TY  - BOOK
AU  - Ricardo Escoda
PY  - 2018
CY  - München, Germany
PB  - GRIN Verlag
SN  - 9783668706200
TI  - Marketing Case Study Tesla
UR  - https://www.hausarbeiten.de/document/425768
N2  - 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. 
KW  - Tesla, International Marketing, Marketing, Case Study
LA  - English
ER  -