Sustainable Marketing Management

This document examines the marketing strategies of Tesla Inc. and identifies key principles of sustainable marketing and management practices within the company. It discusses the company's response to these principles and evaluates the success of its sustainable marketing strategy.

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SUSTAINABLE MARKETING MANAGEMENT
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1.0 Examination of the marketing strategies of the company
Tesla Inc. is an automotive organization of American origin that also operates in the
energy production based industry. The organization is based in Palo Alto, California.
Tesla Motors was established in the year 2003. Tesla specializes in the development of
electric cars. The solar manufacturing capabilities of the organization manufacture solar
panels. The multiple number of production plants that are developed by Tesla are based
Gigafactory 1 in Reno Nevada (Tesla.com 2019).
The marketing strategy of Tesla Motors is based on the ways by which the market
segments of the organization are developed with respect to the fuel-consciousness of the
customers. The market segmentation strategy of the organization has been able to provide
major levels of support based on the development of innovative and long-term models of the
vehicles (Alayón, Säfsten and Johansson 2017).
The major car models that are offered by Tesla Motors in the automobile industry
include, Tesla Model S, Model Y, Model 3, Model Y and Tesla Roadster. The marketing mix
of the products is able to play a major role in the wats by which the customer segments can
be satisfied with the help of products that are based on their needs and demands.
Product – The major product mix that has been developed by Tesla Motors is based
on the different products of the organization like, Tesla Model S, Model 3, Model Y and
Roadster. The products are mainly aimed at the ways by which highest levels of value can be
provided to the customers. Tesla Motors has developed its image in the industry based on car
models that are offered to the customers. The company focusses on the electric car vehicle
sales for the expansion of global operations (Bachev 2016).
Place – The distribution channels that have been developed by Tesla Motors are
based on the ways by which the products can reach the customers. The different channels

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used by the organization include, company-owned galleries and stores, company-owned
service centres, official website of the company, charging stations. The management of Tesla
has been able to control the distribution process of the organization (Bardos et al. 2016).
Promotion – The promotional strategies that have been implemented by Tesla are
based on the ways by which the tactics and strategies developed to manage the expectations
of customers. The promotional mix of Tesla Motors consists of different activities like, viral
marketing, public relations, sales promotions, direct marketing and personal selling. The
communication of Tesla Motors with customers is able to develop a major promotional mix.
The popularity of Tesla increases with the help of different promotional elements (Chitchyan
et al. 2016).
Price – The pricing strategy that has been implemented by Tesla Motors for the
different car models is termed as premium pricing. The uniqueness of the products and high
value that is provided to the customers are considered to be major factors that are able to
affect the operations of Tesla Motors and the implemented pricing strategy as well
(Tesla.com 2019).
2.0 Identification of key principles of sustainable marketing and management practices
within the company. Identify six sustainability principles
The principles of sustainability are mainly based on the ways by which a particular
community is able to ensure that the social, environmental and economic systems are well
integrated in nature. The organizations need to implement the six principles based on
sustainability in order to maintain their profitable operations on a long term basis
(Geissdoerfer et al. 2017).
 Maintaining and enhancing the quality of life of the residents – The quality of
life of the communities or individuals are different for the various

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communities. The different components that are a part of the quality of life
related aspects include, education, income, disaster, pollution, legal rights,
employment. The organizations need to aim at maintaining the principle in
order to develop the operations.
 Enhancing the local economic vitality – The viability levels of the local
economy are considered to be highly essential for the levels of sustainability.
These are mainly based on the revenues and taxes, services and infrastructure
(Lüdeke-Freund and Dembek 2017).
 Promoting the intergenerational and social equity – The sustainability of
resources and the opportunities of the community are made available to
everyone, regardless of the age, gender and ethnicity as well.
 Maintaining and enhancing the quality of environment – The development of
sustainable community is based on the ways by which the organization is able
to maintain the quality levels of the environment and also trying to enhance
the quality (Muñoz-Torres et al. 2018).
 Incorporating the levels of mitigation and disaster resilience into actions and
decisions – The community is considered to be resilient during any natural
disasters that can occur in various countries. The contribution that can be
provided by an organization based on the issues faced during this period is a
major part of the sustainability strategies (Nabavi, Daniell and Najafi 2017).
 Development of the consensus and participatory processes – The decision
making process that is implemented in the organization need to be
participatory in nature. This principle is able to improve the levels of
sustainability within the organization. This is able to support the process that
is implemented in order to promote the generation of new ideas.

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3.0 Response, by the company, to the identification of sustainable principles
The impact of the products that are offered by Tesla Motors is based on high levels of
sustainability. The products of Tesla are able to combine the aspects based safety,
performance and levels of efficiency. The storage products and energy generation processes
of Tesla are able to provide support to the urban as well as rural communities in different
countries. The ecosystem of Tesla is able to reduce the levels of environmental impact based
on transportation based activities. The different car models of Tesla that have been mentioned
earlier are able to affect the ways by which levels of sustainability can be increased
(Tesla.com 2019). Tesla Motors has played a major role in the development of sustainable
energy in order to reduce the levels of pollution in the country. The levels of negative health
impacts can be reduced with the help of proper development of sustainable energy. The
development of various car models of Tesla Motors is able to play a central role in the ways
by which sustainability principles have been implemented. The levels of safety that can be
provided to the consumers are based on the features that are offered by the car models of
Tesla Motors (Tesla.com 2019). The development of a sustainable future is also considered to
be an important factor that has an impact on the operations of the business. The global
manufacturing operations of the organization are developed with respect to the proper
reduction of operational impact on the external environment. The global levels of CO2 in
external atmosphere are high and the unsustainable trend is able to drive the growth and
operations of Tesla Motors. The organization is currently aiming at developing the products
or car models in such a manner that is based on the global manufacturing process of Tesla
Motors (Tesla.com 2019). The manufacturing facilities that have been developed by Tesla
Motors are highly effective and modernised in nature. The effective modernization of
Fremont Factory of Tesla Motors is considered to be an important factor that is related to the
development efficient manufacturing facilities. The manufacturing plants of Tesla Motors

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that are located in Gigafactory 1 and Gigafactory 2 have been built based on the highly
modernised technologies (Warner and Hadley 2015).
4.0 Evaluation of the success, or otherwise, of the company’s sustainable marketing
strategy
The sustainability based analysis of Tesla Motors has been able to depict that the
sustainable marketing strategy has been able to provide effective support to the organization
based on the ways by which different objectives have been fulfilled and manufacturing has
been developed. Tesla Motors has been able to reduce the levels of impact that the operations
of the organization have on the environment and the lifestyle of the communities that are a
part of different countries. The factories that have been developed by Tesla Motors are also
able to play a major role in the ways by which efficiency levels of production process can be
increased (Ridsdale and Noble 2016). The products and the operations of the organization
have been developed in such a manner that is able to affect the ways by which the levels of
impact on the communities can be reduced. The car models of the organization are also
considered to be highly effective for the levels of sustainability that were required to be
developed by the organization in the highly competitive automobile industry. Tesla Motors
has gained major levels of success in the industry based on the proper implementation of
sustainable operations that are able to support the levels of operations (Sala, Ciuffo and
Nijkamp 2015).

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