The marketing mix distribution channel

  • 211 views
Uploaded on

Tesla motors are the world only serial manufacturer of electric vehicles (EVs) based in the US, they have perfected the art of manufacturing the high quality performance sports cars. The name of the …

Tesla motors are the world only serial manufacturer of electric vehicles (EVs) based in the US, they have perfected the art of manufacturing the high quality performance sports cars. The name of the company is named after its inventor who was an electrical engineer and physicist by the name Nikola Tesla. From the original design of Tesla the Tesla roadster uses the AC motor designed in 1882 coined from a feverish exhaustion hallucination when acquired when working as an inventor engineer in Hungary. This company takes the glory of also manufacturing electric vehicles power train components; they are the only automakers that have perfectly assembled highway compatible electric sports car called the Roadster (Hall, 2008).

More in: Sales , Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
211
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. The Marketing Mix: Distribution Channels Introduction Tesla motors are the world only serial manufacturer of electric vehicles (EVs) based in the US, they have perfected the art of manufacturing the high quality performance sports cars. The name of the company is named after its inventor who was an electrical engineer and physicist by the name Nikola Tesla. From the original design of Tesla the Tesla roadster uses the AC motor designed in 1882 coined from a feverish exhaustion hallucination when acquired when working as an inventor engineer in Hungary. This company takes the glory of also manufacturing electric vehicles power train components; they are the only automakers that have perfectly assembled highway compatible electric sports car called the Roadster (Hall, 2008). According to Hall (2008) Tesla motors is the only one that is shipping EVs to Europe and other states, recent statistics recorded from US Securities and Exchange Commission reports indicates that this company ships at least 15 EVs every week and this are customized model that suits the requirement of the owner. The models sport car uses lithium car battery that covers a range of over 200 miles approximately 320 km before the next charge, this is more energy efficient than Toyota Prius. The latest development from this organization is the Model S, which is a family sedan and was launched at March 26, 2009 and will be launched in 2012. This model comes with three battery pack option and can do about 300 miles per charge and is expected to be sold for a base price of US$49,900. Case question: Acting as the distribution manager for Tesla Motors this is how I would develop the distribution strategy for the new Model S family sedan van.
  • 2. Distribution strategy can be classified as the way that products are created to meet the demand of the consumers, the way that the products are going to be shipped in a cost effective manner from the point of production to consumption and how the brand would be managed (Perrault, 54). These are the key factors that as a distribution manager am going to address while sourcing for a distribution market for the Model S family sedan van. Customer’s perception This is the most important key point that I would strategize on as an important market factor of addressing the customer’s perception of electric charged family sedan (Model S). This would be based on the perception of the customer knowledge of buying and behavior toward the product that I would be offering them (Julian, 99). I would acquire to know the medium that the customers prefer when purchasing Model S, this is if they prefer purchasing the product from the retailer, supplier or directly from the source. Another very important factor is the knowledge that the customers have about EVs, how they installed and serviced. Here I would also source for the best channel for information that the customer would be provided with about EVs and the new model before they purchase, this would come handy as the Roadster had later complication that forced the management to recall and visit the customers home to bolt the back part that was analyzed to make the car to loose control while in high speed as this are sports cars. I would source to find out the medium that the customers are comfortable with when making an order if it through the internet, through the retailer or directly from the supplier. These factors are very essential in knowing the customers perception of the new Model S family sedan van, this would assist in knowing the target market and enhancing good relation of the customers and the new brand of EVs and thus creating knowledge. This
  • 3. training and promotional awareness would make the customer to be acquainted with the new product in the market (Ferrell & Luck, 122). Cost-effective way of creating demand for Model S After creating awareness to the customers about the new Model S then as there are joint ventures for Toyota to chip in the development of the new Model S, I would highly encourage this merger because Toyota is a renowned brand all over the world and marketing the new Model S in the brand of Toyota would be easy. When promoting for the new Model S I would incorporate the name Toyota as people are familiar with this brand and it is respected and valued in the motor vehicles market (Hall, 2008). I would also invest on selling or cataloging the Model S over the internet and other medium of advertisement, this way I would capture a large population as IT has provided business with a new advertising medium that is cheap and effective. So I would incorporate with other company owned online showroom to create demand for the new EVs model family sedan van. I would also incorporate the selling of the same concept model to Toyota as they are a major player in the market and with this they would generate their own model and create awareness for their customers to integrate with the new Model S. This would mostly pent up the customer demand for the new Model S family sedan by Tesla Motors as this would serve as a catalyst for creating demand for the new model to the customers, this would entice them to knowing that the new Model S is fun to drive and has social responsibility as it is non pollutant 100% (Allen, 78). Best distribution channel
  • 4. For the distribution channel that I would be implementing to Tesla Motors to fully materialize I would incorporate exclusive distribution. By this I would be limiting the distribution to single outlets as the company’s showrooms are growing on several states in US and also Europe. The internet showroom I would also use as a distribution channel. The single outlet is essential as the new Model S EVs sedan requires lot of details and only people associated with this product can be able to explain and give proper details of the products when selling it (Corey & Rangan 161). Exclusive dealers would be educated about the details involved so that they may take the customer through the fine details involved in the new Model S. Cost-effective way of products shipment to consumers I would source for the most cost effective way for Model S delivery to the customers as many order are booked online. If it is overseas shipment I would encourage sea as the means of transport, if it within the states road would be the preferred choice, however having more showrooms in every continent would help solve this problem as from there the mode of shipment would be the road, which is the most cost effective way (Perrault, 149). I would also invest in intermediaries to shipping new Model S into the desired market. Conclusion For the distribution strategy to be fully impacted in the market incorporating all the key players would assist me to fully impact the targeted market, this would be by awareness creation and demand expansion. I would also integrate other major key players in the market like Lotus Motors and other companies to indulge into creation of hybrid motor vehicles as a mode of demand creation and also customers enlightening about the EVs. Using exclusive distribution
  • 5. channel I would create awareness for the new Model S to the potential customers by informing them of the social responsibilities that the sedan is compatible with.
  • 6. References Hall Geisler, K., (2008). Tesla Store Locator. Retrieved January April 8, 2010 from http://www.teslamotors.com/teslastore/ Ferrell, O.C., & Luck, D., (1998), Marketing Strategy. Orlando: Dryden Press. Perrault, D. Jr., (2008). Basic Marketing: A Marketing Strategy Planning Approach. Boston: McGraw Hill. Julian, J., (2008). Distribution Channels: Understanding and Managing Channels to Market. New York: Doubleday. Corey, C., & Rangan E., (1998). Going To Market: Distribution Systems for Industrial Products. New York: John Wiley and Sons. Allen, R. W. 1966. Management Science: Factors influencing market penetration. New York. Penguin
  • 7. References Hall Geisler, K., (2008). Tesla Store Locator. Retrieved January April 8, 2010 from http://www.teslamotors.com/teslastore/ Ferrell, O.C., & Luck, D., (1998), Marketing Strategy. Orlando: Dryden Press. Perrault, D. Jr., (2008). Basic Marketing: A Marketing Strategy Planning Approach. Boston: McGraw Hill. Julian, J., (2008). Distribution Channels: Understanding and Managing Channels to Market. New York: Doubleday. Corey, C., & Rangan E., (1998). Going To Market: Distribution Systems for Industrial Products. New York: John Wiley and Sons. Allen, R. W. 1966. Management Science: Factors influencing market penetration. New York. Penguin