter's Five Forces, SWOT).
- Examination of the psychological motives behind consumer brand interaction.
- Development of a customer-centric "blue print" model for improved relationship management.
Excerpt from the Book
2.2.1 PESTLE analysis
PESTLE is an acronym for Political, Ecological, Social, Technological, Legal and Economic factors that might influence a business in its macro environment. Nicolas and Sandes (2016, p. 7) elaborated a strategic analysis of Tesla Motors, Inc. including a PESTLE analysis, which suits perfectly to this paper (cf. Figure 2).
In the “Political” part of their analysis they focused on French politics, as they are French. Since it is complicated to apply this part to the whole world, because there are unlimited politics all around the globe, this paper focuses on American and European politics only. Since Donald Trump wants to build a wall at the border to Mexico and started to draft regulations against non-American citizens, traditional US car producers, like General Motors, Ford and Fiat Chrysler Automobiles will be affected tremendous in terms of trade (NAFTA2), what results in an opportunity but also a threat for Tesla. An essential support for Tesla might be the Paris Climate Agreement of the European Commission concluded in 2015 as a framework for global climate resilience.
Summary of Chapters
1. Introduction: This chapter introduces the Tesla brand, citing its growth and fanatical customer loyalty, and outlines the paper's dual focus on global marketing management and customer relationship strategies.
2. Part I: Global Marketing Management: This section provides a comprehensive strategic analysis of Tesla's business environment, utilizing growth drivers and established frameworks like PESTLE, Porter's Five Forces, and SWOT.
3. Part II: Customer Relationship Marketing: This chapter analyzes Tesla’s status as an iconic luxury brand and proposes a strategic "blue print" model to enhance customer engagement and long-term retention.
4. Bibliography: This section lists the academic sources, market reports, and secondary literature used to inform the analysis of Tesla's business strategy.
Keywords
Tesla, Global Marketing Management, Customer Relationship Marketing, PESTLE Analysis, Porter's Five Forces, SWOT Analysis, Growth Drivers, Iconic Luxury Brand, Blue Print Model, Consumer Loyalty, Customer Lifetime Value, Sustainable Transport, Automotive Market, Strategic Management, Brand Experience.
Frequently Asked Questions
What is the primary focus of this paper?
The paper focuses on Tesla's global marketing management and its customer relationship strategies, exploring how the company leverages its unique market position to build brand loyalty.
What are the central thematic fields addressed?
The core themes include business model growth drivers, macro-environmental impacts, competitive positioning, and the psychological factors driving customer-brand relationships.
What is the primary objective of this research?
The main objective is to evaluate Tesla's existing marketing environment and propose a "blue print" model that enables Tesla to build tighter, value-driven bonds with its customers.
Which scientific methods are applied?
The research employs strategic business analysis tools, specifically PESTLE for macro-environments, Porter's Five Forces for industry competition, and SWOT analysis for internal and external positioning.
What content is covered in the main section?
The main body covers a deep-dive analysis of growth drivers, the strategic complexity of Tesla's business model, an evaluation of consumer motives, and a detailed proposal for enhancing touch points.
Which keywords characterize this paper?
Key terms include Tesla, Global Marketing Management, Customer Relationship Marketing, Strategic Management, and Customer Lifetime Value.
How does the "blue print" model differ from traditional marketing?
The "blue print" model focuses on the customer's perspective and their specific needs and desires, aiming to create moments of truth that foster long-term loyalty rather than just transactional exchanges.
What role do the "four types of customers" play in the proposed model?
The model categorizes customers into Bargainers, Spenders, Insecure, and Loyal types to allow for tailored marketing approaches that address the unique "pain" and "desire" points of each group.
- Quote paper
- Ricardo Escoda (Author), 2018, Marketing Case Study Tesla, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/425768
