Tesla Marketing Plan

Journal of Strategic Marketing
Vol. 20, No. 4, July 2012, 289–312

The globalization of Tesla Motors: a strategic marketing plan analysis
Myles Edwin Mangram*
SMC University, Baarestrasse 112, 6302 Zug, Switzerland
(Received 7 October 2011; final version received 10 January 2012)
This case study provides analysis of the strategic marketing plan of electric vehicle manufacturer, Tesla Motors. It has profound marketing management implications, as it addresses this investigation from the unique perspective of Tesla’s ‘new technology’based approach to automobile marketing and relates it to the successful marketing model of Apple Computer. This marketing approach is counter to the traditional automobile industry’s marketing management approach which favors mass marketing and mass production. A qualitative, exploratory research approach was adopted for this analysis. Research was conducted via extensive secondary literature collection and data analysis, as well as in-depth examination of case studies focusing primarily on Apple
Computer. Key findings conclude that: (1) the battery electric vehicle industry is poised for explosive growth; (2) Tesla Motors is uniquely positioned to capitalize upon this growth opportunity; and (3) a ‘new technology’-based approach to marketing management is central to Tesla’s current and future growth.
Keywords: Tesla Motors; Apple Computer paradigm; strategic marketing plan; qualitative marketing analysis; international marketing management; battery electric vehicles Introduction
Tesla Motors (‘Tesla’) is a global enterprise that designs, produces and markets electric powered vehicles and components. Presently, it is the only vehicle manufacturer selling zero-emission sports cars in serial production (as opposed to concept vehicles or prototypes).
It is now expanding this technological advantage to the luxury vehicle sedan market. Tesla’s strategy of selling sleek, eco-friendly designs at high margins echoes Apple Computer’s
business

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