Mkt 306 Marketing Strategy Assignment

INTRODUCTION

Marketing strategy can be comprehensively said to be a forward looking and long term strategy devised and implemented by an organisation with the fundamental purpose of attaining a sustainable competitive advantage in the global market place (Amelia, Salamah and Sofyan, 2019). To gain practical knowledge of how a marketing strategy is devised and the aspects that are taken into consideration while developing it, the present project has been carried out. The report is based upon TESLA, a clean energy and electric vehicle corporation headquartered in California, United States. The current product portfolio of this company encompass battery energy storage from home to grid level, electric cars, solar products and other associated offerings. The report gains an insight into the manner in which this organisation is able to attract the customers with the help of its marketing strategy. The report is divided into 2 parts. The first part includes situational analysis, impact of BREXIT on the company, current marketing strategy and competitive advantage with the application of models and frameworks. The second section includes STP, recommended goals and objectives and recommended strategy in accordance with marketing mix. For the purpose of this report, BMW has been taken as the company for comparing the performance of TESLA.

Part 1
Situational analysis – (PESTLE)

Situational analysis can be defined as the accumulation of methods used for the purpose of examining as well as analysing the internal as well as external facets of an organisation. It is important for an organisation to carry out situational analysis with the help of frameworks and models in order to ascertain the opportunities and threats that fall on its path (Amelia, Salamah and Sofyan, 2019). With reference to TESLA, management of this company has conducted situational analysis as a base to establish and implement its marketing strategy. For this purpose, TESLA is making use of PESTLE analysis. It is an external analysis framework which assists in uncovering the threats as well as potential opportunities for the business. Thus, the PESTLE analysis of the respective electric car producer company is presented as follows:-

Political:

This factor defines the extent of government intervention within the operations of an entity. The various aspects that are considered for the purpose of analysing the political factor of business environment are taxation rate, trade policies, foreign exchange rates, political stability, extent of corruption etc. Now, the government of UK is acknowledged to be supportive for the companies that are operating within its bounds. Further, the tax regulations within this nation are stable that allows TESLA to effectively carry out its operations in market place. The government has also extended its support to UK Electric Fleets Coalition in a bid to promote more automotive companies to move to development of electric vehicles and make UK a safe and environment friendly place to live. This positively affects the performance of TESLA that is always eager to launch its new models of electric vehicles at regular intervals of time, to attain support from community and government. Conversely, BMW is a rival company that has been adversely affected by BREXIT and thus withdrawn its operations from European nations owing to new trade regulations which caused a steep decline in its sales.

Economical:

This factor is concerned with the economic state of the country that impacts upon the operations of a business. For the analysis of economic factor, the facets that are taken into account include monetary policy, labour cost, economic trend, international trade, disposable income, etc. Now, UK is a developed nation which has good financial standing amidst the world. However, BREXIT caused several businesses to shut down completely after the value of dollar declined. This led to decline in employment. This has led to reduction in disposable income of individuals, thereby affecting the purchasing power of personnel (De Pelsmacker, Van Tilburg and Holthof, 2018). However, TESLA targets elite section of society as its electric vehicles are generally not affordable for other social classes. BREXIT affected the sales of TESLA, however, not to a large extent because of this reason only. The opportunity available to the company in this relation is to employ labour at cheap rates and provide training to sharpen their skill set. On the contrary, BMW has been hit by the increases inflation rate due to which the automaker purchased the raw materials at high prices and increased the cost of cars. This led to a decrease in the sales of the company with a consequent decline in profit margins.

Social:

This factor is concerned with the demographic makeup of the nation. It encompasses analysis of facets such as trends, patterns, consumer lifestyle, consumer behaviour, etc. Within the bounds of U.S. and UK, the population demands electric cars recognising the grants provided by the governments upon purchase. Also, the people of these nations are aware regarding the harmful effects of non electric cars upon the environment and public health. Over the course of time, TESLA has earned extensive name and goodwill in the automotive sector for its electric vehicles. This helps the company to augment its revenues as well as profits in the long term, thereby being successful in providing maximum satisfaction to its customers across the globe. Besides this, BMW is a company which for a long time develop traditional cars (non electric). However, with increase in demand for electric vehicles, the company came up with BMW i3, a total electric car. This inflated the financial figures for the automaker and accelerated its goodwill in global marketplace.

Technological:

This factor is concerned with the emergence of new and latest technologies with the passage of time to streamline the operations and enable smooth functioning of companies. Now, TESLA is an organisation which is primarily making use of technology to develop hi tech electric vehicles that can appeal to the public at large owing to the features provided by it. TESLA has a team of engineers, designers and technology experts who work together in a collaborative manner to discuss the ways in which the technologies can be best exploited to improve the scale of operations of the enterprise in global landscape. TESLA uses automation, for which it leverages AI and machine learning (Al-Surmi, Cao and Duan, 2020). With the help of these, it has been able to develop self auto driven cars, battery having high capacity, lithium-ion batteries, and auto gears. This appeals to the population across the globe and persuades it to make a purchase. However, one major threat linked to this factor is the increment in cost due to exploitation of technologies and the training that needs to be provided to the in-house experts for developing cars that can cater to the demands placed by public. Apart from this, BMW has also made use of technology to come up with GPS vehicle tracking, autonomous vehicles, predictive auto mobile technology etc. to capture a large share in global marketplace.

Legal:

this factor constitutes the laws and regulations of every market in which an organisation operates. It is important for the companies to make sure that they abide by all the legislations to ensure hassle free business operations in the market place. Being an electric vehicle producer, TESLA has to comply with many regulations and standards. Also, there are several regulations that exclusively apply to all the companies working within the automotive sector. The management of TESLA makes sure that all of its operations are in the interest of statute so that it does not have to face any legal adversity. In the same way, BMW also strives to make sure that it adheres to all the requirements of statute to work in a hassle free manner. However, it has been noted that both the companies have recalled several vehicles every year due to faulty parts in last some years. It is important for the organisation to focus upon reducing the number of recalls to maintain its global brand image among the public.

Environmental:

This factor is concerned with the consideration of environment and society while carrying out business operations. In this relation, it has been identified that TESLA is an environment friendly company which is engaged in development of electric vehicles to create a sustainable place for living. This inflates the image of the brand in the eyes of customers and provides assistance to it in ensuring its long term existence in the global market place by catering to the needs and demands of people (Bala and Verma, 2018). In addition to this, with the launch of i3 Model, BMW has also focussed upon developing green vehicles which do not run on fuels and consequently do not emit pollution into the air, causing harm to public health. The management of the respective electric vehicle company is focuses upon provision of electric vehicles as they are the current demand of global population looking upon the drive to make the environment sustainable

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