DISTRIBUTION METHODS
Introduction
This article aims at providing three major decisions that the Tesla automotive company Chief Marketing Officer (CMO), Mr. Zachary must be in a position to make to maintain unwavering customers in their enthusiasm for Tesla’s sleek electric cars and to hold off the rival companies and other automakers. These include Product Assortment and Services Decision, Price Decision, and Promotion Decision (Armstrong & Kotler, 2020). Under Product Assortment and Services Decision, the three product variations that the retailers must be under strict instruction to employ are Product assortment, Services mix, and Store atmosphere. The car must appeal to the target market in terms of shape, color, and general mechanic effect. The pricing must be appropriate, shopping experience, and the point of purchase must be designed accordingly (Armstrong & Kotler, 2020).
Under Price Decision, the pricing policy must be favorable to the consumers of the Tesla cars. This, therefore, calls for the need to strike a point of equilibrium price at which both the consumers and the company are satisfied (Armstrong & Kotler, 2020). The chief Marketing officer must, therefore, make the following considerations; Target market and positioning, Competition from other automakers, Retailers practice either Product and service assortment, High-low pricing, Economic factors, and Everyday low pricing (EDLP) (Armstrong & Kotler, 2020).
Finally, to promote the products, there is a need for a strong Promotion Decision. This must be a combination of the five most favorable promotion tools; advertising, where the company makes a public appeal to the potential customers to consume their products (Armstrong & Kotler, 2020). Here comes the information about the Tesla cars as being cool, having great acceleration like that of the turbocharger, wide range to record the speed. Personal selling; where there is one on one communication between sales agents and the customers who are finally convinced to buy a Tesla car. Sales promotion through various modalities like after-sale service and flexible pricing among others. Promotion decisions can be done through Public relations (PR) and finally, through social media marketing as well as direct personal contact (Armstrong & Kotler, 2020).
Reference
Armstrong, G., and Kotler, P. (2020).Marketing: An Introduction. Pearson Education, Inc.