Tesla’s unique positioning in the car market is one of its biggest strengths. Since 2015, Tesla has been selling an all-electric luxury SUV, which has done relatively well in the market and has delivered the record of 100,000 vehicles for 2017. The segment of choice was the lower volume, the price-insensitive performance-car segment which enabled them to create a brand identity, establish premium pricing and earn significant unit gross margins by targeting the rich and affluent who are willing to spend more compared to their vehicles. While segmenting the market Tesla didn’t ask which segment is the most fuel-conscious but which segment enabled the company to build long-term and innovative model vehicles. Segmentation, targeting, positioning in the Marketing strategy of Tesla: Elon Musk who is the CEO of the company envisions Tesla as a technology company and an independent automaker which aims to provide affordable electric vehicles to average consumers. It is based on Palo Alto, California and specializes in solar panel manufacturing, lithium-ion battery energy, and electric vehicles. which was formerly known as Tesla Motors was founded in the year 2003 and it only started being profitable in 2013.
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