Managing a Successful Project: Tesla's Social Media Marketing Plan

This project focuses on developing a social media marketing plan for Tesla, aiming to enhance customer reach and engagement through Facebook. It outlines clear aims and objectives, including understanding the relationship between social media marketing and customer interaction, analyzing the suitability of social media marketing for Tesla in the UK, and aligning marketing practices with social media. The project management plan incorporates costs, scope, time, quality, communication, risk, and resources. A work breakdown structure and Gantt chart provide timeframes and stages for completion. Small-scale research, using qualitative and quantitative methods, is conducted to meet project aims, followed by data analysis and recommendations. The project concludes with a reflection on the value of undertaking the research and its impact on learning and performance.

MANAGING A SUCCESSFUL
BUSINESS PROJECT

TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................................1
PART 1........................................................................................................................................................1
P1. Devise clear aims and objectives for Tesla.......................................................................................1
P2: Produce a project management plan incorporating: costs, scope, time, quality, communication,
risk and resources....................................................................................................................................2
P3. Produce a work breakdown structure and a Gantt chart to provide timeframes and stages for
completion...............................................................................................................................................4
TASK 2........................................................................................................................................................6
P4- Carry out small-scale research by applying qualitative and quantitative research methods
appropriate for meeting project aims and objectives for the chosen scenario.........................................6
TASK 3......................................................................................................................................................13
P5. Analyse research and data using appropriate tools and techniques for the chosen project.............13
P6. Communicate the appropriate recommendations............................................................................14
TASK 4......................................................................................................................................................15
P7 Reflect on the value of undertaking the research to meet stated objectives and own learning and
performance...........................................................................................................................................15
CONCLUSION..........................................................................................................................................16
REFERENCES..........................................................................................................................................17

LIST OF FIGURES
Figure 1: Gantt chart....................................................................................................................................5
Figure 2: Facebook ad type performance and costs.....................................................................................6
Figure 3: Sample to show the effectiveness of content to reach customers................................................7
Figure 4: User preference on social media..................................................................................................7
Figure 5: Cost for advertising through various media.................................................................................8

LIST OF TABLES
Table 1: work break down structure............................................................................................................4

INTRODUCTION
From few decades, digital technology is being used as powerful tool to achieve effective marketing and
coverage to customer base. It has simplified the way to communicate and engage customers in business
and achieve expansion in business. Presented research will devise clear aims and objectives of Tesla
which is a leading American car brand. Research will devise goals and objectives on discussion of social
media marketing in Tesla. Research will develop project management plan including cost, resources,
communication, risk, time and quality. Research will provide work break down structure and Gantt chart
to meet the goals and objectives of Tesla. Small scale research will be conducted including data analysis
tools and techniques. Recommendations will be provided in research to use the tools and techniques and
results from data analysis toward the social media marketing. Value to undertake research for defined
goals and objectives will be reflected with learning and performance experience.
PART 1
P1. Devise clear aims and objectives for Tesla
Topic
Social media is emerging as a powerful tool to market the business and products. Social media can help
the organization to reach an effective set of customers for growth and sustainability. The presented
report is designed to understand the “impact of social media, especially Facebook Tesla in the United
Kingdom.” According to Customer Reports Journal, Tesla has topped to achieve 91% in Owner
Satisfaction Survey. The organization is leading in the United Kingdom as a top car brand, but it is on
eighth positing in the global market.
Background of case study
Digital technology has transformed the way to communicate, account and manage the business. Digital
innovations have supported the businesses to achieve their goals and objectives with customers.
Competitive advantages and efficient business practices are some of the significant benefits to the
organization. Innovations in digital technology are helping businesses to reduce the operational cost,
time of services and market the products and enhancing the profitability, productivity, and market share.
Facebook as leading social media tool is being preferred to engage customers, manage communication,
analyzes the business effectiveness and determines potential market or strengths (Stelzner, 2014).
1

Today, Facebook is considered as the most efficient way to engage customers and market the products
and services to them.
Aim of the study
Tesla as a leading car brand in American market also has the expansion to multiple countries for
branded services and products, but the organization has the aim to innovate the ways to reach the
efficient number of customers and engage them in business. Therefore, the study aims to determine how
Facebook can be used to improve Tesla outcomes (Tansel, 2015). The organization has the aim to reach
and engage customers to ensure efficient customer satisfaction and expectation integration in business.
Objectives
 To understand relationship between social media marketing and customer interaction in context
of business. To analyse suitability of social media marketing in Tesla to meet customer expectations,
especially in United Kingdom. To determine the changes in marketing approaches of organization and align the practices to
social media marketing.
P2: Produce a project management plan incorporating: costs, scope, time, quality, communication, risk
and resources
Project management plan can be defined as the systematic documentation for the activities, stakeholders,
capabilities, and threats to meet the goals and objectives. Tesla has the importance of project
management plan to structuralize the approach and procedures to map the resources and capabilities to
achieve goals (Tuten and Solomon, 2017). It has a clear and concise definition of the project, its
requirements and potential outcomes along with further improvements. It holds the activities to executed
and activities those are completed. Therefore, it should be managed with project execution and need to
be communicated with critical stakeholder for their effective integration. Successive changes and
implementation in the plan also has to be incorporated with others to avail the information in right time.
Costs
Designing of adverts, implementation of the Facebook platform for marketing and monitoring of
campaign is determined by the budget of $50,000. Cost of social media marketing in Tesla includes
2

resources, digital expertise and monitoring time. However, the market cost through social media is
mainly aligned to the United Kingdom (Lee et al, 2018).
Scope
Tesla has scope to enhance the customer reach for products and brand value. The scope of social media
marketing is to promote new product and services to customers across the country and engage them in
business for communication and business process improvements. The scope is to enhance coverage to
more number of customers and analyze the effectiveness of customer market.
Time
The organization can consider the time limit for social media marketing as one month as the
organization is planning to map entire marketing practices for new products and services through
Facebook. With the duration of one month, advert and campaign design and implementation phase have
to be completed.
Quality
To ensure that social media marketing on Facebook is going effectively to enhance brand value and
customer interaction, it is essential to manage the quality of content and marketing type. Therefore, the
organization has to collect and process primary and secondary data on the project to understand that
outcomes are as expected (Kerzner and Kerzner, 2017). Quality of marketing campaign content and
media, customer reach and their interaction should be measured in time to achieve an effective increase
in profitability and real-time respond to market scopes.
Communication
Tesla can use verbal and non-verbal communication with stakeholders whereas mail and message-based
communication are planned to interact with customers. Communication during the project is formulated
as a hierarchical control on marketing so that internal operational efficiency can be improved. Formal
meetings and audits are planned once a week to ensure proper execution of the project (Heagney, 2016).
Resources
3

Besides of cost as the financial resource, the organization has to manage and allocate human resource
and assets for the project. Individual’s skills and competency to support social media marketing for the
organization should be analyzed and then resource distribution is required for smooth operations.
Risk
Risk related to less customer interest in the advert and social campaigns along with internal financial and
time management risk needs to be managed. However, the organization has good brand value so that
there is negligible risk on finance to operate and reach to customers (Snyder, 2014). But still, subsequent
risks and barriers should be communicated to others also for control management.
P3. Produce a work breakdown structure and a Gantt chart to provide timeframes and stages for
completion
Table 1: work break down structure
(Source: Zecheru and Olaru, 2016)
Activity Description Duration
Developing a strategy,
objectives and goals
Define the strategies, goals and objectives on the
basis of organizational growth and suitability
analysis with market factors.
3
Assess the level of social media
readiness
It means to determine the potential of social
media to reach the desired number of customers
with profitability.
1
Review budget and time It is related to the consideration of budget and
time to meet the requirements.
2
Develop social media plan It is documentation of plan for social media
marketing through Facebook.
4
Developing content for social
media marketing
It is related to creative and attractive content
development.
5
4

Content creation channels and
policies
It is required to define and document internal data
sharing and content creation policies so that
innovative and conflict free content can be
developed.
4
Guideline for content sharing
and publication
Guideline for publishers in organization so that
content can be communicated to desired number
of customers in country with proper segmentation
and filters.
2
Survey for development Review development and changes in Facebook
platform and prices for social media marketing.
2
Analyze and measure success It means to analyze the responses from customers
and social community according to content so
that engagement success in business can be
determined.
3
Monitor, refine and iterate
social media plan
It means to monitor, update and re-implement the
plan for further process.
4
5

Figure 1: Gantt chart
TASK 2
P4- Carry out small-scale research by applying qualitative and quantitative research methods appropriate
for meeting project aims and objectives for the chosen scenario.
According to Schulze et al (2015), Tesla has good brand value but there is need of marketing for new
products. With time, changes are occurred in marketing approaches so that Tesla has to consider the
usefulness of social media marketing to reach customers and attract them in products. Following are
some of the statistical data for Facebook based social media marketing. It shows various costs for the
organization on the basis of the ad type and services.
6

Figure 2: Facebook ad type performance and costs
Also Lee et al (2014) has explained that organizations presenting the products and services through the
images are being more preferred than other content. Video content is also effective but it has
requirement of faster internet and more time to view to deliver message. Therefore, Tesla can prefer to
use advert and other programs on social media those are presented mainly through images and video.
Author has determined that 80% customers avoid the content more than 50 words and it is also complex
to attract them in a crowd of posts.
7

Figure 3: Sample to show the effectiveness of content to reach customers
Figure 4: User preference on social media
8