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Case Study (Prepare a professional public relations plan and two PR tools. Based on a real case) - Essay Example

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This plan was prepared in response to the brief from Tesla Motors, and outlines the one-year public relations strategy for the company’s launch of the Tesla S car model to be held in the February 1, 2013.
Tesla Motors, Inc. is a company founded in 2003, pioneering the…
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Case Study (Prepare a professional public relations plan and two PR tools. Based on a real case)
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Download file to see previous pages In 2012, Tesla’s founder and CEO Elon Musk declared that in the year 2013, Tesla will start becoming profitable and central to this ambition is the launch of Tesla S car model (Tesla 2013).
The Electric Vehicle market is estimated to steadily expand in the near future. The forecast is approximately 0.6 – 0.9 percent increase in the year 2015, 9 percent in 2020 and 22 percent in 2030 (JP Morgan 2010; Bloomberg 2010). The market expansion is partly attributed to US government support and the increase in the interest of the consumers in green technology. The U.S. Department of Energy, for instance, has introduced the Advanced Technology Vehicle Manufacturing Loan Program, has increased public charging stations and supported the drive to reduce battery pack costs (DOE 2010).
Tesla, as a brand, is identified, with the luxury market and is viewed as a high technology automobile manufacturer in the business of selling EVs and electric powertrains. It sets itself apart from the competition by delivering environmentally-friendly/green/sustainable vehicles alongside the all the features of a luxury car such as design, materials, speed, handling, comfort and experience. The Tesla S car enjoys all these benefits.
The Tesla S model is expected to compete with EV products that are just being developed by carmakers like Audi, BMW, Lexus and Mercedes and would also directly compete with hybrid cars are already in the market such as Toyota with its Prius car, which is the so-called “unofficial greenmobile of Toyota and the world” (Siler 2012).
Again, it is important to note that Tesla S seeks the luxury market and, hence, could also go head to head with non-green luxury cars. All in all, Tesla S technology will be challenged by Audi and BMW:
Audi has an ambitious plan to be the leading electric vehicles by 2020. It is integrated in its recent electric mobility strategy and underpins its recent plan to ...Download file to see next pagesRead More
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