MADE BY LALA &

JAVAHIR
 1
OVERVIEW
2
MARKETING
STRATEGY
3
FINANCIAL
DATA

CONTENT
history, general segmentation,
products targeting, positioning,
BCG & SWOT,
competitive adv, etc

4 5
FUTURE
6
ELON MUSK OF TESLA SPICY FACTS
 TESLA
was founded 2003

OUR EVOLUTION
ROADSTER w MODEL 200
S
8
was launched

MODEL X
was launched 2015
 MODEL
3
was launched 2016

OUR EVOLUTION
TESLA 201
SEMI
7
was launched

201
9
ROADSTER
MODEL X
TESLA SEMI
CYBERTRUCK
Segmentation, targeting & positioning
The segment of choice was the lower volume, the price-insensitive
performance-car segment which enabled them to create a brand identity,
establish premium pricing and earn significant unit gross margins by
targeting the rich and affluent who are willing to spend more compared to
their vehicles.Tesla’s unique positioning in the car market is one of its
biggest strengths. Tesla not only sells cars but also sells
technology.Positioning statement was “the only stylish car that can go
from 0 to 100 in 3 seconds without a drop of oil”.
 Marketing Mix
Product
Motors,autopilot,batteries(lithium-ion),
glass(Roof tiles with the solar
collector),battery
products(powerwall),vehicles(Model
S,Model 3,Model X)
Price
Tesla Motors initially targeted wealthy
buyers.Hence at its onset, it adopted a premium
pricing strategy and maintained high prices for
its premium products. Later on,It wanted to
capture a large part of the consumer market and
hence adopted a reasonable pricing strategy.
Place
The company has followed a direct-to-
consumer sales approach via its service
centers and stores. Inspections and services
are offered at their own service stations.Tesla
has decided to market its vehicles through
online portals and via company showrooms.
Promotion
PR activities, its surcharging stations on
highways and charging ports at malls, hotels,
and restaurants have brand name Tesla written
over them.In order to create mass awareness,
Tesla has taken the help of social platform via its
website, blog, forums
 STRENGTHS
Technology
Political and government
S O OPPORTUNITIES
Preference for new
technologies

SWOT ANALYSIS
support
Monopoly
Great leadership and team
spirit
Distribution channel

Poor liquidity
Capacity Issues
Poor customer Competition

W T
awareness
WEAKNESSES THREATS
Competitive advantage of Tesla
● Driven by Technology
Tesla’s reputation
Diversifying its
business
 Mission and Vision
Tesla’s mission statement: “to accelerate the world’s transition
to sustainable energy”.

The vision statement: “to create the most compelling car

company of the 21st century by driving the world’s transition to
electric vehicles”.
 Distribution
Selling the vehicles online has reduced the company’s
selling cost. The physical stores only serve as a
showroom for Tesla. It has around 17 stores worldwide
to sell its cars which according to Tesla helps to interact
with potential customers.
 Brand equity
● has a market cap of nearly 60 billion
● the face of the brand for Tesla is the CEO
himself - Elon Musk
● has consistently proven to care about user
experience which has helped shape a
public perception about the brand
 Market analysis
● The global EV market is predicted to grow
at a compound annual growth rate of
21.4% between 2018 & 2026
● Tesla still rules the EV market in the USA
● Tesla’s competitors are Toyota’s Prius
Prime General Motors’ Chevy Volt & China
 Customer analysis
● business executives and entrepreneurs
who are tech-savvy, green-friendly and
wealthy
● the buyer’s profile are around 83.9% male
and 16.1% female
● 77% of the buyers have income over
$100,000
● It is predicted that the Model X, will have
 Promotional strategy
● very much fond of the social media,
especially Twitter
● on social media, compared to other auto
giants Tesla is in the top 3, outperforming
Volkswagen, Ford, and Toyota
● Tesla doesn’t need paid advertisements to
make sales
● website is also an effective channel
Tesla co-founder Martin
Eberhard chose the name,
after months of unsuccessful
pitches, to honor Nikola Tesla,
the Serbian-American inventor
who created the AC electric
motor that is used in Tesla’s
cars.
Elon
Musk
 Who is he? Companies

South African Zip2 Corporation,PayPal,

entrepreneur,advisor in the SpaceX,Tesla Motors
early days of President Donald
Trump's administration,bookish
guy

Education

an undergraduate degree
in economics,bachelor’s
degree in physics,a PhD in
energy physics
 Future of Tesla
● Gigafactory
● “Enhanced Summon” feature
● Tesla isn’t back to making a
profit yet.
 References
https://www.tesla.com/about
https://www.businessinsider.com/41-interesting-facts-about-tesla-motors-2016-9
https://finance.yahoo.com/quote/tsla/key-statistics/
https://www.marketing91.com/marketing-strategy-of-tesla/
https://www.biography.com/business-figure/elon-musk
https://www.wired.com/story/tesla-delivers-more-cars-more-losses/
https://insideevs.com/news/363947/tesla-finances-explored/
the
ppt.