Tesla Marketing Plan Executive Summary: Strategic Analysis and Focus

This assignment presents an executive summary of a marketing plan for Tesla. It outlines Tesla's strategic plan, focusing on renewable energy products and electric vehicles, including the potential introduction of a Tesla Bike to gain a first-mover advantage in the electric motor vehicle segment. The plan highlights Tesla's mission, values, financial and non-financial goals, and competitive advantages, emphasizing its role in promoting sustainable energy. The summary also explores Tesla's market position, customer identification, ethical and social principles, and the use of its existing supply chain and manufacturing capabilities. The report includes a detailed analysis of Tesla's competencies, competitive advantages, and the impact of competitors in the electric vehicle market. The marketing plan also includes the company's financial and non-financial goals, and its plans to expand market share and stabilize earnings.

Running Head: BUSINESS 0
TESLA

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Executive Summary
In this detail, Tesla marketing proposal is elaborated comprising its strategic plan and
focus including its mission, values, financial and non-financial goals and competitive
advantage.
The primary aim of Tesla Motors to be the facilitator for renewable energy products
in current consumer market. It is important to identify the customers of Tesla as to explore
why this firm is a decent investment. The organisation also follows the ethical and social
principles so that to fulfill the objective while raising global transition in extent with
sustainable reporting. This marketing plan also includes Tesla to come out with its new
product line such as Tesla Bike as the streets are already flooded by complete electric
vehicles and gasoline cars and from future perspective, it will help the company to gain first
mover advantage in the electric motor vehicle segment.
In addition, the company can also leverage its existing supply chain network and
manufacturing capabilities in the production of electric vehicles and this offers the company a
cost advantage. The electric bicycle industry has come a long way in the past decade and
mid-drive motors will be a big innovation for Tesla and also a paradigm shift in the industry.
In addition, motors in its bike will be half of the size and double the power and possibly
invisibly hidden in the frame. Tesla bicycle could even frame theft-proof design and well as
integrated GPS tracking.
Hence, bringing this new technology will help Tesla to capture new market segment
as well as in the achievement of economies of scale.

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Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Strategic Plan and Focus............................................................................................................3
Bibliography...............................................................................................................................6

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Introduction
In 2003, various groups of engineers founded Tesla with the aim to develop more
research while enhancing their cars faster than any other vehicle manufacturer. The company
is gaining competitive advantage on various products and services with its aggressive market
plan while embracing upon the electric vehicles and thus there is also no direct competition to
the company in US. BMW, Audi, Mercedes and Lexus are some of the major competitors of
the company that have impact Tesla by slowing its growth in the division of electrical
vehicles marketplace (Wimmer, 2012). The company runs more than 200 stores over the
globe and other than this; the company also trades to its customers directly in line with web
and in non-US stores. The model S was initiated by the company in 2012, know of its world
leading finest electric four-wheeler.
Strategic Plan and Focus
The company changes its business model once it has established its brand globally
and delivered its electric vehicles to the marketplace. At present, their business models are
based on an extensive line to marketing, servicing and charging its electric vehicles. The
bringing of electrical bikes in their product portfolio will help Tesla to achieve competitive
edge in the market. The Tesla bikes will embrace radical redesigns that is hard to even
imagine. Bringing Tesla motor bikes will not only be the technological feat but also gives a
glimpse of the future. The organisation culture and value of company are highly interlinked.
At the top of their strategies, Tesla does not pull back due to various sorts of challenges and
thus leads further with creativity and innovation in both of its products and services. The
company also planned for lowering down the operation cost so as to deliver best electric car

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and thus the core values of the company endeavour in its manufacturing of electric vehicles
in extent with constant evolution (Nykvist & Nilsson, 2015)
The mission of the company is to raise the global transition to sustainable energy with
the consideration that its vehicles are more efficient and better in comparison with gasoline
cars. To develop a network under sustainability roof, the enterprise also develops a unique
compound of energy resolutions, Powerwall, Powerwall and Solar Roof helping corporate,
proprietors, and conveniences in line with generation of renewable energy, storage and
consumption (Rodrigues et al, 2016). Gigafactory 1 is also being developed in provision of
the company and its energy products with the objective to reduce battery cells costs.
According to the company, it is just the commencement as they are constantly planning to
increases the accessibility of the products and at last boost and encourage production of clean
energy.
Considering non-financial goals, the major aim of Tesla is creation of demand to
boost the sales up, continuously build brand responsiveness, raise consumer referrals,
managing business reputation and the waiting list for Model X and Model S from 10,000 cars
to 20,000. Considering financial goals, the organisation proposal to raise market share from
2% to 5% by 2021, gaining greater earnings on invested capital and attracting a more
expanded income base and also stabilize earnings by tightening up the dividend policy.
In relation to competencies of the company, it is comprised of innovative CEO,
unique and futuristic design of their latest electrical vehicles, supercharger network and
proprietary battery (Hardman, Shiu & Steinberger-Wilckens, 2015). This will aid the
organisation in achieving sustainable competitive edge in the market. In addition, with the
help of these key competencies, the company is able to attain the market segment in an more

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efficient way and therefore, these are also known as its significant success factor for the
organisation.
The competencies of Tesla and its related competitive advantage is described in the below
table in extent with the relevant framework –
Competency Valuable Rare Difficulty to
Imitate
Difficulty to
Substitute
Decision
Head of the
company
Yes Yes Yes Yes Sustainable
Competitive
Advantage
Distinct
Design
Yes Yes Yes Yes Sustainable
Competitive
Advantage
Silicon
Valley head
quarter
Yes No Yes Yes Temporary
Competitive
Advantage
Very much
efficient
Yes No Yes No Competitive
Parity
Proprietary
Battery
Yes No Yes No Competitive
Parity
Network of
Supercharger
Yes Yes Yes No Competitive
Parity

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Bibliography
Hardman, S., Shiu, E., & Steinberger-Wilckens, R. (2015). Changing the fate of Fuel Cell
Vehicles: Can lessons be learnt from Tesla Motors?. international journal of
hydrogen energy, 40(4), 1625-1638.
Nykvist, B., & Nilsson, M. (2015). Rapidly falling costs of battery packs for electric
vehicles. Nature climate change, 5(4), 329.
Rodrigues, S., Faria, F., Ivaki, A., Cafôfo, N., Chen, X., Mata-Lima, H., & Morgado-Dias, F.
(2016). Tesla powerwall: analysis of its use in Portugal and United States. Int. J.
Power Energy Syst, 36(1), 37-43.
Wimmer, E. (2012). The Car Industry Today: Staging a Stellar Comeback. In Motoring the
Future (pp. 1-25). Palgrave Macmillan, London.