Marketing and Communications

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 Table of Contents
Introduction................................................................................................................................3

Q1. Goal Overview....................................................................................................................3

a. Describe the strategic vision and/or mission of your organisation.....................................3

b. Develop three or four marketing goals for your new product or market............................4

Q2. Product brand positioning...................................................................................................5

Assess the existing product or service brand..........................................................................5

New positioning strategy........................................................................................................5

Q3. Target Market......................................................................................................................7

Customer Behaviour analysis.................................................................................................7

Segmentation Strategy............................................................................................................8

Q4. SWOT Analysis...................................................................................................................9

Conduct a SWOT analysis......................................................................................................9

Representation of analysis....................................................................................................10

Explain the competitive advantage.......................................................................................11

Q5. Determine marketing mix..................................................................................................11

Develop a pricing strategy and how it will connect with the target market.........................11

Develop a distribution strategy for the product or service and explain how it will help in
reaching to the target market................................................................................................12

Develop a promotional strategy and explain how it will help you communicate with the
target audience......................................................................................................................12

Q6. Determining evaluating and controlling activities............................................................13

Explain what marketing activities and controls you would implement to measure the
success of marketing strategies............................................................................................13

Conclusion................................................................................................................................14

References................................................................................................................................15

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Introduction
Marketing communications is defined as the use of diverse marketing platforms and
techniques in combination. It is involved with different activities like advertising, packaging,
online presence, trade show appearances and many more. Both marketing and
communications are important as the specialists involved within it are responsible for
maintaining effective relationships with existing consumers through social media networks.
The report is based on Tesla, an American multinational automotive and clean energy
organization headquartered in Texas and the report will highlight its electric vehicles
technology. The report will do the discussion on goals of the organization, brand positioning,
target market, SWOT analysis, marketing mix and evaluating and controlling activities.

Q1. Goal Overview

a. Describe the strategic vision and/or mission of your organisation.

Vision: Tesla wants to accelerate the globe's switch to renewable energy. It works to build a
profitable, effective, and ecologically responsible transport and power system.

Mission: Tesla's goal is to create electric cars and renewable energy resources that are more
effective, efficient, and sustainable than conventional vehicles and alternative sources of
energy (Thomas and Maine, 2019). They want to take the lead in creativity, lessen global
dependency on petroleum and coal, and eventually help the environment.

Figure 1: Tesla autonomous vehicle

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 Source: (Marr, 2021)

b. Develop three or four marketing goals for your new product or market.
Asian-focused marketing objectives for Tesla's autonomous vehicles: -

 Market Leadership and Dominance: In context with the company’s product, the first
goal is to secure a sizable market share and establish the highest standard for
automotive technology and protection. Tesla also made an objective of promoting
products in the marketplace associated with all the driverless electric cars (AVs) in
the Asian area (Kim, 2020).
 Cultural Localization and Connection: Tesla made a goal of creating diverse
marketing plans and initiatives that are specifically customised to the principles,
objectives, and tastes of the many Asian cultures (Vivi and Hermans, 2022). The
company also made an objective of establishing deep emotional ties with customers
by exhibiting how electric vehicles fit the customer’s specific requirements and way
of life.
 Acceptance and educational awareness-raising: This marketing goal of Tesla is to
inform and raise knowledge among prospective consumers about the advantages,
security, and revolutionary possibilities which will be offered by the company’s
autonomous vehicles. By resolving worries, busting myths, and offering clear facts,
the company made an objective of promoting comprehension and adoption of AV
technology.
 Collaborations and Strategic Relationships: Tesla made a goal of establishing
collaborations and strategic relationships with major figures in the Asian automobile
and technological sectors (Wang and Toweh, 2022). The company objective was to
utilise these collaborations to jointly develop options that adapt AV technology to
regional facilities laws, and customer preferences.
 Seamless Customer Experience: Tesla made a goal of improving consumer encounters
by incorporating cutting-edge technological advances like chatbots and multimedia
searching technology. Tesla focused on enabling seamless, personalised experience
for consumers both online and offline that informs, participates, and encourages them
as they make decisions.
 Promotion of policies: Another goal of Tesla is to promote favourable policies and
laws that promote the launch and acceptance of autonomous cars by working directly

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 with regulatory organisations and authorities around Asia (Robert Jr, 2019). The
company's objective is to work together to make sure that the necessary legal
structures, facilities and security requirements are in existence.

Q2. Product brand positioning

Assess the existing product or service brand.

i. Brand Value: The brand worth of Tesla is quite high. It is associated with creativity,
environmental responsibility, and advanced technology (Han, 2021). Its valuation and price
point demonstrate the significant reputation that it generates.

ii. Brand Equity: Tesla has excellent brand equity that includes consumer fidelity, perceived
value, and favourable brand connections. The desire for Tesla cars, the willingness of
individuals to spend an extra price, and a feeling of camaraderie among Tesla owners all
demonstrate the equity.

iii. Brand Recognition: Tesla has attained impressive brand recognition. Elon Musk, the
company's flamboyant CEO, and its innovative strategy for electric cars have received a great
deal of media attention. The items made by Tesla are well-known and respected
(Przychodzenb et al., 2020).

iv. Brand Salience: Due to its distinct standing as an elite electric car producer, Tesla's brand
stands out. The link with forward-thinking CEO Elon Musk, the attractive car concepts, and
the alluring Autopilot function that distinguishes it from conventional automakers all
contribute to the salience (Männistö-Funk, 2022).

v. Brand Association: The qualities of creativity, modern technology, long-term viability

efficiency, and elegance are all connected to the Tesla brand. These connections are related to
its storage of energy products, self-driving technologies, and electric automobiles.

vi. Tesla enjoys high levels of devotion to the brand. Tesla customers are renowned for their
unwavering loyalty and zeal for the company (Serafeim, 2020). This commitment is the
consequence of the exceptional owning experience, which includes internet upgrades,
ongoing development, and a feeling of community with other innovative people.

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New positioning strategy
The "Tesla Energy Nexus" presents itself as a paradigm-shifter in the field of renewable
energy. It allows people, organisations, and groups to adopt energy sources that are
renewable and lessen their dependency on conventional fossil fuels by offering
comprehensive energy options (Emmanouil et al., 2021). Utilising Tesla's well-known brand
awareness while linking it with a fresh angle—sustainable energy—is the new positioning
plan. Relying on creativity, effectiveness, and concern for the environment, will produce an
effortless expansion of Tesla's current reputation.

The "Tesla Energy Nexus" can establish a solid relationship with a wide audience looking for
all-encompassing energy options by using Kapferer's Brand Prism to describe the brand's
character and basic terms in the context of energy and by creating messaging that emphasises
both the technology and environmentally friendly aspects (Smith-Nonini, 2020).

Figure 2: Tesla wireless charging

Source: (Klender, 2023)

The "Tesla Energy Nexus" heralds an important shift in the field of renewable energy. It's a
complete answer to the urgent demand for less polluting energy substitutes. The Tesla Energy
Nexus enables people, companies, and communities to switch to energy from renewable
sources and dramatically lessen their dependency on conventional fossil fuels by offering
comprehensive energy solutions (Zahoor et al., 2023). To establish a comprehensive energy

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ecosystem, this branding approach integrates Tesla's experience in technological
advancement, innovation, and sustainability.

The "Tesla Energy Nexus" is a game-changing move towards a future with renewable sources
of energy. Tesla presents itself as a pioneer in the switch to sustainable energy by providing
comprehensive energy options that include solar electricity, battery storage, electrical grid
insertion, and electric car charging (Hongyuan et al., 2021). This marketing approach
encourages people and communities to adopt a greener way of life while also aligning with
Tesla's company principles of creativity, environmental responsibility, and technical
development.

Q3. Target Market

Customer Behaviour analysis

1. Personal, social, and environmental influences:

 Individual Influences: Individuals that appreciate creativity, environmental

responsibility, and modern technology are the company's target consumers for electric
automobiles (Maradin et al., 2022). The company's standing for breaking barriers and
setting the standard for the EV market attracts visionaries as well as early adopters.
Their unique morals line up with Tesla's goal to cut greenhouse gases and support a
more environmentally friendly future.
 Social Influences: Tesla's customers' behaviour is significantly influenced by social
variables. Highly influential individuals like Elon Musk and early adopters have a
positive influence on the views and choices made by potential customers.
Additionally, social media sites have a big impact on how people feel about Tesla's
electric cars.
 Situational Influences: The buyer's present requirements and surroundings are
examples of contextual influences. Government subsidies for the adoption of electric
vehicles, rising petrol prices, and environmental issues can all have an impact on
consumer choices (Graham and Brungard, 2021). For instance, a buyer who lives near
accessible charging facilities could be more likely to buy an electric car.

2. New Customer Buying Process in Brief:

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  Problem Recognition: Potential buyers are aware of the necessity for a car that shares
their ideals, such as technical advancement or environmental responsibility.
 Information Search: Customers look for details on electric automobiles on line,
concentrating on their characteristics, advantages, prices, and feedback from others
(Ajitha and Nagra, 2021). Tesla has a significant internet presence, an educational
website, and active social media users.
 Evaluation of Alternatives: Consumers evaluate possibilities by contrasting Tesla
electric cars with those made by other EV manufacturers and those with traditional
combustion engines. Range, efficiency, system for charging, and company image are
all factors.
 Purchase Choice: Consumers who choose to buy a Tesla electric vehicle are
influenced by favourable driving experiences, internet reviews, and brand perception.
 Post-Purchase Behaviour: If assumptions are satisfied, owning a Tesla EV can result
in business devotion and support (Clinton and Steinberg, 2019). Owners may talk
about their encounters on social media, which would help with promotion through
word-of-mouth.

3. The Effect of Technology on the Target Market:

The target market for Tesla can be considerably impacted by technology:-

 Market Expansion: By resolving issues like distance anxiety and recharging

accessibility, improvements in battery capacity and charging facilities can extend
Tesla's market focus.
 Digital Influence: Digital materials and digital mediums will continue to play a larger
role in influencing consumer attitudes (Yang et al., 2022). Customers' choices may be
influenced by Tesla's internet existence, which includes interactive tools and virtual
car configurators.
 Adoption of Innovation: As fresh innovations and technologies are released, Tesla's
clientele may change to encompass people who value the most recent developments in
connectedness, self-driving cars, and renewable energy sources.

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Segmentation Strategy
1. Segmentation Strategy: Addressing ecologically conscious, technologically savvy
customers that value creativity and environmental responsibility is the cornerstone of Tesla's
segmented approach.

2. Innovation Pioneers: Tesla generally appeals to those who are early adopters and
visionaries who are interested in the newest technology developments (Graham and
Brungard, 2021). These customers play a crucial role in promoting brand recognition and
acceptance since they are ready to spend more on innovative characteristics.

3. Environmental Advocates: People who value environmental sustainability are drawn to

Tesla's dedication to cutting carbon emissions. This organisation sees electric vehicles as a
way to improve the environment.

4. Tech Enthusiasts: Tesla draws tech-savvy customers who value the seamless incorporation
of technology into their cars (Osipovich, 2020). Examples of this include self-driving skills
and internet software upgrades.

5. Luxury Segment: Tesla caters to individuals looking for luxurious driving expertise with
the bonus of being environmentally friendly with its premium price and focus on luxury
amenities.

Q4. SWOT Analysis

Conduct a SWOT analysis

Strengths:

Concerning modern technological advancements, Tesla is at the top position in the

development of self-driving cars. Its capacity is demonstrated by the incorporation of cutting-
edge autonomous technologies like Autopilot in its electric cars. Tesla has been successful in
creating an image that is associated with comfort, creativity, and sustainability (Kosuru and
Venkitaraman, 2023). Their well-established, worldwide Powerhouse network guarantees
convenience and is adaptable for driverless cars, further consolidating their position in the
automotive sector. In terms of finances, the business is before EV sales success that it can use
for more autonomous vehicle R&D.

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 Figure: Tesla Auto-Pilot

Source: (New York Times, 2021)

Weaknesses:

Despite their technological advances, Tesla still confronts legal difficulties in the varied
Asian market, since each nation has its own set of laws governing autonomous vehicles.
Furthermore, self-driving systems tuned for Western roadways may encounter difficulties
because of the disparate infrastructural requirements of Asian highways (Rice, 2019).
Concerns about adaptation to culture are also very important since Tesla may need to modify
its technology to fit the distinct driving habits and environmental circumstances of different
Asian countries.

Opportunities:

Asia offers an important market for self-driving vehicles through its expanding economy,
proficient in technology middle class, and urbanising cities. Tesla has the opportunity to form
alliances with regional tech behemoths, allowing them to further hone their products for the
Asian market (Cooke, 2021). Tesla's autonomous electric vehicles (EVs) might be the perfect
answer as governments seek environmentally conscious transportation options. In Asia, there
is a growing need for mobility-as-a-service, which autonomous cars can provide, reinventing
urban transportation.

Threats:

There will be challenges for Tesla when it enters the Asian market. Significant obstacles may
arise as a result of regulatory restrictions and the constantly changing regulatory landscape
surrounding autonomous vehicles. Self-driving car adoption may be impacted by concerns
about data security that have grown as a result of incidences throughout the world. Safety is

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still a top issue, and any accident employing autonomous systems might harm both Tesla's
brand and the legitimacy of the technology.

Representation of analysis
Helpful Harmful
Internal origin Strengths: Weakness:
 Technology  High costs
innovation  Regulatory challenges
 Brand reputation  High competition
 Financial capability
 Supercharger
infrastructure
External origin Opportunities: Threats:
 Eco-friendly  Safety incidents
transportation trend  Local competitors
 Growing Asian  Data privacy
economies concerns
 Strategic partnerships

Explain the competitive advantage

Tesla has a wide range of competitive advantages in Asia's autonomous car market. First,
they stand out in a market that is becoming more ecologically concerned because to their
worldwide standing for creativity and durability. Their already-existing Supercharger
network can be a huge benefit, guaranteeing that Tesla customers enjoy unmatched charging
convenience that other new entrants could lack (Kim et al., 2020). Additionally, Tesla has a
technological advantage thanks to its early and continued investments in the study of
autonomous technology. Tesla delivers a product that is not just driverless but also ecological
by combining its cutting-edge technology for electric vehicles with autonomous features,
addressing two key changes in the automobile industry.

Q5. Determine marketing mix.

Develop a pricing strategy and how it will connect with the target market.
Pricing strategy: -

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The pricing strategy for all its autonomous vehicles in the Asian marketplace will be
associated with a value-based methodology. In terms of the innovative technology and
sustainability aspects of the vehicles, Tesla initiated to adopt a premium pricing method. At
present, the target market involves tech-savvy customers and luxury car purchasers (Han,
2021). It has been identified that the pricing method adopted by Tesla is linked with the
brand’s positioning strategy as a leader in cutting-edge technology.

Tesla uses its reputation for quality and a sense of uniqueness to put self-driving cars at a
premium pricing point, appealing to the expectations of the target demographic. The premium
price strategy highlights Tesla's autonomous vehicles' unique selling qualities, such as its
advanced independent abilities, security amenities, and ability to collaborate with clean
energy solutions, to convey its excellent craftsmanship and superior features (Linja et al.,
2022). This pricing strategy highlights Tesla's technological acumen and dedication to
innovation, supporting the company's reputation while also setting it apart from rivals.

Develop a distribution strategy for the product or service and explain how it will help in
reaching the target market.
It is determined that Tesla’s distribution strategy for electric vehicles in the Asian market will
be combined with both direct and strategic partnerships. Direct marketing will allow Tesla to
keep control over the client encounter and give the chance for individualised connections
through its own stores and online channels (Dai, 2020). In addition, to expand its customer
base and serve the premium market sector, Tesla will establish strategic alliances with
premium retailers in important Asian cities.

Tesla may benefit from its brand recognition and the customer interaction it provides in its
stores through sales representatives. Tesla may harness their experience in the regional
market and their access to reputable connections to forge beneficial collaborations with
dealerships (Vig et al., 2022). By fusing its own distinctive experience with the regional
know-how of partners, Tesla can successfully attract its intended consumers with this
strategy. Tesla achieves a competitive edge by boosting client ease and increasing the
company's market presence by providing both initial sales and collaborations.

Develop a promotional strategy and explain how it will help you communicate with the target
audience.
The promotional strategy of Tesla over all its autonomous vehicles will enable a combination
of digital and experiential marketing. The significant role played by digital platforms by

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considering the tech-savvy nature of customers (Tenhundfeld et al., 2020). Concerning Tesla,
it has been identified that Tesla will make use of social media platforms and effective web
content to highlight the features and advantages of electric vehicles. This approach leverages
the company’s brand positioning as an innovative technology-driven organization.

Localised evaluation activities will be used for experiential marketing to provide potential
customers with the chance to personally witness the excitement of self-driving cars. These
gatherings will take place in busy urban centres and Asian technological clusters. This
strategy will assist customers in overcoming criticism and uncertainty around autonomous
technology (Morando et al., 2020). Additionally, it fits well with Tesla's outreach efforts,
allowing potential customers to experience the comfort and safety of fully autonomous cars.
Tesla may successfully connect with its intended customer base, solidify its position as a
pioneer in driverless technological advances, and gain a competitive edge by generating trust
and enthusiasm around its products by fusing online activity with immersive events.

Q6. Determining evaluating and controlling activities

Explain what marketing activities and controls you would implement to measure the success
of marketing strategies.
A thorough set of marketing initiatives and procedures should be put in place to precisely
assess the effectiveness of Tesla's autonomous car marketing tactics in the Asian market.
These actions and checks will offer insightful information about the effectiveness of the
initiatives and enable necessary revisions. The activities are further explained below: -

1. Key performance indicators

The key performance indicators should be defined in the form that aligns best with the
marketing goals and objectives. The indicators should be involved with all marketing
strategies and their effect on the target market. Various KPIs are there such as sales and
revenue, market penetration, customer engagement, customer satisfaction and many more
(Narayanan et al., 2020). By taking the example of sales and revenue, it is demonstrated that
continuous monitoring of the number of autonomous vehicles which are sold should be done.
Brand awareness should also be measured by using certain metrics such as social media
channels and website traffic.

2. Data analytics and tracking

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The company should implement robust data tracking systems for gathering relevant
information based on user interactions and engagement. Concerning this, different tools
should be facilitated such as web analytic tools, and customer resource management to collect
data on customer behaviour and actions.

Conclusion
Analysis of Tesla's possible entry into the Asian market with its autonomous vehicles reveals
an exciting chance to benefit from the region's expanding middle-income people, technical
openness, and investment in infrastructure. Tesla can establish itself as a leader in the Asian
self-driving car market by adapting its marketing methods to the most recent technological
advancements, cultural quirks, and competition. The autonomous car revolution has been
made possible by a combination of cutting-edge technology such as AI, machine learning,
and analytics of large amounts of data. Tesla can take advantage of the opportunities afforded
by the impending AV revolution because of its strong presence in the electric vehicle industry
and its Autopilot feature.

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