International marketing strategy, assignment help

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International Marketing Strategy for SolarCity

You have chosen a U.S.-based company (SolarCity) to analyze and turned in an outline. Now it is time to prepare a well written, 8 – 10-page marketing strategy for your company’s introduction of a product in an International market utilizing concepts learned in the course as a basis for your analysis.

Your marketing strategy must include the following elements:

  1. Introduction: Provide here the basic data about the company, including information about the founder, type of business or industry, product lines, market share, and size.
  2. Explain the company’s mission, goals, and corporate strategy.
  3. Provide a rationale for your product introduction in an international market supported by industry/country information.
  4. Present an overview of your marketing strategy and justify your reasoning.
  5. Explain how you will align the 4P’s, 5C’s, and STP to the marketing strategy.
  6. Provide short-term and long-term measures to determine the success of the marketing strategy.

Your marketing strategy should demonstrate thoughtful consideration of the concepts presented in the course and your ability to analyze and develop an organization’s marketing strategy.

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Explanation & Answer

Attached.

Running Head: INTERNATIONAL MARKETING STRATEGY

International Marketing Strategy
Case on Solar City Corporation
Name
Instructor
Institutional Affiliation
Date

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INTERNATIONAL MARKETING STRATEGY

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Introduction
SolarCity Company is an American corporation that deals in solar energy services. Two
brothers established the company, Peter, and Lyndon Rive in 2006 and the company headquarter
is located in San Mateo, California. The founders of the company were inspired by a suggestion
made by their cousin Elon Musk regarding the concept of the solar company. In 2009, SolarCity
was generating more than 440 megawatts of power. The company is a subsidiary of Tesla Inc.
and provides energy storage services via its parent company.
In 2013, the GMT research ranked the company as the leading residential solar installer
company in the United States. Moreover, Solar Power World magazine ranked SolarCity was the
second company regarding providing installation services in the United States. In 2013, the
company acquired Paramount Equity for$120 million. SolarCity was acquired in mid-2016 by
Tesla Inc., Musk’s care company. Tesla acquired SolarCity for approximately $2.6 billion, and
the merger was finalized late 2016. Solar City operates in the energy storage industry and has
employed over 15,000 employees. This paper will address international marketing strategy for
SolarCity (Learn More About SolarCity, the Top Solar Energy Company, 2017).
Mission, goals, and corporate strategy of SolarCity
Most companies enter into the business so as to create monetary and social values. The
former entails those values that are related to financial aspect, specifically increasing profits and
maximizing the shareholders’ wealth. On the other hand, the later involves increasing perceived
customer values as well as engaging in corporate social responsibility. SolarCity operates in a
very aggressive environment where several competitors have saturated the market and are
contending for the same market share. For SolarCity to achieve the objectives mentioned above

INTERNATIONAL MARKETING STRATEGY

3

and gain a significant customer base, it should design its mission, goals, and corporate strategy.
Typically, the company’s mission and goals are those objectives set by the company and plan to
attain after a predetermined period. Its corporate strategy entails how the company creates value
across businesses.
SolarCity is a mission-driven company that focuses on achieving its mission and goals.
The mission of the company is to be the number one service solar provider in the United States.
Its goal is to make clean energy accessible to every consumer, businesses, homeowners, nonprofit organizations, schools, and government entities at a cheaper cost as compared to what they
pay for energy produced by burning fossil fuels such as oil, coal, and natural gas. The company’s
corporate strategy is to set up systems that comply with the highest engineering standards at the
same time making the switch sufficient for the consumers (Our Vision and Values » solarcity,
2017).
The company has transformed the manner in which it delivers to energy by providing
customers cleaner and less expensive option to their monthly utility bill. The company’s vision is
‘to get solar to everyone by delivering savings and certainty for households, businesses, the
environment and the children of tomorrow.' The values of SolarCity state that the company is an
entity with the intention of creating a change in the fight against climate change. SolarCity is
motivated by four major values that combined enable it to ...


Anonymous
Very useful material for studying!

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