REUBEN ABRAHAM OOMMEN
STRATEGIC MANAGEMENT
ID NO – H00172088 BBA – 3RD YEAR
Lecturer - UMMESALMA MUJTABA Word Count - 1597
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(P.T.O)
STRATEGIC COMMUNCATION OPTIONS
MERCEDES BENZ (Premium stance)
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POSITIONING
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AUDIENCE
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TESLA MOTORS (Blue Ocean)
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urre't &' t,e *uur# !e+icle sedan mar.et$ $!.&'* t!#r() # $!re Mainstream !e+icle consumer se"ment It) &$#*e #'( %!)&t&!'&'* ,#) c,#r#cter&)t&c) !+ "e&'* ,&*,-tec, re&#"e #ttr#ct&.e #'( $!)t &$%!rt#'t e'.&r!'$e't# +r&e'( 4M#'*r#$ 2012
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PLATFORM
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CONFIGURATION •
T,e use a combination !+ tr#(&t&!'# $e(&# &t, # *re#ter +!cu) !' )!c&# $e(&# #) t,e #'t t! &'cre#)e t,e&r $#r>et )e*$e't#t&!' &t, $&e''&#) Tr#(&t&!'# Me(&# )uc, #) "&"!#r() 'e)%#%er) TF )%!')!r),&% etc O'&'e %#t+!r$) )uc, #) t,e&r $ut&$e(&# c#r c!'+&*ur#t&!') !' t,e&r e")&te &'ter#ct&.e !'&'e +&$) #'( e'*#*&'* &' c!'.er)#t&!') &t, c!')u$er) !' )!c&# $e(&# 4D&#$er201@
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T,e u)e bi-directional c!$$u'&c#t&!' #) &t re)ut) &' &'cre#)e( +ee("#c> #'( re)ut) T,e&r c!'te't &) direct 9 %r!(uct !r&e't#te( #) t,e u)e )!c&# 'et!r>) #'( !'&'e c!$$u'&t&e) )er.e t! &'+ue'ce c!')u$er #tt&tu(e) t! c,#'*e "e,#.&!ur
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T,e do not use t,e tr#(&t&!'# $e(&# !+ #(.ert&)&'* t! %r!$!te t,e&r %r!(uct 4 u)e) e")&te "!* t! c!$$u'&c#te (&rect &t, c!')u$er) #'( u%(#te t,e$ &t, (e.e!%$e't)
I' !r(er t! c!$%ete &' t,e &'(u)tr #'( e)t#"&), t,e 'e $#r>et )%#ce t,e&r +!cu) &) t! (e&.er t,e %!)&t&!'&'* )t#te$e't .er +re;ue't It &) bi-directional #'( &t &) cu)t!$er +!cu)e( %r!(uct (e.e!%$e't T,e&r c!'te't &) indirect #'( t,e u)e .#r&!u) %#t+!r$) t! &'+!r$ c!')u$er) #) e #) "u&(&'* !'* ter$ c!#"!r#t&.e re#t&!'),&%) 4M#'*r#$ 2012
I' true e))e'ce t,e /!" !+ # )tr#te*&)t &) t! u'(er)t#'( t,e c!$%et&t&!' #'( ,! t! c!%e &t, &t ,! $#'#*er) u)u# +&'( c!$%et&t&!' t,#t &) '#rr! ,&c, #re t,e&r (&rect c!$%et&t!r) et c!$%et&t&!' &) +#r *re#ter t,#' &t) &$$e(&#te r&.#) t,e &'cu(e +!ur c!$%et&t&.e +!rce) C Buer) Su%%&er) %!te't&# e'tr#'t) #'( )u")t&tute %r!(uct) T,e)e (e+&'e t,e )tructure !+ t,e &'(u)tr #'( ,! c!$%et&t&.e &'ter#ct) &t,&' t,e &'(u)tr T,e)e #re >'!' #) ?!rter) c!$%et&t&.e +!rce) 4?!rter 2008
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Ref er enc e s
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