Tesla Corporate Management Review: Analysis of Tesla’s Marketing Strategy in Chinese Market
DOI:
https://doi.org/10.54097/km3wr255Keywords:
Tesla, Electric, Vehicle, China, Marketing.Abstract
Tesla is one of the world’s leading electric vehicle (EV) manufacturing companies. Its market entry into China has been marred with several challenges and wins, some of which are discussed in this document. Drawing from a secondary literature review analysis, the findings of this document demonstrate that Tesla's market entry strategy into China has been multipronged with tenets in celebrity advertisement, collaborative marketing, and hunger campaigns. This multifaceted marketing campaign has enabled Tesla to reach different consumer groups within the Chinese EV market. Key sections of this paper further interrogate the firm's marketing campaign in China, relative to the 4Ps of marketing. The findings of this discussion equally discuss the establishment of the Tesla brand in the Chinese market, its development over the years, and the current market situation. The goal is to identify key strengths and weaknesses associated with the brand that could be useful in consolidating its market position and exploiting emerging opportunities in the EV market.
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