MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 1
Marketing Management Individual Project (MMIP): Use Information to Drive Marketing
Decisions Assignment
Gordon Scott
Liberty University
BUSI520: Strategic Marketing Management
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 2
1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best in gathering
consumer information relating to the product/service? Outline a marketing research
process, including data-gathering techniques (survey, observation, etc.) (Ch.4)
When conducting market research Tesla would approach it by utilizing all aspects
within marketing planning, including at least a biannual situation analysis, a rotating and
updated selection of target markets, and constant evaluation of the marketing mix. In
situation analysis, trend and positioning analysis would be the most important, with
significant importance placed on measuring the market share of all global markets, and
identifying public concerns, especially over battery and product safety. In analyzing the
market, determination of purchase criteria, buyer behavior analysis, and market demand
estimates would be a priority, with a frequent update to market segmentation studies to stay
informed.
Within the marketing mix, all four sections would provide a constant update to trends and
how to best perform in all markets. Using the three forms of marketing research, descriptive,
exploratory and causal, Tesla can gather customer information, needs, wants, buying power
and trends, and get a clearer picture of how to approach designing current and future
products, as well as how best to approach ongoing marketing (Marshall & Johnston, 2023).
Tesla would collect the data using both qualitative and quantitative approaches, since both
provide necessary data to perform. Through effective marketing research, Telsa could
identify customer preferences, behaviors, and potential market trends, allowing the company
to stay ultra-competitive. Tesla would use surveys to gather quantitative data, focus groups to
garner qualitative data, direct observations of consumer behavior, like vehicle interaction and
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 3
online behaviors via website analytics for purchasing trends, analyze social media and chat
forums to see what consumers are talking about relating to the Tesla brand, and use market
segmentation to categorize consumers demographics, geographic preferences and buying
power.
After defining the problem, like how does the Tesla brand perception compare to the
competition, a research plan would be developed, examining the type of data (new or
existing) that will be used, what methods to acquire data (surveys, focus groups, market
segmentation), and what the design steps would be to formulate data acquisition methods.
Tesla would then collect data like sending out surveys or invites to conduct online, hosting
focus groups or using analytical tools to root through new or existing data. Analyzing the
data using statistical methods to analyze and interpret the information, looking for trends,
correlations and impactful findings that can drive business decisions. Tesla would present
the findings to management, highlighting recommendations, then the marketing managers
could make informed decisions, especially related to product development, R&D, marketing
strategies, customer engagement and pricing of current and future products.
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 4
2. Explain several external forces (political/legal, economic, competition, etc.) that affect
the organization’s marketing planning and strategy. (Ch.4)
External and internal forces can have an impact on a managers marketing plan and
overall strategy. External forces consist of elements like economical, social, demographical
or political factors, while internal forces comprise psychological attributes and consumer
characteristics (Marshall & Johnston, 2023). Where Tesla is concerned, the most relevant
external forces that affect their marketing decisions would be economic conditions,
technology transformations, demographics, political-legal environment, and environmental,
or natural world.
Economically, Tesla is driven by the cost of limited availability technologies, specifically
battery costs, so finding ways to decrease the cost of developing, manufacturing and
distributing batteries for their EV’s will be an ongoing challenge. Tesla would also need to
continue to find ways to decrease their carbon footprint and operate as efficiently as possible
to decrease renewable energy costs. Technologically, Telsa is always evolving, integrating
new technologies as they hit the market, from internal components for their EV’s, to new
emerging technologies in battery development, moving slowly away from using lithium as
new, more efficient and less environmentally impactful elements emerge. The high rate of
technological change gives Tesla a competitive advantage as they push these elements into
their automotive designs, often ahead of competition, but incorporating new emerging
technologies into new EV designs could cause a threat for Tesla, making current EV’s on the
market obsolete. Demographics and sociocultural changes work in Tesla’s favor, as younger
generations are keener to adopt new technology, are emerging as consumers with buying
power, and possess a progressive social responsibility of low-carbon lifestyles, favor
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 5
renewable energy sources, and awareness of the environmental impact their consumption
creates. Politically and legally, Tesla already relies on federal and state subsidies and tax
credits to operate, and further access to these funds and incentives will continue to push a
positive influence on its market share, but future renegotiation or regulation could negatively
impact the company’s bottom line (Liu, Boothman & Graham, 2025). Continued tax
incentives and growth of sustainability initiatives from the government will affect the EV
market with no end in sight.
Expanding the Tesla international patents for all products are also a way to establish their
green products in all markets globally, as is expanding the alliance pursuing new means of
curbing energy consumption, and recycling of existing products. The environment, or natural
world, will always be a major external force influencing Tesla, as their identity as a company
is to sustain the natural world, and operate from a position of always being environmentally
conscious, and to “accelerate the world’s transition to sustainable energy, a sustainable
tomorrow” (Tesla.com, 2025) The continued operation in this manner means a high
competitive advantage by enhancing the support for combating climate change, expanding
the need for environmental programs domestically and worldwide, and raising the standards
on waste disposal, recycling and renewable energy initiatives.
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 6
3. Discuss the aspects of the organization’s customer relationship management (CRM)
program. (Ch.5)
Tesla’s customer relationship management program is a vital part of its business strategy.
Customer relationship management, or CRM, is “a comprehensive business model for
increasing revenue and profits by focusing on customers” (Marshall & Johnston, 2023).
Focusing on the customer is only second to focusing on the environmental impact of its
products and policies, so it is vital an established and comprehensive CRM program is part of
Tesla’s operations, and it is constantly evolving. Tesla is always seeking to enhance their
customer experience and build expanding loyalty for their brand and products. Several key
aspects of Tesla’s CRM program are:
1. Direct communication: Tesla engages its customers through direct communication
on numerous channels, such as email, social media, online forums and customer
satisfaction surveys. This allows for real-time and immediate feedback from
customers to address concerns and issues as quickly as possible.
2. Customer data collection and analysis: Tesla collects data from customers all the
time, including feedback on products, preferences on design and implementation of
technology, and driving habits (including charging frequency and travelling
distances). Tesla can use this data to formulate marketing strategies, enhance
customer service, and integrate new product features.
3. Personalization: Using customer data to formulate marketing campaigns, making
communication personal, and customizing offers to targeted consumers allows Tesla
to interact with customers on a more intimate level. Allowing customers to
personalize their vehicles, from accessories in and out of the car, to software updates,
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 7
brings a whole element of interaction with the consumer, and lends a sense of control
to the buyer.
4. Customer support: With the implementation and use of new technology, including
various software suites in cars, and the risk of malfunction or intrusion, customer
support is vital, and Tesla provides strong, established online support, enhanced by
large scale service centers, allowing customers to get help via mobile apps and online
chats (Tesla, 2025). This has obvious advantages to enhancing customer experience.
5. Other CRM program features: Tesla’s use of software technology is integrated into
its CRM, like vehicle monitoring and service scheduling. Community engagement,
customer feedback and appreciation, reward programs and a focus on sustainability
help to connect with like minded consumers, enhancing loyalty to brand and product.
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 8
4. Explain which consumer characteristics (personal, psychological, cultural,
situational, social) matter most in the purchase decision. (Ch.6)
When purchasing a Tesla vehicle or product, personal, psychological, cultural, situational
and social factors all play a role. Every category can have a significant impact on a
customers decision to buy a Tesla product.
Personal Characteristics: Individual attributes and preferences that influence a consumers
purchase decision making (Marshall & Johnston, 2023).
Demographics: Age, education, occupation, and income play a pivotal role for Tesla.
Their target market demographic includes younger than baby-boomers, college educated
professionals, who are more environmentally conscious and financially able to afford a
higher cost purchasing an EV present.
Lifestyle: Consumers who are most likely to purchase a Tesla vehicle appreciate
sustainability, innovation and new technologies. These customers are eco-friendly and
progressive, emphasizing their commitment to reducing carbon footprint and impact on
the environment, but still want a vehicle with power, speed and recognition.
Personality: Tesla customers tend to be those who embrace change, new experiences
and products that integrate new technologies, and are considered early adopters of new
products, respecting innovation and wanting to consume avant-garde products.
Psychological Attributes: Factors that relate to an individual’s mental and emotional state.
Motivation: Tesla customers are motivated to contribute to environmental sustainability.
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 9
Perception: Tesla is situated as a premium and cutting-edge brand that adheres to high
standards of quality and sustainability, and a customer’s perception of a brands image
influences their buying decisions.
Attitude: For Tesla buyers, positive experiences and attitude towards EV’s play a big
part in purchase probability.
Cultural Factors: Culture impacts consumer behavior because it teaches values and product
preferences, affecting perceptions and attitudes (Marshall & Johnston, 2023).
Cultural Values: Environmental responsibility is becoming important to many cultures
around the world, and it influences consumers to buy EV’s, so where cultures admire
sustainability, Tesla becomes a preferred choice.
Subculture: Tesla is attractive to tech connoisseurs and consumers who live and work in
progressive urban environments, so those who focus on eco-lifestyle, technology
consumption and luxury living would likely prioritize Tesla as a purchase as they align
with their values.
Situational Factors: During the decision process, situational factors play a role, as time
sensitivity and the world around a consumer affect change.
Physical Surroundings and Personal Circumstances: Since timing and the context of
a purchase can impact buying decisions, Telsa promotions, new model availability, and
government incentives can push consumers to buy.
Time and Usage: For a Tesla buyer, it all comes down to how the vehicle will be used,
especially in everyday transportation, so clarity on an EV’s battery charge range, its
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 10
practical performance and relative maintenance costs are all important before
purchasing.
Social Factors: Social factors impact and influence everyday life, and people seek social
acceptance on varying levels, from family, friends, co-workers and opinion leaders.
Reference Groups: Consumer choices are affected by family, friends, colleagues and
even strangers. If people in a consumers social circle advocate for or own a Tesla
product, it can result in increased interest to those around them.
Social Class: Among affluent or progressive consumers, owning a Tesla is often seen as
a status symbol, since they perceive EV’s to be a modern, responsible and sophisticated
choice, and the approval from others can influence buying decisions for a Tesla EV.
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 11
5. Explain how the product/service is positioned in the market. Quote or create a
positioning statement for the product/service and explain its rationale. This
statement must address the following:
a. The primary target market
b. The value proposition
c. The points of difference from competitors
Format the statement with quotation marks, italics, or bold print. (Ch.7)
Tesla has carved a place for itself in the automotive market and continues to expand its
influence within the overall market, and in renewable energy sectors, offering ever-
expanding product lines in EV’s, home charging and solar capturing.
Positioning Statement:
“Telsa provides innovative, high-performance electric vehicles and energy products
that deliver sustainable solutions for environmentally conscious consumers, offering
unparalleled technology, user experiences, and a commitment to renewable energy.”
Tesla offers its unique products to tech-savvy, environmentally conscious buyers who
appreciate advanced technology, integrated software features, all while reducing their carbon
footprint. They appeal to middle-to upper-class consumers who have the financial means to
invest in premium EV’s and energy solutions. Tesla’s value proposition is focused on
sustainability, innovation and performance, offering EV’s that produce zero emissions,
implementing and integrating cutting-edge technologies in all vehicles, and delivering
spectacular range, speed and performance that can even outpace the competitions combustion
engine cars.
Tesla differentiates from their competition by incorporating revolutionary technologies in
their vehicles, from autopilot features, to advanced AI and machine learning capabilities,
which outshine competitors offerings. Tesla brand and corporate image are strong, and
affiliated with innovation and sustainability, creating a deep and loyal customer base that
really connects with the companies mission. Tesla provides a direct-to-consumer sales model
that bypasses the traditional dealership structure, streamlining the purchasing of vehicles
directly to consumers, building a more intimate customer relationship. Tesla has an extensive,
global-reaching, and ever-expanding landscape of Supercharger stations, a position where
their competition is deficient. Tesla develops and manufactures most of its components
firsthand, increasing quality control and eliminating supply chain issues (Tesla, 2025).
MMIP: USE INFORMATION TO DRIVE MARKETING DECISIONS
ASSIGNMENT 12
References
Additional resources | Tesla Mission Statement and Ethics. Tesla Business Code of Ethics.
(2025). https://www.tesla.com/legal/additional-resources#tesla-business-code-of-ethics
Liu, C., Boothman, S. G., & Graham, J. D. (2025). The Rise and Recent Decline of Tesla’s
Share of the U.S. Electric Vehicle Market. World Electric Vehicle Journal, 16(2).
https://doi.org/10.3390/wevj16020090
Marshall, G., & Johnston, M. (2023). Marketing Management (4th ed.). McGraw-Hill
Education
