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Tesla motors

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Tesla motors
TABLE OF CONTENTS
Executive Summary

1-2

Objective

3

Strategies

4

Tactics

5

Audiences

6-8

Key Messages

9

Situation Analysis
S.W.O.T. Analysis

10-11

P.E.S.T.L.E. Analysis

12-17

Critical Path

18

Evaluation

19

Simplified Budget

20

Overall Budget

Appendix: A

Events Budget

Appendix: B

Tesla Model S

Table of Contents

Executive Summary
Situation Statement
Tesla Motors Inc. is preparing for its Toronto debut in January 2010. Tesla wants to create preorder sales for its debut. The company wants to position its vehicles as viable alternatives to gasoline cars. It also wants to generate buzz for its cars in Toronto.

Objectives
Create 24 sales by the December 2010 debut of Tesla Motors in Toronto.

Strategy
Use exclusivity to generate hype and therefore sales for Tesla vehicles.
* all audiences live in Toronto or Montreal and earn over $250,000 annually

Audiences

Key Messages

Corporate Executives

Show you are ahead of the curve; go green by driving a Tesla Roadster

Car Buffs

The Tesla Roadster meets your performance needs and without worrying about your environmental impact

Celebrities

Show your fans you care about the environment by driving a Tesla
Roadster

Executives of Environmentally Sustainable Organizations

Show your commitment to environmental sustainability extends beyond business by driving a Tesla Roadster

1

Executive Summary

Executive Summary
General Messages:
• Tesla Motors’ cars blend style, acceleration, and handling with advanced technologies that make them the quickest and the most energy-efficient cars on the planet
• First Teslas available in Canada January 2011; the first store will be in Toronto
• Potential buyers should call 416-555-8899 for more information or to arrange a test drive

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