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Tesla Motors Inc.
Transcript of Tesla Motors Inc.
M'Shiela Hawthorne, Shaquita Basemore, Justin Melin, Sarah Endaya, Steven McCreery, Amadou Touray, Henry Liang
Background of the Company
-Founded in 2003
-Named after Nikola Tesla
-Based in California
-Headquartered in Palo Alto, CA
-31 ongoing store and service locations
-Tesla Model S
-Tesla Model X
-Showrooms and online
-Selling patented electric powertrain components
-Positive example to automakers
Porter's Five Forces
-2013 Motor Safety Trend Car of the Year
-Payback of DOE loan
-Media coverage of fire
-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
-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
-Fuel efficient gas vehicles
-Design and engineering
-High production cost
-High prices for EVs
-Scale of operations
-Increase oil and gas prices
-Limited EV Support
Sales & Marketing
-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
-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
-Increase number and varieties
-Lead in design and quality
-Target markets in:
-Design, develop, manufacture
-Powertrain EV components
-Electric powertrain components
-Lithium-ion battery packs
-Lessen global dependence
-Performance of EVs
-In store customer service
-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
-Model S, potentially
-Green market is emerging which could potentially increase buyer power
-Mitsubishi iMiEV in 2010
-Model S against Audi, BMW, Lexus, and Mercedes
-Major dealers producing EVs
-Government tax purchases
-Is the company advantage sustainable?
-Are the strengths of the firm (resources/capacity) valuable?
-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?
-In house development
-In house development
-Public and private support
Gasoline availability and cost
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.