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Submitted By verander
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Executive Summary

Tesla Motors started with the objective of facilitating the growth of the electric car by making compelling vehicles first began with the Roadster, a solely electric operated sports car to complete with high performance supercars to prove that electric technology was viable and an electric car didn’t have to be boring.Tesla then expanded its technological advantage to the luxury sedan market. The Model S, a zero emission and sustainable luxury sedan, was then introduced as their second electric car in 2012 to compete in the performance luxury sedan segment. The Model S won numerous awards. Tesla Motor is aiming to make the electric car mainstream and build Tesla Motors as a brand. Thus Tesla is the only automaker that sells zero-emission sports car in serial production at present.
This report will cover marketing plan for Model S electric car in Canadian market focusing Vancouver area. As per survey data, it appears Tesla have recently opened their 2nd Canadian store in Vancouver in May 2014. The first Canadian store was opened in Toronto in Nov 2012. The growth strategy for Vancouver area will be market penetration.

Tesla’s goal is to accelerate the world’s transition from gasoline powered vehicles to electric mobility with increasingly affordable electric cars. To achieve this goal, Tesla have following current strategies; * Business level Strategy: A focused differentiation strategy because their customers are mainly from middle and upper income levels, and Tesla focuses on providing high performance and creative electric cars. * Corporate Level Strategy is market penetration strategy and Related Constrained. Tesla intends to enhance their influence on the current markets with their current products. They also market their electric powertrain components to other automakers. *

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