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I. Model S Target MarketThe Model S is targeted towards business to consumers as it is a luxury passenger vehicle intended for private use. The Tesla Semi however, is Tesla’s first product where it will be using a business to business target.10
TESLA MARKETING PROJECTJ. Perceptual MapK. Target MarketsTesla has realized the need to expand its target market to reach a greater customer base. Tesla has segmented the market demographically into focusing on people in their 30’s to young 60’s in three different target markets within that age range. First, eco-friendly people who are wanting to be environmentally conscious about what they drive and how it affects the environment. Second, tech- savvy people who are interested in the new technology that tesla has to offer. Lastly is the entry level luxury buyer. Tesla makes luxury cars that are affordable and the desire to own a tesla for its luxury is highly demanded because of the brand recognition. (Zucchi, 2018)11
TESLA MARKETING PROJECTL. Marketing Research UtilizationTesla has mainly focused on male buyers being that they make up 90% of the electric car market however, they changed their strategy for the Model X.For Tesla’s Model X the company decided to focus on female buyers being that they make up 48% of the SUV market. To do this Tesla created focus groups of women of various ages particularly SUV owners. They wanted to get to know what features and functionality components female buyers are looking for. They had long in-depth conversations and brainstorming with these focus groups to create a desirable product that meets the needs of female buyers.M. PublicityA tesla owner recently posted a video of his car that went viral. The video is of a Tesla car moving from one parking space to another using the summon feature. The owner, DShawn Kennedy, recently used his summon feature to move his car in reverse to another parking spot to avoid getting a parking ticket due to s new city law that there was a 2 hour parking limit. Every two hours while D Shawn is at work he looks out the window and moves his car via his phone. (Rense, 2018)The current wildfires in California are destroying homes and threatening people's lives. Elon musk tweeted on November 9th “ If Tesla can help people in California wildfire, please let us know. Model S and X have hospital grade HEPA filters. Maybe helpful for transporting people.” This is good publicity for Tesla because it shows the quality of the car and how safe people can be while inside the cab. There is a picture on the web of a man driving through one of the fires in california. In the picture you can see how smoky it is and without being in the tesla with the high grade air filter the man would not be able to do that.(Bloomberg, 2018)N. Social Media MarketingTesla uses multiple forms of social media in order to market and promote their product.