Discussion Assignment Instructions
Instructions
The student must then post 2 replies of at least 250
Threads
For each thread, students must support their assertions with at least 2 scholarly authored citations in current APA format, with at least one new reference from a Marketing Journal to support the topic researched. Any sources cited must have been published within the last five years, except for the Bible.
The exceptions are as follows:
· Discussion: Product Thread must cite, in current APA format, at least four articles, including the three articles listed in the prompt and a new Journal article on PRODUCT;
· Discussion: Disruptive Marketing Thread must include and cite two of your references used for the Disruptive Marketing Plan Project.
Replies
For all Discussions, each reply must incorporate at least 1 scholarly citation in the current APA format and 1 Biblical principle/verse (Note: for each reply for the Discussion: Disruptive Marketing, at least 1 Biblical verse needs to cited, in current APA format, under the Biblical Integration subject header). Any sources cited must have been published within the last five years, except for the Bible.
*Note: Scholarly Marketing authored references are an authored source in which a human's name is associated with the work.
Additional Expectations
Post-First Feature: This course utilizes the Post-First feature in all Discussions. The Post-First feature means you will only be able to read and interact with your classmates' threads after submitting your thread in response to the provided prompt. For additional information on Post-First, click here for a tutorial.
If you make a mistake on your discussion posting – repost the entire posting again – do not just add a reference in another posting – you will not get credit. Do not email your instructor with corrections to your posting – repost everything again.
The requirement is that you use subject headers AND that you post your discussion directly into the learning platform.
Remember, you cannot repeat any of the sources from previous postings.
1
Ritu
Disruptive Brand Plan
Market disruption refers to the transformation of industries through innovative ideas, products, or business models, often propelled by technology. Tesla's marketing strategy, environmentally friendly vehicles, and utilization of artificial intelligence for customer service have made it a leading player in the electric vehicle industry (Ahmad & Khan, 2019). By analyzing its audience and creating impactful experiences, Tesla has effectively crafted a narrative that speaks to individuals who are tech-savvy and environmentally conscious. Further enhancing the company's promotion strategy, encompassing social media, email marketing, and events, can continue generating buzz around its products and increase brand awareness, which will have successful marketing in a rapidly changing industry.
Market Segments – Current Target Market
Tesla uses mono-segment positioning to target tech-savvy, environmentally-conscious individuals(Ahmad & Khan, 2019). Tesla initially targeted middle and upper-class customers who prioritized prestige, eco-friendliness, and long-term cost-effectiveness in their automobiles. However, the company's strategic objective must be adjusted to reach a broader demographic by appealing to customers who value environmental responsibility while staying within their means. By expanding its customer base and making electric vehicles more accessible, Tesla can achieve its goal of making electric vehicles mainstream and reducing greenhouse gas emissions (Kissinger, 2023).
Marketing Mix
Tesla's marketing mix, as a pioneer in the electric vehicle sector, comprises four critical components: product, place, promotion, and price, with an emphasis on offering eco-friendly, premium electric automobiles with cutting-edge technology. To develop an effective product marketing plan in the automotive industry, it is essential to understand the target market's demands and pricing strategies (Bhardwaj et al., 2020). With the shift towards battery electric vehicles, Tesla needs to consider the cost of production, distribution, marketing, and the target market's willingness to pay when pricing electric vehicles effectively. Understanding these costs and parameters is critical for designing and improving battery-electric vehicles (Bhardwaj et al., 2020). Tesla has been successful in this regard, with its Model 3 becoming the top-selling electric vehicle in the US in 2019, however, with the newer Tesla models and the growing competitor EV manufacturers, Tesla may lose its strategic position. Tesla's distribution strategy includes offering customers a seamless and simple purchasing experience, but there is an opportunity for improvement because of limited Tesla distribution centers, which are only built in high-traffic locations (Bhardwaj et al., 2020). Promotion strategies are crucial in the automotive industry with governments providing incentives and investing in infrastructure to reduce barriers to entry for potential EV buyers (Bhardwaj et al., 2020). These incentives, nevertheless, are only offered for a short period. Furthermore, the consumer incentives differ greatly depending on the state in which the client resides and are not standardized. Added to that, the Tesla charging network or even specific charging stations have a serious underlying issue. Although Tesla has added more supercharger stations since its founding, the company still needs to integrate its charging network more thoroughly into cities to allow EV users who do not have access to home charging as well as for long-distance travelers.
Analyzing the Consumer Market
Tesla's success in the electric car market is driven by its understanding of social aspects that influence consumer behavior and perceptions of sustainable mobility. By monitoring demographic shifts, cultural norms, and lifestyle trends, Tesla can tailor its marketing strategy, product offerings, and customer experiences to match evolving preferences (Thomas & Maine, 2019). Tesla is popular in states with good infrastructure, warm climates, and tax incentives for electric cars, and ownership is seen as a long-term investment that confers social prestige. However, in many places with varying weather conditions and inadequate infrastructure, they are not a popular alternative for customers. To exceed customer expectations, Tesla can introduce more affordable models, invest in R&D, create integrated solutions for home charging and energy storage, and prioritize the client experience (Thomas & Maine, 2019).
Recommendations
To increase sales, Tesla could diversify its marketing methods. Behzadinasab et al. (2020) suggest expanding advertising beyond social media, regional marketing, and influencer alliances, providing referral program discounts, and hosting experiential marketing events. Creating innovative strategies is necessary for surpassing competition (Schuhs et al., 2020). Introducing a subscription-based car ownership model is one such strategy that may be used to lower entry barriers and draw in a larger market (Schuhs et al., 2020). Furthermore, the automotive retail business may undergo a complete transformation if augmented reality (AR) technology is integrated into the car-buying process. This would enable clients to virtually personalize and test-drive automobiles from the comfort of their homes (Kim et al., 2007). In addition, working with urban planners to create smart cities with integrated transportation systems and infrastructure made especially for electric cars will help set the brand apart and improve the general clientele experience. It would be crucial for Tesla to collaborate with governments to encourage the expansion of the electric vehicle (EV) market. Governments could further partner in expanding the network of charging stations, reserving EV-only lanes, and offering ongoing incentives like tax breaks and rebates. Lowering entrance barriers, highlighting the advantages of EVs to a larger audience, and, revision in policies will positively impact lowering the cost of EVs. Technological developments in Tesla's battery portfolio are essential to increasing the range and improving the efficiency of its electric cars. To hasten the shift to sustainable transportation, Tesla will need to keep pushing the limits of battery capacity, efficiency, and affordability via continuous research and development.
Conclusion
In conclusion, by emphasizing innovation, sustainability, and the consumer experience, Tesla has completely transformed the automobile sector. By prioritizing direct sales, maintaining an internet presence, and leveraging word-of-mouth marketing, Tesla may successfully reduce competition and foster a devoted client base.
References
Ahmad, S., & Khan, M. (2019). Tesla: Disruptor or sustaining innovator. Journal of Case Research, X(01), 1. https://xim.edu.in/jcr/cases/Case02-June2019.pdf
Behzadinasab, S., Andervazh, L., & Albonaiemi, E. (2020). Presenting Model of Ethical Strategies Based on Social Media Marketing. International Journal of Ethics & Society, 2(3), 59–64. https://doi.org/10.52547/ijethics.2.3.59
Bhardwaj, S., Pandey, R., Sharma, S., Sejal, S., Iyer, G., Sharma, S. S., P.V, R., & Kulkarni, S. (2020). Problems Faced by Automobile Industries: Case Study on Tesla. International Journal of Tourism and Hospitality in Asia Pacific, 3(2), 78–88. researchgate.
Kim, H.-W., Chan, H. C., & Gupta, S. (2007). Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems, 43(1), 111–126. https://doi.org/10.1016/j.dss.2005.05.009
Kissinger, D. (2023). Tesla, Inc.’s Marketing Mix (4Ps) Analysis. Panmore Institute. https://panmore.com/tesla-motors-inc-marketing-mix-4ps-analysis
Thomas, V. J., & Maine, E. (2019). Market Entry Strategies for Electric Vehicle Start-ups in the Automotive Industry – Lessons from Tesla Motors. Journal of Cleaner Production, 235(1), 653–663. Researchgate. https://www.sciencedirect.com/science/article/pii/S0959652619322498
Brandi
Introduction
This summary of the disruptive product Solstice will highlight the characteristics of innovative disruptive marketing in the commercial real estate industry, along with the necessary strategies required to challenge traditional approaches. By nature, disruptive marketing upends an already existing and possibly largely successful business model. In the case of Solstice, the integration of web-based software, a mobile app, the integration of Large Language Models (LLM) and Large Action Models (LAM) will create a new architectural framework for the technology ecosystem.
This ecosystem will lead the charge of LAM integration and it will also be a major disruptor if the City of Baton Rouge and the Louisiana Legislature will agree to serve as the first integrated prototype. Once validated, Stirling will launch Solstice from all Gulf Coast offices which are nestled along the I-10 corridor from Lafayette, LA to Tallahassee, FL. The overall cost of Solstice will pass along costs to the client in terms beginning with $1199 Annually in lieu of accessing a live Advisor in the traditional fashion, whether conducting wealth investment or brokerage services.
Community Attributes of Solstice
Community attributes such as homelessness, crime, hurricane tracking, public policies and other items will be linked together through Solstice to assist investors with where and how to invest their money without the assistance of a wealth Advisor, with the exception of negotiations. In addition, the wealth Advisors and Brokers will serve in a role of identifying development opportunities and placing them within Solstice. One opportunity is infill development. Infill development was considered in the analysis for underutilized land parcels that could tolerate smaller sized more affordable homes that aid development and fuel the downtown tax base (Pennanen, Puustinen, & Arvola, 2017).
Advisors will also shift into a larger role with city government. One expressed need that would directly lower the crime rate and promote development is the addition of 120 police officers in Baton Rouge to meet the total of 698 needed was highlighted as a goal of Police Chief Morse. Disruption of the market garnered the attention of potential clients in a highly competitive industry who wish to access information about the wealth investments in bricks and mortar without the assistance of an Advisor from Stirling. While the Stirling agent would continue to handle negotiations, the role changed to one of advocate and facilitator rather than information gatherer.
A man finds satisfaction in his work, though the writer of Ecclesiastes says that everything is meaningless under the sun (Ecc: 1:2 -9). Tim Keller wrote about the integration of faith and work in his book Every Good Endeavor (Keller & Alsdorf, 2012). Solstice would work closely with a non-profit sector God Of This City that meets the sin needs of the community that are root causes of crime and other issues plaguing development and innovation that bolster a thriving city.
As a benefit to the brokerage wealth advisory division, the division may need to invest in training employees to work alongside software tools, utilizing them to enhance their advisory services rather than be replaced by them entirely. While both brokerage and wealth advisory services would be impacted by the introduction of such a tool, the extent of the impact would depend on how effectively the firm integrates the technology into its operations and how well it adapts to the changing landscape of the commercial real estate industry.
Integration with Neighborhood Network Cameras
Baton Rouge PD’s number one issue is manpower as they are currently 120 to 130 officers short. Larry Bankston of the Growth Coalition requested graphical representation that shows the pay scale of Ascension Parish and other surrounding areas outside of Baton Rouge that will highlight the need for higher salaries on Baton Rouge PD. The differential on pay should show that while BR was experience the same or higher crime rates with fewer on patrol, only a 13% increase was seen over several years. To be competitive the BR PD pay needs to start around $60K annual salary.
Chief Deputy Noel commonly promotes the deficiency through media, stating that at least half of his deputies live outside of Baton Rouge. Schools and cheaper real estate outside of Baton Rouge are also pulling people into the outflow. The Growth Coalition wants to help as one of the stakeholders of launching Solstice. Stirling will develop Solstice in any way but will likely be more of a distributor of it than an investor.
Other websites where some residents may post videos socially as a complaint, yet do not make a report, will be monitored as Chief Morse steps into his role. The new Stirling tool will connect crime watch with artificial intelligence that is fueling the algorithms of that will open opportunities for brokers to make opportunities to developers. Building a cross-community team with the Baton Rouge Police Department will be integral to launching a prototype of the disruptive software model. By addressing the crime issue the areas that need improvement will do so by engagement of all city gatekeepers from Stirling and the Baton Rouge Police Department.
Neighborhood revitalization will be on ongoing effort of Advisors througout the launch of Solstice since refurbished neighborhoods that upgraded blighted properties into purposeful uses are showing promise in other cities such as Reno (Shybalkina, 2022). Since crime has driven the cost of living upward in Baton Rouge, the disruptive model will identify areas of underutilized land that gives an advantage to real estate developers who see to take advantage of incentives that create demand for multi-use dwellings with smaller and more affordable homes. The relationship between Stirling, The Growth Coalition, and the Baton Rouge Police Department will create the desired effort wanted by most people who on a general basis is to see more people arrested, but that being only a short time fix to a repetitive problem.
References
Keller, T. & Alsdorf, K. L. (2012). Every good endeavor: connecting your work to God’s work. Dutton. P. 242.
Krotov, V. (2019). Predicting the future of disruptive technologies: The method of alternative histories. Business Horizons, 62(6), 695-705. 10.1016/j.bushor.2019.07.003
Pennanen, K., Puustinen, T., & Arvola, A. (2017). Residents’ trust predicting attitudes towards infill development. Property Management, 35(1), 4-23. 10.1108/PM-01-2016-0002
Shybalkina, I. (2022). Place-Based Small Business Support and its Implications for
Neighborhood Revitalization. Economic Development Quarterly., 36(4), 355–370.
https://doi.org/10.1177/08912424221123501
The Holy Bible (2021), New Living Translation. (Power Bible version. ed.). Holman Bible Publishers, Ecc 1:2 – 9.