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Marketing Case Study Tesla
Ricardo Escoda
出版
GRIN Verlag
, 2018-05-18
主題
Business & Economics / Marketing / General
Business & Economics / Advertising & Promotion
ISBN
3668706204
9783668706200
URL
http://books.google.com.hk/books?id=tCtbDwAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
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.