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Tesla Model S Marketing Plan
5
Transcript
Thank you!!!
Win Htut Ko， Yijing Hong， Chimki Yuk， Szu- An Chen， Gcinekile Mavimbela
Budgets and Control
Budgets
Controls
Customer feedback
Test drive experience
Store & Website visits
Distribution Strategy
SWOT Analysis
- Stores in most important cities
- Surrounding supporting facilities
- Certified used cars project
- Galleries in highly populated shopping centers
Current Marketing Situation
Threats
Marketing Description
- Saturated market for environmental friendly cars
- Lower electric priced vehicles
- High accidents associated with electric vehicles
Opportunities
- Luxury automobiles takes about 11% of the automobile industry in Australia
- Tesla falls under the following:
Luxury vehicle
Electric vehicle
Sports car
- Australia's Greenism
- Toyota buying electric vehicle technology from Tesla worldwide
- Expansion uses of battery technology
Introduction of Model S
Weakness
- 85 kWh
- 502 km distance
- 460 km range at 105km per hour
- 255 kW motor power
- 5.6 seconds 0- 100 km /h
- 225km/h top speed
- Lack of electric infrastructures in Australia
- High pricing
- Low production ability
Strengths
Competitor Review
Promotion Strategy
- Elon Musk as CEO
- Design safe and good cars
- Fastest superchargers
- Sustainable clean energy
- Less pollution
Tesla has a few competitors:
- Nissan Leaf
- Chevy Volt
Captures niche market:
- Luxury high end such as BMW
- Environmentally conscious
Social media
Brand ambassador
Sales events with celebrities
Sponsorship for AU sports events
Launch test with journalists and bloggers
Pricing Strategy
- Personalized pricing options
- Best reservation and refunding policy
- Humanized and multi-purchasing plan
Product Strategy
- 502 km range
- Strong research and development
- Design-Performance-Energy Efficiency
- Autopilot hardware with 360 degree ultrasonic sensors
- Save about AU$3700 compared with normal average cars
Target Market
- Celebrities
- Entrepreneur
- Single / family
- High class sports people
- 25-60 years old upper class
Objective
Awareness
Increase market value
Increase market share
Marketing Plan
Overview
- Founded in 2003
- First store in California, 2008
- Model S was released in 2012
Tesla Model S Marketing Plan
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