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PROJECT

TESLA MOTORS15TH SEPT 2009

PERFORMANCE WITH A CLEAN CONSCIENCEDATE

ALSET CONSULTANCY1

Monday, September 14, 2009

Overview of Car Market2003 2004 2005 2006 2007 2008

Size

405,328

419,470

440,583

474,717

517,041

552,846

Growth

-

3.49%

5.03%

7.75%

8.92%

6.92%

Monday, September 14, 2009

2

Overview of Car Market600000 480000405,328 360000 419,470 440,583 517,041 474,717 552,846

240000 120000 0 2003

2004

2005

2006

2007

2008

Number of cars in the Singaporean car market

Monday, September 14, 2009

3

Overview of Car MarketMajor players:

Toyota Honda Nissan Hyundai Mitsubishi

Monday, September 14, 2009

4

Green Car Market3 types of green cars in the market:

Toyota Prius Honda Civic Hybrid Lexus RX400

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5

HistoryNamed after Serbian electrical engineer Established in 2003 after many years of R&D Headquartered in Silicon Valley (San Carlos, CA) Launched the Tesla Roadster in 2008 Sells to North America and Europe

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6

RoadsterFirst ever all-electric 2-seater sports car Runs up to 393km per charge 500 units delivered in June 2009

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7

Roadster0-97km/h in 3.7s Top speed of 201km/h Cost of powering vehicle estimated at US$0.02 per mile

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8

Comparison of TechnologyELECTRICDriven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge

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Comparison of TechnologyELECTRICDriven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge

HYBRID

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Comparison of TechnologyELECTRICDriven by electric motor(s) Does not use a petrol tank/ exhaust system Uses lithium ion rechargeable battery packs to drive the engine 4-8 hours for a full charge

HYBRIDDual engines - electric and conventional oil engine Electric power kicks in at low speeds/cruising Does not require charging Power split device - improves efciency of oil engine

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SegmentationSegments MPV owners>2,000 cc

Price Sensitivity Low/ Moderate High Low

Importance of Purpose of Usage Aesthetics Family transport Daily use Daily use Family transport Daily use Leisure Business Leisure Leisure Going green Low/Moderate Moderate High

Importance of Functions Child safety Entertainment Child safety Driving aids 4WD Suspension Onboard computer Driving aids Engine performance Moderate

Sedan owners1,000-2,400 cc

SUV owners>2,000 cc

Luxury Sedans owners> 2,400 cc

Low

High

Luxury Sports owners> 3,000 cc

Low Moderate/ High

High Moderate

Green Car owners

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10

Segmentation

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11

SegmentationAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles 30-60 >18 30-45 >35 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, tech-savvy, trend-setters

The Auto Horses 35-55 The Green Dolphins >25

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Targeting Which market strategy are we adopting? Which market segment are we targeting?

Monday, September 14, 2009

13

Targeting Which market strategy are we adopting? Which market segment are we targeting?NICHE MARKET

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13

Targeting Which market strategy are we adopting? Which market segment are we targeting?NICHE MARKET LUXURY SPORTS (AUTO HORSES)

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13

TargetingAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

Monday, September 14, 2009

14

TargetingAge The Care Bears The Super Dogs The Wild Hogs The Elite Eagles The Auto Horses The Green Dolphins 30-60 >18 30-45 >35 35-55 >25 Household Income (monthly) $5,000-$7,000 $3,000-$5,000 $4,000-$6,000 $8,000-$10,000 $20,000-$30,000 $4,000-$6,000 Personality/BehaviourFamily-oriented, typical parents who ferry children, regular family outings, large family size Budget-conscious, older emptynesters, young singles/couples Sporty, rugged, adventurous, highly competitive, thrill-seekers Status-conscious, middle aged, higher social standing, stable careers, brand-conscious Professionals, high-prole individuals, status-conscious, amboyant, self-indulgent Environmentally-friendly, techsavvy, trend-setters

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TargetingJustication: High prices are favoured among the richest car owners in Singapore First movers advantage in market with his unprecedented green technology Positive growth of Singapore car market for the past three years

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Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS

Monday, September 14, 2009

16

Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS

!

Monday, September 14, 2009

16

Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS

!

!

Monday, September 14, 2009

16

Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS

!

!

TESLA ROADSTERMonday, September 14, 2009 16

Targeting(A) AUTO HORSES (B) (C) GREEN DOLPHINS

!

!

TESLA ROADSTERMonday, September 14, 2009

TESLA MODEL S16

Positioning

Perception by target segment:

Roadster should be positioned to portray novelty Make use of exclusiveness to instill pride (being a trend-setter) by standing out of the crowd Guilt-free drive/environmentally-friendly lifestyle Ownership elevates social status

Monday, September 14, 2009

17

Positioning

Monday, September 14, 2009

18

Positioning

Marketing Mix

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses

Product

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari)

Product

Monday, September 14, 2009

18

Positioning

Marketing Mix

Price

Premium price - approximately S$480,000 Attract the attention of the Auto Horses Emphasis on performance (comparable acceleration/top speed to a Ferrari) Breakthrough zero-emission electric propulsion system

Product

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18

Positioning

Monday, September 14, 2009

19

Positioning

Marketing Mix

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10)

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place

Strategic location of showroom (D9, D10) Proximity to residences of the Auto Horses Exclusive distributorship

Promotion

Monday, September 14, 2009

19

Positioning

Marketing Mix

Place