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Marketing Question

Post ID: 3403416

Assignment 1: Case Study – Tesla and Market Segmentation

Introduction

Please respond to each of the questions associated with this case. These cases are related to topics discussed in this week’s chapters and they also serve as integrated learning tools covering material across several chapters.

Instructions

By now, you should have reviewed this week’s required reading materials and have an understanding of the important concepts.

Read the given information and respond to the questions.

Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn’t need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.

Tesla vehicles are produced at its factory in Fremont, California, and Gigafactory Shanghai. To achieve our goal of having the safest factories in the world, Tesla is taking a proactive approach to safety, requiring production employees to participate in a multi-day training program before ever setting foot on the factory floor. From there, Tesla continues to provide on-the-job training and track performance daily so that improvements can be made quickly. The result is that Tesla’s safety rate continues to improve while production ramps.

Tesla is not only an automaker, but also a technology and design company with a focus on energy innovation.

Refer to the given articles and video links on the case:

Online articles

Online Videos

Tesla's New Advertising_Fun Features - 16s - Price End MY (2024)

CNBC (2024, March 25). How Chinese EV Giant BYD Is Taking On Tesla.

CNBC (2024, April 15). Why So Many EV Companies Fail

CNBC (2024, March 2). Why EV Sales Are Falling | CNBC Marathon

General Motors to integrate Tesla charging standard in new EVs starting in 2025 (2023, June 9). CNBC Television. 2:44

An EV Pricing War? Behind Tesla and Ford’s Price Cut Strategies. (2023, February 3). The Wall Street Journal.

Links to an external site.

Working for Elon Musk: Ex-Employees Reveal His Management Strategy. (2022, November 30). The Wall Street Journal.

Evolution of Tesla [2008-2023] (2021, December 5). Flatlife.

Elon Musk: A future worth getting excited about | TED | Tesla Texas Gigafactory interview. (2022, April 17). TED.

How Elon Musk Is Taking Tesla Global. (2021, July 2). The Wall Street Journal.

Third Row Tesla Podcast – Episode 7 - Elon Musk's Story - Director's Cut. (2020, February 9). Links to an external site.

Submit your answers to the given questions:

  1. What is the future of transportation and why do you believe so? What are the pros of electric vehicles and why? What are the cons of electric vehicles and why?
  2. How does Tesla segment its consumers? Why does this work for Tesla?
  3. What does Tesla do well to market to each segment group? Where could it improve its marketing strategy?
  4. With social media becoming increasingly important and fewer people watching traditional commercials on television, what does Tesla need to do to maintain its strong brand image?
  5. Evaluate Tesla’s recent business and marketing shift. How do you think its current ad campaign will resonate with its key consumers?
  6. Why might traditional automakers find it hard to adapt if cars in the future are focused on software, artificial intelligence and ease of use?
  7. What are the challenges associated with lithium-ion battery fires in Tesla vehicles, and how do these incidents impact public perception and regulatory scrutiny of electric vehicles?
  8. What role does Elon Musk's personal brand and presence play in Tesla's marketing strategy?
  9. On a scale of 1-10 (10 is high), how confident are you that Tesla will be in business 5 years from now. Explain your answer.

Directions

  • Provide the answers to all of the questions in a four-page (at a minimum) word-processed document. Be sure to number your answers.
  • Please use 12-point font in Times New Roman, Calibri, or Arial, set 1-inch margins, and use double spacing.
  • Length: 4-5 pages
  • Check your work and correct any spelling or grammatical errors before you upload it.

References

  • When writing citations, follow the APA Format
  • Consider a few given examples
    [In-Text Citation]
    • If the author’s name is included within the text, follow the name with (year)
      Example: Smith (2022) found that diabetes symptoms improve with exercise.
    • If the author’s name is not included within the text, follow the sentence with (Last Name, year).
      Example: Increased exercise resulted in diminished diabetes symptoms (Smith, 2022).

[Reference Citation] Author’s last name, A. A., & Author’s last name, B.B. (year). Title of article. Title of Journal, volume(issue), page number – page number. Iscoe, K. E., & Riddell, M. C. (2022). Continuous moderate-intensity exercise with or without intermittent high-intensity work: Effects on acute and late glycaemia in athletes with Type 1 diabetes mellitus. Diabetic Medicine, 28(7), 824-832.

Evaluation Criteria

Here is the rubric Download rubricfor this assignment.

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Tesla Case Study Rubric
Tesla Case Study Rubric
CriteriaRatingsPts
Content & Quality

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18 pts

Full Marks

0 pts

No Marks

/ 18 pts

Analysis & Critical Thinking

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18 pts

Full Marks

0 pts

No Marks

/ 18 pts

Depth of Research

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5 pts

Full Marks

0 pts

No Marks

/ 5 pts

Organization, Flow & Length

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5 pts

Full Marks

0 pts

No Marks

/ 5 pts

Grammar, Mechanics & Formatting

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2 pts

Full Marks

0 pts

No Marks

/ 2 pts

APA Citations & References

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2 pts

Full Marks

0 pts

No Marks

/ 2 pts

Total Points: 0

Required Resources

Textbook: Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16thed.). Boston: Pearson