Tesla Marketing Plan - 10394 Words

Journal of Strategic Marketing Vol. 20, No. 4, July 2012, 289–312 The globalization of Tesla Motors: a strategic marketing plan analysis Myles Edwin Mangram* SMC University, Baarestrasse 112, 6302 Zug, Switzerland (Received 7 October 2011; final version received 10 January 2012) This case study provides analysis of the strategic marketing plan of electric vehicle manufacturer, Tesla Motors. It has profound marketing management implications, as it addresses this investigation from the unique perspective of Tesla’s ‘new technology’based approach to automobile marketing and relates it to the successful marketing model of Apple Computer. This marketing approach is counter to the traditional automobile industry’s marketing management approach†¦show more content†¦These vehicles include advanced gas electric hybrids, plug-in hybrids and battery electric vehicles (BEVs) (Mintzer, 2009). Gas electric hybrids, such as the pre-2004 Toyota Prius, are powered by gasoline and batteries but are not considered true ‘electric’ vehicles since they do not have a ‘plug-in’ charging feature. Plug-in hybrids (e.g. the Chevrolet Volt), rely in part on conventional fuels but are still designed to be recharged via the power grid. BEVs, such as Tesla’s Roadster, rely entirely on electricity and will be the focus of this report. Electric vehicle market overview Analysis of some of the most credible recent forecasts indicate that BEVs could account for as much as 53% of all electric vehicle sales through 2020 and 5% of total global automobile sales (Ashtiani et al., 2011; Week in Review, 2010). (See Figure 1.) At this stage of BEV industry development, forecasting future sales volumes is complicated and speculative. The sales prospects of the market are highly contingent upon various market drivers, which are discussed later. In any event, two leading studies detailing projected BEV production by the Boston Consulting Group and Deutsche Bank, predict annual sales of up to one million BEVs by 2015 in North America alone (Cunningham, 2009). Table 1 highlights several additional, credible medium-term average annual BEV global sales estimates. It should be noted that theShow MoreRelatedtesla marketing plan Essay12166 Words   |  49 PagesSummer 2012 NEW YORK UNIVERSITY STRATEGIC MARKETING PLAN Strategic Marketing Plan Model S Premium Electric Car, Tesla Motors Inc August 20, 2012. New York University Author: Partha Mitra 2 Strategic Marketing Revision History Date Version Description Author 07/07/2012 1.0 Initial Draft – Purpose, company mission, company overview, industry analysis, Appendix Partha Mitra 14/07/2012 1.1 Added Competitor Analysis, SWOT Analysis, References Read MoreTesla Model s Marketing Plan1126 Words   |  5 Pages Tesla Model S – Marketing Plan Leyda Alaniz Marketing Management Professor Irwin Brand Broward College February 12, 2017 Tesla Model S – Marketing Plan At its inception in 2003, Tesla Motors, Inc. was forged like-minded engineers motivated by the vanguard technology of electric vehicles in the modern world. Tesla, Inc.’s Model S is the safest luxury vehicle in the modern world that combines aesthetic appeal and technology in one swift move of eloquence. 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(http://www.businessdictionary.com/definition/inbound-logistics.html) Tesla is unique here in comparison to many other large vehicle manufacturingRead MoreCurrent Market Segments Of Tesla1381 Words   |  6 Pages rendering itself with certain information lag and marketing inaccuracy. Current market segments of Tesla China are generally based on income level and an added-up function of technology savviness. Such market segment pattern can be easily seen through Tesla s development track in China and its technological centric product strategy. The characteristic of such market segments is quite straight-forward, much resembles the characteristic of Tesla Motors itself. Under the new market outlook, howeverRead MoreMarketing Management And Professional Sales1335 Words   |  6 Pages Program: Marketing Management and Professional Sales Course: MKT 4303 – Sales Management Assignment: Personal Strategic Selling Plan Student: Hongxiang Wang, ID c0638276 Submission date: 2016-1-21 â€Æ' Executive Summary In this case, I will assume the Tesla AUTO as the mock-employer. I will focus their Roadster product for analysis and demonstrate my concept of strategic selling plan. All the strategy will base on STP and lead to marketing mix (4P). I will analyze the characters of customers groupRead MoreTesla Final Paper1309 Words   |  6 PagesWeek 8 Team Assignment – Final Paper Tesla February 21, 2015 Final Paper Marketing strategy: Denmark Based on Hofstede cultural dimensional analysis for Tesla, a high end premium automobile, it would require a higher individualism score. (The Hofstede Center, 2015). Moreover, based on the second dimension, power distance, Tesla’s main customers should be those wealthy individuals in Denmark with a vast amount of income that have a significant contribution to the society. (Hofstede CenterRead MoreCompany Profile Of Tesla Motors1364 Words   |  6 Pages History of Operation Tesla Motors was incorporated in 2003. in 2016, it began production of the Roadster in 2009, Model S unveiled. in 2010, TSLA IPO launched; Announced partnership to develop powertrain system with Toyota RAV4. in 2012, it Started building Supercharger Network across America and Unveiled designs and plans for Model X. in 2013, Tesla got Extreme Tech â€Å"Best Selling Luxury Car. IN 2014, Gigafactory announcement 200th Tesla Charging Station opened, and Musk announces anyone can