Tesla.edited

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Marketing

Course

Principles of Marketing

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Homework

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Assignment 1

Positioning Statement and Motto

and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of

Strayer University.

MKT 100 Assignment 2 1156 (5-15-2015) Page 1 of 4

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected: Tesla

1. Target Customers/Users

Who are the target customers for the company/brand? Make sure you tell why you selected

each item that you did. (NOTE: DO NOT say "ANY, ALL, everyone" you cannot target

everyone, you must be specific)

Age Bracket: [25-65]

Gender: [Men and Women]

Income Bracket: [Average income of $80000-$160000]

Education Level: [At least a college degree]

Lifestyle: [Aspirer, Explorer, Reformer]

Psychographics (Interest, Hobbies, Past-times): [need for a high safety vehicle with long term

economic cost effectiveness]

Values (What the customer values overall in life): [prestige status, environmental friendliness,

safety, cost-effectiveness]

How does the company currently reach its customers/users? What methods and media does

the company use to reach the customers/users currently? What methods and media should

the company use to currently reach the customers/users?

[The company, Tesla does not engage in the advertisement but instead depends on market

referrals and direct sales to reach its target audience. The company primarily depends on online

advertisements through its website and social media platforms, Instagram, and Twitter as the

main social media platforms. The company's CEO also has a large social media following and is

an active social media poster. Tesla should include Television and Magazine advertisement to

broaden their customer reach]

Assignment 1

Positioning Statement and Motto

and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of

Strayer University.

MKT 100 Assignment 2 1156 (5-15-2015) Page 2 of 4

What would grab the customer's/users' attention? Why do you think this will capture their

attention?

[Cost effectiveness, luxury, and eco-friendliness: psychologically, users will be drawn to the

company's differentiation of focusing on cost-effectiveness, luxury and eco-friendliness as these

are contemporary considerations when one intends to buy a car. Traditionally, luxurious cars are

over-priced and expensive to maintain while at the same time lacking the eco-friendliness

attribute of electric vehicles]

What do these target customers’ value from the business and its products? Why do you

think they value these items?

[The target customers value Tesla's focus on producing products that aim to change the world

through an eco-friendly approach. The target customers value the products of Tesla because they

want to be part of the process to reverse the environmental damage done on the earth]

2. Competitors

Who are the brand’s competitors? Provide at least three competitors, and tell why you

selected each competitor.

Competitor 1: [Volkswagen: The traditional auto company has divested into the production of

electric vehicles and gasoline-electric hybrid vehicles such as the 2018 Volkswagen e-Golf]

Competitor 2: [BMW; the company is engaged in the commercial production of electric

vehicles such as the2018 BMW i3]

Competitor 3: [Chevrolet: The company has been actively engaged in the production of electric

vehicles such as the 2018 Chevrolet Volt EV]

What product category does the brand fit into? Why have you placed this brand into the

product category that you did?

[The Tesla brand falls into the Technology Industry product category. Tesla product lines include

technology-based products ranging from electric vehicles, solar panels, Powerwall, Power-pack,

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Assignment 1 Positioning Statement and Motto Name: Professor’s Name: Course Title: Date: Company/Brand Selected: Tesla 1. Target Customers/Users Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say "ANY, ALL, everyone" you cannot target everyone, you must be specific) Age Bracket: [25-65] Gender: [Men and Women] Income Bracket: [Average income of $80000-$160000] Education Level: [At least a college degree] Lifestyle: [Aspirer, Explorer, Reformer] Psychographics (Interest, Hobbies, Past-times): [need for a high safety vehicle with long term economic cost effectiveness] Values (What the customer values overall in life): [prestige status, environmental friendliness, safety, cost-effectiveness] How does the company currently reach its customers/users? What methods and media does the company use to reach the customers/users currently? What methods and media should the company use to currently reach the customers/users? [The company, Tesla does not engage in the advertisement but instead depends on market referrals and direct sales to reach its target audience. The company primarily depends on online adverti ...
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