Author: Ricardo Escoda Publisher: GRIN Verlag ISBN: 3668706204 Category : Business & Economics Languages : en Pages : 24
Book Description
Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, International School of Management, Campus Munich, language: English, abstract: As the number of publications referring to Tesla increased formidable during the last years, it is a highly discussed automotive brand, which is becoming more and more important. In August 2017, the Bernstein Research Institute published a study dealing with brand enjoyment and service experiences of 286 Tesla owners, which resulted in a fanatical brand loyalty autonomous of the region the participants lived in. This paper deals with aspects of Global Marketing Management and Customer Relationship Management, which on the one hand include growth drivers and complexities that underpin the strategy of Tesla in its quest to exercise market power in a very competitive automotive market place, and on the other hand examine how Tesla was able to connect its customers as prominent iconic luxury brand. In the end of this paper a “blue print” model on how Tesla might build and embrace a customer driven marketing strategy aimed at building tighter bonds with its loyal customers and delivering added value will be proposed.
Author: Tobias Hinterwimmer Publisher: GRIN Verlag ISBN: 3668713219 Category : Business & Economics Languages : en Pages : 26
Book Description
Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, International School of Management, Campus Munich, language: English, abstract: Tesla’s CEO Elon Musk, together with Amazon’s Jeff Bezos, are probably the greatest entrepreneurs to date. Besides Tesla, Elon Musk also coordinates the companies SpaceX, Hyperloop and SolarCity. To understand Musk’s ambition and goals we need to see all of these companies as one unit and approach. Each company underlies the concept of the usage of renewable energies or to achieve sustainability with the unified goal to protect or safe our world. In terms of SpaceX this is established due to the goal to colonize the mars as a living alternative to our earth, SolarCity aims at creating homes fully running with solar energy, Hyperloop is an approach to shift and accelerate traffic and transportation under the ground and lastly, Tesla is manufacturing electric vehicles in order to reduce CO2-Emissions. As it could be seen, all these companies, founded or coordinated by Elon Musk, are operating in different areas, but are combined in their unified goal to make the world better. Therefore, we must say that Elon Musk is the greatest and most important asset or capital all of these firms possess. This explains, why the majority of the American citizens have high hopes in him and for what reason business analysts are rating Tesla in the range of general motors and ford, some well-established car manufacturers since years, as stated in the case study. Nonetheless, some people are wondering why Tesla is meant to have such a bright future despite of their recent struggles in terms of production difficulties, which made them neglect their forecasts and demands, and occurred accidents due to failures of their autonomous driving software. The answer to all this, and why Tesla doesn’t have to deal with severe downgrading of Tesla’s stock price, is due to the fact that to a high percentage the ratings are dependent on their CEO Elon Musk.
Author: Graham Robertson Publisher: Createspace Independent Publishing Platform ISBN: 9781983625886 Category : Languages : en Pages : 228
Book Description
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author: Mario Glowik Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110653117 Category : Business & Economics Languages : en Pages : 179
Book Description
This entirely revised and updated third edition of Market Entry Strategies continues to combine the profound explanation of internationalization theories and concepts with real-life firm cases. Reviewing the readers’ valuable feedback from successful previous editions this version targets to improve the readability. New firm cases of Delivery Hero and Tesla contribute to broaden the books’ industry focus. Particular attention is paid on the case studies developed to exercise in light of business practice what is theoretically taught and explained in the textbook. Through its link to digital learning tools such as charts available to the public at YouTube this new edition provides best pre-requisites for distance learning environments.
Author: Edward Niedermeyer Publisher: BenBella Books ISBN: 1948836327 Category : Business & Economics Languages : en Pages : 225
Book Description
Tesla is the most exciting car company in a generation . . . but can it live up to the hype? Tesla Motors and CEO Elon Musk have become household names, shaking up the staid auto industry by creating a set of innovative electric vehicles that have wowed the marketplace and defied conventional wisdom. The company's market valuation now rivals that of long-established automakers, and, to many industry observers, Tesla is defining the future of the industry. But behind the hype, Tesla has some serious deficiencies that raise questions about its sky-high valuation, and even its ultimate survival. Tesla's commitment to innovation has led it to reject the careful, zero-defects approach of other car manufacturers, even as it struggles to mass-produce cars reliably, and with minimal defects. While most car manufacturers struggle with the razor-thin margins of mid-priced sedans, Tesla's strategy requires that the Model 3 finally bring it to profitability, even as the high-priced Roadster and Model S both lost money. And Tesla's approach of continually focusing on the future, even as commitments and deadlines are repeatedly missed, may ultimately test the patience of all but its most devoted fans. In Ludicrous, journalist and auto industry analyst Edward Niedermeyer lays bare the disconnect between the popular perception of Tesla and the day-to-day realities of the company—and the cars it produces. Blending original reporting and never-before-published insider accounts with savvy industry analysis, Niedermeyer tells the story of Tesla as it's never been told before—with clear eyes, objectivity and insight.
Author: Jiahao He Publisher: ISBN: 9781392661956 Category : Electronic dissertations Languages : en Pages : 0
Book Description
With the increase of air pollution hazards, the governments and automobile companies generally believe that energy conservation and emission reduction are the main directions of the automotive industry in the future.Tesla, Inc., as the pioneer of the clean energy pure electric vehicles, has promoted enormous changes in the automotive industry. Tesla is the leader in the new segment market. To those entrepreneurial enterprises who want to enter the pure electric vehicle market, Tesla's experience is worth learning, and the difficulties that Tesla faces also need to be avoided. The primary purpose of this research is to determine the critical factors of Tesla's success and to provide a roadmap for firms wanting to enter this market.
Author: Michael Valentin Publisher: Kogan Page Publishers ISBN: 0749497041 Category : Business & Economics Languages : en Pages : 225
Book Description
Tesla disrupts the automotive industry by creating many innovative pieces that fit together. Its marketing, production, sales and technology strategies are all notably different from its competitors. The Tesla Way is an elongated case study looking at Tesla's business model and how this can be applied to existing manufacturing and production strategies in other companies. The author also includes case studies from Michelin, Mass and other consumer goods manufacturing companies. The Tesla Way will look at the origins of Tesla, its journey to success, new business models and what will come next. The author includes a mixture of the theory behind the Tesla business model and its applications, examining the combination between the manufacturing world and the digital world. He has also interviewed a cross-section of Tesla's current employees in both the USA and France. At the end of each chapter an interview with a CEO or top manager of an industrial firm is featured: among others, the stories of Luxor Lighting, ThyssenKrupp, Bosch or Kimberley Clarke. There are also insightful questions for managers. Online supporting resources include sample templates for analyzing efficiency of processes on the factory floor.
Author: DR. PRIYA SACHDEVA Publisher: Clever Fox Publishing ISBN: Category : Computers Languages : en Pages : 228
Book Description
Artificial Intelligence has emerged as a miracle which has transformed lives and communication from the core. AI technologies have enabled the brands to make automated decisions based on data collection, data analysis and trends which has significantly impacted brand marketing.The AI techniques is a new dimension which has paved an unprecedented path to shape businesses to deepen brand-consumer relationship. This book has showcased that how AI has seeped in and transformed brand performance, can scale customer personalization and precision in ways,fuels the consumer need of interactivity and impacted content creation, strategizing brand and its assessment.AI is a new tomorrow as it is touching consumer behaviour in infinite ways. This book has highlighted through case studies that how AI has converged a virtual reality platform providing immersive brand experiences to its users, can create simulation models and personalized purchasing processes through recommendations based on machine learning technologies and interaction with virtual assistants which has made many brands adopting AI to stay ahead and sustain in future. This book is strongly recommended for brand managers, researchers, brand professionals, academicians, students and organizations as it unknots the role of AI in augmenting branding and affecting human life in a substantial way.
Author: Deborah A. Schreiber Publisher: Springer ISBN: 3319949233 Category : Business & Economics Languages : en Pages : 435
Book Description
This book proposes that organizational policies are what ensure the institutionalization and sustainability of futures thinking in organizations. It presents several case studies from corporations and other institutions that describe effective use of foresight methods and internal policies to respond to rapid change. The case studies address changing trends in technology, globalization and/or workforce diversity, and the impact on the economic and political well-being of the organization. The editors also develop an organizational capability maturity model for futures thinking as well as providing questions for discussion that promote critical review of each case chapter. This book will inform scholars and organizational leaders how best to utilize foresight methodologies and organizational policies to sustain successful management strategies within futures thinking organizations. Chapter 9 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.
Author: Ricardo Escoda
Author: Tobias Hinterwimmer
Author: Graham Robertson
Author: Mario Glowik
Author: Dilip S. Mutum
Author: Edward Niedermeyer
Author: Jiahao He
Author: Michael Valentin
Author: DR. PRIYA SACHDEVA
Author: Deborah A. Schreiber