An Overview of the Brand Development of TM, Marketing Strategies, and Issues Essay

2.1.4 Brand Development CapabilityAnother distinctive capability is associated with building up a unique brand. One of the unique characteristics of the brand is how differently the company operates compared to other car manufacturers. For example, TM has no aggressive selling process because its sales staff works on a salary basis with no sales commissions all the sales are direct because the company does not have dealers to sell its cars. This allows TM to control the quality of customers experiencethe company does not have cars in inventory, so all cars are produced on order (D'Arcy, 2014). It is important to mention that TM focusses on a niche market (buyers with high income). So, the whole process is different and is intended to make a buyer feel special (something that the niche market needs). TMs models are getting different kinds of awards. Receiving a Euro NCAP 5-star rating for safety and being named Motor Trendsprestigious 2013 Car of the Year have positively contributed to the brand (Tesla Motors, 2014). Another uniqueness of the brand is how TM promotes itself as an environmentally friendly company. This is one of TMs main operational ideas of business, as it produces EVs that are emission free. The brand TM has developed gives a competitive advantage (focusses on long-term profitability) over the other EV manufacturers and, as a result, increases sales. This capability is considered to be a core because it is essential for the main activity of the business to sell EVs. Moreover, it is considered to be a competence because TM showed great professionalism in doing that (Tesla Motors, 2015). 3.0 Q3 Analysis of PR Crises3.1 Incident OneThe incident happened in the United States in November 2013 with a Tesla Model S EV. While on the road, the car started to burn however, that was not caused by an internal malfunction of the car (McCarthy, 2013, and Tesla Motors, 2013). It is called an incident because it is...

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