Tesla marketing report.docx
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Tesla marketing report.docx
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Teslamarketingreport
TeslaMarketingPlan–N4GroupA
1.ExecutiveSummary
SwisshavehighincomelevelcompareotherEuropeancountriesthusmatchwithbasicconditionofTeslatargetclients.AndSwitzerlanddoesn’thaveenergyresourcessuchasoil,coalandnaturalgas,theywillmucheasiertoaccepttherenewableresourcesvehiclesuchashybridautomotiveandecocars;Furthermore,theSwissgovernmentleadsenvironmentalprotectionorientedpolicy,itwillbehelpfulforTeslagetsupportbypublicpolicy,andSwitzerlanddoesn’thavenationalcarmanufactorylikeGermany,solocalprotectioncouldbeignored.Moreover,Swisshavehighlevelquantitiesofcarsperfamilyinthewholeworld,soitfacesmoreheavypressureaboutCO2dischargelimitation.
2.SituationAnalysis
2.1MarketSummary
TheSwitzerlandisoneoftheworld'smoststableeconomies.ItsstableeconomicalandpoliticalenvironmentattractivemanyFDItocomeStizerland.Duetothesizeofthecountryandhighlaborskill,Swissincomepercapitaisoneofhighestcountryintheworldwhileitkeepslowunemplymentrateas3.1.
http:
//en.wikipedia.org/wiki/List_of_countries_by_unemployment_rate
Sourcelink:
http:
//en.wikipedia.org/wiki/Economy_of_Switzerland
Switzerlandisamongtheworld'smostprosperouscountriesintermsofprivateincome.In2007thegross medianhouseholdincome inSwitzerlandwasanestimated107,748 CHF,orUSD137,094at purchasingpowerparity (PPP). Themedianincomeaftersocialsecurity,taxesandmandatoryhealthinsurancewas75,312CHF,orUSD95,824atPPP.InOctober2011,Switzerlandhadthehighestaveragewealthperadult,atUSD540,000(c.325,000atPPP) .Atthesametime,wealthdistributionofSwitzerlandhasthehigh Ginicoefficient of0.8,indicatingunequaldistribution. ThehighaveragewealthisexplainedbyacomparativelyhighnumberofindividualswhoareextremelywealthyandsaysnothingaboutatypicalSwisscitizen.The median wealthofaSwissadult(50thpercentile)isfivetimeslowerthantheaverage,atUSD100,900(c.USD61,000atPPP).
Sourcelink:
Swissconsumershavenotsufferedasmuchasaresultoftheeconomicdownturn,ormorerecentlytheeurozonecrisis,comparedtoconsumersinotherWesternEuropeancountries.Bothannualdisposableincomeandconsumerexpenditurecontinuetorise,althoughmanySwissareconcernedaboutthestrongfrancanditsimpactonexportsand,inturn,itsimpactonthejobmarket.Forthemostpart,theSwissareexpectedtothrive,atleastintheshortterm,drivingcontinuedconsumerdemand.
2.1.1MarketDemographics(SwitzerlandDemographicsProfile2013)
Sourcelink:
Population
7,925,517(July2012est.)
Agestructure
0-14years:
15.2%(male621,785/female586,205)
15-24years:
11.7%(male471,703/female454,174)
25-54years:
44%(male1,754,394/female1,736,083)
55-64years:
11.9%(male470,295/female474,934)
65yearsandover:
17.1%(male584,809/female771,135)(2012est.)
Medianage
total:
42years
male:
40.9years
female:
43.1years(2012est.)
Populationgrowthrate
0.92%(2012est.)
Majorcities-population
Zurich1.143million;BERN(capital)346,000(2009)
Sanitationfacilityaccess
improved:
urban:
100%ofpopulation
rural:
100%ofpopulation
total:
100%ofpopulation
Nationality
noun:
Swiss(singularandplural)
adjective:
Swiss
Ethnicgroups
German65%,French18%,Italian10%,Romansch1%,other6%
Sourcelink:
http:
//www.bfs.admin.ch/bfs/portal/en/index/themen/03/04/blank/key/lohnstruktur/lohnverteilung.html
Wagelevel-distributionofsalaries
Frequencydistributionoftheemployeestothewagelevelclasses,2010
Netmonthlywage,privateandpublic(Confederation)sectorscombined
Degreeofemploymentandwagelevelclasses
Total
Women
Men
full-timeemployees
0-3000Swissfrancs
2,3
5,2
1,1
3001-4000Swissfrancs
12,6
24,6
7,9
4001-5000Swissfrancs
23,7
26,5
22,6
5001-6000Swissfrancs
20,9
16,8
22,4
6001-7000Swissfrancs
12,9
10,2
13,9
7001-8000Swissfrancs
8,3
6,0
9,1
8001+
19,3
10,7
23,0
Total
100,0
100,0
100,0
Sourcelink:
Pricearrangefordifferentbrandwithdifferenttiems.
PricebetweenCHF90000-CHF140000
Type
Brand
Item
enginepower(hp)
pricearrange(CHF)
offroadvehicle
BMW
X6M50d
381
123660-125270
offroadvehicle
BMW
X5xdrive40d
306
91700
offroadvehicle
BMW
X3xdrive35d
313
98560
offroadvehicle
VW
Touareg3.0TSIhybrid
333
99000
offroadvehicle
VW
Touareg3.1TDIBMT
245
94944-99900
offroadvehicle
VOLVO
XC70T6AWDSummum
304
90900
offroadvehicle
Audi
Q73.0TDI
245
102200
offroadvehicle
Mercedes-Benz
ML500Executive4M
408
122200
offroadvehicle
Mercedes-Benz
ML500blueeffExecutive4M
140400
offroadvehicle
Jeep
GrCherokee6.4SRT8
468
94900-99300
offroadvehicle
Porche
CayenneShybrid
333
106800
offroadvehicle
Porche
Cayennediesel
256
93260
offroadvehicle
LandRover
Discovery3.0TDV6HSE
99500
offroadvehicle
LandRover
RRsport3.0SDV6HSEDyn
292
94628-138500
offroadvehicle
LandRover
RRsport5.0V8SC
510
94218-105288
saloon
Mercedes-Benz
E350BTECAvgarde4matic
252
96905
saloon
Mercedes-Benz
E250CDIElegance4matic
204
91900
saloon
Mercedes-Benz
E400CabrioletAMGLinie
333
95430
saloon
Audi
S5Sport3.0TFSI
333
92180
saloon
FiskerKarma
Sports
408
127890
Coupe
Chevrolet
CovetteGS6.2
437
100154
Coupe
Chevrolet
CAMPRO2L1carbonEdition
590
109500
Coupe
BMW
640dxDrive
320
109350
Coupe
Lotus
Evora3.5V6S
351
112780
Coupe
Nissan
GT-R3.8V6BiT
550
117500
Easte
Mercedes-Benz
CLS350CDI4Matic
265
95460-116740
Easte
Mercedes-Benz
CLS500CDI4Matic
408
125500
Easte
Juguar
XF3.0dV6
96300
Easte
Audi
S4Avant3.0TFSIquatt
333
96300
Easte
Audi
RS4Avant4.2TFSIV8qu
450
102900-114400
Easte
Audi
S6Avant3.0BiTDIqu
420
92900-119900
Easte
Audi
A6Avant3.0BiTDIquattro
313
105900-112580
Easte
Audi
A6Avant3.0TDIquattro
245
93600
Convertible
Juguar
F-typeS3.0V6S/C
381
109180-115280
Convertible
Juguar
F-typeS5.0V8S/C
495
143800-149900
Convertible
BMW
650ixRvive
450
149999
Convertible
Mercedes-Benz
SL350
306
141850
Convertible
Mercedes-Benz
E350
306
109970
Convertible
Mercedes-Benz
E400
333
95430-96200
Convertible
Audi
S5Cabrio3.0TFSIquattro
333
90400
Convertible
Audi
RS5Cabrio4.2TFSIquattro
333
125900-129900
Convertible
Porsche
BoxsterS3.4
315
99800
PricebetweenCHF60000-CHF90000(willbedonebywheedong)
PricebelowCHF60000(willbedonebywheedong)
Currentmarketexistingbrandforhybridvehicleandelectroniccar.
TeslaModelSSalesMuchHigherThanSimilarlyPricedCarsFromMercedes,BMW,&Audi
Sourcelink:
It’snearimpossibletodenythesuccessthatTeslaMotorshasbeenhavingasoflate.TheModelShasbeensellingextremelywell.Itsstockhasbeenclimbingtonewheights,ithasturnedaprofit,ithasannouncedthatitwillberepayingitsDOEloanfiveyearsearly,andthecompanyisgearingupforthereleaseofseveralnewmodelsoverthenextfewyears.Andnow,newdatafromLMCAutomotiveisprovidingagoodvisualforthatsuccess—showingthatTesla’sModelSissellingconsiderablybetterthansimilarlypricedcarsfromMercedes,BMW,andAudi.
ImageCredit:
LMCAutomotive
Duringthefirstquarterofthisyear,theTeslaModelSsoldbetterthan“anyofthesimilarlypricedgasoline-poweredcarsfromthetopthreeGermanluxurybrands,accordingtodatafromLMCAutomotive.”Roughly4,750peopleboughtaModelSEV,comparedtothe3,000orsothatboughtMercedes’top-levelsedan.
Obviously,though,thisisn’tanexactcomparison.As CNNMoney notes:
“ActualsellingpricesfortheMercedesS-classsedanstarttowardtheupperendoftheTeslaModelSpricerange,accordingtotheautopricingWebsiteTrueC,whilepricesfortheothercarsareatthelowerend.Andnobodygetsa$7,500federaltaxcreditforabuyinganS-classoranA8.Also,Mercedes-Benz,BMWandAudieachsellafullrangeofcarsandSUVswhileTeslabuyershaveonlyonemodeltochoosefrom.”
Regardlessofanyofthat,though,it’sanimpressivefeat—Teslahascarveditselfoutasignificantchunkofthemarketinjustadecade.WiththereleaseofitsSUV—theModelX—nextyearandthereleaseofitsmore-affordable 4thproductionmodelsometimearound2017,thefuturelooksverybrightforthecompany.
Inrelatednews,Tesla’sModelSwasrecentlycalled“possiblythebestcarthatwehaveevertested”byConsumerReports— achievingascoreof99/100.TheonlyothercartoachievesuchahighscorewastheLexusLS460backin2009.Theonlycriticismwastheinabilitytodriveextremelylongdistanceswithoutrechargingorbeingabletorechargeveryquicklyonsuchadrive.
ModelNo
Specification
Price
S
$63,570
X
onreservephase
Roadster
Salesandmarkets
TeslaMotorsreported520reservationsfortheModelSduringthefirstweekafterthecarmakerbeganacceptingdepositsonlineandatshowroomsinCaliforniaonMarch26,2009.TheveryfirstModelSwasreservedforTeslainvestor SteveJurvetson.Teslarequireda US$5,000 depositforaregularModelSanda US$40,000 depositfortheSignatureSeriesModelS.BymidDecember2010,Teslaannouncedthatthereservationc
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