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Tesla Model S business model analysis
Transcript of Tesla Model S business model analysis
Business model definition
How an organization creates, delivers and captures value while converting payments into profits and whether the company remains sustainable in its future activities.
Tesla Model S: $ 68,000 - $87,000
- too expensive, offer lower priced cars to enable
cost-effective "total cost of ownership"
= cheaper batteries needed
but cobalt and lithium: constrained resource
- Hybrid & Diesel as alternatives
battery range & charging infrastructure and systems not satisfying enough
Investment - customer
founded in 2003
CEO Elon Musk
headquarter in California
designs, manufactures, sells electric cars and components
First model: Roadster in 2008
Model S since mid - 2012
- premium sedan
- seats 5 people
- "sporty design"
Consumer awareness towards sustainability:
- price sensitivity
- availability of alternatives
- oil industry still functional, fracking
- not threatened in daily routines yet
trust in already established brand names higher
uncertainties > return on investment
Revenue - cost
production goal 2013:
20,000 Model S
37 service centers across USA
46 stores USA
5 stores Germany
value-driven cost structure
2012: total automotive sales and costs
2013 Q1: first to realise profit
2015: 1 million EVs USA
1,5 million EVs Germany
restrictions for conventional cars
environmentally aware customers
investment - "green image"
production of EVs more environmentally harming than production of conventional cars
= exploitation of rare resources for batteries
= closed loop battery system: 60% of battery pack
= "Supercharger": solar energy -> electricity
investment - first mover advantage
48% growth rate 2020
-> never achieved before
concentration on one product at a time
= fast followers, like GM/Ford
= end up as "one hit wonder"
Tesla- Model S business model analysis
Alexandr Derkach, Daniela Faden, Marton Pulay, Katharina Pietzka
January 7, 2014
Business model definition
3 different battery options
free charging at "Supercharger" stations
(based on Osterwalder, Pigneur and Teece)
Thank you for your attention!