International Marketing Plan for Tesla in the Indian Market

This report provides a detailed marketing plan for Tesla's product launch in India. It begins with an executive summary outlining the report's objectives, which include a marketing audit (SWOT and PESTLE analysis), examination of the micro-environment (consumers and competition), and a justified conclusion regarding India as a suitable market. The report then delves into segmentation, targeting, and positioning (STP) strategies, recommending specific approaches for Tesla to identify and reach its target market. It also proposes market entry strategies and discusses the marketing mix (product, price, place, and promotion). The report includes an overview of Tesla's organization, a SWOT analysis, and an analysis of consumer behavior and competition within the Indian market. The report concludes with a reflective statement on teamwork, ethical dilemmas, and key moments during the report's completion, including the strengths of the group and areas for improvement. The goal is to provide a thorough, actionable plan for Tesla's successful entry into the Indian market.

Running head: GLOBAL MARKETING AND SALES
GLOBAL MARKETING AND SALES
Name of the Student
Name of the University
Author Note

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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

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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.

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Overview of the Organization
Tesla Motors, Inc. is an automobile company that has a specialization in the manufacture
of electric vehicles, energy storage in batteries and also manufactures solar panels and solar roof
tiles. It is an organization from America with its headquarters in Palo Alto, California that deals
with clean energy with the help of electric vehicles. It was founded by Marc Tarpenning and
Martin Eberhard in July 2003 (Krüger 2019). The initial funds were provided by Elon Musk, the
Chairman of the Board. The company operates in various branches that comprises of production
and assembly plants, the main automobile manufacturing plants being located at Tesla Factory
located in Fremont, California. Tesla has been recognized as the best-selling plug-in and
passenger car that runs on battery electricity in the world. Tesla’s sales of vehicles around the
globe has been increasing rapidly since 2018 with the production of the 1 millionth car on 9
March, 2020. Later in the same year, the company scored a profit of US$166 billion (Hoffman
2015).
Marketing Audit
Micro Environment
As discussed, a SWOT analysis will be performed here in this section of the report that
will help the management of Tesla to design their market entry strategies to enter the Indian
market. Identification of the consumers as well as the competition that will be faced will also be
discussed under this section.
Strengths
There are several positive aspects of Tesla that have pushed its position for becoming one
of the world’s most leading companies. The company has been one of the most ideal places to
work since ages, which attracts fresh and energetic talents. Tesla makes innovation at a very high

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rate, which in turn helps the market to develop the trust for them in making profitable and
competitive products. It has developed vehicles that have advanced in luxury and innovation at
the same time. In a country like India where population and pollution are increasing serious
hazards, Tesla will be able to provide eco-friendly vehicles which runs on renewable energy and
also reduces environmental pollution. Tesla manufactures the finest electric automobiles while
reducing the transportation cost to the minimum and simultaneously covering the maximum
distance (Bilbeisi and Kesse 2017).
Weakness
There are certain drawbacks in the organizational structure of Tesla as well which lower
its growth and competitiveness. Due to the high rate of innovation, risk factors in production and
mechanical complications do prevail. While launching new products and vehicles in a new
market, Tesla faces continuous delays. Meanwhile, the company has to boost the promotion of
the electric vehicles in Indian automobile market to reach out to the mass. The company may
also face difficulties in terms of heavily imported tariffs and low brand awareness in India. Other
weaknesses of Tesla include lack of high-volume production of its models, reduced rate of
production due to limited battery supply and highly complicated procedures and experiments
leading to an imbalance in demand and supply market (Hoelzlhammer 2018).
Opportunities
The most important opportunity for Tesla at the moment is the Asian market as these
markets are quite unsaturated in terms of renewable energy and automobile markets. Similarly,
Tesla has a huge opportunity to grown in the Indian automobile market where there is an
increased demand for such electric or battery run vehicles (Rodrigues et al 2015). A serious
threat has been imposed to the country due to the uncontrolled increase in environmental
pollution. Therefore, there will be large demand of such vehicles in the near future and this is the

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best opportunity for Tesla to expand its global market in India. The latest models of Tesla are
much affordable which another opportunity for a developing nation like India is. The company
will also get the advantage of cheap labor in Indian market while setting up factories (Gujarathi,
Shah and Lokhande 2018).
Threats
Though the company has high standards of manufacturing, it also has certain product
liability claims which, according to the company, is one of the largest financial threats. The
autopilot vehicles launched by the company were not successful in accidental cases. Several
other companies are also developing in the alternative fuel vehicle as strong competitors in the
market. This may also result to rapid change in preference of customers. Therefore, Tesla must
operate according to the appropriate demand of Indian automobile market. Moreover, product
defects have occurred due to highly complicated manufacturing of innovative vehicles. This may
permanently harm the company image if Tesla fails to maintain the sustainability (Park et al
2014).
Consumers
As discussed earlier, people who are environment conscious will be the major targeted
segment for the products which will be sold in the market place of India. Apart from this, people
who possess high disposable income will also be another major targeted segment for Tesla.
People need to be made aware about the benefits that they will get by using the products of
Tesla, so that more people can be attracted towards them after their launch in Indian market. So,
it can be stated that the eentrepreneurs and business executives who are green-friendly, tech-
savvy and wealthy.

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Competition
The major competitors who are present in the Indian market for the products of Tesla
which are discussed above are Mahindra, Hyundai, BMW, Tata Motors, Nissan, Volkswagen,
Honda and many more. It can be stated in this context that India is the second most populated
country across the whole world, so there are presence of many national and international brands
to capture this lucrative market (Symbol, Manufacturers and Cyclical 2013). This indicates a
tough competition that will be faced by the management of Tesla while entering this particular
market place. All the organizations which are mentioned above are already established brands in
the Indian market place, so it will be tough for the company of Tesla, so the management of this
organization have to design their strategies accordingly so that can have a successful launch in
the market place of India and penetrate this lucrative market place with the products that are
designed, manufactured and sold by this automobile organization.
Macro Environment
As already discussed, PESTLE analysis will be done here to identify the potential factors
that will be faced by Tesla and need to be followed, so that a successful launch in the Indian
market can be done by this automobile business entity.
Political Factors
The driving forces that affect industries and business in a country are the governmental
entities. Since ages, the automobile market of India has attracted multiple foreign investors.
Tesla will get an opportunity to grow in this country as this field is more developed than other
markets. The government has also funded in the automobile market as well as taken initiatives to
enhance the development of eco-friendly and electric vehicles. The company must look into the
latest trends on global agreements as well as the political stability in the automobile markets.

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These factors will ensure a successful market penetration of the company by providing favorable
macro or remote environment to Tesla’s intensive growth and strategies (Purificato 2014).
Economic Factors
The automobile industry of India contributes almost 22% to the country’s GDP while the
economic growth is 6% at an average. This is an essential activity of generating income for the
nation. This growth has paved the way to attract more consumers as there is a rapidly growing
middle-class section in India. This section of people holds a record of increasing purchase of
vehicles in the last few decades. Due to all these, there is a serious concern about the
environmental pollution for which there is a demand for pollution free and eco-friendly
technology in the market. Tesla can grab this opportunity to extend its global market in India.
With reducing costs in manufacture of batteries and renewable energy production, the company
may achieve its objectives in the new market. With the availability of cheap labor, Tesla will also
ensure a growth in the employment rate of India (Ghosh 2014).
Socio-Cultural Factors
One of the main reasons why India has become the hub of automobile industry is its large
population. This provides the manufacturers with a bustling market. Though the taste of
individuals varies, manufacturer’s track the automobiles that sell fast and develop deigns
accordingly. In India there has been a noticed surge for vehicles that run on electricity or
batteries. The government as well as citizens are growing their concern to save the nature and
make it pollution free through various practices and methods, using electric automobiles being
one of the most important alternatives. It will not only reduce the consumption of fuels but also
lower the prices as compared to traditional cars. The increasing popularity for low-carbon
lifestyles and growing preferences of renewable energy can be beneficial for the company.

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While, the unequal distribution of wealth in the country as well as developing markets can be
challenging for Tesla (Sharma 2016).
Technological Factors
The continuous innovations in the field of technology is both a bliss and foe for Tesla. On
one hand it helps the company to maintain a competitive aspect and directs its way for usability
and sustainability in the future. On the other hand, the company must have to upgrade and update
in order to keep in pace with the constant advancing, developing and creating technologies in the
market. Hence, the high rate of technological alteration is both regarded as opportunity and threat
for Tesla. The government of India is ensuring help in the research and development of eco-
friendly automobile industry so that both the manufacturers and customers remain encouraged to
invest in this industry. Nowadays, everything has online facilities and services including the
automobile industry. With the help of the internet, Tesla can promote, spread awareness and
reach out to a wider range of people in the market (Liu et al 2014).
Legal Factors
In the latest expansion of the automobile industry in India, legal factors play a vital role.
The reason is that the industry is highly incentivized where investors are provided with direct
passes having 100% foreign investment. The government of India has motivated numerous
automobile companies to set up their business in the country by simplifying the legal norms.
Tesla must need to update itself on their global patents otherwise it consumes a lot of time. The
company can safely expand their business around the globe by expanding the international patent
protection (Wills 2014).
Environmental Factors
The environmental factors are the primary factors that are constantly influencing the
investors across the globe to manufacture environment friendly products. The most important

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among them turns out to be the eco-friendly automobiles which will emit less fumes by
consuming little or no fuel. Tesla stands out in the market by ranking as one of the highest
manufacturers of electric vehicles. This is the place where the company’s biggest strength
depends upon. The adverse climatic conditions, environmental issues and health hazards will
make Tesla’s market penetration easier in the Indian automobile industry (Nobile 2019).
From the above discussion, it can be said that all these will help to design the marketing
strategies of Tesla efficiently. It can be stared in this context that this marketing audit will help in
providing in-depth evaluation to the management of Tesla, which will pay particular and proper
attention to the process of planning, implementing and managing the required marketing
activities for entering the Indian market. This marketing audit will also help to identify the
marketing efforts and practices required by Tesla for working effectively in this new market
place of India. This will also help to identify the strengths and weaknesses possessed by this
American organization, along with the opportunities and threats that the management will face
before entering the Indian market with their array of products. The management will be able to
pinpoint the inefficiencies that are possessed by Tesla, so that they can strategize their plans
according to that and can have a successful launch in this new large market place (Cinti 2017).
Segmentation, Targeting and Positioning
Segmentation
The market of India will be segmented based on the 4 factors, that will be discussed here,
and targeting and positioning of the products will be done based on the segmentation of the
market place of India.

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Geographic Segmentation
At initial stages, the urban and the semi-urban areas will be targeted by the management
of Tesla to identify their targeted segment of customers and offer the products that are designed
and sold by them. These will be the areas where most of the pollution occurs and using electric
cars will help to reduce the pollution. The density and region of the customers will possess an
impact on the segmentation of the products of Tesla (SHAH 2017).
Demographic Segmentation
Tesla need to focus at developing its position in comparison to the rival organizations
who are already present in the market of India. People with high earning capacity and possess a
bigger family size will be the factors that will be considered by the management of Tesla under
this segmentation. Upper class and upper middle class people will be the major market segments
here (Rodrigues et al 2015).
Behavioral Segmentation
This segmentation process will mainly relate to the ways by which the identified market
segment will use the products of Tesla. The benefits that will be provided to this segment will be
based on their behaviour towards the products that will be offered by Tesla in Indian market.
Psychographic Segmentation
The attitudes and lifestyle of the market segment will be identified here to influence the
segmentation process of Tesla. The quality of the products that will be provided by this
organization will be based on the customer segments. People who are environment conscious
will be the major targeted segment in this group, and it can be stated in this context that this
segment will be the major targeted customers for the organization of Tesla (Muller 2015).

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Targeting
The market that will be targeted by Tesla in the Indian market will be mainly the
establishment market. People who are conscious about the environment will be the major
targeted group for the products of Tesla. As this will include sports vehicles, the major targeted
customer will be are males. Due to the fact that products of this company are expensive, people
with high disposable income will be the target group for Tesla in the Indian market. Direct
advertising along with setting up of showrooms need to be the targeting strategies that need to be
followed. The geographic and psychographic segmentation can be the targeted segment for the
market of Tesla, where various social media platforms can also be used as strategies to attract the
targeted prospects and make them their customers and thereby increasing the market share and
profit earning for the company (Monsellato 2016).
Positioning
Brand positioning is based on the assessment of the requirements of the target audience.
In this relation, Tesla need to focus on drawing the attention of the environment conscious
customers in India while positioning their propositions in this respective market place. Mono-
segment positioning strategy will used by the management of Tesla in the Indian market. The
company need to position its brand in an effective manner based on the high quality products that
will be offered to the customers in India. The long term growth can be gained by Tesla by
building and maintaining healthy relationships with the customers (Rodrigues et al 2015).

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Fig 1: Positioning Map of Tesla
Source: Created by the Author
The effective positioning of the brand among the suitable audiences would allow the
concerned business in retaining the quality of the operations in accordance to the needs of the
venture. They need to identify and target the market segment who are concerned with negative
implications on the environmental implications of consumption of gas and oil in the Indian
market place. Thus, they need to position themselves as high end electric car manufacturer as
well as dealer in the market place of India to separate their offerings from that of their rivals who
are present in this particular region (Khan and Ahmed 2019).

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Recommendations for Market Entry Strategy
The entry and growth of Tesla Motors has produced enormous change in the automotive
industry. Tesla need to entry into the automotive market of India and follow a disruptive
innovation strategy. The strategies that will be implemented by them will need to relate to the
ways by which it can expand the operations and also gain success in this brand new market place
for them. Product strategy need to be followed by the management of this organization, where
they will enter the premium market and gradually move towards the mass market, where many
people will be able to purchase the products that will be offered by Tesla in the Indian market
place. They need to lower their prices to sale more number of electric cars or solar panels to the
people of India which will help to increase both the market share and revenue earning for this
organization (Hettich and Müller-Stewens 2017).
Fig 2: Market Entry Strategy of Tesla
Source: Created by the Author

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The demands of different customer segments that has been discussed will also need to be
fulfilled in an efficient and effective manner with the support that is offered by effective
implementation of promotional activities. The targeting strategy of this organization need to
attract the attention of the early adopters for gaining a competitive advantage over the existing
rivals who are already present in the Indian market. The effective positioning of the product of
Tesla need to reach to the appropriate audience that will help them to improve their performance
in Indian market. However, the increased unique selling proposition of the venture will allow in
developing interests among the target groups of customers. Thus, promotional strategy also need
to be used vigorously in order to aware the people about the benefits of the products that will be
offered by Tesla in Indian market (Hardman, Shiu and Steinberger-Wilckens 2015).
Marketing Mix
Product
As discussed, the products that will be sold by Tesla in the Indian market place will
include electric vehicles, energy storage in batteries, solar panels and solar roof tiles. Major
urban areas are the places where these products will be offered at initial stages. Electric vehicles
and solar panels will be the products that will be offered to Indian market initially.
Price
It can be stated in this context that penetration pricing strategy need to be followed by
Tesla in the market place of India, which will help to enable in creation of a price sensitive
customer base who are environment conscious. Premium pricing strategy will also be followed
by Tesla as the electric vehicles are quite expensive and customers need to pay extra amount of
money for driving electric vehicles, rather than traditional fuel vehicle. On the other hand, the

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application of penetration pricing strategy in Indian market will enable the venture in gaining a
competitive advantage over the existing market rivals (Gebert 2014).
Fig 3: Marketing Mix of Tesla
Source: Created by the Author
Place
Major cities will be the primary targeted place where the management will focus to target
the identified segment. Tesla will sell their vehicles through its own sales and service network.
Tesla stores and galleries need to be highly visible, along with premium outlets in major
metropolitan markets. Tesla will sell their vehicles through online platforms along with from the
company-owned showrooms. No use of dealership networks will be made by Tesla to sell its
products. Proper service centres and charging stations owned by Tesla also need to be present in

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sufficient numbers after viewing the acceptance of the products that will be offered by them to
the people of India (Lugtu Jr 2019).
Promotion
All forms of promotional tools will be followed by the management of Tesla in order to
attract the attention of the customers. Social media platforms will be the major platform where
they need to focus the most. Awareness about the product can also be performed through these
social media platforms. Viral marketing need to be used in various social media platforms where
Tesla have their presence. Public relations will also be performed in order to enhance the
popularity of the company in this brand new market place (Ahmad and Khan 2019).
Reflective Statement and Conclusion
From the above discussion, it can be stated that Tesla possess a healthy opportunity to
expand their global market share while entering the market place of India. But barriers has been
faced while writing this report, as there are presence of so many factors in the Indian market
place which needs to be identified and evaluated so that a proper and ethical marketing plan can
be provided to the management of Tesla before entering this highly lucrative market place. But
these barriers has been overcome by the strengths of the group, where each of the members has
researched all the factors that can affect Tesla after entering the Indian market place. Ethical
dilemmas like identification of the exact factors and data along with thinking about the success
of Tesla in the Indian market has been faced by the group members, which also led to conflicts
within the team. But the inner knowledge and capability of research about a new market place
from the viewpoint of an organization has successfully reduced the group conflict and overcome
the barriers that has been faced in the time of research. Effective teamwork is the factor for
ultimate success, which will be duly followed during performing any group work next time.

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Appendix
Fig 1: Positioning Map of Tesla
Fig 2: Market Entry Strategy of Tesla
Fig 3: Marketing Mix of Tesla