Student Paper of Higher School of Economics, Russia
- Positioning statement
- Competitive Analysis in International Marketing: Tesla competitors in Russia, Brand Map.
- Understanding the consumer: market segmentation; Consumer Value Equation, Buyer Persona.
- PEST-analysis
- SWOT-analysis
- Porter five forces analysis
- Targeting
A Marketing analysis for TESLA company in DBA program by Cairo University. It discussing how TESLA is competing Electric Vehicle Market and advancing the development of such Sector. In addition, Tesla is taking further steps toward future by inventing futuristic cars and innovative technology.
Hii Friends,
Tesla is an electronic car owned by Elon Musk this slide will help you to understand about electric car market and gives you a glimpse of bright future if this new segment of the car in near future.
A Marketing analysis for TESLA company in DBA program by Cairo University. It discussing how TESLA is competing Electric Vehicle Market and advancing the development of such Sector. In addition, Tesla is taking further steps toward future by inventing futuristic cars and innovative technology.
Hii Friends,
Tesla is an electronic car owned by Elon Musk this slide will help you to understand about electric car market and gives you a glimpse of bright future if this new segment of the car in near future.
TESLA: international business strategies- introduction to tesla, Pricing strategy: price skimming, General Environment AnalysisSegment Elements Industry Effect, Five Forces Analysis, SWOT ANALYSIS, International Market strategies, Problems Tesla Should Solve in the Foreign, Factors of Tesla’s Success in the Foreign Market,
Tesla Strategy/ Porter's 5F / SWOT/ Why no marketing / why no dealer / Why 70years no car company in US / why Tesla successful / Why moving from high end to low end/
The following presentation is on the topic-TESLA
It includes :-
# Origin of tesla
# Its foundation
# TESLA'S mission and vision
# Strengths
# Weaknesses
# Opportunity
# Threats
# Its strategy
# Market capture
# Future plan
# Financial problems
# Pricing
# Profit
# FUTURE OF TESLA
# TESLA IN INDIA
Analysis of Tesla strategy through 4 points :
Identification of Problem & Opportunity
Environment & Industry
Firm Strategy
Firm Performance & Sustainability
TESLA: international business strategies- introduction to tesla, Pricing strategy: price skimming, General Environment AnalysisSegment Elements Industry Effect, Five Forces Analysis, SWOT ANALYSIS, International Market strategies, Problems Tesla Should Solve in the Foreign, Factors of Tesla’s Success in the Foreign Market,
Tesla Strategy/ Porter's 5F / SWOT/ Why no marketing / why no dealer / Why 70years no car company in US / why Tesla successful / Why moving from high end to low end/
The following presentation is on the topic-TESLA
It includes :-
# Origin of tesla
# Its foundation
# TESLA'S mission and vision
# Strengths
# Weaknesses
# Opportunity
# Threats
# Its strategy
# Market capture
# Future plan
# Financial problems
# Pricing
# Profit
# FUTURE OF TESLA
# TESLA IN INDIA
Analysis of Tesla strategy through 4 points :
Identification of Problem & Opportunity
Environment & Industry
Firm Strategy
Firm Performance & Sustainability
Part I: introduction 3
1.1 Objective of the project 3
1.2 Importance of increasing China market share 4
1.3 Outline of project 5
2 Company History And Philosophy 5
2.1 Brief history of the company 5
2.2 Philosophy and marketing strategy 7
Part III. Environment Analysis 8
3.1 Demographics 8
3.2 Environmental 10
3.3 Competition 12
PART IV: DESCRIPTION OF TARGET MARKET 14
4.1 THE MARKETING REASERCH OF NEW ENERGY AUTOMOBILE IN CHINA 14
4.2 THE MARKETING REASERCH OF TESLA IN CHINA 15
4.3 CITIZENS’ ATTITUDE TO PEV 16
4.4 THE LIFESTYLE OF TARGET CONSUMERS IN CHINA 18
4.3 CITIZENS’ ATTITUDE TO PEV 21
4.4 THE LIFESTYLE OF TARGET CONSUMERS IN CHINA 23
Part V: Analysis of Marketing Mix 26
5.1 PRODUCT 26
5.2 Price Points 28
5.3 Place 33
5.4 Promotion 35
PART VI: STRENGTHS, WEAKNESSES AND RECOMMENDATIONS 41
6.1 Strengths 41
6.2 Weaknesses 42
6.3 Recommendations 43
Part VII. References 45
Tesla Motors’ Strategy to Revolutionize the Global Automotive IndustryTran Thang
the Presentation indicate the strategy of Tesla and Answer questions:
What are the key elements of Tesla Motors' strategy?
which one of the five generic competitive strategies Tesla is employs?
Play By Your Own Rules - How to Define and Dominate Your Billion $ SaaS CategoryMark Organ
There is little that is more rewarding for entrepreneurs and executives than creating an entirely new category, fueled by disruptive innovation. Consider the new giants of our time, like salesforce.com, Tesla and Uber, and the incredible value created by their leaders.
We have invited back serial entrepreneur Mark Organ to deliver a sequel to his top-rated presentation last year on category creation. In this session you will learn not just how to define and build your category, but how to dominate it. How do you market differently when building a category versus entering an existing one? How to craft messaging to appeal to the missionaries you need to build your category and company? How to leverage your customer advocates and key influencers to grow efficiently? Mark will answer these questions and much more.
Tesla Motors: At the Intersection of Innovation and IntegrationGreg Papay
This deck highlights the extraordinary, ever-evolving success story of Tesla Motors and distills it as a story of innovation and integration, as a way for us all to look at our professions and ask what we can learn from Tesla’s approach.
I think Tesla’s story is an ideal one to examine for anyone who is in business today. Their highly integrated and innovative approach is essentially unique among auto manufacturers, who are shackled by a tradition-bound industry.
So I’d like each of you to think of your business or practice’s approach to projects and look with us at a model from outside your industry so we can start to challenge ourselves and start to change our approach.
One of our presentation during Strategic Management class in KDI School of Public Policy and Management, South Korea. All graphics and information used in this slide belong to the original producer and owner. This slide is for educational purpose only.
Tesla is accelerating the world's transition to sustainable energy, offering the safest, quickest electric cars on the road and integrated energy solutions. Tesla products work together to power your home and charge your electric car with clean energy, day and night.
Marketing Strategies of Tesla Inc.
Includes-
1. About Tesla and Elon Musk
2. Marketing MIx
3. SWOT Analysis
4. Porter's Five Force Analysis
5. BCG Matrix
Introduction, History of Tesla Motor Inc., Tesla Products, Financial stability of Tesla, Competitors Analysis, international Business Strategy of Tesla, Environmental analysis (PESTLE)
ANALYSIS OF TESLA’S MARKETING STRATEGY IN CHINAAJHSSR Journal
ABSTRACT:Due to the rise of the automobile industry, all kinds of automobile brands have come into
people's eyes. Under China's "five-in-one" policy, it has promoted the development of the domestic new energy
vehicle market and the construction of new energy vehicle infrastructure. At the same time, the domestic sales
of new energy vehicles under the Tesla brand have increased significantly, especially the sales of Model 3 are
ahead of other domestic new energy vehicle brands. But with this alone, it is impossible for Tesla to have the
current situation, indicating that his success is inseparable from his marketing strategy. At the same time, his
success has impacted the traditional automobile industry of domestic brands on the one hand, and on the other
hand triggered the reform of the automobile industry. While injecting fresh blood into the automobile industry,
it also brought a new technological revolution to the automobile industry.Based on the domestic macro and
micro economic conditions and the new energy vehicle development policies issued by the country, coupled
with the use of traditional marketing theories, from the company’s target market and customer needs to the
company’s market positioning, a detailed analysis of Tesla Motors The company's marketing environment in
China finally studied and formulated Tesla Motors' marketing and portfolio strategies in China, namely products,
pricing, promotions and channels.
KEYWORDS:Tesla; New energy vehicles; The marketing strategy
Value Chain Configuration for Tesla Motors in BrazilAntonio Addario
A strategic analysis of potential value chain configuration of Tesla Motors for a successful entrance in the Brazilian market. This study was done as part of my MBA studies as I am an enthusiastic Tesla Motors fan, and a strong supporter of electric vehicle industry. Feedback and comments are welcome.
Laut der Statistiken ist jeder dritte Mensch in Deutschland ehrenamtlich tätig. Innerhalb der Präsentation wir würde gerne zwei Frage antworten:
- Die Gegenwart, Wie sieht die soziale Unterstützung in 2021?
- Wie kann man bei dem Ehrenamts-Organisation sich engagieren?
Das ist die Seminararbeit in Rahmen einen Deutschkurs.
Das Hallo Project
Rotes Kreuz
Entweder studiert man an der Universität oder man schon arbeitet, für beide ist es wichtig zu verstehen wie das Vorstellungsgespräch funktioniert. Wie kann man als einen geeigneten Kandidaten gewesen und sich während der anderen Bewerber durchkämpfen?
Das ist die Seminararbeit in Rahmen einen Deutschkurs. Die Präsentation basierend auf Video https://www.youtube.com/watch?v=8OOvvJ0hd3M
Factors influencing Customer Loyalty for Global and Domestic E-Retailers in R...Kseniia Udovitskaia
Today e-retailers operate on a highly competitive market. Customers can switch to another website with only a click of a mouse. Loyal customers become a major company asset who can generate recurring profits and create positive word-of-mouth to drive sales. Understanding which factors predominantly affect customer loyalty on the Internet is essential for e-commerce players. On a global scale consumer electronics are the second largest online purchasing category after “books and music”. Russian consumer electronics market is one of the fastest growing and promising. This paper is aimed to investigate factors affecting e-loyalty for online consumer electronics stores using example of two market leaders – M.video and Mediamarkt. Principal method of research is online survey focusing on importance and content of a customer base with various e-satisfaction, e-trust and e-loyalty factors. We proposed and tested 6 hypotheses in order to identify the correlation between loyalty factors.
- Company overview
- Legal entity structure
- CG elements of UBS Group AG
- CG elements of UBS AG
- UBS Group ownership structure
- Management structure
- Changes in Operational Group structure
- BoD structure: chairman and committees
- Some facts about BoD
- Risk management structure
- Internal control: types of risks
- Ethical standards
- Reporting & Disclosure
Employer Branding and Staff Attraction strategies in international ITO companiesKseniia Udovitskaia
Case study of two players in the international outsourcing domain - EPAM and Luxoft. Summary includes:
- Term paper structure
- Problem statement
- Missing pieces
- Theoretical part description
- Methodology
- Findings
The idea is to establish a company provide services of healthy breakfasts in Dublin.
- Product description
- Market overview
- Marketing Plan
- Operational Plan
- Organizational Plan
- Financial Plan
- Executive summary
Statistical analysis in Information & Communications technology areaKseniia Udovitskaia
Mathematical statistics. How does the level of Education affect Countries’ level of ICT sector? Research question, null hypothesis, model, correlation, results. UNCTAD Stat and UNDP.
General info about the company, Balance Sheet, Income Statement, Cash Flow and Ratio Analysis (profitability ratio, operational efficiency ratio, liquidity ratio, competitors, leverage ratio) 2015.
Наверняка большинство представителей юридического бизнеса не раз задумывались о целесообразности участия в разнообразных профессиональных рейтингах. Чтобы занять в них достойную позицию, нужна четкая, нацеленная на результат стратегия. Каковы самые распространенные ошибки номинантов и как их избежать?
Тенденции развития юридического рынка. Новые правила игры. Kseniia Udovitskaia
В статье приведены результаты аналитической работы и наблюдения за рынком. Выделены тенденции, которые наметились в маркетинге юридических услуг в 2014 году. Приведен ряд примеров из практической деятельности консалтинговой компании.
Некоторые цитаты из статьи:
— В последнее время отмечается тенденция, связанная со смещением спроса в сторону небольших игроков рынка. Зачастую услуги таких фирм стоят дешевле, а их руководство проявляет высокую степень ответственности перед клиентом.
— Все чаще международные юридические каталоги в один ряд с сильнейшими ставят именно узкоспециализированные компании, имеющие небольшой штат и в десятки раз меньшие, чем у лидеров рынка, доходы.
— В то время как устойчивые прежде юридические практики подвергаются сокращению или изменению, на первый план выходят новые области права, не пользовавшиеся ранее большим спросом. Фирмам следует обратить внимание на перспективные сегменты с целью успеть занять в них свою нишу либо рассмотреть вариант сотрудничества с другими игроками для проведения перекрестных продаж.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
DMF Portfolio Piece Smart Goals - Artist Management.docx
Marketing Positioning Tesla / Positioning a product
1. REDSTAR Project
Next step in Tesla’s marketing strategy
Red Star Project
TESLA’S MODEL 3 LAUNCH IN RUSSIA
2. Electric cars – a new category within the cars market
Electric cars are not motorised by a fuelled
motor engine but by energy stored in
batteries.
Electric cars should be differentiated
from EV (electric vehicles), a category which
includes plug-in hybrids.
Electric cars competition on the cars market
include traditional car brands (Mercedes,
BMW, Nissan…) as well as new ones
(Tesla…). According to the tech news and
R&D it could include top tech actors in the
future (Google, Apple…)
4. Tesla Motors – A car company which is not a car company
Tesla Motors was launched in 2003, by 5 co-
founders. The most known is Elon Musk,
current CEO of the company.
Tesla Motors started the production of its first
vehicle in 2008: the Tesla Roadster. It already
produced 4 different models of cars – 2
roadsters and the Model X (Dark Star) and
Model S (White Star).
Between 2017 and 2020 it will start the
commercialisation of its fifth car, the Model 3,
or Red Star.
5. From 0to 100km/h in 3 seconds
0charge Moscow / Saint-Petersburg
0emissions
COMPROMISE
0charging expenses
0noise
0smell
0Parking fees in Moscow
6. ASPIRATIONS
POPULARIZE electric cars in Russia
PERSUADE consumers that electric cars are
“cool”
WIN the dominant market share on electric car
market in Russia
GET 30% of BMW consumers and 10% of
Mercedes consumers
SELL 3000 cars in 3 years after launch
DEVELOP power stations or points for
charging
BUILD an association in consumers’ minds:
Electric cars ?
7. Tesla strategic position for Red Star - PEST
POLITICAL
One of the major political factors affecting the
industry is environmental protection laws (including
Russian laws) that is highly appreciated production
of more environmental cars.
ECONOMIC
Economic factors include economic growth in the
alternative energy industry and increasing prices of
fuel for customers. (In Russia price of petrol since
2008 increase from 22 Rub/L to 37 Rub/in 2015).
Therefore, the demand for electric cars is higher than
before.
SOCIAL
People are tend to protect the environment. Tesla is
environmentally-friendly car ;)
TECHNOLOGICAL
Technology advancement, rapid globalization and
Internet impact have a huge effect on the
automotive industry. Tesla car create technologies.
8. •Many substitutes among gasoline cars (!)
•Very few substitutes among electric cars
•Switching is possible and affordable
•No non-car substitutes
Strong
•Mostly private individuals
•Little ability to negotiate
prices
•No dealers of electric cars
Neutral
•High costs of switching to a
different supplier
•Demand for components
manufacturers
•Growing demand for
domestic suppliers
•Limited amount of reliable
suppliers
Strong power
•Much capital required
•Governmental utilization fee for
imported cars
•Strong brand image of existing
market player
•Hard to reach economies of scale
Very strong barriers
5 FORCES
Threat
of New
Entry
Buyer
Power
Supplier
Power
Threat of
Substitution
Competitive
Rivalry
++
- 0
+
Competitive Rivalry
• Very strong gasoline cars competitors
• Extremely strong competitive brands
• Perfect brand reputation of competitors
• Few e-cars available on market
• Developed and mature market
Very strong
--
10. Tesla competitors in Russia – (Classic) car market
The Russian car market is close to 99% of oil
fueled cars. This situation makes Tesla a competitor
for the brands and models competing here, looking
for the same customers.
Taking market shares to those competitors is the
main goal of Tesla, since the absence of a strong
and competitive innovative cars market make the
company competing with traditional oil fueled
car.
12. Tesla competitors in Russia – (Innovative) cars market
The Russian car market is evolving. If electric and
hybrid cars are still looking for opportunities to
invest furthermore the Russian cars market, Tesla
will have to take the lead in innovation and
future technologies to take the niche.
In 2014 there were only 300 electric vehicles
registered in Russia and 2000 hybrid cars.
The part of electric cars in the total car market in
Russia should constantly grew up for the years to
come.
14. Tesla Motors – Market strategy
LaunchPrice
75,000 $
(2012)
< 30.000 GCS
60,000 $
(2012)
90.000 GCS
30,000 $
(2017-2020)
98,000 $
(2008)
> 10.000 GCS
Market Size
Roadster
Dark Star
White Star
Red Star
15. Segmentation
Gadget Guru
“It’s a great day to be me.”
• Successful, wired, free spirited,
confident, and at ease
• Feels this is his best decade
• Greatest device ownership, pushes
• Сontributes to content
• Male dominated, above-average
• Income, single
16. Profiling
Sociodemographic:
• Age: of 25 – 45
• Income: Average income over $35K/year
• Education: Higher
• Social class: middle class
Psychographic:
• Lifestyle: stands for innovation, career oriented
• Intrinsic motivation of purchase: being out of the box
• Values: technology-savvy, self- realization
• Type of psychographic model (by VALS): Achievers
17. “Buying Mercedes or Lexus means to be like thousands of
other users. Tesla Red car has mega cool functional of a
sport cars. Acceleration of 3 sec to 100kmh, no typical
engine noise is awesome!”
Valery, 29
Client Testimonials
“I appreciate things that make me feel special. My Tesla
story is not about climbing the hill with the crowd, but
about creating my own mountain. It’s trendsetting, yet
being yourself. It’s a freedom to be yourself – freedom from
clichés, gas stations, paid parking.”
Diana, 35
Buyer Persona
20. Positioning statement
For DRIVERS WHO ARE KEEN ON INNOVATION,
TECHNOLOGIES, COMFORT and WANT TO BE AHEAD
OF THE CROUD; TESLA is the only PREMIUM CAR that
goes FROM 0 TO 100 in 3 SECONDS and can reach 260
KM/H WITHOUT ANY PETROL.
Unlike Mercedes, BMW and Audi, Tesla SYMBOLIZES A
NEW ERA and is PERCIEVED AS AN OUT OF THE BOX