A brief company analysis about Tesla Automobiles and their marketing strategy, financial performance, marketing mix and SWOT analysis.

3. Qazi M Faheem

4. Founded by current Chairman and CEO Elon Musk (as Tesla Motors)
Tesla Inc. is an American automaker based in Palo Alto, California
Tesla Incorporation was founded in July 1, 2003
Revenue ▲ US $ 7.00 Billion (2016)
Workforce 33,000 (2017)

5. 0 1000 2000 3000 4000 5000 6000 7000 8000
2010
2011
2012
2013
2014
2015
2016
117
204
413
2,013
3,198
4,046
7,000
154
254
396
74
294
889
675
Financial Performance (million)
Revenue Net Income

9. TESLA STRATEGIC POSITION
High end manufacturer & dealer in Electric car market
Competitive Position
Direct-to-consumer sales
Stores and service centers
Innovative consumer financing options
Technological innovations

11. Model X Positioning
•For the middle aged mass affluent family oriented individuals
with a keen eye for aesthetics and a love for speed. They enjoy
long drives and commute frequently on medium-long
commutes alone or with family. They are tech-savvy, enjoy elite
sports and are sensitive towards the environment.
•Stellar performance- like the Sun, fiercely powerful yet highly
beneficial and also loves the Earth. Tesla X is a vehicle that
brings together Utility and Performance

13. Marketing Mix – Product
Product Line: Roadster, Model S, Model X
Attributes:
•Easy Seating with step in access to the 2nd and 3rd
row
•Beautiful Aesthetics
•Premium Interior surfaces & Panoramic Glass
•Futuristic Dashboard with Touch screen
Service Centers - West Coast, New York and Texas

15. Marketing Mix – Distribution & Sales
• Online booking and reservations
• Store locations should be close to service centers and charging stations

16. Marketing Mix - Price
Mercedes S Class Tesla Model S -85kWh
Sale Price $92,350 $87,400
Battery Replacement N/A $12,000
Major engine repair
(1/5 original sale
price)
$18,470 N/A
8-year fuel costs
(15,000 miles/year)
$16,846 $5,262
Total Cost $127,666 $104,662

18. Marketing Mix - Promotion
• Take the tag of “Safety” outside the car – roadside assistance for charging,
breakdown and continue with your journey (replacement cars)
• Test Drive the car at rental agencies near airports for travelling professionals
• San Diego, NYC & Austin
• Air commercials around popular TV shows around 7:00pm – 9:00pm
• Product placement in music videos
• Social Media & Digital - A 10-15 minute finely produced informational video to
debut on Tesla website at launch
• Facebook, Twitter and additional websites Huff Post, NY Times, WSJ promote
debut
• Print ads – Run once right before launch and 3 - 4 times after launch
• Outdoor media

19. STRENGTHS
• Product:
fastest and
most energy-
efficient
electric car on
the market
• Innovative
technology
• Brand image
• Positive
strategic
partnerships
WEAKNESS
• Scale of
operations,
no economies
of scales, low
sales volume
• Dependent on
continuing
innovation
• Financial
profile
• Deep pocket
competition
OPPURTUNITIES
• Growing market
• Increasing oil & gas
prices
• Rising consumers
sentiment
• Government
support
• Young industry with
no set standards
• Large International
market potential
• Increasing
awareness and
support for
environmentalist
THREATS
• Large motor
companies devoting
more resources to
developing electric
cars and cars fueled
by other
alternatives
• Increasing Internal
Combustion Engine
efficiency
• Limited EV support
Infrastructure
• Concentrated
industry
• Auto buying
dynamics
• Loss of government
subsidies

23. THANK YOU