The Tesla Model S: Newest Zero-Emission Product
The Tesla Model S
BA 317 Group 10 William Aksnes-Shanks Dana Nicholson JR Maffie Megan Petrusich Hannah Alley
1. Purpose/Introduction The environment has been in turmoil and the changing global climate has been a political topic in recent years. A major contributor to the changing environment is fuel emissions from personal vehicles. With millions of tons of car emissions being released into the atmosphere, it is obvious that the industry needs to make a change. Many car manufacturers have gone green and produce hybrid or alternative fuel-powered products. Tesla Motors takes the green movement in the personal transportation industry to a whole new level. The Model S is the newest zero-emission product in Tesla’s line. The goal behind all Tesla products is to provide customers with the luxury they desire from any other vehicle while still being socially and environmentally responsible. The preceding marketing plan will provide a situational analysis, product and target market descriptions, marketing objectives, marketing strategy and financial data projections. The goal is to bring awareness and increase market share not only to the Tesla brand but to the Model S specifically. 2. Company Description Silicon Valley based Tesla Motors was founded in 2003 by a group of engineers with a desire to develop an appealing fully electric vehicle. The company is headquartered in Palo Alto, California and just acquired an out-of-business General Motors manufacturing warehouse in Fremont, California. The new warehouse is designed to house a more efficient production process dedicated to the Model S. Tesla’s first product, the Roadster, was released in 2008 and has sold more than 1,500 products in more than 30 countries. Tesla is a vertical manufacturer, meaning that they manufacture and sell directly to end-users via company owned showrooms and website. The company sees itself as a catalyst in the personal transportation industry by
demonstrating the market demand for
BA 317 Group 10 William Aksnes-Shanks Dana Nicholson JR Maffie Megan Petrusich Hannah Alley
1. Purpose/Introduction The environment has been in turmoil and the changing global climate has been a political topic in recent years. A major contributor to the changing environment is fuel emissions from personal vehicles. With millions of tons of car emissions being released into the atmosphere, it is obvious that the industry needs to make a change. Many car manufacturers have gone green and produce hybrid or alternative fuel-powered products. Tesla Motors takes the green movement in the personal transportation industry to a whole new level. The Model S is the newest zero-emission product in Tesla’s line. The goal behind all Tesla products is to provide customers with the luxury they desire from any other vehicle while still being socially and environmentally responsible. The preceding marketing plan will provide a situational analysis, product and target market descriptions, marketing objectives, marketing strategy and financial data projections. The goal is to bring awareness and increase market share not only to the Tesla brand but to the Model S specifically. 2. Company Description Silicon Valley based Tesla Motors was founded in 2003 by a group of engineers with a desire to develop an appealing fully electric vehicle. The company is headquartered in Palo Alto, California and just acquired an out-of-business General Motors manufacturing warehouse in Fremont, California. The new warehouse is designed to house a more efficient production process dedicated to the Model S. Tesla’s first product, the Roadster, was released in 2008 and has sold more than 1,500 products in more than 30 countries. Tesla is a vertical manufacturer, meaning that they manufacture and sell directly to end-users via company owned showrooms and website. The company sees itself as a catalyst in the personal transportation industry by
demonstrating the market demand for
Cited: Industry Analysis 1.Garthwaite J. Retrieved from http://gigaom.com/cleantech/tesla-ceo-nissans-leaf-battery-is-primitive/ Competitor Analysis 1.http://www.audiusa.com/etc/medialib/ngw/company/investor_relations/pdf/finanzberichte/geschaeftsberichte4.Par. 0002.File.pdf/audi_ag_lagebericht.pdf 2. http://ir.teslamotors.com/releasedetail.cfm?ReleaseID=550352 3. http://www.audiusa.com/us/brand/en/exp/progress/Concept_Vehicles/audi_e_tron.html 4. http://www.bmweducation.co.uk/coFacts/view.asp?docID=398 5. http://www.bloomberg.com/news/2010-12-06/bmw-seeks-2-600-new-employees-by-end-of-2011-on-electrichybrid-systems.html 6. http://www.cleantechblog.com/2011/01/bmw-megacity-ev.html 7. http://www.greencarcongress.com/2010/10/worldwide-prius-cumulative-sales-top-2m-mark-toyota-reportedlyplans-two-new-prius-variants-for-the-.html#more 8. http://online.wsj.com/mdc/public/page/2_3022-autosales.html Points of Difference and Positioning Ohnsman, Alan. "Tesla Targets 50% Revenue Growth Amid Rising Electric Car, Battery Demand." Bloomberg 16 Feb 2011: n. pag. Web. 25 May 2011. .