tesla marketing plan

12154 words 49 pages
Summer 2012

NEW YORK UNIVERSITY

STRATEGIC MARKETING PLAN

Strategic Marketing Plan
Model S Premium Electric Car, Tesla Motors Inc
August 20, 2012. New York University

Author: Partha Mitra

2

Strategic Marketing

Revision History
Date

Version

Description

Author

07/07/2012

1.0

Initial Draft – Purpose, company mission, company overview, industry analysis, Appendix

Partha Mitra

14/07/2012

1.1

Added Competitor Analysis, SWOT Analysis,
References

Partha Mitra

22/07/2012

1.2

Added Segmentation, Appendix, References

Partha Mitra

04/08/2012

1.3

Added Positioning, Product, Price, References

Partha Mitra

11/08/2012

1.4

Added Place, Promotion, References
…show more content…
28
8.1
8.2

4

Demographics, Psychographics, Technographics Based Research ...................................... 29
EV Measurement Scales ......................................................................................................... 30
8.2.1 Innovativeness............................................................................................................. 30
8.2.2 Knowledge ................................................................................................................... 31
8.2.3 Environmental Concern ............................................................................................... 32
8.2.4 Relative Advantage ..................................................................................................... 32

Strategic Marketing

8.3
9.

8.2.5 Compatibility ................................................................................................................ 32
8.2.6 Complexity and Perceived risk .................................................................................... 32
8.2.7 Attitude towards Electric Vehicle ................................................................................. 32
EV Segmentation Research Results ....................................................................................... 33

Positioning

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