The definition of positioning generally varies from person to person. Market researchers define positioning as a marketer’s attempt to identify a product’s unique selling point. It is about ensuring that the product occupies a sharp position in the path of the targeted consumers in comparison with competing products. TSLA Motors was founded in 2003 in California by Elon Musk, JB Straubel, Martin Eberhard, and Marc Tarpenning, a group of engineers inspired by the AC induction motors patented by Nikola Tesla in 1888. The company’s goal was to demonstrate that vehicles Electric vehicles could replace gasoline vehicles and achieve incredible zero-emission performance. As a result of these efforts, the Roadster, launched in 2008, was a rare product in the automotive industry.
They are planning for a 0-100 km / h car in 3.7 seconds, 245 miles on a single charge Additionally, they argue that positioning solves various problems in identifying the customer, the needs that the product meets, and the best way for the company’s product to meet those needs. The Tesla image and the BEV positioning embody the characteristics of high-tech, attractiveness, reliability and sustainability. Against this background, the recommended positioning could look something like this: “Tesla vehicles are an attractive, reliable and environmentally friendly high-tech transport alternative for future-oriented consumers.”
Market segmentation In market segmentation, potential customers are divided into market segments that have different needs or behaviours. The aim of this process is to group potential buyers into clusters that are very homogeneous but can also be clearly distinguished from other consumer groups. A company can better serve customer needs by integrating large and diverse markets into smaller, more manageable segments.
Shifting of manufacturing and marketing focus of Tesla
As Tesla shifts its manufacturing and marketing focus to the Model S, it is pursuing the same marketing strategy for the luxury car segment. Like the Apple Macintosh Marketing Plan, Tesla needs to capture the hearts and minds of several key groups to achieve its top marketing goals: its customers; Your specialized sales force; Industry analysts; and the press.
And in the future, three luxury sedans (including the Tesla Model S) are planned, 18 different current and future models slated for the consumer mass market segment, and two new electric commercial vehicles. The future of the entire industry remains unpredictable. The switch to an electromobility system is a breakthrough in the value chain in the automotive industry. As a result, the internal combustion engine is becoming less important and the battery and charging infrastructure play an important role in the development of the market. You can get more information of Tesla from its releases at https://www.webull.com/releases/nasdaq-tsla.