According to Sebastian Blanco from the Autobloggreencom Tesla roadster is the

According to sebastian blanco from the

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According, to Sebastian Blanco from the (Autobloggreen.com) Tesla roadster is the number one leading brand in the electric vehicle market. Tesla believes if the economy does not improve, the company can face huge downfall to promote and sell their vehicles. -Consumer Preferences and Perceptions- Tesla biggest competitors in the electric vehicle market are currently Toyota, Nissan, BMW and Audi. Toyota and Audi have direst partnership with Tesla motors that allows the company to support Tesla with battery technology research and development. Behind the partnership Tesla believes that Toyota and Audi is their main competition in the market, and the biggest advantage Toyota and Audi have towards Tesla is that both companies make electric vehicle and hybrid technology. With that been said, Tesla main concern is the consumer preference for hybrid and plug- in hybrids technology vehicle. Hybrid and diesel technology is now evolving fast in the market, if consumers prefer towards hybrid technology, Tesla can most likely fail as company, and lose most of their shareholders. -Highly Competitive / Saturated Automotive Industry- Tesla market is highly competitive in the electric car industry. Since the company is new in the market, they tend face multiple negative public relations for the public for not being highly competitive with other competitor such as Toyota and Honda. SECTION 6 MARKETING STRATEGY MARKETING MISSION [Brand Fanaticism Strategy] 20 Copyright 2012 © Portland State University
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-Marketing Mission Statement- Tesla’s marketing mission is to sell the lifestyle, not just a car. Tesla wants to pass along the idea that green conservative living should essential be a part of everyone’s life without at the cost of quality and luxury. This dream is now reality when customers purchase a Tesla’s vehicle, they are not just a car owner but they’re living the Tesla’s lifestyle (Teslamotors.com). We want to assist Tesla in creating excitement all around nationally to raise awareness for the brand and product within the key customer segments. That being said, we want to steer away from the caveat of not boosting awareness to such a high point that demand surpasses production thereby creating dissatisfied customers. -Goals & Objectives- Our main focus for the remainder of our project is to aid Tesla in achieving the following growth objectives that we have set out for them, which includes: 1. Create long-term brand awareness by 15% across all car buyers (nationally and globally) 2. Build long-term brand awareness by 10% within the key target market (nationally and globally) 3. Secure 20,000 reservation units for the Model S in the first year in 2012 4. Strive for the ability to deliver affordable EVs without jeopardizing luxury and quality 5. Generate more demand to appeal to more women and include them into the targeting segment -Market Leadership and Market Share- In the beginning of 2009 when Tesla first started operations, they were the first and only player in the luxury electric vehicle market.
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