Launching the tesla model X in the U.S.A.: From word of mouth to mass marketing?

IE code:
MK1-153-I
Language:   English
Format:  
PDF
Nr. Of Pages:
16
Academic Area:
Type of publication:
Case Study

Description

At the begining of 2015 Tesla Motors was launching its new Tesla Model X, a full-electric car defined as an sport-utility vehicle (SUV). The marketing team of Tesla Motors had to put together a Marketing Plan to  launch Model X and they are questioning if Tesla should do a marketing  campaign based on word of mouth as they have done with their previous models or if Tesla should develop a mass marketing campaign to launch the new Tesla Model X.