communication plan

Topics: Electric car, Electric vehicle, Tesla Roadster Pages: 8 (2086 words) Published: November 2, 2014

Communication Plan

Guideline
Introduction
Presentation of Tesla Motors
Marketing strategy
Marketing Mix
New advertising campaign
Conclusion

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Introduction

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I. Presentation of Tesla Motors
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Background
American company that was founded in 2003
Tesla headquarters is located in Palo Alto, California, and it has wholly-owned subsidiaries in North America, Europe and Asia Tesla has more than 2000 employees and 31 stores all around the world Tesla aims to offer high-performance and electrically powered vehicle at a price affordable to the average consumer 5

I. Presentation of Tesla Motors
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Products
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Roadster
First high performance electric car sold in U.S. since the 1920s

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Model S
World’s first premium electric sedan

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Model X
Coming soon

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Vision and Mission
Vision : Tesla wants to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. Mission: To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

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I. Presentation of Tesla Motors
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Culture and Values
Culture
Tesla are very ambitious, and whereas most companies only have profit as a goal, Tesla Motors has profit, innovation, and environmentally friendliness as its goals. The companies need for flexibility, creativity, and intellect to that fact. Values

A Clean Start: A Silicon Valley approach means they are trying to move fast and constantly innovate. Committed to Electric : Tesla Makes the best electric cars and electric power trains in the world Built around the driver : Connect the driver and the car like one entity Sparking the evolution : Accelerate the world’s transition to electric mobility with a full range of increasingly affordable electric cars.

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Strategic goals and objectives
To build a more affordable car
To expand the market geographically
To build its own Mobile Service Unit

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I. Presentation of Tesla Motors
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II. Marketing Strategy

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SWOT
Strenghts
Outsourcing of secondary components helps to keep low cost and Profit Focus primarily on technological advancement. strong R&D department, creating high productivity battery systems and electric powertrain and overwhelming other competitors in this market. Lean management system which allows the company to simplify the decision making process. Built successful strategic partnerships with Daimler, Toyota Motors and Panasonic that brings mutual benefits to both parties, sharing their expertise in production processes and technologies, Provide the trust for Tesla‘s customer, future investors, and may also enhance the company brand recognition. Good distribution though own stores placed in high traffic retail locations to increase interactions with potential customers, integrating with e-commerce and digital marketing.

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SWOT
Weaknesses
Lack of liquidity. (large sum of debt, failure to achieve planned cost reductions and controlling operational cost.) Company‘s limited manufacturing capacity
Lithium battery cellshortage and heavy reliance on suppliers can harm brand image due to delays in delivering vehicles to its customers. Limited operating history, lack of brand recognition and expertise in auto-manufacturing industry.

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SWOT
Opportunities
Customers awareness about benefits of having electrical car (rise in the price of gas and environmental concerns) US governmental subsidy programs and loans for green-energy companies help to find additional investments for growth Market segment is largely untouched and rapidly growing in terms of demand. Expand and produce more vehicles, thus, acquiring more market share and earning more profit.

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SWOT
Threats
Economies of scale capabilities and higher expertise in automobile market which will position their car within...
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