Digital Marketing Plan for Tesla Motors

Running head: MARKETING PLAN OF TESLA
MARKETING PLAN OF TESLA
Name of the student:
Name of the University:
Author Note:

1
MARKETING PLAN OF TESLA
Executive summary
The purpose of this report is to formulate a digital marketing plan for Tesla Motors, which offers
highly innovative and energy efficient vehicles for the customers. The company plans to further
boost their presence on the digital platforms to influence the customers to make a purchase and
reduce carbon footprint. In today’s highly dynamic and competitive business environment, it is
essential for the business organization to develop its presence on the digital media platforms and
with its creative marketing efforts stand out among other competitors in the industry. The report
identifies the present situation in which the company carries out its business operations. It
provides buyer persona for the online target customers. The report provides critical SWOT
analysis for the company and its digital efforts. The digital marketing plan includes detailed
objectives which are achievable and measurable. It specifies the strategies for digital media
marketing and the tactics for the digital marketing campaigns. The report evaluates the ways in
which the business organization can monitor and measure the marketing efforts and campaigns.

2
MARKETING PLAN OF TESLA
Table of Contents
Introduction......................................................................................................................................3
Situation analysis.............................................................................................................................4
Competitive business environment..............................................................................................5
Critical SWOT analysis of the digital efforts..............................................................................8
Objectives........................................................................................................................................9
Digital Marketing Strategies..........................................................................................................11
Tactics for effective digital marketing...........................................................................................14
Controls (monitor and measure)....................................................................................................17
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

3
MARKETING PLAN OF TESLA
Introduction
Tesla Motors was founded by Martin Eberhard and Marc Tarpenning. The company
becomes public in the year 2003. The business organization claims to offer products and services
different from its competitors. They offer high quality car and competes with the other luxurious
brands such as Audi and BMW (Almuzel et al. 2018). The business organization not only offers
electric vehicles but also ensures clean energy generation and other storage products. The
company aims towards a zero emission future and the betterment of the future generations. The
company has offers cutting edge battery technology and other electric power train. The company
continues to expand its products and services geared towards safest, quickest ad utility vehicle.
Tesla Motors has been taking proactive approach towards safety and betterment of the future.
Moreover, the company create entire sustainable energy ecosystem with unique energy solutions.
The automotive and energy products of the business organizations meet the production goals.
Tesla offers highly affordable cars and it plans to continue manufacturing its products which are
affordable and accessible for its target consumers (Ashley and Tuten 2015). Tesla aims for clean
transport and clear energy production. Hence it offers electric cars, renewable energy generation,
and batteries. The company offers eco-friendly, performance driven and stylish vehicles to the
customers. The mission of the business organization is to accelerate sustainable transport by
offering mass market electric cars to the market. The company is considered to be one of the first
successful American auto manufacturer startup in the past years. The initiative and excellent
performance of the business organization has won the company many awards. The business
organization avoids traditional forms of marketing and advertising and plans to switch to digital
marketing to retain the customers and influence new customers. They plan to focus on online
advertising and other forms of digital mode of promotion and advertising to create awareness

4
MARKETING PLAN OF TESLA
among the customers. The purpose of this report is to plan digital media marketing for Tesla
Motors. It provides marketing strategies, tactics, and communications planning for the business
organizations.
Situation analysis
External business environment
It has been identified that pure electric cars have become increasingly popular with the
increase in the prices of gas and increases environmental awareness. This situation is favorable
for the business organizations (Ashley and Tuten 2015). As per the US Census Bureau, the per
capita income of the consumer has increased in the past years, which makes it favorable for
luxury products such as Model S (Bruijl 2017). However, the business organizations might face
challenging concerning their sales and performance due to stiff competition prevailing in the
business environment. According to Chaffey and Ellis-Chadwick (2019), the government
subsidies has been increasing awareness about the environmental harms and pollutions, this
makes it highly favorable for the business organizations. The legislations make it favorable for
marketing its products and services. However, it has been identified that Tesla might face direct
competition with the other luxury cars such as BMW, Mercedes Benz, and Audi (Constantinides
2014). It has been argued by Chaffey and Ellis-Chadwick (2019), that as the car industry is
highly specialized, the level of competition prevailing in the industry is moderate. There are
many alternatives in the automobile industry; there threat of new entrants in the market is high.
Internal business environment
One of the biggest strength of the business organization is the ability of the company to
outsource secondary components. These enable the business organization to keep the costs law
and enable the organizations to focus on the technological advancements. According to

5
MARKETING PLAN OF TESLA
Constantinides (2014), the company has a strong research and development team which
strengthens the business organizations. The company’s has an efficient distribution system.
Moreover, the company has a strong financial position in the industry. However, lack of liquidity
weakens its positions in the market (Chaffey and Ellis-Chadwick 2019). The increasing
awareness about the environment and pollution is an opportunity for the business organizations.
Therefore, the business organization must incorporate steps and actions to undertake the
prevailing opportunities in the market through rigorous marketing and promotions.
Competitive business environment
Tesla Motors faces direct competition with the traditional automobile companies
including Ford Motor Company. Ford Motor Company is a multinational automobile business
organization. They offer hybrid electric vehicles as well as pure electric vehicles, hence directly
competing with Tesla Motors (Dahiya and Gayatri 2018). The company also faces stiff
competing from other leading automobile companies such as BMW, Honda, Hyundai, Mercedes
Benz, and Volvo. However, Tesla has remained profitable with its high demand and rapid
expansion. The company is expected to decrease the costs of the batteries by 30% (Devi 2015).