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Marketing Strategy , 8th Edition O. C. Ferrell (Author), Michael Hartline Case Notes

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Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Marketing Strategy

(Instructor Manual)

Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Edition:8th Edition

Author Name:O. C. Ferrell Michael Hartline

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Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Marketing Strategy

(Instructor Manual)

Marketing Strategy,8th Edition O. C. Ferrell Michael Hartline Instructor Manual

Edition:8th Edition

Author Name:O. C. Ferrell Michael Hartline

contact:

Whatsapp +1 (949) 734-4773

 

for the Facebook page click here 

 

for more books  for  ( Test Bank and Solution Manual) click here

 

 

for

Instructor Manual click here 

for PowerPoint Presentations click here 

 

sample free

 

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Case 1             Tesla Races Ahead with Nontraditional Marketing Strategy*

 

Synopsis:        Tesla, the leader in electric vehicles, has managed to become one of the most valuable car makers in the United States without any traditional advertising and an Internet-focused downstream distribution strategy. Tesla also leads with an extensive corporate social responsibility strategy that includes focusing on the safety of both employees and consumers, supporting a diverse work environment, sourcing responsibly produced materials, and contributing to education.

 

Themes:          Ethics and social responsibility, sustainability, distribution strategy, promotion strategy, product strategy, pricing strategy, competitive advantage

 

Case Summary

 

Tesla, an all-electric vehicle and energy generation products company, is widely admired for its industry-altering innovation built around its core vision of moving the world toward sustainable energy. Though Tesla got its start with electric vehicles (EVs) in 2003, the company has branched out to create a variety of renewable energy technologies from solar roof tiles to clean energy storage. Today, Tesla is the most valuable carmaker in the world. Remarkably, the automaker reached this status with a $0 advertising budget.

 

This case explores Tesla’s marketing mix including its product strategy, pricing strategy, distribution strategy, and promotion strategy. Tesla has a gift for attracting publicity due to its promotion tactics, such as its launch events, and headline-worthy achievements. Despite the company’s success, Tesla has attracted both skepticism and criticism from the public as well as investors, largely due to CEO Elon Musk’s outspoken nature, which has damaged the company’s reputation and stock price more than once. This case analyzes how Tesla established itself as a leader in EVs.

 

Additionally, this case explores corporate social responsibility at Tesla. Tesla’s corporate social responsibility (CSR) strategy addresses stakeholders’ interests by monitoring and reporting on the company’s product and operational impact, emphasizing consumer safety and responsible sourcing, and focusing on its employees and building a strong organizational culture.

 

Teaching Overview

 

This case thoroughly outlines Tesla’s marketing mix. Students should be encouraged to update this information as needed and then conduct a comprehensive SWOT analysis for Tesla. The case also gives students an excellent overview of corporate social responsibility (CSR) at Tesla. Students should have no trouble discussing these efforts and their implications for Tesla’s marketing strategy. After this is completed, students could use this case to develop a marketing strategy for maintaining the company’s position as a leader in EVs. Tesla has become profitable, achieving record sales numbers, and has gained resources to propel its global expansion.

 

Major SWOT Themes

 

Innovation, competitive advantage, profitability, leadership, global business, corporate social responsibility, product strategy, pricing strategy, premium pricing, promotion strategy, new product introduction, advertising, publicity, distribution strategy, supply chain

 

Problem/Decision Statement

 

Despite the company’s success, Tesla has attracted both skepticism and criticism from the public as well as investors. Not all of Tesla’s publicity has been positive. Tesla’s history of leadership challenges has followed it in the media. Though many companies have benefited from having a celebrity CEO, Tesla has had to reign in CEO Elon Musk, who has been both an asset and a liability for the company. Additionally, Tesla now faces more competition than ever as mainstream automakers invest heavily in EVs. Musk believes that Tesla’s competition is not the small percentage of EVs being produced but rather the large number of gasoline-fueled vehicles saturating the market.

 

Discussion Questions

 

  1. In what ways does Tesla address the interests of its stakeholders through its corporate social responsibility strategy?

 

Tesla’s corporate social responsibility (CSR) strategy addresses stakeholders’ interests by monitoring and reporting on the company’s product and operational impact, emphasizing consumer safety and responsible sourcing, and focusing on its employees and building a strong organizational culture.

 

Tesla believes that consumers should not have to compromise on price or performance when it comes to choosing sustainable products. To address this consumer interest, Tesla has introduced more affordable models of its environmentally friendly vehicles, which have resulted in millions of metric tons of emissions savings. Tesla has also prioritized consumer safety with advanced safety features and taking additional measures to give customers peace of mind.

 

Tesla has also prioritized employee safety with its multiday training program and on-the-job training. Tesla’s goal is to have the safest car factory in the world. Tesla also fosters employee advocates by offering perks such as its employee stock purchase program. Many of its efforts simultaneously reduce carbon impact while providing valuable perks for employees. Additionally, Tesla supports workplace diversity in its recruitment and retention efforts with anti-discrimination and anti-sexual harassment training as well as unconscious bias training.

 

To address the interests of shareholders, Tesla has taken measures to increase profitability, even going as far as to implement layoffs in a move toward streamlining the company.

*Kelsey Reddick and Zachary Youngstrom prepared this case under the direction of O. C. Ferrell for classroom discussion rather than to illustrate effective or ineffective handling of administrative, ethical, or legal decisions by management, © 2022.

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