Assignment about Overview on Marketing Strategies

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Marketing Strategies
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Course
Professor
University
Date

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Innovation
Product information
Tesla Model 3 car is an electric Sedan that is developed by Tesla, which delivers an all-
electric range of 240 miles. The car has inbuilt software that enables it to auto-drive. The car was
unveiled in 2016, with the official delivery into the market starting on the 7th of July 2017. The
car was launched in Melbourne on 2nd September 2019.
Type of innovation
The type of innovation used in developing the Tesla Model 3 is the integrative innovation
model. The car is developed for high performance and environmental stewardship. In high
performance, the car can be driven for long miles and it is very user-friendly (Perkins and
Murmann, 2018, pp.472). As an electric car, Tesla Model 3 is designed to reduce the global
carbon footprint.
Characteristics of innovations.
At Tesla, the cars are developed with performance and environmental conservation at
heart. From the first electric car, the Roadster model, to the Model S that followed, the company
has constantly developed electric cars that are revolutionizing the motor industry. Model 3 has
made a significant step by incorporating auto-drive features at an affordable price.
The launching of Tesla model 3 in Melbourne is a significant shift in technology. The car
will primarily attract millennials and young adults who fall into the category of innovators in the
diffusion of innovation theories (Khoo, Wang, Paevere and Higgins, 2014, pp.270). This consists
of young individuals with an interest in new technology and having high purchasing power. The

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features of high performance and environmental stewardship will additionally attract a new niche
of Australian consumers.
Social system theory
Target market positioning
In the launch of Tesla Model 3 into Melbourne, the company has identified a specific
target market involving a specific population segment. In its target positioning, Tesla uses age
and social status as the core determinant for marketing positioning. The form of Tesla’s
positioning for the Melbourne market is the mono-segment, where Tesla target individuals with
high purchasing power, and young people who are technologically conscious (Cave, 2017,
pp.59). The company may also apply this type of targeting to environmentally conscious
individuals who are advocating for environmental sustainability. Additionally, Tesla can use
anticipatory positioning for the Model 3 car in Australia, to target a low turnover market, with
high hopes that the market turnover will increase in the future.
Culture
The launching of the Tesla Model 3 car in Melbourne Australia has been significantly
influenced by the change in culture, where the average consumer is more interested in quality
products and environmental sustainability (Owuamalam, Rubin, Spears and Weerabangsa, 2017,
pp.80). The government of Australia has also influenced the decision to launch the car into the
Australian market by finishing the construction of the ultramodern electric highways (Greaves,
Backman and Ellison, 2014, pp.230). This has been informed by the increase in environmental
awareness of the Australian populous. However, some of the consumers in Melbourne may be
repelled by the high price tag of the EV vehicle. The Australian people are also wary of new