Transcript: References Principles of Marketing (15th ed., pp. 22-25). Upper Saddle River: Pearson. About Tesla. (n.d.). Retrieved April 20, 2015, from http://www.teslamotors.com/about Baer, D. (2014, November 11). The Making Of Tesla: Invention, Betrayal, And The Birth Of The Roadster. Retrieved April 20, 2015, from http://www.businessinsider.com/tesla-the-origin-story-2014-10 LeBeau, P. (2013, August 19). The young and rich snapping up Tesla's Model S. Retrieved April 20, 2015, from http://www.cnbc.com/id/100970641 The Cars Drivers Love and Hate | Owner Satisfaction - Consumer Reports News. (2013, November 11). Retrieved April 20, 2015, from http://www.consumerreports.org/cro/news/2013/11/2013-car-owner-satisfaction/index.htm Lemkin, J. (2013, June 6). Why Doesn't Tesla Use Dealerships To Sell Their Vehicles? Retrieved April 20, 2015, from http://www.forbes.com/sites/quora/2013/06/04/why-doesnt-tesla-use-dealerships-to-sell-their-vehicles/ Niedermeyer, E. (2014, July 12). Tesla Will Put Millennials Behind the Wheel. Retrieved February 26, 2015, from http://www.bloombergview.com/articles/2014-06-12/tesla-will-put-millennials-behind-the-wheel McCarthy, M. (2013, June 10). Tesla Generates Small Sales, Big Buzz Without Paid Ads. Retrieved February 26, 2015, from http://adage.com/article/news/tesla-generates-small-sales-big-buzz-paid-ads/241994/ Dechert, S. (2014, August 21). Tesla Scores Again With. Retrieved April 20, 2015, from http://cleantechnica.com/2014/08/21/tesla-scores-interactive-marketing/ Standing Out from Tesla’s Competitors Form of advertising which allows businesses to communicate straight to the customer Recommendations Avoids aggressive selling No commissioned sales people Values streamlined purchasing process Relies on satisfied customers and "word of mouth" marketing Constructs a strong social media presence Elon Musk and Twitter Creates interactive online advertisements TESLA: Headquartered in Palo Alto, California Inspired by Nikola Tesla’s 1888 AC Induction Motor Released Tesla Roadster in 2008 IPO June 29, 2010, First American automaker to go public since Ford in 1956 Net Operating Income FY2014 = $294M Cash Flows FY2014 = $1.06B Ability to generate cash is key R&D Expenses FY2014 = $464.7M Marketing 3010-02 Group 4 Presentation Questions? Move towards market leadership Appeal to a larger demographic worldwide Improve efficiency and sustainability Introducing Tesla Motor, Inc. Direct Marketing IPO - June 29, 2010 Raised $226.1M, Stock surged 41% in one day Market Cap of Ford - $62.64B Market Cap of Toyota - $242.37 Tesla Finances On May 21, 2010, Tesla announced strategic partnership with Toyota Toyota agreed to purchase $50 million in Tesla common stock issued in a private placement Toyota sells $42M Factory RAV4 SUV Production August 6, 2014, Toyota stake = $732M (ROI = 1500%) Managing the Technological Revolution Eliminating Delarships Redefining Service Centers Top Nasdaq 100 Index Performer in 2013 Joshua Allen, Madeleine Bell, Oliver Meder, Eric Pangracs, and Jeffrey Spence Financial Health of Tesla Superior and Environmentally-friendly Luxury Vehicles Baby Boomers and Generation X Men, Income over $100,000. Consumers Reports Rating, 99 out of 100. Capitalizing on Demographic Shift Considering Tesla’s Macroenvironment
Transcript: Challenges of Production Tesla's Recent History Stock prices have risen since last year's success 2013 sales equated to roughly 22,000 units (cars) Tesla is forecasting sales of 35,000 Model S sedans in 2014 Tesla's Future The need for expansion of production operations Effects of introducing more affordable models to Tesla line Because of increased demand, CEO Elon Musk plans to expand Tesla's current manufacturing plant and build a "GigaPlant", where battery packs for the cars will be separately manufactured. Musk's current vision is to have enough infrastructure to produce half a million vehicles a year. Accurately increasing production to meet current consumer demand Supplier's need to accurately match output for Tesla's demand Long term demand of Model S, Model X, future models Tesla Motors' Vision Lenin Rosas Gabriela Perez Taylor Geyer Richard Sargent
Transcript: E-CARS REPORT What are electric vehicles What are electric vehicles Electric Vehicle (EV) is a vehicle powered by several rechargeable batteries and driven on an electrical motor. Building an electric car Building an electric car Make the battery Make the inverter Create the body of the car mount the battery under the vehicle Mount the electrical motor at the same location as a gasoline engine. Types of electric vehicles Types of electric vehicles There are 3 types of electric vehicles: Battery Electric Vehicles (BEV) ,Plug-in Hybrid Electric Vehicle (PHEV), and Hybrid Electric Vehicles (HEV) History of the electric vehicle History of the electric vehicle French Gustave Trouvé, the true inventor of electric vehicle, in 1881, he invented a rechargeable lead-acid battery as a new energy battery, and now more similar to the working principle of electric vehicles. Pros: electric vehicles are good for the environment, electric cars are cheaper to refuel than gasoline ones, electric cars cost less to maintain, you do not have to pay carbon tax :), electric vehicles are allowed in the HOV lane in Ontario, electric cars are very silent, and the electric vehicle's owner is likely to receive a large tax credit up to $7500. Cons: Electric vehicles has a limited travel distance, electric vehicles cost more than gasoline ones, , electric vehicles take a long time to charge, there are not many choices to choose from, and there are not many available charging stations. pros and cons Pros and cons
Transcript: The TESLA factory 1 change the world with TESLA 2 opportunities of developement 3 benefits and healthy work life balance 4 TESLA : transform the future 5
Transcript: Stegman Encoder 128 Pulses/Rev Interpolated to 262,144 Counts/Rev Upper Tooling Challange Final end-play move will be dual feedback, utilizing external linear encoder for position loop feedback. Interpolator is used to convert digital linear encoder signal to ABq (sin/cos) analog signal. Large Automotive Manufacturer Electronic Throttle Control complete assembly and test 30 models ranging from 38mm to 82mm Bore size In several form factors Automatic rolling model change Aggressive 7s cycle rate At 155µm of vertical play we must raise the shaft 89.9µm ± 10.8µm Ballscrew Pitch: 5mm Precision: ±1.3µm Accuracy: ±8µm Project Controls Engineer Present Measure vertical play Linear Encoder Final end play position is biased 42% ± 7% towards upper limit of motion Throttle Shaft Assessing the situation 2014 Interpolator response at 0.5µm resolution is up to 16mm/s. Maximum final End-Play move is 245µm * 0.58 = 142µm Cycle time allotted 1.5s >> 94.7µm/s maximum speed 200µm ± 45µm Leading $4M Radar Sensors Project Automotive Electronics Client Six controls Engineers -3 Contract -2 New Hires Housing Shaft sub-assembly is inserted into housing Shaft is held in place by c-washer Controls Build Technician 2008 C-Washer is attached to shaft Lower Tooling Results 2012 Project Background Shaft is fastened to throttle plate Manipulate shaft to final end play position Encoder Discussion Topic 2009 Needle Bearing Throttle Plate 480VAC 3P Brushless Sinusoidal Commutation Solution Critical Line Process Calculate final end play position Mechanical design, while very precise, had a considerable amount of inaccuracy. No time or resources for significant mechanical alterations. Setting Final End-Play Thermal Expansion = Plate Wedged In Bore Bore is soft polished aluminuim A controls based solution must be achieved. When ETC Enters Station Controls Engineer The ballscrew is not accurate enough at ±8µm. Shaft is currently biased towards bottom limit. Upper manipulator is raised 58% of total end play At 155µm of vertical play the positional tolerance is 10.8µm for a valid assembly. C-Washer Needle bearing is pressed on top of washer. Upper and lower rods are clamped with collets and throttle shaft is fastened to throttle plate. Throttle plate is threaded through shaft and screws are fastened loosely. Ballscrew Custom Automation Controls Engineer Automotive, Pharmaceutical, and Consumer Electronics Clients Station Tooling Michael Marseglia Servo Overall End-Play measurement Gage R&R Variance = 4.0µm Final End-Play servo resolved to 5.0µm Ideally with propagation of uncertainty ±6.0µm Realistically systematic error from unknown environmental influences had to be addressed HMI allowed technicians to view trend of final end-play results and adjust target final position by up to ±20µm Co-Op Engineer Used for total end-play measurement Accuracy: ±1µm
Transcript: electric car company Tesla history tesla's history Tesla was founded in 2003, with Elon Musk as the CEO 2008 tesla lauched and unveiled the Roadster 2012 tesla unveiled the model S tesla model X was announce in 2015 tesla model 3 was anounced in 2016 as a more affordable electric car for the masses company mission tesla's mission Tesla main goal is to speed up the transition to sustainable energy. The Tesla model S,X, and the roadster were attempts to introduce electric cars to the masses, and show that electric cars are the future. the benefits of using a completely electric car vastly outweighs the benefits of gasoline power cars. electric cars don't have a carbon footprint because it uses the energy from the sun to power itself. since there no engine in the car its whisper quite. and the cost of charging a Tesla car is far less than paying for gas. https://www.tesla.com/carbonimpact electric car good for the environment burning fossil fuel bad for the environment target consumer customer base Since the inception of Tesla all of there car product were very expensive products catered to wealthy people and enthusiast, as a prove of concept that electric cars were a viable method of transportation. Tesla Model S,X, and the Roadster became the stepping stone leading up to the soon to be announced Tesla Model 3 a affordable car that could compete with other car manufactures in the global market. the starting price of 46,000, the fact that electric cars don't pollute the environment and low cost compared to a gasoline car. Any person that already has a car or plans on buying a car a Tesla model 3 is right for you and the environment. Tesla model S 77,000$ Tesla model X 83,000$ Tesla Roadster 98,950$ Tesla Model 3 46,000$ car campanies ford motors competitor general motors honda motors toyota motors interesting facts facts Elon Musk has also founded Space X, Aerospace company Solar City is a subsidiary of tesla that manufactures solar panels Elon Musk co-founded of paypal Elon Musk founded neuralink, a company developing implatable brain computer interface Elon Musk founded the boring company a tunnel construction company
Transcript: The company has produced four models: Roadster Model S Model X Model 3 The cars are still expensive Not mainstream to middle America Entrepreneurs lack excessive knowledge of the auto industry Batteries Missed delivery targets Lacks instant gratification Production quality issues Supplier shortages References Stock Prices IPOs Agreements with other companies Federal Money Loan Paid Off Financial Success Strengths Cult- like following Partnerships (Lotus) Geared to the online culture Interactive with customers Reduce auto emissions Working towards solving sustainable energy issues Where are they headed? 2003: Martin Eberhard and Marc Tarpenning Elon Musk Chairman of the Board Feb. 2004 ($7.5 Million) CEO October 2008 ($70 million of his own money invested) Weaknesses History Management -Ciaccia, C. (January, 2015). Seven Reasons Why Tesla has been so successful. Retrieved October 11, 2016 from, https://steinbuch.wordpress.com/2015/01/22/7-reasons-why-tesla-has-been-so-successful/ -Sparks, D. (January, 2016). The latest on Tesla Motors, Inc.’s Gigafactory. Retrieved October 11, 2016 from, http://www.fool.com/investing/general/2016/01/28/the- latest-on-tesla-motors-incs-gigafactory.aspx -Schwartz, E. (March, 2016). 3 things to watch from Tesla this Spring. Retrieved October 11, 2016 from, http://dcinno.streetwise.co/2016/03/07/tesla-motors-tsla- elon-musk-model-3-gigafactory-2016/ -Reuters. (August, 2016). Cash-Strapped Tesla needs to raise more money this year. Retrieved October 11, 2016 from, http://fortune.com/2016/08/31/tesla-raise- money/ -Reynolds, S. (September, 2013). Why you should Copy Tesla’s Way of Marketing. Retrieved October 11, 2016 from, http://www.forbes.com/sites/siimonreynolds/2013/09/01/why-you-should-copy-teslas-way-of-marketing/#78e3933e3c51 -Winton, N. (March, 2016). Here’s the Competition for Tesla’s Model 3. Retrieved October 11, 2016 from http://www.forbes.com/sites/neilwinton/2016/03/31/teslas-model-3-will-join-small-group-of-pioneering-battery-powered-cars/#3418666a9e88 -Stringham, E. & Miller, J. & Clark, J.R. (2015). Overcoming Barriers to Entry in an Established Industry: Tesla Motors. Berkeley, California. California Management Review. "Our goal when we created Tesla a decade ago is the same as it is today: to drive the world transition to electric mobility by bringing a full range of increasingly affordable electric cars to market" Bring 2 new models to market Gigafactory Expand in China Equip homes with charging stations Become a lifestyle brand Partner with Apple Partner with gas stations Hierarchy Cross Pollination Micro-Management Working for Elon Musk? Strict Rules / Hands On High Expectations
Transcript: TESLA Inc. Introduction Introduction Timeline Timeline - Founded in 2003 -Elon Musk -Electric car -Lithium-ion battery energy storage Nikola Tesla Nikola Tesla Tesla Roadster Tesla Roadster Diversification choices Diversification choices - Market penetration - Product diversification - New market development Diversification strategy Diversification strategy Housing energy storage Housing energy storage Backward integration Backward integration Linkages into play Linkages into play High technology High technology -Range (500 Km) Performance Performance 3'1 second = 0-60 mph (Model X) 3'5 second= 0-60 mph ( Lamborghni Gaillardo) Price Price -Price (35 000 $) Innovation Innovation Futur market expension Futur market expension Tesla Supercharger Tesla Supercharger Product development Product development Changing people's mind Changing people's mind -Power vehicles with Solar energy
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