The purpose of this document is to analyse the strategic marketing positioning of Tesla Motors with the focus on its premium electric car, “Model S”.
From the text:
- The Company Tesla Motors;
- Business Analysis;
- Market Analysis;
- Market Positioning and Strategy
Table of Contents
1 Introduction
2 The Company Tesla Motors
2.1 Mission & Vision
2.2 The Model S
3 Business Analysis
3.1 External Business Environment
3.1.1 Political
3.1.2 Economical
3.1.3 Social
3.1.4 Technological
3.2 SWOT-Analysis
3.2.1 Strength
3.2.2 Weaknesses
3.2.3 Opportunities
3.2.4 Threats
4 Market Analysis
4.1 Competitive Strategy
4.2 Competitor Analysis
4.3 Customer Analysis
5 Market Positioning and Strategy
6 Conclusions
Research Objective and Core Topics
This assignment examines the strategic marketing positioning of Tesla Motors, specifically focusing on the premium electric vehicle "Model S" and its role within the company's long-term business master plan.
- Strategic marketing approach of Tesla Motors
- Business environment analysis (PEST and SWOT)
- Competitive landscape of electric and hybrid vehicles
- Target market and customer segmentation for premium EVs
- Market positioning strategies versus traditional automotive manufacturers
Excerpt from the Book
2.1 Mission and Vision
Elon Musk, Co-Founder and CEO of Tesla already published a Tesla Masterplan in 2006. In his plan he explained that despite producing a high performance electric car at first their long term plan is to build a wide range of models including affordably priced family cars. He further mentioned the overarching mission and fundamental reason of the company’s foundation, which is helping to drive change from an economy with fuel-operated vehicles to an economy with solar electric cars. Since Tesla's approach seems to be contradictory to this mission, he clarifies:
"Almost any new technology initially has high unit cost before it can be optimized and this is no less true for electric cars. The strategy of Tesla is to enter at the high end of the market, where customers are prepared to pay a premium, and then drive down market as fast as possible to higher unit volume and lower prices with each successive model.
Since new technologies are usually very expensive, it made sense for Tesla to start out with a high-end and high-priced product. This strategy better accommodates the high unit costs/low unit volume of a typical new technology marketing model (Wynn & Lafleur, 2009). However, this approach is completely different to the common automobile industry which focuses on mass production as well as mass marketing in order to offer a preferably low priced car.
Summary of Chapters
1 Introduction: Provides an overview of the shifting automotive industry and defines the paper's focus on Tesla's market positioning.
2 The Company Tesla Motors: Details the history, mission, and the specific characteristics of the Model S as an electric luxury vehicle.
3 Business Analysis: Conducts a comprehensive PEST and SWOT analysis to evaluate external and internal factors affecting Tesla.
4 Market Analysis: Examines Tesla's competitive strategy, the landscape of rival manufacturers, and the characteristics of its target customers.
5 Market Positioning and Strategy: Analyzes Tesla's high-end market entry strategy and compares its scaling approach to other innovative tech companies like Apple.
6 Conclusions: Summarizes how Tesla successfully established a unique market niche and discusses the outlook for future models.
Keywords
Tesla Motors, Model S, Electric Vehicles, Strategic Marketing, Market Positioning, SWOT Analysis, PEST Analysis, Sustainable Energy, Luxury Sedan, Premium Market, Competitive Strategy, Automotive Industry, Battery Technology, Innovation, Market Entry
Frequently Asked Questions
What is the primary focus of this document?
This document focuses on the strategic marketing and market positioning of Tesla Motors, specifically analyzing their approach to launching the premium "Model S" vehicle.
What are the core thematic areas covered in this work?
Key areas include the company's mission, an analysis of the external business environment (PEST), an internal SWOT analysis, competitive analysis of the EV sector, and Tesla's market positioning strategy.
What is the central research question?
The paper seeks to analyze the strategic marketing positioning of Tesla Motors and specifically how they successfully positioned the Model S in a premium segment before moving toward mass-market vehicles.
Which scientific methods are utilized in this analysis?
The author utilizes standard strategic management tools including PEST analysis for the macro-environment and SWOT analysis to assess organizational strengths, weaknesses, opportunities, and threats.
What does the main body of the work address?
The main body moves from a company overview to a structured external analysis, followed by a competitive and customer analysis, finally culminating in a discussion of Tesla's unique market positioning.
Which keywords best characterize this work?
Key terms include Tesla Motors, Electric Vehicles, Market Positioning, Competitive Strategy, and Sustainable Energy.
How does Tesla's entry strategy differ from traditional car manufacturers?
Unlike traditional manufacturers that focus on mass-production and low-cost vehicles, Tesla uses a "top-down" strategy: entering the market with a high-priced, high-performance product to fund the development of more affordable future models.
What role does the "Model S" play in Tesla's Masterplan?
The Model S serves as the flagship product that demonstrates the viability and desirability of electric luxury vehicles, helping to overcome the "unsexy" image of earlier green vehicle concepts.
What competitive advantages does the author identify for Tesla?
The author highlights Tesla's role as a technology leader in batteries and powertrains, their unique business model, and the strategic deployment of the Supercharger network.
What challenges does Tesla face according to the SWOT analysis?
Primary challenges include limited factory capacity, potential delivery issues due to high demand, the small current size of the electric vehicle market, and range anxiety among potential customers.
- Citation du texte
- Erik Somssich (Auteur), 2016, Definition and Market Analysis of the Tesla Motors Model S, Munich, GRIN Verlag, https://www.grin.com/document/356695
