Global Marketing and Sales

Running head: GLOBAL MARKETING AND SALES
GLOBAL MARKETING AND SALES
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GLOBAL MARKETING AND SALES1
Executive Summary
The purpose of this report will be to prepare a marketing plan for Tesla, who is going to launch
their products in India. Marketing audit will be performed, where SWOT and PESTLE analysis
will be performed as a part of the marketing audit to study various factors of the market place of
India. The micro environment will also involve the factors of consumers and competition that
will be faced by Tesla in this market, which will help to identify the exact requirements of the
consumers of this place. Based on the marketing audit, a justified conclusion will be drawn,
which will help to understand whether India is an appropriate global market for the company of
Tesla to enter or not, where a clear rationale for this conclusion will be provided in this paper.
Recommendation will also be provided regarding the segmentation, targeting and positioning or
STP strategies that need to be structured and followed by the management of Tesla, which will
help to identify the exact target market segment from the vast market place of India and target
them with efficient strategies and position the products. Separate market entry strategies will also
be designed which will help to implement and follow to have a successful launch in this new
market place. Marketing mix will also be discussed in this paper, which will help to identify the
required step before launching their product, so that efficient strategies can be designed and
implemented by the management of this American company. At the end, a brief conclusion will
be discussed, which will include the summary of the main topics that are discussed in this paper
along with a critical reflection of working togetherness in completing this report. The strengths
of the group as well as the ethical dilemmas that the team faced and how these dilemmas were
addressed will be included in this section, along with a focus on critical moments which led to
good or bad performances, team conflicts, efficiency level and other factors faced by the team
members.

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Table of Contents
Introduction......................................................................................................................................4
Overview of the Organization.........................................................................................................6
Marketing Audit...............................................................................................................................6
Micro Environment......................................................................................................................6
Strengths..................................................................................................................................6
Weakness.................................................................................................................................7
Opportunities...........................................................................................................................7
Threats.....................................................................................................................................8
Consumers...............................................................................................................................8
Competition.............................................................................................................................8
Macro Environment.....................................................................................................................9
Political Factors.......................................................................................................................9
Economic Factors....................................................................................................................9
Socio-Cultural Factors...........................................................................................................10
Technological Factors............................................................................................................10
Legal Factors.........................................................................................................................11
Environmental Factors...........................................................................................................11
Segmentation, Targeting and Positioning......................................................................................12
Segmentation.............................................................................................................................12

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Geographic Segmentation......................................................................................................12
Demographic Segmentation...................................................................................................12
Behavioral Segmentation.......................................................................................................13
Psychographic Segmentation.................................................................................................13
Targeting....................................................................................................................................13
Positioning.................................................................................................................................14
Recommendations for Market Entry Strategy...............................................................................15
Marketing Mix...............................................................................................................................17
Product.......................................................................................................................................17
Price...........................................................................................................................................17
Place...........................................................................................................................................18
Promotion..................................................................................................................................19
Reflective Statement and Conclusion............................................................................................19
References......................................................................................................................................20
Appendix........................................................................................................................................23

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Introduction
The main objective of this report will be to prepare a marketing plan for the company of
Tesla, who is going to launch their products in the market of India. Tesla is an American
organization which is engaged in manufacturing selling of electric vehicles along with energy
storage in batteries and manufactures solar roof tiles and solar panels. The management of this
company has identified the market of India as one of the most potential areas to sale their
manufactured products. In this report, an overview of the organization of Tesla will be discussed,
along with a marketing audit that will be based in entering the market place of India. In the
marketing audit, SWOT analysis will be performed where the strengths, weaknesses,
opportunities and threats of entering the market place of India from the viewpoint of Tesla. Apart
from this, PESTLE analysis will be performed as a part of the marketing audit, which will
involve political, economic, socio-cultural, technological, legal and environmental factors, which
will help to study various factors of the market place of India. The micro environment will also
involve the factors of consumers and competition that will be faced by Tesla in this market,
which will help to identify the exact requirements of the consumers of this place regarding the
products that are going to be launched here along with the competition that is present here in the
form of rival business entities (Vynakov, Savolova and Skrynnyk 2016).
Based on the marketing audit, a justified conclusion will be drawn, which will help to
understand whether the chosen country, which is India, is an appropriate global market for the
company of Tesla to enter or not, where a clear rationale for this conclusion will be provided in
this report. Recommendation will also be provided regarding the segmentation, targeting and
positioning or STP strategies that need to be structured and followed by the management of
Tesla, which will help to identify the exact target market segment from the vast market place of

GLOBAL MARKETING AND SALES5
India and target them with efficient strategies and position the products, so that Tesla will be able
to penetrate the market of India efficiently and gain a share in this market by fighting with the
rival business houses. The current STP strategy that is followed by Tesla in the United stars of
America will be drawn, and based on that evaluation, identification and selection of the target
segments in the Indian market will be discussed in this paper that the company should target. A
justified conclusion for this decision will be provided, and in addition to that, recommendation
regarding the positioning of the brand will be analysed, considering the competitors that are
already present in the Indian market, along with providing a rationale to support these
recommendations (Schowalter 2017).
Separate market entry strategies will also be designed in this report and recommended to
Tesla, so that they can implement and follow them and have a successful launch in this new
market place for them. It can be noted here that India possess a healthy opportunity for the
products that are manufactured and sold by the business house of Tesla. Marketing mix will also
be discussed in this paper, which will involve the 4 P’s, which includes product, price, place and
promotion. This marketing mix will help to identify the required step before launching their
product, so that efficient strategies can be designed and implemented by the management of this
American company. At the end, a brief conclusion will be discussed, which will include the
summary of the main topics that are discussed in this paper along with a critical reflection of
working togetherness in completing this report. The strengths of the group as well as the ethical
dilemmas that the team faced and how these dilemmas were addressed will be included in this
section, along with a focus on critical moments which led to good or bad performances, team
conflicts, efficiency level and other factors faced by the team members.