Imc Plan - Tesla Motors

6541 Words Nov 8th, 2015 27 Pages
MCS 3620: Marketing Communications
IMC Plan Report
Group 7
November 27th, 2014

Table of Contents
Introduction…………………………………………………………………………………Page 3
Situation Analysis…………………………………………………………………………...Page 3 i. Market Analysis ii. Market Environment iii. Consumer Analysis iv. Competitor Analysis
TOWS Analysis……………………………………………………………………………..Page 5
Marketing Objectives………………………………………………………………………..Page 7
Marketing Strategies………………………………………………………………………...Page 8 i. Target Market ii. Positioning iii. Competitive Approach
Target Audience……………………………………………………………………………Page 11
Proposed Budget…………………………………………………………………………...Page 12
Overall Communication Objectives………………………………………………………..Page 13
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This was a new and untapped market and Tesla needs to develop a marketing plan that will allow them to stay ahead and be the sought after brand in electric vehicles. They cannot simply rely on word of mouth like they have been doing in the past.
Situation Analysis
Market Analysis
As of 2013, Tesla owned 43% of the market share of electric vehicles in Canada (EVWORLD, 2013) and the market is expected to continue to grow, as sustainable energy becomes more of a way of life than a movement. According to the Government of Canada, “the market for electric vehicles in Canada is growing as Canadians look for cleaner, more efficient vehicles. Research confirms that consumers in North America are willing to pay more for an electric vehicle if the environmental benefits are significant” (Government of Canada, 2010). With this expedited increase in purchases of electric vehicles, the Tesla Model S is positioned well to obtain its goal of increasing its existing market share.
Market Environment
In the market today, there are some factors that can pose a problem to all the market players’ including the Model S. The idea of fully electric vehicles is still a new idea in the eyes of consumers. The major concern for the market would be the location and proximity of charging stations for the vehicles. Major cities are starting to increase the amounts that are located within them, but are still not as readily

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