Downloaded 80 times
More Related Content
![MACROECONOMICS [Repaired]](https://cdn.slidesharecdn.com/ss_thumbnails/0419955f-454e-40c8-966e-714b6f920596-160428002335-thumbnail.jpg?width=640&height=640&fit=bounds)
Tesla Motors
- 1. Tesla Motors Dan Orcutt,Rachel Smith, Donna Moulton, Kelsey Rondeau, Lauren Dufrense
- 2. Executive Summary • Telsa’san eco-friendly company and the current trend in our culture is environmentalism and eco awareness, so the expected outcome in today’s market is to offer an electric car that provides a product that is high in popularity and unique to the existing car market. • By increasing the availability of electric vehicles to the majority of consumers, we plan to enhance the overall driving experience to buyer through consistently delivering an econ-friendly yet luxurious electric vehicle.
- 3. Economic Growth andStability • Within the automobile industry, Tesla is positioned within a growing sector • According to a 2014 Green Car Report “Plug in electric car sales have increased 27% over 2013” (Green Car 2015)
- 4. Political Trends • Anew regulation has been passed in the auto industry to satisfy the EPA that will be implemented by 2025 • Raises the fuel efficiency standard to approx. 55 miles per gallon, which is 40% decrease in fuel emissions
- 5. Legal and RegulatoryLaws • NADA • National Automobile Dealers Association • North Carolina • President Obama • White House Petition • State Bans
- 6. Technological Advancements • Teslais the first American automotive company to emerge in years and with that they also produce lithium-ion battery packs and electric vehicle powertrain components. • With continued improvements to battery performance and battery technologies the company can expect to see price reductions in battery costs, which would make the electronic vehicle market more competitive.
- 7. Sociocultural Trends • Societyis becoming much more environmentally conscious and eco-friendly • Telsa is using this trend to highlight the fact that the car is electric, a fact that they were not promoting before • Tesla feels it is our responsibility ethically to keep the environment clean, which is why they created a eco-friendly car
- 8. Competitive Environmental Forces • PotentialThreats • Supplier power • Buyer power • Threat of substitutes • Indirect competitors • BMW • Mercedes Benz • Jaguar • Cadillac • Nissan • Toyota Industry competitors -General Motors Company (GM) -Toyota Motor Corporation (TM) -Pininfarina S.p.A.
- 9. Marketing Goals andObjectives • Mission statement: “Accelerate the world’s transition to sustainable transport” • Goals: Increase the availability of electric vehicles • Objectives: design, manufacture, and market socially responsible luxurious electric powered vehicles. Integrate technological innovation as well as luxurious features into our products.
- 10. How Tesla meetsthe Goals and Objectives • Tesla provides an environmentally friendly car that offers safety to the driver and the atmosphere.
- 11. Current Organizational Resources • Teslais worth approximately $30 billion and is projected to increase to $700 billion by 2025. • Telsa has achieved sales in 30 countries and established retail stores in 8 foreign markets • Human Capital – 10,161 employees • Tesla creates the battery and many other parts of the car in house, but has a close relationship with its suppliers
- 12.
- 13.
- 14. Marketing Goals • MarketingGoal A: Generate demand for our products to increase leads, in turn, driving sales. • Objective A1: Increase demand by an upwards of 10% by years end through increased integrated marketing communications efforts • Objective A2: Allocate a combined total of $6 million towards advertising and promotions to attract new customers.
- 15. Marketing Goals • MarketingGoal B: Build long term brand awareness and manage corporate reputation. • Objective B1: Consistently curate content amongst social media platforms, exposing the brand, boosting website traffic, cutting marketing costs, and building the business-client relationship. • Objective B2:Utilize both traditional and digital advertising among various media outlets, as well as, pay per click ads on websites to targeted demographics.
- 16. Product Market Combinations •New product, existing market. • Product development – create growth by selling new products in existing markets
- 17. Segmentation • Segmentation- Teslafocuses on the upper-class males who are looking for a luxury sports car. Telsa's drive as well as a sports car putting them in direct competition with brands like BMW and Audi.
- 18. Target • Upper classbusiness executives and other affluent members of society. • Relatively small niche market • These are the early adapters, and they want cutting edge technology and extravagant features.
- 19. Positioning • Positioning themselvesa competitive luxury sports car that is also electric. • When Tesla first made their car, electric cars weren’t “cool,” so they positioned themselves as a luxury vehicle to entice consumers
- 20. Product Strategy • Majorfeatures and benefits: zero emissions, seats 5 people, battery operated, 2 trunks, autopilot, self- parking • Differentiation/positioning: ground-breaking, safe, and luxurious • Customer service strategy: Tesla’s Financing Program offers customers to sell their Tesla back at a comparable price to a BMW, Audi or other comparable seller.
- 21. Pricing Strategy • Thebrand is a premium brand and has adopted premium pricing strategies for their products. • Their flagship model the Roadster started with a price point of 100,000+, this pricing strategy accommodates the high unit costs/low unit volume sales which is typical of the new technology marketing model. • The company’s ultimate goal is to sell their brand to more mainstream consumers at affordable prices. • Breakeven point is 8,000 units annually, which is $560 million.
- 22. Promotion Strategy • TeslaDoes not pay for advertising like commercials or print ads, all of their promotional budget goes towards events like car shows. • They rely on the uniqueness of the product to create a buzz and bring in the right kind of consumers.
- 23.
- 24.
- 25. Works Cited • BMW:advertising spending in the U.S. 2013 | Statistic • Gilbert, Ben. "Why Tesla motors can't sell in the U. S." July 2014. Engadget. • Mangram, Myles Edwin. "The Globalization of Tesla Motors: A Strategic Marketing Plan • Analysis." Journal of Strategic Marketing 20.4 (2012): 289-312. Business Source Premier. Web. 28 Apr. 2015. • Muller, Joann. "5 Big Trends Driving The Auto Industry in 2015." Forbes. Forbes Magazine, 18 Jan. 2015. Web. 30 Apr. 2015. • Musk, Elon. "United States Securities and Exchange Commission." 26 Feb. 2014. Web. 5 May 2015. • "Support." Roadside Assistance & Tech Support. N.p., n.d. Web. 07 May 2015.