International Marketing Management Executive

Running head: INTERNATIONAL MARKETING MANAGEMENT
International Marketing Management

1INTERNATIONAL MARKETING MANAGEMENT
Executive Summary
This research report gives a detailed overview of how marketing concepts and its application
to real-world scenario. In order to justify the effectiveness of marketing concept, report
considers marketing strategies and activities of Tesla Motor. Tesla Motor manufacture
electronic vehicles. Tesla is known to be a disruptive brand due to its constant effort of being
in the quest for next-level of technology as well as sustainability to another level. To
understand the concept of marketing, a review of literature has been performed in the report.
The review indicated the fact that marketing is a broad concept which includes five different
principle of marketing, marketing mix and SWOT analysis. Tesla remains on the track of
providing an autonomous driving capability which is significantly earlier than several cars
manufacturers and this is where the competitive advantages stand for the brand.Considering
the enormous reputation for excellence, the brand has generated an impressive brand image
which is facilitated by its high quality of electronic Vehicle. However, Tesla has been
suggested to pay attention to some particular social media tools to market its products in the
emerging marketing.

2INTERNATIONAL MARKETING MANAGEMENT
Table of Content
Task 1:........................................................................................................................................3
1. Introduction............................................................................................................................3
Organizational Background...................................................................................................3
2. Literature Review...................................................................................................................4
3. Application of theory to practice..........................................................................................10
Application of theories.........................................................................................................10
1. Evaluating the three elements of consumer analysis for Blendtec.......................................15
2. Analysing the techniques involved in brand management of Blentic and evaluating how
they can influence consumer behaviour...............................................................................17
Brand management of Blendtec...............................................................................................17
Influencing the customers....................................................................................................18
References................................................................................................................................21

3INTERNATIONAL MARKETING MANAGEMENT
Task 1:
1. Introduction
This research report is a detailed analysis of marketing management practices and
strategies. It has been identified that marketing has always been a dynamic context as market
environment has been changing rapidly. There have been many theories and model related to
marketing management have been evaluated in the assignment. Thus, in order to understand
the marketing behaviour, the assignment considers the real-world facts and findings. So, to
explore and evaluate the context of management, the organization Tesla has been chosen.
Tesla has been chosen because Tesla is known to be a disruptive brand due to its constant
effort of being in the quest for next-level of technology as well as sustainability to another
level. Tesla’s disruptive brand presence is prevailed by the launch of its electronic car in the
world. Even though Tesla gained market recognition as one of the disruptive brand but the
brand has been critiqued by the audience. So, there is a level of contradiction in relation to
becoming a disruptive brand, Tesla has been considered in the analysis to find out the range
to which Tesla applies the marketing management practices.
Organizational Background
It has been identified that manufacturer of electronic cars Tesla is more of a champion
of innovation in product design as well as business strategies. Elon Mask’s innovative ideas
and creativity led Tesla to become a standalone car manufacturer in the car manufacturing
sector. It has been identified that Tesla Motor sold more than 2400 Roadsters since the
beginning of production in 2008 (Cheong, Song and Hu 2016). This practice is further
highlighted a remarkable feat which considers car’s price such as US$103.000 for 2015
model (Lyyra and Koskinen 2017). Considering the value of product and innovation, Tesla
focussed on a large range of enterprise setup which necessarily mean renouncing innovation.

4INTERNATIONAL MARKETING MANAGEMENT
This means that the disruptive brand like Tesla can significantly operate in a luxury market
which has significant chance of succeeding when they can introduce ground-breaking
innovation in technology or the business model (Musonera and Cagle 2019). Therefore, the
organization decided to go for a high-end consumers and develops a set-up. In addition to
this, the ground-breaking contribution makes it harder for the rivals to significantly adapt
business as well as reflect the change.In order to differentiate itself from the market and
understanding the dynamic needs of the market, the organisation focused on powering system
of its cars. For example, the brand decided to install conventional-lead-acid batteries. In
addition to this, considering the need for environmental sustainability, electronic car of Tesla
is supposed to be addressing the concern of increasing carbon emission. Nonetheless, the
market competition significantly appears to be challenging. Therefore, the list of disruption of
Tesla’s product did not cease to its first launch.
2. Literature Review
Marketing is a broad concept which is kind of activity and a set of institution as well
as the technique for creating, communicating, delivering and exchanging the offering that
have value for consumers, partners and clients (David and David 2013). Furthermore,
Homburg, Jozić and Kuehnl (2017) mentioned that marketing concept is significantly
associated with the philosophy that an organization uses to identify and meet the needs of the
consumers benefiting both business and customers. Webster and Lusch (2013) also
mentioned the fact that marketing concept tend to propose that in order to satisfy the
organizational objectives, business must have to figure out the needs and wants of customer
and to satisfy them in a way which is more effective than competitors.
Core marketing concepts:

5INTERNATIONAL MARKETING MANAGEMENT
There are five different concepts that are such as production concept, product, selling
concept, marketing concept as well as societal marketing concept.
Production concept: As put forward by Fasslabend (2015), when the production
concept was defined, a production oriented business is most likely to dominate the market.
This means during the implementation of production concept, business was fundamentally
concerned with production, manufacturing, and the use of efficiency. Therefore, considering
the above statement of the authors, it can be mentioned that organization use the concept of
production with the belief that customers primarily want the products which can be
affordable and accessible. For example, when Tesla first launched its electronic car, the
market needs were about a car which respectively produces no carbon. Hence, the need of
carbon free vehicles have been used to the marketing concept of Tesla.
Selling concept:
As put forward by do Paço et al. (2013), production and product concept both pay
attention to production however, the selling concept significantly revolve around creating the
actual sale of the product. According to Majaro (2014), selling concept fundamentally
focusses on making every possible sale of product irrespective of quality or need of
customers. This means that the selling concept significantly highlight the fact that customers
would like to buy organization’s product but only when the business is supposed to sell the
products aggressively. This concept is significantly necessary because such concept does not
generate the idea of repeated sales. For example, Tesla manufactures its electronic vehicle
targeting its high end consumers but its selling concept does not hold the idea of repetitive
sales. This means the individual who just bought an electronic vehicle, may not buy the same
or same category of product in the coming months.
Marketing concept: