College of Business Administration
MKT 511: Marketing Management
Consider that you are the Marketing Manager for Al-Tayer Motors. The company is interested in bringing “Tesla” cars to the UAE and the government has now launched a number of public recharging stations. The government in the UAE believes that this will be an important step towards achieving the objectives of a sustainable smart city. You have been given the responsibility to develop and design the marketing strategy for this new brand. The prerequisites for designing a successful marketing strategy are segmentation, targeting and positioning.
http://www.thenational.ae/uae/environment/electric-car-charging-stations-launched-in-dubai
TASK: Write a case study on segmentation, targeting and positioning for Tesla.
Your report should include:
1. A brief introduction to the company and its products
2. A theoretical review on the following concepts – segmentation, targeting and positioning
3. A review of the variables used to segment consumer markets. A description of variables that can be used by Tesla to segment the market – please support your answer with examples.
4. An insight into customers that Tesla will target
5. A brief analysis of Tesla’s competition
6. POP and POD’s of Tesla
7. Draw a perceptual map that will help you analyse Tesla’s market position relative to that of its competitors
The following links will help provide you some information on the brand (please do not limit yourself to these links only!!)
http://en.wikipedia.org/wiki/Tesla_Motors
http://www.autoblog.com/tesla/
http://www.forbes.com/sites/markrogowsky/2014/01/16/tesla-sales-blow-past-competitors-but-with-success-comes-scrutiny/
http://www.forbes.com/sites/markrogowsky/2013/11/24/owners-love-their-teslas-and-volts-so-why-doesnt-the-media/
The course Learning Outcome (CLO) this report helps to test is as follows:
• Apply market segmentation and target marketing strategies considering the different stages of product life cycle for the purpose of ensuring updated product offerings to the right customers and to counter the competition
It covers concepts from Chapter 8 and 10.