essay 1

The process in which we choose to spend our money as consumers begins with an interesting process of self-evaluation of needs, but also our own unique interpretation of how each brand is perceived by our own mind. It can vary with the experience; such as employees of a specific brand can help you through the buying process as seen with the Apple Genius employees that begin with an appointment. Other types of differentiation that help companies differentiate their products is how they choose to allow their consumers to access it, which creates a target niche and exclusive feeling for the consumer. When ordering special honey ham for the holidays I know from experience my family only orders through one company that makes their orders available through one vendor, and it has to be preordered six months before hand. This type of channel differentiation controls the product distribution and aims to maximize the expertise of that particular retailer or vendor. Two other main methods of differentiation utilized are image and services, which both are integral in how Tesla differentiates their products from competitors. As a new domestic car maker Tesla faced an already daunting task, but on top of it Tesla was only building all electric luxury cars. They began with their image as a fast, fun, reliable, eco friendly electric car with the Tesla roadster. Their image was a revolution of speed, power source and design. Their new sports car resembled a lotus, had the handling of a BMW M3, and wheels with a matching roofline that rivaled the Japanese sports car market. All of these images combined laid the foundation for the upcoming success of the Tesla Model S, which can sell for as high as one hundred thousand dollars. What would...

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... being done, since Tesla had nothing to hide. While waiting employees would be able to offer a Wi-Fi connection or tablet to keep you entertained, completing a positive service/store experience with both the employee and the service experience.

The ways in which Tesla utilized the four types of differentiation enabled the brand to create compelling and exciting new product. This was only possible with the leadership and vision provided by Elon Musk, and as a dynamic leader he continues to evolve his business model. In order to combat critics and competitors he invited journalists to take long road trips, and keep data logs of all issues. This type of confrontational differentiation allowed for a transparent view of the strengths and weaknesses of the Tesla Model S. In the years to come Tesla is poised to gain in market share and truly be a unique competitor.