Marketing in an International Environment - Tesla's Entry into India

Running head: MARKETING IN AN INTERNATIONAL ENVIRONMENT
Marketing in an international environment
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1MARKETING IN AN INTERNATIONAL ENVIRONMENT
Executive Summary
This report has developed the international marketing strategy for entering into a foreign. The
company that has been chosen is Tesla and the target market for the company is India. The
findings from the SWOT and overall analysis shows that even the cheapest product offered by
Tesla is quite costly than the offerings of the market competitors in the entry market of the
luxury segment. Tesla will have to make use of their innovation and technology to launch
products that are comparatively cheaper. The segmentation and positioning shows that mass
marketing and positioning product as environmental friendly and sports car are best options for
the company. The pricing strategy is something that the organization has to work on as the
minimum price of the model 3 is $ 35,000 which is quite high compared to the offerings of the
rival companies. The report shows that Tesla has to take their time to enter the market and
establish their own manufacturing units in India in order to gain competitive advantage,
Moreover, social media marketing is one of the key aspect of Tesla and Elon Musk and they will
have to improve on that in respect to the Indian market and deliver frequent updates.

2MARKETING IN AN INTERNATIONAL ENVIRONMENT
Table of Contents
Introduction......................................................................................................................................3
SWOT analysis................................................................................................................................3
Product strategy...............................................................................................................................5
Segmentation and Positioning strategy............................................................................................6
Pricing strategy................................................................................................................................7
Distribution Strategy........................................................................................................................8
Promotional Strategy.......................................................................................................................8
Problem Identification and Solution................................................................................................9
Future Management control and measurement systems................................................................10
Timeline.........................................................................................................................................11
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

3MARKETING IN AN INTERNATIONAL ENVIRONMENT
Introduction
This report will develop an international marketing plan for Tesla Inc., a multination
American organization. The target market for the company is India and the international
marketing plan has been developed based on the current scenario in the Indian market. The
company has been founded in the year of 2003 and specializes in the solar panel manufacturing,
lithium-ion battery for storing energy and electric vehicles. The organization consist of the range
of products in their product portfolio consisting of Powerpack, Powerwall, Model 3, Model X,
solar panels, Tesla Model S and Solar roof tiles (Tesla.com 2018). The company wants to make
their expansion in the Indian market as it is one of the fastest growing economy among the
developing countries and has a huge population sample which is quite untapped in this segment.
The report will describe the segmentation, targeting, positing, the internal analysis, product,
pricing and promotional strategy. The international marketing plan will be based on the problems
and will consist of a management control system along with the timeline.
SWOT analysis
Strengths Weaknesses
 Tesla is one of the most recognized
brand in the market and have been
able to develop a good reputation in
the market.
 Sustainable innovation model is one
of the key strengths of the
organization as they promote energy
 The vehicles offered by Tesla have
high prices and mainly cater as a
premium brand
 Its presence is limited in global market
as it totally dependent on the super
charger network
 The automobile industry is highly