Jean-Desire Oka 3.5 Marketing plan checkpoint.docx - Running head TESLA MOTORS MARKETING PLAN Tesla Motors Marketing Plan Jean-Desire Oka Embry-Riddle

Jean-Desire Oka 3.5 Marketing plan checkpoint.docx -...

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Running head: TESLA MOTORS MARKETING PLAN 1 Tesla Motors Marketing Plan Jean-Desire Oka Embry-Riddle Aeronautical University
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TESLA MOTORS MARKETING PLAN 2 Tesla Motors Marketing Plan Executive Summary Marketing Objectives and Key Issues Objectives Key issues Current Market Situation Market Description Product Review Competition Distribution Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Strengths Weaknesses Opportunities Threats Marketing strategy Product / Service Strategy Pricing Strategy Distribution Strategy Promotion Strategy
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TESLA MOTORS MARKETING PLAN 3 Action Programs Budgets Controls References
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TESLA MOTORS MARKETING PLAN 4 Marketing Objectives and Key Issues Objectives a) Generate demand and drive sales up for TESLA Motor’s electric car. b) Position Tesla motors as a brand that caters to the luxury car rather while being a solution to automotive environmental pollution. c) Establish the brand with early adopters with deep pockets and then transition to a wider market with cheaper models. d) Build long-term brand awareness and manage corporate reputation. e) Manage TESLA's existing customer base to create loyalty and customer referrals. f) Educate consumers about TESLA's goals to improve the future. Key issues a) Building a new luxury brand from scratch. b) Evangelizing a new type of vehicle: an electric car. c) Selling a $60,000 – $100,000+ car that can’t go on a road trip. d) Selling an entirely new model of buying and owning a car. e) Balancing Production with Demand. Current Marketing Situation
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TESLA MOTORS MARKETING PLAN 5 Market Description In 2018, Tesla’s share of the U.S. automotive market was approximatively two percent, General Motors topping the list with a 17 percent market share (Wagner, 2019). However, Tesla remains the undisputed leader in the electric vehicle market in the US. Out of a grand total of 240,000 electric vehicles sold to US customers in 2018, Tesla’s cars accounted for just under 80 percent with 191,600 vehicles (Wagner, 2019). The sole Model 3 holds a market share of about 60 percent. “Marketed as the way to bring electric vehicles to the mass market, Tesla delivered 140,000 Model 3s to U.S. customers, making up more than half of total electric vehicles delivered in 2018” (Wagner, 2019). Product Review This product review will focus on the Model S because it shares most of its features with the brand’s other models. The 2019 Tesla model S is a fully electric sedan marketed as a luxury car with its four doors. It features the traditional five seats of normal sedans but can be extended to seven with the optional rear-facing jump seats. The standard battery holds up to 100-kWh of charge and gives a range estimated at 310 miles. The Model S has the Autopilot suite of
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  • Spring '16
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