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Marketing Presentation

Tesla's vision is to drive the world's transition to electric vehicles and accelerate sustainable energy. Its mission is to target the luxury performance car segment to build innovative electric vehicles and establish its brand. Tesla positions itself as a technology company that sells electric vehicles and builds the infrastructure to support them, like superchargers. It has a competitive advantage in its technology and strong reputation. The BCG matrix shows the Model 3 as a question mark due to production struggles, while Models S and X are stars. Zero emission vehicle credits are a cash cow. Tesla relies heavily on social media promotion rather than paid advertisements.

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Esha Kulsoom
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266 views12 pages

Marketing Presentation

Tesla's vision is to drive the world's transition to electric vehicles and accelerate sustainable energy. Its mission is to target the luxury performance car segment to build innovative electric vehicles and establish its brand. Tesla positions itself as a technology company that sells electric vehicles and builds the infrastructure to support them, like superchargers. It has a competitive advantage in its technology and strong reputation. The BCG matrix shows the Model 3 as a question mark due to production struggles, while Models S and X are stars. Zero emission vehicle credits are a cash cow. Tesla relies heavily on social media promotion rather than paid advertisements.

Uploaded by

Esha Kulsoom
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MISSION AND VISION

Vision:
Tesla's vision is to “create the most compelling car company of the 21st
century by driving the world's transition to electric vehicles,”

Mission:
Tesla’s mission statement: “to accelerate the world’s transition to
sustainable energy”.
Marketing strategy of Tesla
Segmentation:
While segmenting the market Tesla didn’t ask which segment is the most
fuel-conscious but which segment enabled the company to build long-
term and innovative model vehicles. It didn’t choose the small car
segment.

Targeting:
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.
Positioning:
Since 2015, Tesla has been selling an all-electric luxury SUV, which has
done relatively well in the market and has delivered the record of
100,000 vehicles for 2017. Tesla’s unique positioning in the car market
is one of its biggest strengths. Tesla not only sells cars but also sells
technology. It positioning statement was “the only stylish car that can go
from 0 to 100 in 3 seconds without a drop of oil”.
Competitive advantage in the marketing strategy of Tesla
1) Driven by Technology:
More than an automotive company, Tesla is a technology company
building technology platforms. Betting on Tesla technology is betting on
new technology. The company not only sells cars but has also built the
infrastructure necessary to support the operation of those cars.  It has
built the network of superchargers, battery swap stations, and service
stations.

2) Tesla’s reputation:
This can be considered as one of the intangible strengths of the company.
BCG Matrix in the marketing strategy of Tesla:
Tesla question mark category:
Model 3 is a combination of design, style, convenience, and moreover
safety. It has been priced as the least expensive model developed. The
official launch and delivery of the first 30 cars said to be on July 28,
2018.

Tesla star category:


Model S is a beautiful model which is packed with functionality,
convenience, and safety along with style and energy. It is said that it has
crushed a large luxury car competition in the USA. Out of 10 large
luxury car models, the Tesla Model S gobbled up a notable 34% of sales
Tesla Dog category:
The sales for Model X and Model S sales are soaring but Tesla is still
struggling with Model 3 production. This puts the Model 3 in the Dog
category of the BCG matrix.

Tesla cash cow category  :


The ZEV credits or Zero Emission Vehicle credits can belong to the cash
cow for Tesla. It is required for automakers that a certain proportion of
vehicles sold emit no greenhouse.
So, by selling this, Tesla earned 100 million in revenue in 2017. The
profit margin on this is 95%.
Promotional strategy in the marketing strategy of Tesla:
Promotional strategy:
Tesla is very much fond of social media and it’s the CEO who is the
face of the brand. On social media, compared to other auto giants Tesla
is in the top 3, Ford, and Toyota.
Tesla doesn’t need paid advertisements to make sales.  Tesla is said to
have built a strong brand identity that requires less promotion and
advertising. Tesla’s website is also an effective channel for sales and
marketing, it has also used Twitter to successfully connect with the
large base of fans and followers.

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