University Marketing Plan: Digital Strategies for Tesla Motors

This report provides a comprehensive digital marketing plan for Tesla Motors, analyzing the company's current market position and outlining strategies for future growth. It begins with an executive summary and an introduction to Tesla, highlighting its innovative approach to electric vehicles and sustainable energy. A situation analysis examines the external and internal business environments, identifying opportunities and challenges. The report includes a competitive analysis, buyer personas, and a critical SWOT analysis of Tesla's digital efforts. Specific, measurable, achievable, relevant, and timely (SMART) objectives are defined, focusing on increasing revenue, qualified traffic, brand awareness, and improving data quality and user experience. Digital marketing strategies such as SEO, content marketing, and social media marketing are proposed, along with tactics for effective campaign implementation. The report concludes with a discussion on monitoring and measuring the effectiveness of the marketing efforts.

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

1MARKETING 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.

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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

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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

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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

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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).

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Buying persona for online target audience
Fig. 1: Buyer Persona 1
Name of the persona – Emma Dauson
Job Title: Director at Parks and Recreation Company.
Demographics
Age: 53 years
Gender: Female
Salary: $2000
Location: Urban
Goals and challenges

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Emma is highly environmental conscious; therefore, it is her mission to go for products which
are sustainable and environmentally conscious. Therefore she prefers electric vehicles. She is
less influenced by technology and moderately sensitive to price. Her main goal is to acquire
products which are moderately priced and environment friendly. She prefers researching online
and saving time. However, she does not prefer waiting for calls. She prefers timely response.
Marketing strategy
The marketing message must be focused on environmental impacts, technology and cost
effectiveness.
Fig 2: Buyer persona 2
Name of the buyer: Techy Ted
Job title: Pharmacist
Demographics

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Age: 42 years
Gender: Male
Salary: $600
Location: Urban
Goals and challenges
Techy is highly technology driven. He is interested about the technological improvements in the
vehicles offered by Tesla. He also prefers digital platforms for researching and getting
information about the vehicles. Technological improvements are his major concern. He is
slightly sensitive to price. Hence he prefers technologically improved cars at a reasonable
pricing.
Marketing strategy
The marketing communications must be focused on the technological improvements
implemented by the company as well as the costs.
Critical SWOT analysis of the digital efforts
Strengths – According to Felix, Rauschnabel and Hinsch (2017), the financial position of the
business organization is one of the biggest strength of the company, this makes it favorable for
the business organization to initiate rigorous marketing activities and promotions. The leading
position of the Tesla is one of their biggest strengths. Furthermore, the company offers best
vehicles at reasonable pricing (Gupta 2015). Most importantly, the company vehicles are energy
efficient and environment friendly, suitable for the environment friendly consumers.
Weakness: However, as per Devi (2015), of the company lacks high volume production. This
affects the sales of the business organization during high demand. The shortage of batteries is

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one of their biggest disadvantages. The shortest of batteries can directly impact the sales of
electric cars.
Opportunities – The government subsidiaries are increasingly concerned about the
environmental impacts. This is an opportunity for the business organizations (Felix, Rauschnabel
and Hinsch 2017). The technological development and increase in environment conscious
consumers are an opportunity for the company.
Threats: The competitive pressures in the industry threaten the position of the business
organizations. Aggressive competition in the automobile industry might reduce the profitability
of the business organizations.
Objectives
Digital marketing communication objectives
For the long term business initiatives it is essential for the business organization to set objectives
and targets to meet the long term goals and objectives of the business organizations. As per
research goals and objectives often relates to lead generation (Felix, Rauschnabel and Hinsch
2017). The objectives might act as the key performing indicators that will help the business
organization to measure the actual performance with the goals and objectives of digital
marketing. These objectives are SMART (specific, Measurable, Attainable, Relevant and
Timely). These objectives will help the business organizations to effectively implement the
marketing initiates and attain the desired objectives of the organizations.
Objective 1: Increase revenue

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The primary goal of any business organization is to increase revenue through internet marketing
(Gupta 2015). Internet provides additional opportunities to improve the overall bottom line of the
business organizations.
Objective 2: Increase qualified traffic
The business must aim to increase the number of visitors in the online platforms and websites of
the business organizations (Kannan 2017). Web pages, landing pages and personal websites are
meaningless with traffic. Therefore, the marketing must be done in such a manner so as to
increase traffic on the websites. The marketing department must take initiates to turn leads into
potential customers (Keegan 2017). The marketing initiatives must be targeted toward specific
personas.
Objective 3: Manage online reputation
The marketing department must take initiates to improve and enhance the reputation in the
digital world. In other words, the company must take initiative to maintain their online
reputation. The company must ensure positive comments regarding the business organizations on
the social media platforms (Malar, P.J.M.A.J. 2016).
Objective 4: Increase brand awareness
The marketing department of the business organization must take initiatives to improve the brand
and improve the reputation of the business organizations as a brand (Miller 2017). The company
must focus on increases awareness about the brand among the target customers.
Objective 5: Improve data quality
The marketing department must ensure quality data and information on the landing pages,
websites, and social media sites. There must be increase in traffic on the websites by the end of
the financial year (Peters et al. 2013).

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Objective 6: Improve user experience
The company needs to attain 200 ‘contact us’ conversions via organic search by the end of the
year. The marketing department must reduce the rate of bounce back below 50% all across ads
by the end of the financial year (Podobnik 2013).
Figure 3: Possibility of attaining the objectives
Digital Marketing Strategies
In order to compete in the highly competitive business environment, it is essential for the
business organization to implement effective digital marketing strategies (Saura et al. 2017). In
order to compete in the competitive digital landscape, Tesla needs to focus on specific strategies
and areas. The strategies to attain the pre set objectives are mentioned below:
SEO (Search Engine Optimization)