Tesla strategic and marketing analysis

Extract

[...] The answer to this question lies in examining the firm's strategy and marketing. Also, this study proposes to carry out the PESTEL analysis that known as SWOT and the marketing mix of TESLA with as a prelude, a presentation of the company and figures keys to the market Introducing TESLA Accelerating the global transition to a sustainable energy scheme: this is the mission of the firm, now headed by Elon Musk. But originally, in 2003, the company was created by two engineers, Martin Eberhard and Marc Tarpenning, who had the ambition to promote the electric vehicle by proving that it would be far superior to its thermal cousin. [...]

[...] The firm has engaged in disruptive marketing. At TESLA we communicate without advertising. The secret of this technique, out of step with the uses of the sector, is a strong presence on social networks. The company has succeeded in creating a community of fans and influencers who praise the merits of the firm and its services instead of traditional salespeople: it is "infotainment". In addition, it also implements a marketing technique called "referral program." It's about rewarding loyal customers, those who influence prospects to buy branded products. [...]

[...] In addition, the recycling of polluting materials is implemented in factories. In Germany, the firm promises to reforest as many areas as it needs to destroy to set up its gigafactory. D. Threats First is the health crisis. Containment measures imposed by California authorities in response to the coronavirus pandemic did not allow Elon Musk in May 2020 to restart production of these cars at the only site he has in the United States, in Fremont in the county of Alameda. [...]

[...] Is it realistic, or is it a bubble? In this regard, opinions are divided. Some believe that the firm is an ecosystem: symbol of the electric automobile, a network of recharging stations, etc., and based on this assumption, it has a growth potential which can justify that it represents at the stock market, in 2020, more than 800 billion dollars. Except that this sum represents more than the value of all the automakers of the sector. Also, informed observers believe that this surge will not last and, it will gradually decline as the electric car becomes more democratic. [...]

[...] The offender, a 27-year-old Soviet man, opted for the procedure of bribing a company employee and persuading him to introduce the malicious program into computer systems. And since this was a ransomware-type attack, TESLA had to pay a ransom to restore its computer networks. But the pirate was exposed before taking action. Finally, let us highlight the implementation by TESLA of digital marketing. Some speak of a marketing genius in the sense that the firm has managed to create a strong digital community around these offers, which saves it spending on advertising magazines, billboards, etc.) like this it is customary in the area. [...]