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Tesla

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by

sewngai ng

on 20 March 2015

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Transcript of Tesla

TESLA
External Analysis

Internal Analysis

Recommendation
External Analysis
Internal Analysis
Our Recommendation
Industry Overview
Porters Model
PEST
Dynamic Industry Analysis
Threats:

Grid Capacity

Hydrogen Fuel Cells

Projected Interest Increases

Hybrids

Range Anxiety

Barriers to Entry

Boundaries and Scope
Supply Chain or Flow of Goods
Competitor Analysis
Model S: from $82,270 in Canada
EV Market
: Luxury EV's, upcoming cost-effective EV's

Battery Supply Market
: Auto partnerships selling batteries, Home battery
Industry Rivarly
Potential Entrants
The threat of new entrants
: High
Substitutes
Automobile Industry: High
short distance - walking & biking
long distance - trains & buses & subways

Electric Vehicles: High
Hybrids, Gasoline, Hydrogen Vehicles

Buyers
Buyer Power: Medium

Easy access to information
Low switching costs

Not concentrated

Suppliers
The power of battery suppliers
:
High

The power of other components suppliers
:
Low

Luxury car market
: Medium
BMW; Mecedes-Benz; Lexus; Audi
Electric Vehicles
: Medium
Nissan - Leaf; Chevrolet - Volt; Toyota - PHV
Mercedes-Benz
: F015

Porsche
: 717
Political
240 Volt electrical connections required

Subsidies and tax break for fuel efficient vehichles

Bike lanes
(due to shift thinking)
Economic
Socio-cultural
Culture shift towards accountability

Climate Science

Shopping Habits

Technological
Combustion engine inneficient

Battery tech rapidly improving

Divestment in fossil fuels
A Technology Innovator
Tesla's Value Chain
Resource Analysis
Strategic Weakness
Competitive Advantage
$0.35 per minute
x
Average 10 minutes per ride
x
8000 rides/day/city
x
20 Cities (North America)
=
~$204 Million per Year
Physical Ad Revenue
4000 Bikes

$3.50/day

20 Cities (North America)

=
~$102 Million per year
Digital Ad Revenue
8000 Rides/day

10 minutes/ride

$0.07/minute

20 Cities (North America)

= ~$41 Million per year
Total Revenue
$204 Million (Bike)
+
$102 Million (Physical Ads)
+
$41 Million (Digital Ads)

=
$347 Million per Year in North America
Luxury Car
:
Mercedes-Benz E-Class
BMW 5 series
Audi A4

EV
:
Nissan Leaf
BMW i3
Chevrolet Volt
Toyota Prius PHV
Revolutionizing Sustainable Transport

Ambitious Growth

Deriving Competitive Advantage

Rise in price of oil

Carbon Cap and Trade

Market Failures of combustion engine
- External costs
- Social costs
Opportunities:

Consumer consciousness

Subsidies

Cheap electricity

Volatile fuel prices

DEA loans

Benfit from battery improvements in other goods
Hill anxiety

Perspiration

Time

Convenience

Upto 40km/h and 70km range
Pansonic Batteries

Tesla Drive Trains

Daimler Infrastructure (Car2Go)

Excess Capacity in Factory

Silicon Valley Engineers

Government Subsidies

Emergence of Bike Lanes

Brand
Revenue From Ridership
Bike Share Global Data
Tesla Strategy
Produce cheaper car ?

Exploit patents ?

Exploit battery technology ?

Better marketing ?

Cut cost ?
Electric Assist Bike Share
Over 100 000 bikes and 10 000 stations
But Why Electric Assist ?
Full transcript