Assessment of Tesla's Global Strategy
MKTG6011W
Strategic Marketing
Action Learning Project
TESLA MOTORS
Students: Marcus Chau (1155038866) Subrato Chowdhury (1155058345) Rodrigo Gonzalez (1155065430) Michael Ngan (1155040726)
Carolina Quiroz (1155065428)
Marcelo Seguel (1155065429)
Samir Sepúlveda (1155065427)
Professor: Larry K. Y. Poon
Teaching Assistant: Yvonne Ning
Date: May 10th, 2015
Index
Executive Summary 1
Methodology 2
Business Strategy of Tesla in the US: 3
Value proposition and Competitive advantage: 4
Customer, Market and Competitor Analysis in U.S.: 5
Key research findings – China as a potential market 6
Analysis of Tesla in the China Market 7
PEST Analysis: 7
Value Chain Analysis: 9
Key Survey Findings 10
Conclusion from the Research and Surveys 12
Recommendations 14
Appendix 16
References 38
Executive Summary
Tesla Motors is an Electric Vehicle (EV) manufacturer with a vision to create the best electric cars ever seen and revolutionize the auto industry by changing the face of motoring forever by shifting consumer mindset and leading consumers away from the usage of gasoline variants to the more environmentally friendly electric vehicles. In the past, many automakers have tried and failed to lure customers to adopt the electric vehicle concept. Tesla has succeeded by breaking the barrier of performance and range and changed the perception of customers that electric vehicles cannot compete with the conventional gasoline technology.
This report provides an insight into Tesla Motors and its set of business strategies in the U.S., which is its primary market till date and its global strategies that it has implemented expanding to markets overseas focusing on China. This report backed by research methodologies including literature review, customer survey and in-person interviews assesses and analyses these current set of strategies to present three robust recommendations related to Tesla Motors venture and performance in the Chinese market.
Strategic Marketing
Action Learning Project
TESLA MOTORS
Students: Marcus Chau (1155038866) Subrato Chowdhury (1155058345) Rodrigo Gonzalez (1155065430) Michael Ngan (1155040726)
Carolina Quiroz (1155065428)
Marcelo Seguel (1155065429)
Samir Sepúlveda (1155065427)
Professor: Larry K. Y. Poon
Teaching Assistant: Yvonne Ning
Date: May 10th, 2015
Index
Executive Summary 1
Methodology 2
Business Strategy of Tesla in the US: 3
Value proposition and Competitive advantage: 4
Customer, Market and Competitor Analysis in U.S.: 5
Key research findings – China as a potential market 6
Analysis of Tesla in the China Market 7
PEST Analysis: 7
Value Chain Analysis: 9
Key Survey Findings 10
Conclusion from the Research and Surveys 12
Recommendations 14
Appendix 16
References 38
Executive Summary
Tesla Motors is an Electric Vehicle (EV) manufacturer with a vision to create the best electric cars ever seen and revolutionize the auto industry by changing the face of motoring forever by shifting consumer mindset and leading consumers away from the usage of gasoline variants to the more environmentally friendly electric vehicles. In the past, many automakers have tried and failed to lure customers to adopt the electric vehicle concept. Tesla has succeeded by breaking the barrier of performance and range and changed the perception of customers that electric vehicles cannot compete with the conventional gasoline technology.
This report provides an insight into Tesla Motors and its set of business strategies in the U.S., which is its primary market till date and its global strategies that it has implemented expanding to markets overseas focusing on China. This report backed by research methodologies including literature review, customer survey and in-person interviews assesses and analyses these current set of strategies to present three robust recommendations related to Tesla Motors venture and performance in the Chinese market.
References: 5. Chinese Government initiative of Setting up charging stations - People’s Government of Beijing. 2014. Beijing City Electric Vehicle Promotion Application Action Plan (2014 – 2017) (In Chinese:北京市电动汽车推广应用行动计划(2014-2017年),