Tesla marketing report.docx

1、Tesla marketing reportTesla Marketing Plan N4 Group A1. Executive SummarySwiss have high income level compare other European countries thus match with basic condition of Tesla target clients. And Switzerland doesnt have energy resources such as oil, coal and natural gas, they will much easier to acc

2、ept the renewable resources vehicle such as hybrid automotive and ecocars; Furthermore, the Swiss government leads environmental protection oriented policy, it will be helpful for Tesla get support by public policy, and Switzerland doesnt have national car manufactory like Germany, so local protecti

3、on could be ignored. Moreover, Swiss have high level quantities of cars per family in the whole world, so it faces more heavy pressure about CO2 discharge limitation.2. Situation Analysis2.1 Market SummaryThe Switzerlandis one of the worlds most stable economies. Its stable economical and political

4、environment attractive many FDI to come Stizerland.Due to the size of the country and high labor skill,Swiss income per capita is one of highest country in the world while it keeps low unemplyment rate as 3.1. http:/en.wikipedia.org/wiki/List_of_countries_by_unemployment_rate Source link: http:/en.w

5、ikipedia.org/wiki/Economy_of_SwitzerlandSwitzerland is among the worlds most prosperous countries in terms of private income. In 2007 the grossmedian household incomein Switzerland was an estimated 107,748CHF, or USD 137,094 atpurchasing power parity(PPP).The median income after social security, tax

6、es and mandatory health insurance was 75,312 CHF, or USD 95,824 atPPP. In October 2011, Switzerland had the highest average wealth per adult, at USD 540,000 (c. 325,000 at PPP).At the same time, wealth distribution of Switzerland has the highGini coefficientof 0.8, indicating unequal distribution.Th

7、e high average wealth is explained by a comparatively high number of individuals who are extremely wealthy and says nothing about a typical Swiss citizen. Themedianwealth of a Swiss adult (50th percentile) is five times lower than the average, at USD 100,900 (c. USD 61,000 at PPP).Source link: Swiss

8、 consumers have not suffered as much as a result of the economic downturn, or more recently the euro zone crisis, compared to consumers in other Western European countries. Both annual disposable income and consumer expenditure continue to rise, although many Swiss are concerned about the strong fra

9、nc and its impact on exports and, in turn, its impact on the job market. For the most part, the Swiss are expected to thrive, at least in the short term, driving continued consumer demand.2.1.1 Market Demographics (Switzerland Demographics Profile 2013)Source link: Population7,925,517 (July 2012 est

10、.)Age structure0-14 years:15.2% (male 621,785/female 586,205)15-24 years:11.7% (male 471,703/female 454,174)25-54 years:44% (male 1,754,394/female 1,736,083)55-64 years:11.9% (male 470,295/female 474,934)65 years and over:17.1% (male 584,809/female 771,135) (2012 est.)Median agetotal:42 yearsmale:40

11、.9 yearsfemale:43.1 years (2012 est.)Population growth rate0.92% (2012 est.)Major cities - populationZurich 1.143 million; BERN (capital) 346,000 (2009)Sanitation facility accessimproved:urban: 100% of populationrural: 100% of populationtotal: 100% of populationNationalitynoun:Swiss (singular and pl

12、ural)adjective:SwissEthnic groupsGerman 65%, French 18%, Italian 10%, Romansch 1%, other 6%Source link: http:/www.bfs.admin.ch/bfs/portal/en/index/themen/03/04/blank/key/lohnstruktur/lohnverteilung.htmlWage level - distribution of salariesFrequency distribution of the employees to the wage level cla

13、sses, 2010Net monthly wage, private and public (Confederation) sectors combinedDegree of employment and wage level classesTotalWomenMenfull-time employees0-3000 Swiss francs2,35,21,13001-4000 Swiss francs12,624,67,94001-5000 Swiss francs23,726,522,65001-6000 Swiss francs20,916,822,46001-7000 Swiss f

14、rancs12,910,213,97001-8000 Swiss francs8,36,09,18001+19,310,723,0Total100,0100,0100,0 Source link: Price arrange for different brand with different tiems.Price between CHF90000-CHF140000TypeBrandItemengine power(hp)price arrange (CHF)off road vehicleBMWX6 M50d381123660-125270off road vehicleBMWX5 xd

15、rive 40d30691700off road vehicleBMWX3 xdrive 35d31398560off road vehicleVWTouareg 3.0 TSI hybrid33399000off road vehicleVWTouareg 3.1 TDI BMT24594944-99900off road vehicleVOLVOXC70 T6 AWD Summum30490900off road vehicleAudiQ7 3.0 TDI245102200off road vehicleMercedes-BenzML500 Executive 4M408122200off

16、 road vehicleMercedes-BenzML500 blue eff Executive 4M140400off road vehicleJeepGr Cherokee 6.4SRT846894900-99300off road vehiclePorche Cayenne S hybrid333106800off road vehiclePorche Cayenne diesel25693260off road vehicleLand RoverDiscovery 3.0 TDV6HSE99500off road vehicleLand RoverRR sport 3.0 SDV6

17、HSE Dyn29294628-138500off road vehicleLand RoverRR sport 5.0 V8SC51094218-105288saloonMercedes-BenzE350 BTEC Avgarde 4matic25296905saloonMercedes-BenzE250 CDI Elegance 4matic20491900saloonMercedes-BenzE400 Cabriolet AMG Linie33395430saloonAudiS5 Sport 3.0TFSI 33392180saloonFisker KarmaSports40812789

18、0CoupeChevrolet Covette GS6.2437100154CoupeChevrolet CAMPRO 2L1 carbon Edition590109500CoupeBMW640dxDrive320109350CoupeLotusEvora 3.5 V6S351112780CoupeNissanGT-R 3.8 V6 BiT550117500EasteMercedes-BenzCLS 350CDI 4Matic26595460-116740EasteMercedes-BenzCLS 500CDI 4Matic408125500EasteJuguarXF3.0d V696300

19、EasteAudiS4 Avant3.0 TFSI quatt33396300EasteAudiRS4 Avant4.2 TFSI V8 qu450102900-114400EasteAudiS6 Avant3.0BiTDI qu42092900-119900EasteAudiA6 Avant 3.0BiTDI quattro313105900-112580EasteAudiA6 Avant 3.0TDI quattro24593600ConvertibleJuguarF-type S3.0 V6 S/C381109180-115280ConvertibleJuguarF-type S5.0

20、V8 S/C495143800-149900ConvertibleBMW650i xRvive450149999ConvertibleMercedes-BenzSL350306141850ConvertibleMercedes-BenzE350306109970ConvertibleMercedes-BenzE40033395430-96200ConvertibleAudiS5 Cabrio 3.0TF SI quattro33390400ConvertibleAudiRS5 Cabrio 4.2TF SI quattro333125900-129900ConvertiblePorscheBo

21、xster S3.431599800Price between CHF60000-CHF90000 (will be done by wheedong)Price below CHF60000 (will be done by wheedong)Current market existing brand for hybrid vehicle and electronic car. Tesla Model S Sales Much Higher Than Similarly Priced Cars From Mercedes, BMW, & AudiSource link: Its near i

22、mpossible to deny the success that Tesla Motors has been having as of late. The Model S has been selling extremely well. Its stock has been climbing to new heights, it has turned a profit, it has announced that it will be repaying its DOE loan five years early, and the company is gearing up for the

23、release of several new models over the next few years. And now, new data from LMC Automotive is providing a good visual for that success showing that Teslas Model S is selling considerably better than similarly priced cars from Mercedes, BMW, and Audi.Image Credit: LMC AutomotiveDuring the first qua

24、rter of this year, the Tesla Model S sold better than “any of the similarly priced gasoline-powered cars from the top three German luxury brands, according to data from LMC Automotive.” Roughly 4,750 people bought a Model S EV, compared to the 3,000 or so that bought Mercedes top-level sedan.Obvious

25、ly, though, this isnt an exact comparison. AsCNN Moneynotes: “Actual selling prices for the Mercedes S-class sedan start toward the upper end of the Tesla Model S price range, according to the auto pricing Web site TrueC, while prices for the other cars are at the lower end. And nobody gets a $7,500

26、 federal tax credit for a buying an S-class or an A8. Also, Mercedes-Benz, BMW and Audi each sell a full range of cars and SUVs while Tesla buyers have only one model to choose from.”Regardless of any of that, though, its an impressive feat Tesla has carved itself out a significant chunk of the mark

27、et in just a decade. With the release of its SUV the Model X next year and the release of its more-affordable4th production model sometime around 2017, the future looks very bright for the company.In related news, Teslas Model S was recently called “possibly the best car that we have ever tested” by

28、 Consumer Reports achieving a score of 99/100. The only other car to achieve such a high score was the Lexus LS460 back in 2009. The only criticism was the inability to drive extremely long distances without recharging or being able to recharge very quickly on such a drive.Model NoSpecificationPrice

29、S$63,570 Xon reserve phaseRoadsterSales and marketsTesla Motors reported 520 reservations for the Model S during the first week after the carmaker began accepting deposits online and at showrooms in California on March 26, 2009. The very first Model S was reserved for Tesla investorSteve Jurvetson. Tesla required aUS$5,000deposit for a regular Model S and aUS$40,000deposit for the Signature Series Model S. By mid December 2010, Tesla announced that the reservation c