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Group 3 Company Presentation

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by

Lisa Seidel

on 4 December 2014

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Transcript of Group 3 Company Presentation

SWOT Analysis
A structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project or business venture.
Governments are supporting the electric vehicles
Since they fully develop their sub- assemblies in house, this leads to a higher cost of production as economies of scale are not achieved
Mission Statement
& Four Theories of Excellence
Marketing Mix
Group 3 - Tesla Motors

Lisa Seidel, Krista Virga,
Joshua Campbell, Hood Onifade
STP: Segmentation, Targeting, Positioning
Strengths
Developed the first fully electric sports car
Strong supplier to other manufacturers
Strong experience in the area of electric transmissions and drivetrains
Develop vehicles completely in house including the sub-assemblies required
Their current platform developed for the Model S has the ability to be used for any future model they want to create
Weaknesses
Their prices of their products are higher than their competitors
Opportunities
Growing oil and gas prices
Young industry with no set standards
Growing market
Threats
Tesla wants to be able to produce and sell its cars to average income consumers
Their price skimming strategy has not been used yet in the auto industry
They are competing against the combustion engine technology
STP - Segmentation
“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”
-Elon Musk
STP - Segmentation
Overall Goal:

“Move from a mine-and-burn hydrocarbon economy towards a sustainable solar-electric economy.”
– Elon Musk

STP - Segmentation
Demographic Segmentation - Income
Strategy:
Create expensive sports car
Market and sell to wealthy consumers
Create less expensive car
Market and sell to upper-middle class
Create even
less
expensive car
Market and sell to lower-middle class

STP - Segmentation
“Our first product was going to be expensive no matter what it looked like, so we decided to build a sports car, as that seemed like it had the best chance of being competitive with its gasoline alternatives.”
- Elon Musk
STP - Targeting
Differentiated Targeting Strategy
Targeting several marketing segments with a different offering for each
Wealthy, high income individuals and families
Middle class families
"Green" consumers
Environmentally concerned consumers
STP - Positioning
Despite being an expensive luxury car maker, Tesla markets to all market segments
Smaller dealerships in malls with usually only one car model.

STP - Positioning
Don’t actually have a marketing department or specific strategy.
They let their store-fronts and people’s word-of-mouth do the advertising for them.
STP - Positioning
Mission Statement
To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.
Tesla Motors' Objective
Tesla’s goal is to accelerate the world’s transition to electric mobility with a full range of increasingly affordable electric cars.
Theories of Excellence
Customer Excellence
Operational Excellence
Product Excellence
Locational Excellence
Customer Excellence
Tesla Service, with you 24/7/365
"Our goal is not just to fix things, but to make your car better than it was."
Operational Excellence
Production of the “Gigafactory.” The world largest and most advanced battery factory.
"It will enable us to establish a supply chain that is local and focused on minimizing environmental impact while significantly reducing battery cost," - Supply Chain VP Peter Carlson
Product Excellence
Tesla has a very distinctive brand image, and the cars are attractive on the inside and out.
Locational Excellence
Over 225 stores, service centers, and supercharger stations in a total of 37 countries.
Mostly spread throughout the U.S. and Europe, with some also in east Asia.
Showrooms are usually in places like shopping malls.
Target Market
People who are environmentally friendly, but still want a well-handling, reliable car
Because of price, the target market typically looks for these specific qualities and have higher income
Tesla Model S, targets more family orientated people, featuring an option of an additional two seats, mostly for small children.
Tesla has been focusing more on SUVs and plans on releasing its Model X SUV in early 2016

Product
Built-to-order high-end electric cars
Excellent handling, aerodynamic, very quiet, very spacious
Ranges from about 130-275 miles per charge, 0-60mph in 5.9-3.2 seconds
17 inch touchscreen display inside
Three different types of batteries, depending on price

Product
Different packages such as tech package and sound package allow for customization
Offer free charging; can charge car in to 80% in 40 minutes and 100% in 75 minutes
131 stations in North America
98 in Europe
36 in Asia
Plan to have charging stations available to 98% of the US population and Canada

Place
Sell their products at there own stores and online
Over 60 stores and galleries in the US alone, and countless others around the world
Refuse to sell franchise to established dealers
Sell directly to customer

Promotion
Website offers great information
Section of the site gives you a virtual tour of the car and how it works
Do not use advertising agencies, prefer to use social media and in-store promotion
Typically Facebook and Twitter

Price
Depends on:
Buyer preference
What package you choose, and what battery
Lowest battery power which boast a 60 kwh battery and goes 0-60 in 5.9 seconds cost starts $73,570.
Premium battery power boast a 85 kwh battery and goes 0-60 in 5.4 seconds cost starts at $93,570.
Premium performance models can reach prices of $122,970 and boast a 85 kwh battery, and goes 0-60 in 3.2 seconds.

Evaluating Using Marketing Metrics
Financial Performance Metric.
Looking at their revenues from the past three years, we can conclude that Tesla is set to grow on in the future.
Product Excellence
About $200/month in gas saving.
National Highway Traffic Safety Administration (NHTSA) awarded the Tesla Model S a 5-star safety rating, not just overall, but in every subcategory without exception.
Elon doesn't believe in "branding", except insofar as it means making a product people want because it's so good.
Tesla makes electric cars that are sleek, sporty, and fast.
Elon Musk made this possible with innovative ideas.
Have been making high end electric cars for a decade.

Marketing Mix
SWOT
Growth Strategies
Product Development Strategy
Creating new models and offering them towards current wealthy target market.
Diversification Strategy
Creating new, less expensive product and offering it to families with lower income.
Other companies are trying to build hybrid, electric or hydrogen fueled cars
Full transcript