BUSINESS RESEARCH

focus of this study is the marketingstrategiesand its effect onsalesperformance.There has been a growing interest in the relationship between marketing and sales (Homburg et al. 2008) and on the effects,it may have on performance of a company(Le Meunier-FitzHugh,Piercy (2007).The marketing-sales relationship is a complex onewhichconsistsof many different elements. In academic articles, it has often been analyzed from only one or few perspectives. The growing cross-functional integration of marketing activities is a way to achieve better results in business performance(McCarthy E.(2012). There is a constantdebate whether marketing should beconsidered asa separate organizational function or a process including various kinds of activities. Somehave seen marketing as a separate entity, while others see marketing being an eclectic set of activities, which is studied and conducted by people with a varying set of skills and knowledge bases.According to Dr. Philip Kotlermarketingis“the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”Also,American Marketing Association (AMA) defines Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”Marketing strategy allows organizationsto develop a plan that enables them to offer the right product to the right market with the intention of gaining competitive advantage. A marketing strategy provides an overall vision of how to correctly position products in the market place while accounting for both internal and external constraints.Marketing strategy research has primarily been focused in either one of two arenas: marketing strategy formulation or marketing strategy implementation. Marketing strategy formulation research examines the impact of certain variables on the development of marketing strategies themselves (WeifelsP.(2002).Marketing-sales integration, marketing-sales collaboration and marketing-sales interface are often used to signify relatively the same thing. Lawrence and Lorsch (1973) have originally defined the integration between different organizational units as “the quality of the state of collaboration that exists among departments that are required to achieve unity of effort by the demands of the environment”.The marketing-sales relationship is of importance as successful outcomes of this relationship can be highly beneficial for the company. The writer believes that when marketingstrategyis organized as a collaborative rather than integrative process, the effects on salesperformance are positive. However,marketing and sales are organized quite unusuallyin companies, but marketing activities areprogressivelyseen as responsibility of others than marketing workforceas well. Also, both marketing and sales haveincreased their strategic importance, which could have affected to the rising importance of the relationship between them as well. In strategic level, both marketing and sales should contribute to organization’s business performance.The writer identifies that there is lack of marketing strategy within the company’s management which is affecting the sales performance of the company. There are loopholes in the marketing strategy which is depleting thecompany’sapproach to the new customers. The company is unable to meet the demand of its customers for the flagship model of the company. Further study is needed in this area to identify the demands of customer and to identify the issues with the manufacturing of new automobiles.Research MethodologyThe main goal of this research proposal is to examine the possible connection between marketing strategy and sales performance of Tesla. Especially, to examine the impacts of marketing strategy on the sales performance. For this purpose, Qualitative researchis chosen as the strategy to analyze the data, as this method requires closer researcher involvement and gives a broader view of the field. Moreover, Qualitative descriptions can play the important role of suggesting possible relationships, causes, effects and dynamic processes.Also, Qualitative analysis allows for ambiguities/contradictions in the data, which are a reflection of social reality (Denscombe (2010).Qualitative research uses a descriptive, narrative style, this research might be of benefit to the practitioneras it couldturn to qualitative reports in order to examine forms of knowledge that might otherwise be unavailable, thereby gaining new insight.Research PhilosophyThe researcher believes that this topic is far too complex to bend itself to laws and theories, therefore takes the Interpretivistepistemological guiding framework. This choice is guided by Livesey (2006) who argues that an Interpretivist methodology leans towards the collection of qualitative data and uses methods such as unstructured interviews and participant observation that provides this type of data.Interpretive researchers realize that they will both influence and be influenced by the research activity they are involved with and that a relationship between the two will develop naturally.Research ApproachThe inductive approach is consideredmost appropriate for this study as Gabriel (2013) describes that a inductive approach is aimed at generation of new theories emerging from the data. This report will collect data from company in by primary and secondary methods of data collection which will help to develop theories and strategies within the organization.