Final answer:
Tesla should use a global standardization strategy, while also utilizing localization and transnational strategies to expand its global presence and target the mass market.
Step-by-step explanation:
Tesla should use a global standardization strategy to expand its global presence and streamline its operations. Global standardization involves offering standardized products and marketing strategies across different markets. By doing so, Tesla can benefit from economies of scale, reduce costs, and maintain consistency in its brand image. For example, Tesla can use the same design and features for its electric vehicles in different countries, making it easier to produce and market them.
To cross the chasm into the mass market, Tesla can focus on localization. Localization involves adapting products and marketing strategies to suit the specific needs and preferences of local markets. Tesla can collaborate with local partners, customize its products for different regions, and tailor its marketing messages to resonate with local consumers. For instance, Tesla can offer charging solutions suitable for the infrastructure of each market and promote the environmental advantages of its vehicles to appeal to eco-conscious consumers.
Additionally, Tesla can employ a transnational strategy. Transnational strategy combines elements of both global standardization and localization. This strategy enables Tesla to create global synergies while also catering to local preferences. For example, Tesla can design its vehicles in a modular way to incorporate both standardized components and customizable features, allowing for flexibility in meeting the demands of different markets.
Overall, by implementing a combination of global standardization, localization, and transnational strategies, Tesla can effectively navigate the global market and penetrate the mass market.