The globalization of Tesla Motors: a strategic marketing plan analysis created by Myles Edwin Mangram

This case study provides analysis of the strategic marketing plan of electric vehiclemanufacturer, Tesla Motors. It has profound marketing management implications, as itaddresses this investigation from the unique perspective of Tesla’s ‘new technology’-based approach to automobile marketing and relates it to the successful marketingmodel of Apple Computer. This marketing approach is counter to the traditionalautomobile industry’s marketing management approach which favors mass marketingand mass production. A qualitative, exploratory research approach was adopted for thisanalysis. Research was conducted via extensive secondary literature collection and dataanalysis, as well as in-depth examination of case studies focusing primarily on AppleComputer. Key findings conclude that: (1) the battery electric vehicle industry is poisedfor explosive growth; (2) Tesla Motors is uniquely positioned to capitalize upon thisgrowth opportunity; and (3) a ‘new technology’-based approach to marketingmanagement is central to Tesla’s current and future growth