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MBA-
MKT7045 Global Marketing Management (Level 7)
2021-2022 Coursework (100%)

Prepare a project Report that must include –

A market evaluation of a country other than the U.K. demonstrating thorough analysis of
secondary data (3,000 words), not including the references and appendices)

1. PEST analysis (25%)

2. A market entry plan for a chosen brand (including positioning strategy) based on a
‘realistic’ evaluation of the chosen firm’s characteristics e.g. resource base etc. (25%)

3. The report should also include an explanation of why and how that expansion would
benefit your chosen firm. (25%)

4. You must draw on academic theory to justify your analysis and proposal. (25%)

4
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6
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7
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8
TESLA PLUG-IN ELECTRIC VEHICLE GLOBAL MARKETING

9
Contents

INTRODUCTION:....................................................................................................................3

PEST ANALYSIS OF THE INDIAN MARKET:.....................................................................4

MARKET ENTRY PLAN:........................................................................................................7

WHY AND HOW THE EXPANSION WOULD BENEFIT THE FIRM:................................8

JUSTIFICATION OF ANALYSIS:.........................................................................................12

REFERENCE:..........................................................................................................................14

10
INTRODUCTION:
Tesla motors are known to be one of the fastest-growing global enterprises, that deals with multiple
segments including designing, producing, and marketing electric plug-in vehicles and their components
(Mangram, 2012). They are now also entering the market for luxury electric sedans. They differentiate
themselves from traditional automakers by using a similar strategy as Apple by offering premium eco-
friendly designs at high prices, which is different from how Detroit-based companies Chrysler, Ford, and
General Motors approach electric and hybrid vehicles. Tesla believes in selling sleek and eco-friendly
designs to the customer, it does not believe in doing promotional marketing and investing in the
promotion of the cars, Tesla put its entire efforts into making the best electric plug-in that meets all the
demands of the current market and being the best version of it. This strategy speaks of the product itself;
it does not require external praise or support.
Tesla is trying to extend its market in Asian countries especially in Thailand, China and India; it recently
entered Thailand with its two plug-in electric vehicles. Tesla is continuously trying to enter Asian
countries; it is the population of Asian countries that benefits these new entrants to market their products.
In past years with great efforts, tesla entered into China market and achieved a positive result in return
(Jia-er, et al., 2009). Tesla is offering its popular brand Model 3 and Model Y in the market of Thailand,
which is a part of its global marketing. Tesla is known to be a rapidly extended company extending its
market to many countries. Johanson and Vahlne describe that the internationalization of firms is done in
an incremental fashion. The incremental fashioned internationalization involves the entry of forms with
low commitment modes in different countries with low physical distance. This helps to analyze the
market before going to higher modes of commitment. These modes fit exactly right with the global
marketing strategy of Tesla.
This study is going to explain the global marketing strategy of Tesla plug-in electric vehicles in Asian
countries specifically in Thailand. This study will provide an understanding of the market plan of Tesla
for entry into India along with a PEST analysis of the Indian market and its segments. This report is going
to help with developing the understanding of why and how this would benefit the firm, Tesla. Entering a
completely new country and in a new market requires a lot of strategy making and implementing it
according to the current situation of the market. a lot of experts in the firm work together to gather
information and data regarding the matter and then plan the proper strategy. Before entering the market, it
first does multiple experiments and demos to have a clear idea of whether it would be beneficial or not,
even after the success of this analysis it starts with a slow and steady process at the beginning of the entry,
after a couple of time and experience it starts with full force and speed to acquire the good position in that
market.

PEST ANALYSIS OF THE INDIAN MARKET:

Factors involved in Pest presents the four sources of change, this is known as the most powerful and
widely used tool to analyse marketing factors and has the understanding of strategic risk that may affect
the marketing of the product in a new place or region. These are external factors that needed to analyze
before developing a business in a new place as they may affect the business deeply. Before making an
entrance to a completely new market strategists understand the external market and its environment and
how the business needs to evolve in order to step into a new market (Sammut-Bonnici and Galea, 2014).
Since this study is going to provide a market entry plan for Tesla to enter in Indian market which is an
Asian country.

Political factors; with increasing pollution and global warming the government of India is taking various
initiatives in promoting Electric vehicle adoption along with its manufacture in the local region. Various
schemes have been made by the Indian government that favours the adoption of electric vehicle and
making roads in India that runs with zero emission. One such scheme that promotes the electric vehicle is
FAME which stands for faster adoption and manufacturing of Hybrid and Electric vehicles in India says
Kumar, et al., (2021). This shows the interest of the Indian market in Electric vehicles. according to
Kotoky, (2022), Tesla's electric vehicle launch in India is quite challenging because of the import duties
11
of the country of about 100 percent. Also, there is a disagreement in local factories over the plan making
it quite difficult to market Tesla Plug-in electric vehicles in this country. The electric vehicle
manufacturer has been asked to ramp up their local procurement and share their manufacturing details.
Elon Musk the CEO of the Tesla plug-in electric vehicle has demanded a reduction in taxes in order to
start selling its imported vehicle in the country starting at a cheaper price. The Indian government is
asking Tesla owners to set it manufacturing plants in the local region and sell and export all its vehicles
from the local factory. The government is demanding Tesla avoid selling China-manufactured cars in
India which turned out to be a big issue for Tesla. Being the second highest population world after China,
India is the biggest market with a huge opportunity to grow for Tesla Electric vehicles, but the road of
India is still dominated by other local and affordable cars (Kotoky, 2022).

Economic factors; Tesla is using a Skimming pricing strategy. Tesla's production mainly includes high-
end luxury cars, which have a relatively higher cost. In India, people are still relying on gasoline cars for
financial terms as electric vehicle cost is much higher than gasoline vehicles. The skimming strategy used
by Tesla limits the group of consumers (Ding and He, 2022). The pricing of electric vehicles has been
found as the biggest constraint in many studies of consumer surveys__. Many people in India are most
likely to buy an expensive electric vehicle even if it cost 11 to 13 percent more than combustion cars
(Sun, 2022), this is because of the awareness in many citizens of global warming and other polluting
issues because of the combustion vehicles.

Social factors;
Lack of infrastructure can be an issue for Tesla while making its entrance to the Indian market, but there
are other major factors that say otherwise and can be hugely supportive and driving factors for Tesla to
enter the Indian market. One of the biggest factors is the rise in pollution in the country, with the
increasing population and use of combustion cars, the pollution level is increasing. The government of
India is taking initiatives in reducing pollution by supporting electric vehicles. People are being aware of
reducing consumption of fossil fuels and other activity that becomes the reason for global warming. The
country is already in support of the brand and eagerly wants Tesla to launch its plug-in electric vehicle in
the Indian subcontinent. There are big cities such as Bombay, Bengaluru, Pune, etc., that are best suitable
to launch electric vehicles. For capitalization with this opportunity, the government of India has promoted
many such incentive schemes that support the electric vehicle adoption in the country (Kumar, et al.,
2021). There is one different dimension that provides an improved vision to look at it, this includes higher
education, income, and environmentalism, these factors can help decisively to favour or be against
electric vehicle adoption in the country says Kumar, et al., (2021). Studying these factors can help to
analyze the market of India before making an entrance into the Electric Vehicle market.

Technological factors;
This is one of the major factors that affect the marketing of any product, when talking about electric
vehicle marketing it is core and advanced technology. The battery-operated vehicle market share is more
than other Electric vehicles, and a battery charging station is an utmost requirement when launching an
electric vehicle in the market (Mangram, 2012). There is still a lack of infrastructure for charging stations
in India which can be a bigger issue for the company but with the need of making India one of the top
markets for electric vehicles in the future there comes a huge opportunity for Tesla to invest in.

MARKET ENTRY PLAN:

The company Tesla has a bigger market plan for global marketing, this plan includes seven strategies;
which are connectivity, electrification, autonomous, sustainable battery, data business model, a new
mobility plan, and structuring organizations;

12
(Source, Singh, 2020)
Tesla differentiates itself from other automakers by its proprietary ground OS. This facilitates it with
more agility and generates cases that give more edge in the market. Also, it distributes performance and
power functionality. All the domains of the company are built on a single OS, which reflects a drastic
approach that is completely different from other companies. With this advancement in the company, it is
going to have a tech advantage for more than six to seven years over its close rival. For example, the
company Model 3 has a consumption of energy of 250 kilowatt-hours, which is beneficial for the city
environment, and now it has become crucial to save every mile from an energy-density battery. Another
factor supporting the market plan of Tesla to make its entrance into the global market is mobility, this
shows the disruptive approach of the company to have a total cost of ownership (TCO), which gives a
message to people that it would be considered as insane to not owning Tesla in this era of electric vehicle
(Singh, 2020).

After the analysis of the Indian subcontinent market, Tesla is going to develop a market plan based on the
analysis, and with its strategies, it is going to enter the Indian market with its Plug-in electric vehicle.
Currently, Tesla has put a pause on its plan in order to negotiate taxes with the country's government. The
strategy that is going to be adopted by the company while making its entrance is the brand strategy as it
has been beneficial in the China market. Analysing the market, it is clear that single heavy pricing is not
going to work for the long term, hence the company would have to start with low-price vehicles along
with the heavy and luxury vehicle to target all the people in the market in order to increase its sale. For
this, the company would have to do mass production (Du and Li, 2021).

WHY AND HOW THE EXPANSION WOULD BENEFIT THE FIRM:

The population is a well-known fact about Asian countries such as China and India to all the world out
there. Entering an Asian country India would offer a huge opportunity for the company (Fosse, 2019).
Since the electric vehicle is the future of the automobile sector and with huge consumption of petroleum
and fossil fuels it would become impossible for the upcoming generation to rely on these resources for
their energy supply and powering automobile. The electric vehicle seems the only best option to have cars
that provide both luxury and comfort along with speed. When one talk about electric vehicle and their
brand names, Tesla electric vehicle is the most popular and loved brand in India. As per the Statista
report, it was the only brand that is loved by most Indians among other electric vehicle brands in the
world;

13
(Source; Sun, 2022)
The Model S and Model Y are among the Tesla electric vehicle models that have been talked about a lot
by Indian people, also Indian people are mostly aware of these models that are from Tesla. This study
shows how popular Tesla and its product are in the Indian market and how eager they are to have their
electric vehicle from Tesla.

Also, growing concerns about the environment and the rise in pollution are turned out to be the best cause
for Tesla which would benefit its demand and growth in the market. A survey conducted by Rakuten
Insight in the country showed that people are ready to spend 11 or 13 percent more than a conventional
vehicle to buy an electric vehicle (Sun, 2022). Other statistics say that Tesla is estimated to project its
revenue to 1.65 billion U.S. dollars by the end of the year 2023. This revenue is expected to grow with a
CAGR rate of 7.64 percent for the forecasted year from 2022 to 2027. This growth is going to result in an
increased volume of the market of about 2.22 billion U.S. dollars by the end of the year 2027. The sales
of Tesla electric vehicles in Asia alone are expected to reach 25.1 thousand by the year 2027 (Tesla
(Passenger Cars) - Asia: Statista Market Forecast 2022). The data provided here shows how it is going to
be helpful for Tesla to start its marketing in India, since people are waiting to have their Plug-in electric
vehicle, knowing this fact would help in understanding the marketing aspects of the electric vehicle while
entering India.

14
(Source; Tesla (Passenger Cars) - Asia: Statista Market Forecast 2022)

(Source; Paul, 2019)

The above report provided here would help to understand how entering in China market has increased the
sales of its vehicle and now it is amongst the top country that has the biggest sales of Tesla plug-in
electric vehicle. If the company enters the Indian market, then with the above studies it becomes clear
how India would become have its biggest global market share in the sales of Tesla electric vehicles.
Other factors that favour the above study are the increasing awareness among Indian people for the
environment and waste consumption of fossil fuels that is eventually going to have its end. This is the
biggest driving factor for the growing market of Tesla on Indian soil. For a company to grow it must have
good relationships with the customer as well as the people of that locality, once it is valued by local
people then the business becomes quite easy and runs smoothly. Tesla has already gained huge popularity
15
in the Indian market among people because of its CEO Elon Musk and the efforts that he has put into the
company and its product to provide sustainable cars to society.

JUSTIFICATION OF ANALYSIS:
Development in society and progress in science and other departments such as culture has made human
being more aware of various issues affecting the environment, this awareness has been favourable to
strengthen the willingness to protect the environment (Du and Li, 2021). This awareness has led the Elon
Musk CEO of Tesla to produce a car with zero emissions. The goal behind the production of the zero-
emission car is to make life more sustainable and still comfortable. The company makes luxury sports
cars with zero emissions which is a huge transformation in the human history of the automobile sector.
All the countries around the world are supporting the idea and have launched various policies regarding
the subject. The company has gained its market share and image in the United States, and now it is
globalizing, it has already entered Asian countries such as China, and recently it launched its two best
models, Model 3 and Model Y in Thailand. Now it targeting the Indian subcontinent to launch its Plug-in
electric vehicle.

The researchers have argued over the subject saying that new entrants that enter the new market and have
low experience are most likely to get a foothold in the market with their underperformed products having
attributes that are in demand of customers. Tesla, on the other hand, provides the best products to the
customer, and having all the features that enable it to perform best makes it more costly. While other have
argued on the matter by saying that disruption can occur in the high-end market also. Tesla being in the
high-end market has to do a thorough study while making its entry (Thomas and Maine, 2019). Tesla's
success in China market is a result of its strategies and planning for globalization, this can also be taken
as guidance to understand the marketing strategy of the company and its implementation. China's
continuous strengthening in recherché and development in technologies have turned out to be the biggest
driver for Tesla to make its entrance into the market other than its population. In order to improve its
market shares Tesla established its super factory in shanghai. Tesla's brand position reached to high end
in a very short time (Du and Li, 2021). With the same strategy, Tesla is working on making its entry into
the Indian electric vehicle market. the study done above has already shown the interest of people in
electric vehicles, especially Tesla electric vehicles because of its promising result in the specified cost.

16
REFERENCE:
Ding, J. and He, Y. (2022) Tesla Pricing Strategy Analysis: Take model 3 as an example, Tesla Pricing
Strategy Analysis: Take Model 3 as an Example | Atlantis Press. Atlantis Press. Available at:
https://www.atlantis-press.com/proceedings/icssed-22/125973902 (Accessed: January 1, 2023).
Du, X. and Li, B. (2021) Analysis of Tesla's marketing strategy in China, Analysis of Tesla's Marketing
Strategy in China | Atlantis Press. Atlantis Press. Available at:
https://www.atlantis-press.com/proceedings/icemci-21/125966134 (Accessed: January 1, 2023).
Fosse, B.P. (2019) Tesla has great potential in Asia beyond China, CleanTechnica. Available at:
https://cleantechnica.com/2019/08/24/tesla-has-great-potential-in-asia-beyond-china/ (Accessed: January
1, 2023).
Sun, S. (2022) India: Electric car models awareness, Statista. Available at:
https://www.statista.com/statistics/1027528/india-electric-car-models-awareness (Accessed: January 1,
2023).
Sun, S. (2022) India: Electric car pay willingness, Statista. Available at:
https://www.statista.com/statistics/1027548/india-electric-car-pay-willingness (Accessed: January 1,
2023).
Jia-er, C., Ke-xin, L. and Kui, Z., 2009. Tesla Technology in China. Proceedings of SRF2009,
MOOCAU01, Berlin, Germany. Available at:
https://accelconf.web.cern.ch/SRF2009/papers/moocau01.pdf [Accessed: January 1,2023]
Kotoky , A. (2022) Tesla isn't in India yet due to 'challenges with Govt', says Elon Musk, Business
Standard News. Business-Standard. Available at:
https://www.business-standard.com/article/companies/tesla-isn-t-in-india-yet-due-to-challenges-with-
govt-says-elon-musk-122011300210_1.html (Accessed: January 1, 2023).
Kumar, R., Lamba, K. and Raman, A. (2021) Role of zero emission vehicles in sustainable
transformation of the Indian Automobile Industry, Research in Transportation Economics. Elsevier.
Available at: https://www.sciencedirect.com/science/article/pii/S0739885921000366 (Accessed: January
1, 2023).
Mangram, M.E. (2012) “The globalization of Tesla Motors: A strategic marketing plan analysis,” Journal
of Strategic Marketing, 20(4), pp. 289–312. Available at:
https://www.researchgate.net/publication/254322834_The_globalization_of_Tesla_Motors_A_strategic_
marketing_plan_analysis (Accessed: January 1, 2023).
Sammut-Bonnici, T. and Galea, D. (2015) (PDF) Pest Analysis - ResearchGate, Wiley Encyclopedia of
Management. John Wiley & Sons, Ltd. Available at:
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Singh, S. (2020). Unbundling Elon Musk’s Tesla Masterplan for World Domination. [online] Forbes.
Available at: https://www.forbes.com/sites/sarwantsingh/2020/11/02/unbundling-elon-musks-tesla-
masterplan-for-world-domination/ (Accessed 1 Jan. 2023).
Tesla (Passenger Cars) - Asia: Statista market forecast (2022) Statista. Available at:
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