Murillo_3

.docx

School

Embry-Riddle Aeronautical University *

*We aren’t endorsed by this school

Course

311

Subject

Marketing

Date

Feb 20, 2024

Type

docx

Pages

9

Uploaded by BrigadierSquirrel1491

3.5 - Marketing Plan: Checkpoint 3.5 - Marketing Plan: “Checkpoint” Oscar E. Murillo 31 OCT 2021 Embry-Riddle Aeronautical University MKTG 311 1 | P a g e
3.5 - Marketing Plan: Checkpoint Marketing Plan Components Service of Choice: TESLA’s Electric Vehicles I. Executive Summary II. Current Marketing Situation Tesla is well known for not investing, researching, or spending resources on any sort of marketing strategy. It highly depends on word of mouth and social media to gain popularity and potential customers. When it came to segmenting the market, the firm didn't ask which part of the market was the most fuel-conscious; instead, it questioned which segment would enable the company to create long-term and innovative model vehicles. If you're looking for high-performance vehicles, the preferred area is the smaller volume, cost-independent market that allows you to develop a brand identity while setting premium pricing and generating large unit gross margins by targeting the wealthy and affluent who are willing to spend more on their automobiles. Tesla has been selling entirely electric luxury SUVs for the last several years, and the vehicle has done well in the market, with the company delivering a record-breaking number of vehicles in 2017. One of Tesla's most important benefits is the company's unique position in the car manufacturing sector. Tesla does not just sell cars, but it also offers technology, according to the company. 'The only beautiful car that can accelerate from 0 to 100 miles per hour in three seconds without using a drop of oil,' according to the company's marketing materials. (Hitesh, 2019) 2 | P a g e
3.5 - Marketing Plan: Checkpoint a. Market Needs b. The Market i. Market Demographics Tesla owners are often older. According to available data, the median age of a Tesla Model S or Model X owner is little less than 54 years old, compared to 38 for the overall US population. Model X owners on average are 52 years old, whereas Model S owners on average are 54 years old. These conclusions corroborate those of the Teslarati survey. This study's error margin is +/-2.5 percent. (Hedges, 2021) ii. Market Growth Trends c. The Company i. Mission According to Tesla’s website, their mission is creating a sports car that seemed to have the greatest potential of being competitive with its gasoline counterparts and to expedite the introduction of sustainable transportation by bringing appealing mass market electric vehicles to market as soon as feasible. (Tesla, 2021) ii. Product Offering iii. Positioning d. Competition i. Direct Competition ii. Indirect Competition 3 | P a g e
3.5 - Marketing Plan: Checkpoint III. Threats and Opportunities Analysis a. Strengths i. Leading innovation A high level of craftsmanship has gone into the design of Tesla's vehicle. When engineers build electric vehicles, they take into consideration a broad range of variables in order to provide their customers with a high level of comfort. ii. Best in-class Electric Cars Tesla has left behind every other brand in the race of the finest electric cars. When compared by their range, Tesla’s electric cars have proven to be the best covering maximum distances. The recent comparison shows that Tesla occupies the top three places in terms of range. The Tesla Model S can travel up to 600 kilometers on a single battery charge; leading over the Opel Ampera, with a range of 520 kilometers. b. Weaknesses c. Opportunities d. Threats IV. Objectives and Issues a. Increase Sales While Tesla’s main marketing efforts highly rely on customer satisfaction and word-of-mouth, a comprehensive marketing plan could prove to be of benefit to 4 | P a g e
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
  • Access to all documents
  • Unlimited textbook solutions
  • 24/7 expert homework help