Tesla motors Essay

Words: 3937

Pages: 16

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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 …show more content…
Globe and Mail Tesla exclusive in the
Wheels section)

• Media kit for launch event

• Partner with Honda Indy Toronto July 16-
18 2010 to provide showcase for vehicle,

• Media kit for media track day at Toronto
Motorsport Park in Cayuga, ON

with PR team on-site to field inquiries
• Associated interviews and photos can be

• Social media tactics including news release, website/Twitter/YouTube/Facebook utilized through online campaign

5

Tactics

AUDIENCES
This communications plan has various key audiences. The audiences were selected for their influence on other people as well as their interest in and ability to afford a performance electric car. All of the segments listed appreciate appeals to exclusivity.
Corporate Executives Based in Eastern
Canada
Who they are:
• Live and work in Toronto or Montreal
• Earn over $250,000 annually
• Canada’s “Top 40 Under 40”
• Often in the technology sector

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

Why we target them:
• They want to be perceived as

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