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Copy of Tesla Motors Inc.

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Michael Blake

on 18 November 2013

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Transcript of Copy of Tesla Motors Inc.

Tesla Motors Inc.
M'Shiela Hawthorne, Shaquita Basemore, Justin Melin, Sarah Endaya, Steven McCreery, Amadou Touray, Henry Liang
Background of the Company
Internal Analysis
Environmental Analysis
Key Strategies
Coherent Action
History
Key Products/Market
Mission Strategy
Management Team
-Founded in 2003
-Named after Nikola Tesla
-Based in California
-Headquartered in Palo Alto, CA
-2000+ employees
-31 ongoing store and service locations
-Products
-Tesla Roadster
-Tesla Model S
-Tesla Model X
-Showrooms and online
-Selling patented electric powertrain components
-Positive example to automakers
PEST Analysis
Porter's Five Forces
SWOT Analysis
Economic
Political
Social
Technological
-Consumer Confidence
-2013 Motor Safety Trend Car of the Year
-Payback of DOE loan
-Media coverage of fire
-Powertrain technology
-Tesla Supercharge Network Solar Powered
-Partnership with Daimler, Toyota, and Panasonic
Rivalry of Existing Competitors
Threat of New Entrants
Bargaining Power of Buyers
Threat of Substitute Products/Services
Bargaining Power of Suppliers
-Economies of scale
-Distribution
-Demand-side benefits of scale
-Customer Switching Costs
-Ability to handle increases in demand
-Dependent on 200 suppliers
-Partnership with Panasonic for battery cells
-In house manufacturing
-Hybrids
-Fuel efficient gas vehicles
-Diesel
-Mass transportation
Strengths
Weaknesses
Opportunities
Threats
-Innovation
-Design and engineering
-Strong partnerships
-High production cost
-High prices for EVs
-Scale of operations
-Growing market
-Increase oil and gas prices
-Government support
-Increasing competition
-Concentrated industry
-Limited EV Support
Quantitative
Qualitative
Operational Efficiency
& Effectiveness
Human Resources
Sales & Marketing
Suppliers
Operations
-Small # employees in many countries
-25 countries in 24 months
-Expand but still preserve culture
-Unify hiring process
-Hired High Street Partners
-Attractive employer package in all countries
-Standard pricing
-Engage and answer questions
-Highly dependent on sales people and internet
-In house marketing team
-No ad agencies or running ads
-Demand of Model S
-Specific agreement with supplier base
-High level of collaboration
-Work outside of auto suppliers
-Advantage of being in CA
-Only one factory
-Only uses 5.5M sq ft out of 370 acres
-20,000 vehicles per year
-Minivans, SUV crossovers, and fleet vans
-Jointly owned by Toyota
Corporate Level
Strategy
-Increase number and varieties
-Lead in design and quality
-Innovate
-Affordability
BCG Matrix
Question Mark
Star
Dog
Cash Cow
Product/Geographic Markets
Product Markets
Geographic Markets
-Electric Vehicles
-Batteries
-Powertrain
-Target markets in:
Business Level
Key Partners
Key Activities
Key Resources
Value Proposition
Customer Relationship
Channels
Customer Segment
Cost Structure
Revenue Stream
-Daimler
-Toyota
-Panasonic
-Freightliner Truckers
-Other
-Design, develop, manufacture
-Powertrain EV components
-Electric powertrain components
-Lithium-ion battery packs
-59 Patents
-Trademark "tesla"
-Elon Musk
-Supercharge stations
-Lessen global dependence
-Gas saving
-New technology
-Performance of EVs
-Customization
-Design
-Price
-Risk
-Convenience
-Individual customers
-Supercharge station
-Warranties
-In store customer service
-Internet/phone
-Physical stores
-Trade shows
-Niche market
-Fixed cost
-Variable cost
-Economies of scale
-Pay the premium price
-Steady growth and job creation
-Low interest rates and readily available credit
-Inspire consumer confidence and motivation
-U.S. becoming less dependent on foreign oil
-Rising fuel prices causing high demand for fuel efficient vehicles
-Increased demand for green transportation
-Buying power currently is low, very expensive
-Not much comparable technology
-Roadster
-Model X
-Model S, potentially
-Model S
-Powertrain components
-Green market is emerging which could potentially increase buyer power
-Limited range
Opportunities
Threats
Strengths
SO Strategies
WO Strategies
Weaknesses
ST Strategies
WT Strategies
-Mitsubishi iMiEV in 2010
-Model S against Audi, BMW, Lexus, and Mercedes
-Major dealers producing EVs
Sources
http://financials.morningstar.com/ratios/r.html?t=TSLA&region=USA&culture=en-US
http://www.google.com/finance?q=bmw&ei=MVluUujfNobglgOYiQE
http://www.hsp.com/hsp-in-action/case-studies/case-study-tesla-motors
http://www.youtube.com/watch?v=xLOpuXNrBmI-
http://www.sikich.com/blog/post/Industrial-Equipment-Manufacturing-Trends/Supply-Chain-Strategies-Learning-from-Tesla-Motors#.Umm6mmQ57cI
http://www.mypurchasingcenter.com/electronics/articles/tesla-builds-supply-chain-own-image/
http://en.wikipedia.org/wiki/Tesla_Factory
-Government tax purchases
SWOT
VRIO Analysis
http://green.autoblog.com/2013/10/23/how-to-buy-a-tesla-in-texas-a-grey-market-guide/
http://ir.teslamotors.com/secfiling.cfm?filingID=1193125-13-96241&CIK=1318605
http://blog.trejdify.com/2013/07/a-swot-analysis-can-tesla-motors-save.html
http://www.teslamotors.com/
http://www.ac4d.com/blog/uploads/2011/10/business_model_canvas_poster.pdf
http://www.graywel.com/Value-Propositions-for-Alliance.php
http://adage.com/article/news/tesla-generates-small-sales-big-buzz-paid-ads/241994/
-Sustainable Strategies:
-Is the company advantage sustainable?
-Are the strengths of the firm (resources/capacity) valuable?
-Design
-Technology
-Personnel
-Are the strengths rare?
-Technology is, raw materials aren't
-Are the strengths easy to imitate?
-Development, testing, and deployment cycles
-Is the firm designed to exploit these strengths?
-Motor trend
-Technology
-In house development
-In house development
-Downstream costs
-Public and private support
-Infrastructure
Gasoline availability and cost
-Infrastructure
-Capacity
-Battery Capabilities
-Other alternatives
SO: Use testimony and performance to leverage support for existing technology. Push to decrease costs, and thus broader purchase ability.
WO: Strategically align with a large scale production firm to take advantage of economies of scale.
ST: Increase lobbying (align with competitors on this) with Government to invest with infrastructure.
WT: Invest in more research to improve on existing technology and enter into new technology.
http://www.motortrend.com/oftheyear/car/1301_2013_motor_trend_car_of_the_year_tesla_model_s/
http://www.teslamotors.com/models/facts
http://www.eia.gov/naturalgas/crudeoilreserves/
Full transcript