Marketing Strategies Analysis

Type of Product (tick which applies)

☐  Project

☐  Report

☐  Portfolio

✓ Case study

 

Summary and Purpose of Assessment

 

There are a total of two (2) assessment tasks you need to complete for this unit. This is assessment task two (2) of two (2) that you need to complete satisfactorily, in order to be deemed competent for this unit. This assessment is to be completed individually.

This will contribute towards providing evidence demonstrating your skills and knowledge of BSBMKG517.

 

Assessment Instructions 

 

What

 

This assessment task requires you to demonstrate competency and knowledge in assessing and recommending marketing strategies. This task is asking students to investigate “Tesla Motors” and identify, explain and present its marketing strategies in an international market.

 

You are to be provided with two handouts that you will need to read to complete this assessment task – see below for more details.

 

You are encouraged to research and to access widely available information through numerous websites. An example is shown below:

https://blog.leadquizzes.com/teslamarketingstrategy/

 

You must acknowledge all the sources of information used in their work using a referencing style such as Harvard or

 

APA. RMIT library has this guide for your use: https://www.lib.rmit.edu.au/easycite/

 

 

Where

You will complete this assessment in a suitable environment of your own choosing. In class time will be allocated by the assessor/ teacher for explanation, clarification and guidance.

How

 

You must complete all nine (9) activities in the following task. You must answer all eight (8) questions 1-8 in your own words. Each response for questions 1 to 8 should be between 100 – 200 words unless otherwise stated. You must complete Activity 9 using a brief power point presentation.

 

This is an individual task which you must complete with minimal support from others. If in any doubt about what kind of support is allowable then please seek clarification from your facilitator/assessor.

 

You will be assessed against the criteria as listed in this marking guide of this task and how well you answer the questions asked by the assessor.

 

To achieve a satisfactory result student will need to address all criteria satisfactorily.

 

 

Recommend Marketing Strategies for Tesla Corporation (Question 1 to 8)  

 

Part A: You must answer all eight (8) questions below which relate to marketing strategies in a targeted market

 

You will be provided with the following handouts to assist them in answering the questions:

•        Handout 1: Tesla Motors Inc. Company Analysis and Marketing Strategy (Appendix 1)

•        Handout 2: Tesla Inc. International Business Strategies (Appendix 2)

 

1.       Investigate Teslas market analysis (see Tesla company analysis and marketing strategy (report) and discuss how their current customers’ needs are addressed. In your answer, discuss the innate needs of Tesla customers versus their acquired needs (Hint: Research and apply Maslow’s Hierarchy of needs to Tesla’s customers)

 

2.       Justify whether or not the motives discussed in Question 1 influence the decision – making ability of a consumer to want to purchase a vehicle.

 

3.       Provide a rationale on why Tesla’s focus of appeal is attractive to consumers. Your answer must include details of the key influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies (250 – 350 words).

 

Hint: Key influences could include lower running costs. Cultural considerations could include celebrity endorsements.

 

4.       Using Handout 1 (Tesla Motors Inc. Company Analysis – refer to Appendix 1), calculate:

a)       The percentage growth in Research and Development from September 2014 to June 2015

b)       The percentage growth (decline) of Net Income (Loss) over the same period

 

Explain the budgetary requirement that is impacting these figures.

 

Discuss whether “Tesla’s” focus of appeal (attraction) has an impact on the budgetary requirements of the marketing plan in Australia and in the USA.

 

 

5.       a) Research the ACCC’s guidelines on Advertising and Selling via this link:

 

https://www.accc.gov.au/publications/advertisingselling

 

Outline the key provisions of the ACCC’s legislation affecting “Tesla’s” marketing operations and discuss whether you believe Tesla are meeting all legal and ethical obligations around their marketing and advertising.

 

b) List two (2) more examples of key legislation, codes of practice and/or national standards applicable to Tesla’s marketing operations, e.g. OHS/WHS, privacy, World Trade Organisation determinations etc. You should refer to the following links to help you research the legislation:

 

https://www.business.gov.au/riskmanagement/healthandsafety/whsohandsactsregulationsandcodesofhttps://www.business.gov.au/risk-management/health-and-safety/whs-oh-and-s-acts-regulations-and-codes-of-practicepractice

https://www.oaic.gov.au/privacy/australianprivacyprinciples/readtheaustralianprivacyprinciples/ https://dfat.gov.au/trade/agreements/inforce/ausfta/factsheets/Pages/understandingtheagreement.aspx

 

For each one, provide a short summary of how you think Tesla addresses these requirements. (50-75 words for each one)

 

6.       Investigate Tesla’s cultural appropriateness in the international market. How does this link to Tesla’s focus of appeal?

 

7.       List and describe external sources of information (Car Industry Reports sites etc) used when formulating marketing strategies in international markets such as Australia.

 

Briefly discuss the internal source of information Tesla would use (Marketing Report) to enter Australia.

 

8.       There are several market analysis techniques (SWOT, Five Forces etc) that “Tesla” use in the report. Identify, research and describe the benefits and issues of at least three (3) of the techniques.

 

Recommend Marketing Strategies for Tesla Corporation (Presentation) 

 

Part B: You are required to deliver a presentation.  

 

1. Based on the information you have gathered above, you must deliver a short presentation about Tesla’s reasons for its focus of appeal. Your presentation will be delivered to other members of the class and your teacher who will be acting as Tesla stakeholders. You will need to contextualise the information, so it is pitched at the right level, understood and relatable by all.

 

Your presentation must last between 3 – 5 minutes. You are to:

•        Present Tesla’s focus of appeal to its target market

•        Provide examples of how Tesla’s marketing strategies effectively targets the consumer market through considerations such as cultural factors/influences and influences on consumer behaviour.

 

Conditions for assessment
•        This is an individual task which you must complete with minimal support from others. If in any doubt about what kind of support is allowable then you need to seek clarification from the facilitator/assessor.

•        Tasks are completed outside and inside of class and submitted on or before the specified due-date as stated in Canvas.

•        Your work will receive a result of Competent or Not Yet Competent. You must meet all the criteria listed in Section B to be deemed satisfactory for this assessment. If you are deemed not yet competent then feedback from your facilitator/assessor, as noted in Section B, will indicate how you need to improve their work before re-submitting it.

•        You are entitled to 2 attempts at this assessment task.

•        If you are unable to meet the submission deadline as stated in Canvas then you need to consult with your facilitator/assessor as soon as possible, preferably at least 1 week prior to the assessment submission date. Information found on the web pages below will also help inform the your rights and responsibilities

•        For a 1-week extension, see https://www.rmit.edu.au/students/studentessentials/assessmentandhttps://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-workexams/assessment/extensionsoftimeforsubmissionofassessablework

•        For special consideration see https://www.rmit.edu.au/students/studentessentials/assessmentandhttps://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-considerationexams/assessment/specialconsideration

•        For reasonable adjustment see https://www.rmit.edu.au/students/studentessentials/assessmentandhttps://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessmentexams/assessment/adjustmentstoassessment

•        You are able to appeal the assessment decision according to RMIT Assessment Processes

Instructions on submitting your project/portfolio/report  
You will be required to submit this assessment in Canvas.

 

Equipment/resources students must supply: Equipment/resources to be provided by RMIT or the workplace:
•        access to a computer or laptop

•        access to the internet and programs

•        access to a teaching/work environment

 

•        access to Canvas

•        assessment resources including assessment templates and forms

•        access to RMIT services & support eg library, study and learning centre, etc

•        access to RMIT Assessment Policies and Procedures

 

 

Section B – Marking Guide

 

TASK:

Describe the product to be assessed

 

This task requires students to demonstrate competency and knowledge in assessing and recommending marketing strategies. This task is asking students to investigate “Tesla Motors” and identify, explain and present its marketing strategies in an international market.

 

 

Criteria for assessment 

It is recommended that for product assessments you divide your criteria into key sections and under each section clearly describe the criteria students must demonstrate

Satisfactory

 

Not Satisfactory

 

Comments
Part A: Marketing Strategies Analysis Report  
1. The student has investigated Tesla’s market analysis and discussed how their current customers’ needs are addressed

 

The student has also discussed what they believe are innate needs of Tesla customers versus their acquired needs

 
2. The student has used their answer from Question 1 to provide a description if Tesla’s marketing strategies appeal to the low-end consumer market.

Student has provided justification on whether or not the motives discussed in question influence the decision – making ability of a consumer to want to purchase a Tesla vehicle.

 

 

 
3. The student has discussed reasons why

Tesla products are attractive to consumers

(focus of appeal) and included the following:

•        Details of the key influences on consumer behaviour

•        Cultural considerations that could be used to target effective marketing strategies

 
4. The student has referred to Appendix 1 to conduct calculations for the following:

a)       The percentage growth in Research and Development from September

2014 to June 2015

b)       The percentage growth (decline) of Net Income (Loss) over the same period

                 ☐

 

 

 

Criteria for assessment 

It is recommended that for product assessments you divide your criteria into key sections and under each section clearly describe the criteria students must demonstrate

Satisfactory

 

Not Satisfactory

 

Comments
 

The student has provided an explanation to the budgetary requirement and what is believed to be causing the figures calculated. The student has discussed whether Tesla’s focus of appeal (attraction) has an impact on the budgetary requirements of the marketing plan in Australia and in the USA.

     
5. The student has researched the ACCC’s guidelines on Advertising and Selling via the link provided and has outlined:

o   Key provisions of the ACCC’s legislation affecting Tesla’s marketing operations

o   Discussed whether Tesla are meeting all legal and ethical obligations around their

marketing and advertising

 

The student has provided two (2) additional examples and a summary of key legislation, codes of practice and/or national standards applicable to Tesla’s marketing operations.

 

 
6. The student has investigated Tesla cultural appropriateness in the international market and how it links to Tesla’s focus on appeal.

 

 
7. The student has listed and provided a description of external sources of information (Car Industry Report sites) used when formulating marketing strategies in international markets such as Australia.

 

The student has briefly described the internal source of information Tesla would use (Marketing Report) to enter Australia.

 
8. The student has identified, researched and described the pros and cons of at least three (3) market analysis techniques that Tesla uses in the report.  
 
1. Student has given a short presentation about Tesla’s reasons for its focus of appeal,

 

 
Criteria for assessment 

It is recommended that for product assessments you divide your criteria into key sections and under each section clearly describe the criteria students must demonstrate

Satisfactory

 

Not Satisfactory

 

Comments
including examples of how Tesla effectively targets the consumer market through considerations towards cultural factors/influences and influences on consumer behaviour.