Ch. 4: The Marketing Environment

-


The Tesla brand has developed and catered to a niche competitive advantage, a segmented market of middle-aged white and wealthy men. Tesla aims to reach a broader demographic with its affordable Model 3. Four categories of consumers willing and able are targeted: eco-friendly, tech-savvy, entry-level luxury shoppers, and the ultimate luxury consumer.

Comments

Post a Comment

Popular posts from this blog

Ch. 6 - Consumer Decision Making

-
Driving a Tesla is a sign of status. A Tesla makes you feel like you belong to an exclusive club of wealthy environmentally conscious consumers sponsoring cutting-edge technology. With more than 53 new EV's to hit the market between 2023/2024 Tesla does have competition and consumers have options; however, as a legacy brand Tesla it  is set apart from its evoked brands community by constantly innovating and maintaining a cult-like following. If a consumer willing and able is buying an EV, chances are they will look at a Tesla. To get a better picture of the volume of sales and competitors legging behind let's look at the numbers up to Q3 2022: Automaker Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022 Q3 2022 Tesla 69,300 76,230 75,509 115,248 129,743 130,047 114,000 (est.) Ford 6,614 6,361 5,880 8,285 6,734 15,273 18,257 General Motors 9,025 11,263 4,515 26 457 7,217 15,156 Nissan 2,925 4,804 2,345 4,165 4,371 3,251 1,276 Volkswagen Group 6,805 11,675 8,357 9,081 7,932 8,961 ...
Read more