Tesla marketing report.docx

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