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Tesla motors Essay

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TABLE OF CONTENTS
Executive Summary

1-2

Objective

3

Strategies

4

Tactics

5

Audiences

6-8

Key Messages

9

Situation Analysis
S.W.O.T. Analysis

10-11

P.E.S.T.L.E. Analysis

12-17

Critical Path

18

Evaluation

19

Simplified Budget

20

Overall Budget

Appendix: A

Events Budget

Appendix: B

Tesla Model S

Table of Contents

Executive Summary
Situation Statement
Tesla Motors Inc. is preparing for its Toronto debut in January 2010. Tesla wants to create preorder sales for its debut. The company wants to position its vehicles as viable alternatives to
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Ferrari F50.2 The result was a media frenzy.The

For Tesla these people can be seen as a core

car’s exclusivity made reviewers excited about

audience as well as key influencers.

the rare chance at a test drive.
Few Tesla vehicles have been available to

For these reasons, the primary strategy

Toronto reviewers so there is likely a sense of

will be to use exclusivity to generate

anticipation for the company’s products. Tesla

hype and therefore sales leads for Tesla

will use scarcity to drive sales and hype in a

vehicles.

similar way.
1

http://www.thestar.com/wheels/article/718540--new-375-000-lexus-likely-to-become-instant-classic
2
http://www.seriouswheels.com/cars/top-Ferrari-Enzo.htm
3
http://www.bmw.com/
4
http://www.teslamotors.com/about
5
http://blogs.bnet.com/bnet1/?p=712

4

Strategy

TACTICS

• Exclusive vehicle test drives for key people and media at GTA race track or closed course in the Fall with Jay Leno

• Interviews w/ celebrity owners of Tesla vehicles (eg. Jay Leno, Chris Bosh)
• Swag/Apparel -Leather jackets, watches for auto journalists and VIP attendees (use cross promo with Rolex/Harry Rosen)

• Exclusive VIP Toronto cocktail party / art show, with the Tesla Roadster as art – in boutique store, set up to mimic a gallery

• Provide attendees first opportunity to book an appointment, order or test drive

• Tours of showroom/boutique store.
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