The globalization of Tesla Motors: a strategic marketing plan analysis

Abstract

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.