Tesla Market Research Ppt

Tesla Inc
Ignacio Vidal
Juan Camilo Ortiz
Pedro Del Alcazar
Market Research
Context
• Founded in 2003 by a group of

engineers from silicon valley
• Formerly known as Tesla Motors
• Named Tesla as an homage to
Nikola Tesla
• The company first became
profitable in 2013
“To accelerate the world’s transition to
sustainable energy.”
Tesla’s Mission Statement

To create the most compelling car
company of the 21 century by driving the
st
world’s transition to electric vehicles.”

Vision Statement
Tesla Inc
SWOT
Tesla Inc
• Strengths: High end Tech, Market leader

for the sector, Own distribution and
creation network, Own most electrical
charging stations
• Weaknesses: Specific segmentation, High
waiting list or clients, Need or charging
stations, Low participation in global
market
• Opportunities: Completion of
gigafactories, taking advantage o growth
in market, bulk buying and discounts
• Threats: New recognized competitors
entering the market, Technological
developments, Change in regulations,
subsidies or tax cuts
Resources and
Capabilities
• Tangible: 130+ Global stores,

48,000+ Employees, 4 Billion
USD Revenue as of 2019
• Intangible: Reputation, Patents,
Partnerships, Research and
development, High end
technology and experience
Business Model
Canvas
Value Chain Summed
up
• Vertical integration system that

grants Tesla a huge advantage
in deals and cuts
• High leverage for consumers,
providing a unique experience
• Great presence online which
allows customers to customize
their product and experience
Tesla PESTEL
• Political: Governments around the world back the transition toward sustainable transport,
customers benefit with tax cuts and parking deregulation
• Economic: Global economic growth provides tells with the advantage of economies of scale, luxury
car market is also on the rise, providing advantages for the company
• Social: Climate change and global warming are now among the most important global concerns, by
helping to tackle this issues the company gains a social boost and an increased value
• Technological: Developments in technology have given Tesla a huge advantage, but with the rate of
technological developments it is o utter importance to remain innovative to keep an edge over the
competition
• Environmental: Staying in compliance with environmental regulations is key for the companies
success. Focusing on the environment needs to be a key objective or the firm to remain competitive
• Legal: The legal ability to retain patents to batteries and other technological elements is key or the
success, expanding into other territories means distinct regulations will apply
Qualitative
Research
• Gathering important and in-depth
insight that will provide useful
information
• Large amount of people relate the
company to a healthier environment
and society
• What is the perception of the
company in South America?
Important for short term goals
• Long term objectives include entering
asian market and incrementing
overall production and sales
Quantitative
Research
Tesla inc
• Very important because it

provides data that can be
analyzed and interpreted
• Research objectives: Publics
opinion on electric cars,
Awareness o possible benefits,
current preferences in car
industry
• Tools: Questionnaire
Research results
Tesla Inc
• Consumers are happy with

electric vehicles
• Upward trend in electric vehicle
market
• Awareness on how electric
vehicles help the environment
• Tesla recognized as most eco-
friendly brand
• Increase in VTC electric vehicles
Research Results
Tesla Inc
·Tesla is the most technologically innovative car brand supported by sustainable development
·Technological innovations are now an important part of car buying for consumers
·There are upward trends in sustainable and innovative development in the automotive market
·The vast majority of the sample would currently buy an electric car, and much of them, would buy a Tesla
Vehicle
·We have found that the measures imposed by governments and regional municipalities encourage and
promote the use of electric cars
·Tesla is currently the largest automotive powerhouse in the world and is diversified into different sectors
and industries
·Link for questionnaire: Formulario sin tÃtulo. (2020). Google Docs.
https://docs.google.com/forms/d/e/1FAIpQLSfY86FnbuymmgMRyGPt_PH48vwQQ_O1rC3uWJ53
m4jZDlnQFQ/viewform?usp=sf_link
Focus Group
Tesla Inc
• 5 individuals ranging from 18-

30 years of age, and a
moderator
• All individuals have a driver
license, and all of them have an
amount of knowledge in electric
vehicles
• All participants met via ZOOM
and the conversation regarding
the topic was carried out with
as little stimulation as possible
for a period of 30 minutes
Focus group
Tesla Inc
• Divided into three blocks: Electric vehicles and environment(management and usage), Family and
safety(safety analysis and influence by family and friends), and company and competition(Aspects related
to the brand and the publics perception on the former) for the last block
• Results: Have you ever driven an electric vehicle? If so, what is your opinion about it
·One of the participants has used a “SMART” though it was a good option but lacks about the autonomy
of the same,
·Another participant used a Hybrid Nissan, very quiet but also complains about the autonomy,
·Another participant has not used any vehicles but knows of people that used Tesla and still lacks
autonomy
·Another participant also is kind of skeptic about the industry itself
• Results:Do you think electric vehicles is the future of the vehicle industry and why?
·One participant says half and half, but he thinks more on other renewable energies or hybrid cars
due to infrastructure
·Other participant says a lot of people don’t know how batteries work and how to recharge their cars.
·Another participant says that maybe in the long-term but that in some markets due to the cheap
price of gasoline if will not affect the same way
Focus Group
Tesla Inc
• Results: Do you know the autonomy advantages as well as repair parts of Electrical Vehicles?
One participant says batteries is a great disadvantage in the long term and expensive
·The energetic usage is wasted long-term
·Another participant says that for repairing is a great advantage
·Another one remembers seeing electric batteries burning inside the car ,thinks lack
reliability
• Results: Do you think that Electric vehicles are safer and why?
·One participant says that about Tesla that is very safe and it overpass the standard
security measures even to volvo
·Another participant agrees about Tesla and the volvo comparison
·Another one says that viability is not that good due to reviews,
·Elon Musk has created a great model for security and technology alike
Focus group
Conclusions
Tesla Inc
• The focus group provided key

insight from the minds of
potential customers
• Overall brand awareness is high
• Perceived quality and safety is
high
• Skepticism regarding battery
usage and autonomy

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Tesla Inc

• Founded in 2003 by a group of

Tesla’s Mission Statement

world’s transition to electric vehicles.”

• Strengths: High end Tech, Market leader

• Tangible: 130+ Global stores,

• Vertical integration system that

• Very important because it

• Consumers are happy with

• 5 individuals ranging from 18-

• The focus group provided key

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