Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)

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The 4P’s of Marketing Mix Analysis: The Uniqueness of Tesla’s Strategic Marketing Tactics in China

Authors
Yunlan Zhang1, *
1New York University, New York, NY, 10003, USA
*Corresponding author. Email: yz6511@nyu.edu
Corresponding Author
Yunlan Zhang
Available Online 10 October 2023.
DOI
10.2991/978-94-6463-268-2_28How to use a DOI?
Keywords
Marketing Mix; Tesla; Marketing Strategy; Chinese Market
Abstract

This paper examines Tesla's distinct marketing strategies in China from the perspectives of the marketing mix's four Ps (Product, Price, Placement, and Promotion). To begin with, Tesla employs a product adaptation and differentiation strategy to make its products more competitive and advantageous when compared to existing domestic competitors. Additionally, Tesla has expanded rapidly in China by opening physical stores and service centers with futuristic characteristics across the country to stimulate sales of its products. Moreover, there are two types of strategic tactics for pricing in the 4Ps of the marketing mix, including price-cutting strategy and charm pricing strategy. These two marketing strategies help Tesla to stimulate hesitated consumers to have a purchasing behavior. Ultimately, Tesla’s promotional strategy focuses on digital marketing to strengthen its brand image and engage with consumers in the local market. Overall, through the marketing mix analysis of Tesla, the contribution of this paper is to emphasize the significance of the 4P of marketing mix in launching a new product in a foreign market.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
10 October 2023
ISBN
978-94-6463-268-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-268-2_28How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yunlan Zhang
PY  - 2023
DA  - 2023/10/10
TI  - The 4P’s of Marketing Mix Analysis: The Uniqueness of Tesla’s Strategic Marketing Tactics in China
BT  - Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023)
PB  - Atlantis Press
SP  - 233
EP  - 240
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-268-2_28
DO  - 10.2991/978-94-6463-268-2_28
ID  - Zhang2023
ER  -