More than 100 years after the invention of the internal combustion engine, incumbent automobile manufacturers are at a crossroads and face nowadays significant industry-wide challenges. The reliance on the gasoline-powered internal combustion engine as the principal automobile powertrain technology is connected with several negative aspects: It raises environmental concerns, creates dependence among industrialized and developing nations on imported oil and it also exposes consumers to volatile fuel prices. All these challenges offer a historic opportunity for companies with innovative electric powertrain technologies to lead the next technological era of the automotive industry.
Therefore, the objective of this assignment is to analyze the market situation of the all-electric vehicle manufacturer Tesla Motors, Inc. and to find out its unique selling proposition. The focus will be on the company’s domestic market, the United States of America. Moreover, this assignment will only take Tesla’s automotive products into consideration.
Table of Contents
1. Introduction
1.1 Problem Definition and Objective
1.2 Structure
2. Company and products – an Overview
2.1 Tesla Motors – Company Profile
2.2 Electric Cars by Tesla
3. Market Analysis and Definition
3.1 STEEP-Analysis
3.1.1 Definition
3.1.2 Political
3.1.3 Economic
3.1.4 Social
3.1.5 Technological
3.1.6 Environmental
3.2 SWOT-Analysis
3.2.1 Definition
3.2.2 Opportunities
3.2.3 Threats
3.2.4 Strengths
3.2.5 Weaknesses
3.3 Customer-Analysis
3.4 Competitor Analysis
4. Conclusion and Outlook
Objectives and Scope
This assignment aims to evaluate the market position of Tesla Motors, Inc. within the United States, specifically focusing on its automotive product line. By applying strategic management frameworks, the paper identifies the unique selling proposition that distinguishes Tesla from traditional automotive manufacturers.
- Strategic macro-environment analysis using the STEEP framework.
- Internal and external assessment through a comprehensive SWOT analysis.
- Detailed profile of the Tesla customer and market segments.
- Comparative analysis of competitive dynamics in the luxury automotive sector.
- Evaluation of the unique selling proposition regarding eco-friendly innovation.
Excerpt from the Book
3.1.2 Political
This aspect focuses on the impact of any political or legislative changes which could affect business operation (Xu 2005, p.25). Electro mobility is being extensively discussed and a highly political topic. In the United States, current President Barack Obama pursues the target of becoming the first country to have a million electric vehicles on the road by 2015. This goal was set in 2011 with the explanation that with more research and incentives, the United States can break their dependence on oil (Obama 2011). The industry therefore experiences positive political impact through tax credits, investments in R&D and competitive programs to encourage communities to invest in infrastructure supporting electric cars (Department of Energy, 2011).
Summary of Chapters
1. Introduction: Defines the problem regarding the reliance on internal combustion engines and sets the objective to analyze Tesla's market position.
2. Company and products – an Overview: Provides a historical background of Tesla Motors and details the strategic master plan behind its vehicle models.
3. Market Analysis and Definition: Conducts a strategic evaluation of Tesla through STEEP and SWOT frameworks, while also analyzing customer profiles and competition.
4. Conclusion and Outlook: Synthesizes the findings to define Tesla’s unique selling proposition and provides a forecast for the electric vehicle market.
Keywords
Tesla Motors, Electric Vehicles, Market Analysis, STEEP-Analysis, SWOT-Analysis, Automotive Industry, Sustainable Transport, Unique Selling Proposition, Customer-Analysis, Competitor Analysis, Renewable Energy, Macro Environment, Micro Environment, Innovation, United States.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on the market analysis of Tesla Motors, Inc., specifically within the United States, to define its strategic position and competitive advantage.
Which specific areas of the business are examined?
The research covers the macro-environment through STEEP, internal and external factors through SWOT, customer demographics, and the competitive landscape of the luxury automotive market.
What is the primary objective of the study?
The objective is to identify the unique selling proposition of Tesla Motors as an innovator in the all-electric vehicle market.
What scientific methodology is utilized?
The author employs standard strategic management tools, including STEEP-Analysis (Political, Economic, Social, Technological, Environmental) and SWOT-Analysis (Strengths, Weaknesses, Opportunities, Threats).
What is covered in the main body of the work?
The main body details the company profile, provides a systematic environment analysis, examines target groups, and compares Tesla against other luxury car manufacturers.
How would you characterize the work with key terms?
Key terms include electric vehicles, market strategy, sustainable transport, competitive analysis, and innovation.
Why does the author use the STEEP-Analysis instead of PEST?
The author includes the 'Environmental' factor specifically because Tesla’s technology is rooted in renewable energy and eco-friendly solutions.
What does the competitor analysis reveal about Tesla?
It highlights that Tesla operates successfully in the upper market segments, significantly outselling many traditional luxury competitors in the US.
What is the author's conclusion regarding the electric vehicle market?
While Tesla is positioned well, the overall market growth for electric vehicles is slower than anticipated, suggesting political targets may not be met by the deadline.
- Citation du texte
- Dominic Birk (Auteur), 2015, Tesla Motors, Inc. Market Analysis and Definition, Munich, GRIN Verlag, https://www.grin.com/document/309705
