This document provides an international marketing plan for Tesla Motors to introduce its Model 3 electric vehicle to the Caribbean market of Jamaica. It begins with an abstract and then provides an analysis of the Jamaican cultural, economic, and demographic landscape. This includes secondary research on the country and primary research strategies proposed. The document then details the Model 3 adaptation for Jamaica, including pricing of a Model 3-A version at $20,000-$35,000. It concludes with an implementation schedule to launch the Model 3-A in Jamaica over the first year.
Def Jam Recordings' revenue was $21.4M in 2020, though performance was poor in areas like profit margins and liquidity. The document recommends Def Jam provide more engaging experiences for customers through streaming and advertising, and directly target their millennial consumer base using social media. Def Jam has expanded internationally through labels in Southeast Asia and Africa, positioning it for continued revenue growth abroad.
This document provides information about reaching the Caribbean market. It begins by defining the Caribbean market as including countries in the Caribbean region as well as the Caribbean diaspora communities in countries like the US, UK, and Canada. It then lists the individual countries that make up the Caribbean region. The document notes that the total population of the Caribbean is estimated at 40 million people. It provides census data on the size and characteristics of the Caribbean diaspora population in the US. Finally, it discusses strategies for reaching the Caribbean region through outlets like CaribPR Wire and targeting individual country markets.
1) The EMPRENDA alliance was formed in 2005 between three NGOs (TechnoServe, CLUSA, and ACDI/VOCA) to promote cooperation between smallholder farmers' associations, larger rural enterprises, and the NGOs themselves in Mozambique. The goal was to target high-potential agricultural value chains and create market linkages.
2) Over four years, the EMPRENDA alliance helped clients increase their annual sales from $4 million to an estimated $16 million by 2008. Clients also mobilized almost $26 million in financing to overcome obstacles. The alliance focused on horticulture, field crops like cashews and soybeans, and more recently forestry.
This document discusses key concepts related to culture. It defines culture as the knowledge, language, values, customs, and material objects passed between generations in a human group. Culture includes material aspects like technology and nonmaterial aspects like beliefs and values. It also discusses concepts like cultural universals, cultural change, cultural diversity, subcultures, countercultures, and the relationship between culture and society.
This presentation provides an overview of the Canadian apparel market and opportunities for Colombian apparel manufacturers. It introduces Trendex North America, an apparel marketing company focusing on the Canadian and Mexican markets. It reviews Colombia's history of apparel exports to Canada, the size and characteristics of the Canadian retail apparel market, importing patterns and major retailers. The presentation identifies growth opportunities for Colombian manufacturers in the Canadian men's and women's segments.
This document contains information about United Airlines' history, operations, and marketing strategies. It provides background on United Airlines, including that it was founded in 1929 and is now one of the largest airlines in the world with over 87,000 employees. It also details United's hub locations, fleet size, and financial information. Additionally, the document outlines United's marketing goals to improve customer reputation and increase repeat customers. It includes proposed strategies like limiting flight capacities and offering discounts for return trips. Finally, the document contains draft press releases and public service announcements related to a new "We Are Listening" customer initiative.
Def Jam Recordings' revenue was $21.4M in 2020, though performance was poor in areas like profit margins and liquidity. The document recommends Def Jam provide more engaging experiences for customers through streaming and advertising, and directly target their millennial consumer base using social media. Def Jam has expanded internationally through labels in Southeast Asia and Africa, positioning it for continued revenue growth abroad.
This document provides information about reaching the Caribbean market. It begins by defining the Caribbean market as including countries in the Caribbean region as well as the Caribbean diaspora communities in countries like the US, UK, and Canada. It then lists the individual countries that make up the Caribbean region. The document notes that the total population of the Caribbean is estimated at 40 million people. It provides census data on the size and characteristics of the Caribbean diaspora population in the US. Finally, it discusses strategies for reaching the Caribbean region through outlets like CaribPR Wire and targeting individual country markets.
1) The EMPRENDA alliance was formed in 2005 between three NGOs (TechnoServe, CLUSA, and ACDI/VOCA) to promote cooperation between smallholder farmers' associations, larger rural enterprises, and the NGOs themselves in Mozambique. The goal was to target high-potential agricultural value chains and create market linkages.
2) Over four years, the EMPRENDA alliance helped clients increase their annual sales from $4 million to an estimated $16 million by 2008. Clients also mobilized almost $26 million in financing to overcome obstacles. The alliance focused on horticulture, field crops like cashews and soybeans, and more recently forestry.
This document discusses key concepts related to culture. It defines culture as the knowledge, language, values, customs, and material objects passed between generations in a human group. Culture includes material aspects like technology and nonmaterial aspects like beliefs and values. It also discusses concepts like cultural universals, cultural change, cultural diversity, subcultures, countercultures, and the relationship between culture and society.
This presentation provides an overview of the Canadian apparel market and opportunities for Colombian apparel manufacturers. It introduces Trendex North America, an apparel marketing company focusing on the Canadian and Mexican markets. It reviews Colombia's history of apparel exports to Canada, the size and characteristics of the Canadian retail apparel market, importing patterns and major retailers. The presentation identifies growth opportunities for Colombian manufacturers in the Canadian men's and women's segments.
This document contains information about United Airlines' history, operations, and marketing strategies. It provides background on United Airlines, including that it was founded in 1929 and is now one of the largest airlines in the world with over 87,000 employees. It also details United's hub locations, fleet size, and financial information. Additionally, the document outlines United's marketing goals to improve customer reputation and increase repeat customers. It includes proposed strategies like limiting flight capacities and offering discounts for return trips. Finally, the document contains draft press releases and public service announcements related to a new "We Are Listening" customer initiative.
The document asks a series of questions about Spongebob Squarepants and his life. It inquires about his friend Patrick, where they both live, what Spongebob does for work and in his free time, and why certain events occur on the show. The questions cover details about the who, what, when, where, why and how of Spongebob's daily routines and experiences.
This document lists foods that the author likes, loves, and doesn't like to eat. They like jam, cereal, bread, eggs, cheese, tomatoes, apples, and pizza. They love sandwiches and ice cream. The only food they don't like is sausages. Most of these opinions about food are from Monday, March 10, 2014.
This document provides suggestions for healthy eating throughout the day, including breakfast, lunch, snacks, and dinner. For breakfast, it recommends eggs, yogurt, fruit, cereal, and oatmeal. Lunch ideas include sandwiches with meat and vegetables or fruit, along with milk, juice, or water. Snacks can be fruit, nuts, yogurt, celery with peanut butter, or crackers. For dinner, it suggests meals with meat or fish plus vegetables and grains like rice, pasta, or beans. Dessert options include fruit or pudding. A chocolate banana smoothie recipe is also included.
The document appears to be notes about Christmas and Santa Claus, including short phrases and links to websites. It mentions that Christmas is a time for Santa Claus, who lives at the North Pole with elves and reindeer. On Christmas Eve, Santa uses his sleigh pulled by reindeer to deliver presents down chimneys while children sleep. He checks his list of who was naughty and nice before delivering toys and food.
Andy Warhol was an American artist born in Pittsburgh in 1928 who is famous for his pop art. He used a silk screening technique to mass produce paintings of celebrities and products in a style that emulated commercial mass production, often using primary colors. Some of his most iconic works featured mass produced products and celebrities.
The document discusses several American painters from the 20th century including Jasper Johns, Piet Mondrian, Georgia O'Keeffe, Andy Warhol, and Josef Albers. It provides biographical information on each artist and examples of some of their most famous works. Jasper Johns is noted for his flag paintings from the 1950s that used pop culture imagery. Piet Mondrian helped develop neoplasticism using primary colors and rectangles. Georgia O'Keeffe painted abstracted nature scenes. Andy Warhol produced pop art like his Campbell's Soup Cans. Josef Albers created geometric paintings exploring color and form through his Homage to the Square series.
Piet Mondrian was a Dutch artist born in the Netherlands who later moved to New York. The document discusses several of Mondrian's abstract paintings from 1922 to 1939 that are characterized by their use of primary colors, geometric shapes, balance, and focus on compositions rather than realistic images.
The document appears to be notes about Christmas and Santa Claus, including short phrases and links to websites. It mentions that Christmas is a time for Santa Claus, who lives at the North Pole with elves and reindeer. On Christmas Eve, Santa rides in his sleigh pulled by reindeer to deliver presents down chimneys while children sleep. He checks his list of who was naughty and nice before delivering toys.
This document provides information on several American painters and their works, styles, and techniques:
- Jasper Johns is noted for his 1954 work "Flag" which used images from pop culture as subject matter and incorporated encaustic and collage techniques.
- Jackson Pollock's 1950 work "Number 1" demonstrated his signature drip painting technique.
- Georgia O'Keeffe painted mostly flowers known for their strong colors and shapes rather than words, such as her 1918 work "Music, Pink & Blue No.2".
- Andy Warhol's 1962 work "Campbell's Soup Cans" used silkscreen printing to depict multiple repetitions of soup cans and reflected his interest in pop art
This document discusses four common American sports - basketball, American football, baseball, and hockey. It provides brief descriptions of each sport including key elements like the basketball court, touchdowns in football, batting and home runs in baseball, and playing on an ice rink in hockey.
The document discusses characteristics of Caribbean economies and economic issues they face in a globalized environment. Key characteristics include dependence on one or two exports like agriculture, small population and domestic markets, and underdeveloped secondary and tertiary sectors outside of a few larger countries. Major economic problems include low per capita incomes, large unskilled labor forces, heavy reliance on food imports, and high debt burdens. The document then examines development strategies for Caribbean economies globally, such as investing in education, export-led growth, foreign direct investment, and borrowing from international financial institutions.
This document discusses several topics related to youth development and preparing youth for the future global economy. It summarizes initiatives taken by the Ministry of Youth and Culture in Jamaica to engage and train over 280,000 youth. It discusses trends in the global economy and the growing markets of China, India, and other emerging economies. It emphasizes the importance of technology, highlighting that the world's economic axis has shifted eastward and is driven by Millennials. It calls for improving access to technology and WiFi across Jamaica to give youth tools to succeed globally. It also stresses the importance of entrepreneurship, the creative economy, agriculture, and preparing youth with a global mindset.
This report analyzes opportunities to develop the health and wellness sector in five English-speaking Caribbean countries as a strategy for economic growth. It identifies medical tourism, healthcare education, eldercare, alternative health, and telehealth as promising market segments. A strategic roadmap is proposed to catalyze private sector investment in these areas through public-private partnerships and leadership from multilateral organizations like the IDB. Developing the health and wellness sector could help diversify Caribbean economies and create high-skilled jobs to reduce migration by graduates.
Tax incentives are commonly used by Caribbean countries to promote private investment and growth. However, poorly designed incentives can significantly erode tax revenues and distort resource allocation. It is important that any incentive scheme is part of a well-functioning tax system, with efficient administration and oversight to minimize negative impacts. Of the options, accelerated depreciation is preferred as it provides a bounded cost that does not encourage tax avoidance or short-term projects. Overall, structural reforms may be more effective at unleashing growth than tax incentives alone.
The Barbados Council for the Disabled recognizes the need for an accessible environment with equal opportunities for persons with disabilities. The Fully Accessible Barbados program was created to encourage a barrier-free environment and accredits facilities that meet accessibility goals. The goals are to raise the quality and quantity of disability services, achieve an inclusive society, and meet international accessibility standards to attract more visitors to Barbados.
This issue of our newsletter focuses on a comparison of Caribbean Islands around the Dominican Republic. Due to owner testimonials, it’s a bit longer than normal. I have spent a lot of time in tropical locations in both the Pacific and Mediterranean, but my heart always brings me back to the Caribbean. It’s a special place for me because I love the water, weather, culture, and things to do. We all go through different phases in our lives, but there’s always time for the Caribbean Lifestyle.
Micro-finance provides small loans and other financial services to low-income individuals who do not have access to traditional banking services. It has helped many people start small businesses and increase their incomes. However, some argue that interest rates on micro-loans are sometimes too high and micro-finance does not address the underlying structural causes of poverty. The document discusses different models of micro-finance organizations and provides examples of how micro-loans have helped individuals and families in developing countries.
This document provides an introduction and overview of the first Climatescope report, which was developed through a partnership between the Multilateral Investment Fund and Bloomberg New Energy Finance. The report aims to assess the investment climate for climate investment across Latin America and the Caribbean. It analyzes each country based on a range of indicators to identify those that have made the most progress in supporting low-carbon energy development and investment. The goal is to provide insights that can help attract more private capital to the region's renewable energy sector and guide policymakers on supporting clean energy growth.
5 Strategies to Leverage Tourism Marketing for Economic DevelopmentAtlas Integrated
This document introduces Atlas Advertising, a Denver-based marketing firm specializing in economic development and tourism. It was founded in 2001 and has 30 employees. Atlas has worked with over 160 communities in 43 states and 6 countries. They provide branding, marketing planning, digital marketing and GIS websites for tourism and economic development. Atlas aims to attract visitors, engage communities, provide benchmarks and leverage tools/media to stimulate economies and tourism through specific, results-driven services.
The document asks a series of questions about Spongebob Squarepants and his life. It inquires about his friend Patrick, where they both live, what Spongebob does for work and in his free time, and why certain events occur on the show. The questions cover details about the who, what, when, where, why and how of Spongebob's daily routines and experiences.
This document lists foods that the author likes, loves, and doesn't like to eat. They like jam, cereal, bread, eggs, cheese, tomatoes, apples, and pizza. They love sandwiches and ice cream. The only food they don't like is sausages. Most of these opinions about food are from Monday, March 10, 2014.
This document provides suggestions for healthy eating throughout the day, including breakfast, lunch, snacks, and dinner. For breakfast, it recommends eggs, yogurt, fruit, cereal, and oatmeal. Lunch ideas include sandwiches with meat and vegetables or fruit, along with milk, juice, or water. Snacks can be fruit, nuts, yogurt, celery with peanut butter, or crackers. For dinner, it suggests meals with meat or fish plus vegetables and grains like rice, pasta, or beans. Dessert options include fruit or pudding. A chocolate banana smoothie recipe is also included.
The document appears to be notes about Christmas and Santa Claus, including short phrases and links to websites. It mentions that Christmas is a time for Santa Claus, who lives at the North Pole with elves and reindeer. On Christmas Eve, Santa uses his sleigh pulled by reindeer to deliver presents down chimneys while children sleep. He checks his list of who was naughty and nice before delivering toys and food.
Andy Warhol was an American artist born in Pittsburgh in 1928 who is famous for his pop art. He used a silk screening technique to mass produce paintings of celebrities and products in a style that emulated commercial mass production, often using primary colors. Some of his most iconic works featured mass produced products and celebrities.
The document discusses several American painters from the 20th century including Jasper Johns, Piet Mondrian, Georgia O'Keeffe, Andy Warhol, and Josef Albers. It provides biographical information on each artist and examples of some of their most famous works. Jasper Johns is noted for his flag paintings from the 1950s that used pop culture imagery. Piet Mondrian helped develop neoplasticism using primary colors and rectangles. Georgia O'Keeffe painted abstracted nature scenes. Andy Warhol produced pop art like his Campbell's Soup Cans. Josef Albers created geometric paintings exploring color and form through his Homage to the Square series.
Piet Mondrian was a Dutch artist born in the Netherlands who later moved to New York. The document discusses several of Mondrian's abstract paintings from 1922 to 1939 that are characterized by their use of primary colors, geometric shapes, balance, and focus on compositions rather than realistic images.
The document appears to be notes about Christmas and Santa Claus, including short phrases and links to websites. It mentions that Christmas is a time for Santa Claus, who lives at the North Pole with elves and reindeer. On Christmas Eve, Santa rides in his sleigh pulled by reindeer to deliver presents down chimneys while children sleep. He checks his list of who was naughty and nice before delivering toys.
This document provides information on several American painters and their works, styles, and techniques:
- Jasper Johns is noted for his 1954 work "Flag" which used images from pop culture as subject matter and incorporated encaustic and collage techniques.
- Jackson Pollock's 1950 work "Number 1" demonstrated his signature drip painting technique.
- Georgia O'Keeffe painted mostly flowers known for their strong colors and shapes rather than words, such as her 1918 work "Music, Pink & Blue No.2".
- Andy Warhol's 1962 work "Campbell's Soup Cans" used silkscreen printing to depict multiple repetitions of soup cans and reflected his interest in pop art
This document discusses four common American sports - basketball, American football, baseball, and hockey. It provides brief descriptions of each sport including key elements like the basketball court, touchdowns in football, batting and home runs in baseball, and playing on an ice rink in hockey.
The document discusses characteristics of Caribbean economies and economic issues they face in a globalized environment. Key characteristics include dependence on one or two exports like agriculture, small population and domestic markets, and underdeveloped secondary and tertiary sectors outside of a few larger countries. Major economic problems include low per capita incomes, large unskilled labor forces, heavy reliance on food imports, and high debt burdens. The document then examines development strategies for Caribbean economies globally, such as investing in education, export-led growth, foreign direct investment, and borrowing from international financial institutions.
This document discusses several topics related to youth development and preparing youth for the future global economy. It summarizes initiatives taken by the Ministry of Youth and Culture in Jamaica to engage and train over 280,000 youth. It discusses trends in the global economy and the growing markets of China, India, and other emerging economies. It emphasizes the importance of technology, highlighting that the world's economic axis has shifted eastward and is driven by Millennials. It calls for improving access to technology and WiFi across Jamaica to give youth tools to succeed globally. It also stresses the importance of entrepreneurship, the creative economy, agriculture, and preparing youth with a global mindset.
This report analyzes opportunities to develop the health and wellness sector in five English-speaking Caribbean countries as a strategy for economic growth. It identifies medical tourism, healthcare education, eldercare, alternative health, and telehealth as promising market segments. A strategic roadmap is proposed to catalyze private sector investment in these areas through public-private partnerships and leadership from multilateral organizations like the IDB. Developing the health and wellness sector could help diversify Caribbean economies and create high-skilled jobs to reduce migration by graduates.
Tax incentives are commonly used by Caribbean countries to promote private investment and growth. However, poorly designed incentives can significantly erode tax revenues and distort resource allocation. It is important that any incentive scheme is part of a well-functioning tax system, with efficient administration and oversight to minimize negative impacts. Of the options, accelerated depreciation is preferred as it provides a bounded cost that does not encourage tax avoidance or short-term projects. Overall, structural reforms may be more effective at unleashing growth than tax incentives alone.
The Barbados Council for the Disabled recognizes the need for an accessible environment with equal opportunities for persons with disabilities. The Fully Accessible Barbados program was created to encourage a barrier-free environment and accredits facilities that meet accessibility goals. The goals are to raise the quality and quantity of disability services, achieve an inclusive society, and meet international accessibility standards to attract more visitors to Barbados.
This issue of our newsletter focuses on a comparison of Caribbean Islands around the Dominican Republic. Due to owner testimonials, it’s a bit longer than normal. I have spent a lot of time in tropical locations in both the Pacific and Mediterranean, but my heart always brings me back to the Caribbean. It’s a special place for me because I love the water, weather, culture, and things to do. We all go through different phases in our lives, but there’s always time for the Caribbean Lifestyle.
Micro-finance provides small loans and other financial services to low-income individuals who do not have access to traditional banking services. It has helped many people start small businesses and increase their incomes. However, some argue that interest rates on micro-loans are sometimes too high and micro-finance does not address the underlying structural causes of poverty. The document discusses different models of micro-finance organizations and provides examples of how micro-loans have helped individuals and families in developing countries.
This document provides an introduction and overview of the first Climatescope report, which was developed through a partnership between the Multilateral Investment Fund and Bloomberg New Energy Finance. The report aims to assess the investment climate for climate investment across Latin America and the Caribbean. It analyzes each country based on a range of indicators to identify those that have made the most progress in supporting low-carbon energy development and investment. The goal is to provide insights that can help attract more private capital to the region's renewable energy sector and guide policymakers on supporting clean energy growth.
5 Strategies to Leverage Tourism Marketing for Economic DevelopmentAtlas Integrated
This document introduces Atlas Advertising, a Denver-based marketing firm specializing in economic development and tourism. It was founded in 2001 and has 30 employees. Atlas has worked with over 160 communities in 43 states and 6 countries. They provide branding, marketing planning, digital marketing and GIS websites for tourism and economic development. Atlas aims to attract visitors, engage communities, provide benchmarks and leverage tools/media to stimulate economies and tourism through specific, results-driven services.
The Latin Trade Group held its annual Latin Trade Symposium and BRAVO Business Awards conference, which brought together over 600 influential business and government leaders from Latin America and other regions. The one-day event focused on the need for greater investment in innovation in the Americas to drive long-term prosperity. Global thought leaders shared insights on topics like navigating economic uncertainty, strategies for sustained growth, and how innovation can lead to success. Several awards were also given to recognize leaders demonstrating excellence and achievement across Latin America.
The document summarizes information about the food and beverage industry in Canada and Ontario. It discusses family day in Ontario and its impact on small businesses. It also discusses the billion dollar food and beverage cluster in Ontario, with Toronto generating over $17 billion annually. Hamilton is described as a key player in the industry. Occupations and wages in the food service industry are also summarized.
The document summarizes information about the food and beverage industry in Canada and Ontario. It discusses family day in Ontario and its impact on small businesses. It also discusses the billion dollar food and beverage cluster in Ontario, with Toronto generating over $17 billion annually. Hamilton is described as a key player in the industry.
This document provides an overview of various topics related to agriculture including:
- Food security prospects in the Sahel, West, southern, and East Africa regions.
- Agroecology practices in Kenya that have increased farmer productivity and reduced greenhouse gas emissions.
- Hurricane damage to Jamaica's agriculture sector, particularly coffee and banana crops, totaling over €11.8 million. The government is providing support to farmers.
- A table of contents for the magazine issue covering niche markets, dairy products, labor conditions, and an interview.
Empowering Business Latin America implements environmental technologies and products to promote economic development in Guatemala and Latin America. It seeks to bridge Guatemala's housing gap, promote rural investment, and accelerate poverty reduction. The company promotes innovative technologies through a manufacturing plant, agricultural program, and pilot housing projects using compressed agricultural fiber panels as a sustainable building material.
This document discusses the impacts of climate change and the threat of increased poverty. It notes that the impacts of global warming are already noticeable worldwide according to the IPCC. While discussions of climate change causes have progressed, discussions of impacts, vulnerability, and adaptation still face challenges due to lack of political consensus on actions. The effects of warming are present threats, seen in drought in Southeast Brazil that is leaving millions without water and affecting economies. If problems on this scale already affect Brazil, greater issues could be expected in coming years without action.
The document provides an overview of doing business in Jamaica. It discusses Jamaica's business environment, population, language, currency, geography, economy, industry sectors, ports, transportation networks, airports, and key economic data. It also covers foreign investment incentives, setting up different types of business entities like private companies, and registration and incorporation procedures. The document is a comprehensive guide for investors considering business operations in Jamaica.
This document discusses insights for tapping into the millennial generation in Latin America and the Caribbean. It notes that millennials represent a major untapped opportunity for growth for financial institutions. While US millennials were impacted by the recession, Latin American millennials have found a more predictable path. The document analyzes millennials' spending patterns, attitudes, behaviors, and preferences to understand how to best engage and target this key demographic segment.
1. Running head: TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 1
An International Sales and Marketing Plan for Tesla Motors
Diana Ingle Braley
Westwood College Online Campus
2. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 2
Abstract
In this paper we will take a look at any trade agreements, regulations or hindrances which
Tesla may face in bringing their famous electric cars to the market in the Caribbean. We will look
at the capabilities for building electric car stations for recharging, regulations for this and
whether it would be lucrative or beneficial to bring this kind of product to the Caribbean. We will
also look at size, demographics and psychographic profiles of consumers who may be our target
market among the expatriates and locals of the islands.
Additionally we will do a SWOT analysis of Tesla in relation to the Caribbean market,
we will also take a look at Tesla as a company in general and also perform a situational analysis
of the company in their US market and also their market in Europe. How does each customer
differ from one continent to the next, and what kind of economic conditions will be ideal for this
brand and product to be available in the Caribbean.
3. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 3
Cultural Elements and Impact on Marketing
In order to understand the culture of the Caribbean and specific island of the Caribbean
like Jamaica or Barbados, one must understand it’s history. According to author Joyce Toney of
New York.org (2015) since colonial times the Caribbean has been a diaspora of many cultures
combined, primarily European, African, Asian and the native peoples of the Caribbean islands.
From this rich multi- cultural heritage comes the ability to retain their distinctive cultures but
also the ability to interact with outside cultures and meld their own culture to fit the needs of
those doing business there or just visiting there. This is apparent from the billion dollar industry
of tourism which flourishes in the Caribbean today.
After independence was achieved for most of the islands from their colonial settlers in
Europe, in the 1960’s there were several agreements achieved between some of the Caribbean
islands to bolster their common cultures and economies, by working together as a group of small
island nations, most notably the Caribbean Free Trade Agreement (CAFTA) in 1967, and the
Caribbean Community and Common Market established in 1972. Both these agreements sought
to unify the island nations to help them grow and prosper within the Caribbean. Member nations
include:
“ Antigua and Barbuda, the Bahamas (a member of the Community but not the Common
Market), Barbados, Belize, Dominica, Grenada, Guyana, Jamaica, Montserrat, St. Kitts and Nevis, St.
Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. Associate members of CARICOM are
Anguilla, Bermuda, British Virgin Islands, Cayman Islands, and the Turks and Caicos Islands (New
York.Org, June 14, 2015).”
These member nations seek to promote an economic integration between nations through
a common market and common trade agreements. It also includes “functional cooperation
(pooling resources and sharing services), and coordination of foreign policies” (2015).
4. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 4
Islands such as Jamaica have welcomed US enterprises to do business on the island –
with approximately 6.97 billion in US investments being invested over the span of the last 10
years. According to the US Embassy, Jamaica WI (2015) face to face networking is particularly
favored by Jamaican business people, who want to build relationships for the long term than do
any kind of business over the phone or over the internet. The culture of Jamaica favors informal,
face to face meetings over a period of time to get to know their business partners, or those who
will be doing business in their island- additionally Jamaica has one of the highest rating when it
comes on to the “ease of establishing licenses and incorporation of a business” among islands of
the Caribbean- they make it easy and less of a hassle to establish a business as compared to other
islands of the region. Consumers in Jamaica are traditional consumers who are very brand loyal
to those which have been around for many years, establishing a new brand identity can be hard if
not done in the right way. If the product or brand brings a new technology, new service or a
product that has never been seen before- Jamaicans will be open to this. However some of their
traditional imports such as Milo, Kellogg’s and the Toyota- have been around for at least 30
years and it is hard to penetrate a market where most consumers buy based on word of mouth
and are not as open to advertisers changing their minds.
5. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 5
Affordability is also of high value to those on the island, the per capita GDP of the island
is 522,000 Jamaican Dollars which equates to 4,350 US dollars (Jampro Online, June 14, 2015).
The GDP of the island is very low, with services being produced at 74% of GDP and products at
23% of GDP. This is a service driven economy and most products are imported, with this
knowledge a great marketing strategy could help in creating a viable avenue to doing business on
the island both for their local consumers and the 6.2 billion JA dollars - revenue gained from
visitors to the island.
Marketing Research Sources
Secondary Research Sources:
Some of the major research sources which come from a secondary source such as a website, data
gathering service or government entity for finding marketing and business information in
Jamaica includes – The World Bank Group (WBG Online, 2015) which according to their site
offers information on population, per capita economic index, ratings for the ease of doing
business in the region, getting permits, paying taxes and accessing utilities such as electricity and
water. This site is offered to business developers/companies interested in starting businesses in
the region.
6. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 6
Another website to gather both marketing data, economic conditions and data on the most
promising industries in the region is at Export.Gov (2015) a US government website which gives
information about business, marketing and demographics of the region.
A couple of major sites for finding data, are Hoovers.Com and Hourly Nerd Online (2015), both
of these websites enable a researcher to find out company information and profitability of
companies all over the world, while Hourly Nerd is a marketing research firm which will gather
the data needed by a company.
I would also think about local newspaper publications to research attitudes on environmental
issues and the popularity of certain cars. Finally gathering information from rental agencies, and
car dealerships.
Primary Research Strategy:
In the following chart a strategy on how to go about gathering necessary data for the Tesla Car in
Jamaica:
7. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 7
With both primary and secondary research being done by a marketer in this way, a strategy on
where, how and when a car such as the Tesla should be introduced into that country.
Demographics of Jamaica
According to The United Nations Population Fund (2015) the total population residing in
Jamaica is 2.4 million people, with the following breakdown among citizens of the island nation:
95% of the population; male and female have completed at least 6 years of education.
78% having completed a secondary school.
The purchasing power per capita in Jamaica is 9,000 US dollars (average)
Average salary of a worker in the hotel or services industry is 7,000 (PayScale.om, 2015).
Average salary of educated professionals there is 35- 60, 000 (2015).
The highest paying worker averaging 84,000 for an IT tech manager.
Online Survey
sent to car
buyers in
Jamaica
(client list
purchased)
In person
interviews
with
drivers
Find a
focus
group - to
do
telephone
interviews
with.
Questionnaire
sent to car
drivers and rental
car companies
Test Driving
with a few
cars offered at
car
distributors in
Jamaica -
questionnaire.
8. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 8
Tourism hotel CEO’s also earn comparative earnings to US hotel executives at 45,000 –
100,000 or more
In Jamaica the population can be divided into 5 main categories including:
1. Working poor, service or freelance workers who may earn around 9,000 per year.
2. Middle class professionals earning anywhere from 20,000 – 45,000 per year
3. Wealthy professionals who earn anywhere from 50,000 US dollars to over 100,000 per
year
4. Very wealthy, which include the owner and CEO of Sandals Resort, whose net worth as
of 2015 is over 1billion US dollars
5. Foreign expatriates with retirement or accumulated wealth, .6% of the population
(100,000 expats)
Within these demographics and characteristics, there is a cultural awareness of using healthy,
natural and environmentally products among the expatriates and wealthier demographic. This
can be seen by the popularity of what is called “Ital” products which gets its name from the Rasta
culture but which widely spills its ideas over into popular culture. The more natural and more
earth conscious consumers are the better the earth will be (Eat Jamaican, 2015).
The word is derived from the original root word vital- which to Rasta’s in the region means
sustaining health and vitality with certain kinds of rich and complex foods, with an emphasis on
natural and earthy. The word has expanded beyond food to products and lifestyles. So in this
sense an electric car brought in, with an average price point of 20,000 – 35,000 could be a
competitive alternative to other luxury cars brought to the island. BMW, Toyota being the top
two cars being imported for consumption.
9. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 9
Model 3 Adaptation for Jamaica
As reported by Nations Encyclopedia Online (2015) Jamaica has infrastructure which directly
supports the sales of the Tesla Model 3 and any product adaptations based on needs and
preferences in the Caribbean. According to the site (Nations Encyclopedia, 2015) the electrical
infrastructure of the island is quite stable with 652.2 kilowatts of power delivered to the island by
the Jamaica Public Service (JPS). Tesla has invested in the development of freestanding
electrical power stations which are self -sustaining and which can be set up in remote locations.
With this kind of capability – the car will be a practical alternative to the gas powered cars
already in use. Gasoline prices are a very high commodity at this time being priced at 473.46 JA
dollars which equals roughly 4.00 US dollars per gallon (Numbeo Online, 2015). Because
Jamaica has no natural oil reserves 100% of oil is imported for gasoline- this is definitely an
expensive and heavy burden for the country which consumes gasoline both for electricity and
cars. The development of solar powered energy stations which generate electricity to power the
Tesla Model S or Model 3 – will be the ideal way to go.
Both fuel generation and solar generation of electricity will be deemed acceptable by the
Jamaican government to develop at least 3 stations on the island. Since each Tesla Model 3
achieves 97 miles per gallon on average there is no need to recharge on a constant basis (Tesla
Online, 2015).
The adaptation for this Model 3 will be the ability to be priced well below the current asking
price in the US of 35,000. The newer Model 3-A will be developed for the Caribbean and
developing countries at a cost of 20,000 with fewer features, basic electric power engines, and
available in 3 colors only. These models will come in standard shifts, power brakes, and a
10. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 10
smaller body contour- seating about 5 passengers. This model will be comparable to the Toyota
Prius.
Since smaller cars are more popular on the island creating a smaller version of the Model 3
called the Model 3-A to be unveiled in a promotional car show and working with two of the
major car dealerships on the island – Crichton Automotive and New Line Motors. Both carry
standard model Toyotas and BMW’s (Top 5 Jamaica, 2015). Tesla will be entering a joint-
venture contract with these two dealerships until a free standing store will be built in late 2018.
Marketing Mix for Tesla – Model 3
Product:
The product chosen for this international expansion of business for Tesla Motors is the Model 3-
A designed specifically for the Caribbean and developing countries.
The current Model 3 being developed by Tesla Motor Car Company is a mid-size vehicle which
is being developed for the general public and will only cost 35,000 for the consumer (Forbes
Magazine, July 12, 2015). This new model will be able to travel 200 miles on one full tank and
charge- there is also a model being developed which is 80% the size of the S Model which will
be able to travel 300 miles on the same energy consumption.
The Model 3-A Caribbean version will have all the great benefits, handling, torque and power as
the Tesla X or Tesla 3 but will come in at half the price- this will be a viable option for the
Caribbean market. We are expecting to price this version at 20,000 – 35,000 dollars.
The company will produce a variety of colors, variety of styles and interiors and there will be 1
charging station built by the time the first model is sold on the island of Jamaica. The test market
will be in Jamaica for 3 years to see how successful this brand can be there.
11. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 11
Price:
There will be two price points available based on a cost-plus method of pricing. They will be
25,000 to 35,000. With additional options being available for consumers who can afford the ad-
ons. Additionally – finance banks such as Barclays of London and Jamaica Bank are the main car
loan sources on the island. Money will be converted to US dollars upon receipt from the banks.
The Jamaican value of each car will be 2.28 million JA dollars – 3.99 million JA dollars (rate of
114.00 to 1 US dollar).
Promotion:
Main promotions will be a co-branding with Auto-Dealers of Jamaica- a family owned car
dealership with over 50 years established business on the island. There will be newspaper ads,
internet announcements and TV ads which show the new model 3 and all its many benefits.
Place/Distribution:
Our channel of distribution will be through a third party retailer where a 35% commission will be
paid to the dealership for each car sold. We are expecting to build our own freestanding store and
factory by the year 2018 as permits and licenses for building have been recently approved by the
Minister of Trade in Jamaica.
12. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 12
Implementation Schedule for Tesla Model S
Week 1
Week2
Schedule of exportation of 250 vehicles to Port of Jamaica – Tesla Model 3-A
Receiving of shipment at Port Authority – Transport to dealership (Auto-
Dealers JA)
Week 3 Launch of Car Show, advertisements on TV, Radio and Online
Week 4
Week 5
Week 6
July 2016
1 year review
Ready for sale on sales floor – Priced 20K – 35K US dollars
Evaluation of sales & promotions
Start of Negotiation for development of electric charging station (1) and a
free standing Tesla store (expected finalization in June 2018)
Update on service stations scheduled opening on island
Review of sales, development, success of plan- set up new order of 500
vehicles – new models priced between 20K -30K
13. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 13
References
Average Salary Online. (June 28, 2015) Average Salaries- Jamaica. Retrieved at
http://www.averagesalarysurvey.com/jamaica
Crothers, B. (July 12, 2015) Tesla Model 3 Comes Into Focus. Retrieved at
http://www.forbes.com/sites/brookecrothers/2015/06/22/tesla-model-3-comes-into-focus-
models-motors-manufacturing/
Eat Jamaican. (June 28, 2015). Ital Recipes & History. Retrieved at:
http://eatjamaican.com/ital-recipes/rastafarian-cooking.html
Embassy of the United States, Jamaica. (June 14, 2015) Doing Business in Jamaica. Retrieved at
http://kingston.usembassy.gov/doing-business-local.html
Export. Gov. Doing Business in the Caribbean- Jamaica. (2015) Retrieved at
http://www.export.gov/caribbean/doingbusinessinthecaribbeanregion/jamaica/index.asp
Hourly Nerd. Special Market Research (2015). Retrieved at
http://info.hourlynerd.com/special-market-
research?gclid=CKSV9Ob8ocYCFRAyaQod51gAoA
Jamaica Trade and Investment Association. (June 14, 2015). Doing Business in Jamaica.
Retrieved at http://www.jamaicatradeandinvest.org/about-ja/jamaica-by-the-numbers
Nations Encyclopedia. (July 4, 2015) Jamaica Infrastructure. Retrieved at
http://www.nationsencyclopedia.com/economies/Americas/Jamaica-
INFRASTRUCTURE-POWER-AND-COMMUNICATIONS.html
New York Org. (June 14, 2015). The Contemporary Caribbean. Retrieved at
http://exhibitions.nypl.org/africanaage/essay-caribbean-2000.html
14. TESLA INTERNATIONAL MARKETING PLAN (PROJECT 2) 14
Numbeo Online. (July 4, 2015) Jamaica Gas Prices. Retrieved at
http://www.numbeo.com/gas-prices/country_result.jsp?country=Jamaica
Pay Scale Online. (June 28, 2015). Jamaica Salaries, Average Salaries. Retrieved at
http://www.payscale.com/research/JM/Country=Jamaica/Salary
Tesla Motor Cars. (July 4, 2015) Model S & Information. Retrieved at
http://www.teslamotors.com/models
Top 5 Jamaica. (July 4, 2015) Auto Dealerships in Jamaica. Retrieved at
http://www.top5jamaica.com/category/Automotive/
United Nations Population Fund.(June 28, 2015) Jamaica Demographics. Retrieved at
http://caribbean.unfpa.org/public/cache/offonce/Home/Countries/Jamaica/JamaicaDemog
raphics;jsessionid=173EFEEBBDE7896870FF5882CFAE5CBD.jahia01
World Bank Group. Jamaica Business Information (2015). Retrieved at
http://www.doingbusiness.org/data/exploreeconomies/jamaica