Tesla Inc

Ignacio Vidal
Juan Camilo Ortiz
Pedro Del Alcazar

Market Research
 Context

Founded in 2003 by a group of

engineers from silicon valley
Formerly known as Tesla Motors
Named Tesla as an homage to
Nikola Tesla
The company first became
profitable in 2013
 “To accelerate the world’s
transition to sustainable energy.”

Tesla’s Mission Statement

To create the most compelling car
company of the 21 century by
st

driving the world’s transition to

electric vehicles.”
Vision Statement

Tesla Inc
 SWOT
Tesla Inc

Strengths: High end Tech, Market

leader for the sector, Own distribution
and creation network, Own most
electrical charging stations
Weaknesses: Specific segmentation,
High waiting list or clients, Need or
charging stations, Low participation in
global market
Opportunities: Completion of
gigafactories, taking advantage o
growth in market, bulk buying and
discounts
Threats: New recognized competitors
entering the market, Technological
developments, Change in regulations,
subsidies or tax cuts
 Resources and
Capabilities

Tangible: 130+ Global stores,

48,000+ Employees, 4 Billion
USD Revenue as of 2019
Intangible: Reputation, Patents,
Partnerships, Research and
development, High end
technology and experience
Business Model
Canvas
 Value Chain
Summed up

Vertical integration system that

grants Tesla a huge advantage
in deals and cuts
High leverage for consumers,
providing a unique experience
Great presence online which
allows customers to customize
their product and experience
 Tesla PESTEL

Political: Governments around the world back the transition toward sustainable transport,
customers benefit with tax cuts and parking deregulation
Economic: Global economic growth provides tells with the advantage of economies of
scale, luxury car market is also on the rise, providing advantages for the company
Social: Climate change and global warming are now among the most important global
concerns, by helping to tackle this issues the company gains a social boost and an
increased value
Technological: Developments in technology have given Tesla a huge advantage, but with
the rate of technological developments it is o utter importance to remain innovative to
keep an edge over the competition
Environmental: Staying in compliance with environmental regulations is key for the
companies success. Focusing on the environment needs to be a key objective or the firm
to remain competitive
Legal: The legal ability to retain patents to batteries and other technological elements is
key or the success, expanding into other territories means distinct regulations will apply
 Qualitative
Research

Gathering important and in-

depth insight that will provide
useful information
Large amount of people relate
the company to a healthier
environment and society
What is the perception of the
company in South America?
Important for short term goals
Long term objectives include
entering asian market and
incrementing overall production
and sales
 Quantitative
Research
Tesla inc

Very important because it

provides data that can be
analyzed and interpreted
Research objectives: Publics
opinion on electric cars,
Awareness o possible benefits,
current preferences in car
industry
Tools: Questionnaire
Research results
Tesla Inc

Consumers are happy with

electric vehicles
Upward trend in electric vehicle
market
Awareness on how electric
vehicles help the environment
Tesla recognized as most eco-
friendly brand
Increase in VTC electric
vehicles
 Research Results
Tesla Inc

Tesla is the most technologically innovative car brand supported by sustainable development
Technological innovations are now an important part of car buying for consumers
There are upward trends in sustainable and innovative development in the automotive market
The vast majority of the sample would currently buy an electric car, and much of them, would
buy a Tesla Vehicle
We have found that the measures imposed by governments and regional municipalities
encourage and promote the use of electric cars
Tesla is currently the largest automotive powerhouse in the world and is diversified into
different sectors and industries
Link for questionnaire: Formulario sin tÃtulo. (2020). Google Docs.
https://docs.google.com/forms/d/e/1FAIpQLSfY86FnbuymmgMRyGPt
_PH48vwQQ_O1rC3uWJ53m4jZDlnQFQ/viewform?usp=sf_link
 Focus Group
Tesla Inc

5 individuals ranging from 18-

30 years of age, and a
moderator
All individuals have a driver
license, and all of them have an
amount of knowledge in
electric vehicles
All participants met via ZOOM
and the conversation regarding
the topic was carried out with
as little stimulation as possible
for a period of 30 minutes
 Focus group
Tesla Inc

Divided into three blocks: Electric vehicles and environment(management and usage), Family and
safety(safety analysis and influence by family and friends), and company and competition(Aspects related to
the brand and the publics perception on the former) for the last block
Results: Have you ever driven an electric vehicle? If so, what is your opinion about it
o

One of the participants has used a “SMART” though it was a good option but lacks about the autonomy of
the same,
Another participant used a Hybrid Nissan, very quiet but also complains about the autonomy,
Another participant has not used any vehicles but knows of people that used Tesla and still lacks
autonomy
Another participant also is kind of skeptic about the industry itself
Results:Do you think electric vehicles is the future of the vehicle industry and why?
One participant says half and half, but he thinks more on other renewable energies or hybrid cars due to
infrastructure
Other participant says a lot of people don’t know how batteries work and how to recharge their cars.
Another participant says that maybe in the long-term but that in some markets due to the cheap price
of gasoline if will not affect the same way
 Focus Group
Tesla Inc

Results: Do you know the autonomy advantages as well as repair parts of

Electrical Vehicles? One participant says batteries is a great disadvantage in the
long term and expensive
The energetic usage is wasted long-term
Another participant says that for repairing is a great advantage
Another one remembers seeing electric batteries burning inside the
car ,thinks lack reliability
Results: Do you think that Electric vehicles are safer and why?
One participant says that about Tesla that is very safe and it overpass the
standard security measures even to volvo
Another participant agrees about Tesla and the volvo comparison
Another one says that viability is not that good due to reviews,
Elon Musk has created a great model for security and technology alike
 Focus group
Conclusions
Tesla Inc

The focus group provided key

insight from the minds of
potential customers
Overall brand awareness is high
Perceived quality and safety is
high
Skepticism regarding battery
usage and autonomy
In Depth Interview
Tesla Inc

Three blocks, same as the

focus group
Participant is familiarized with
electric vehicles, even though
she has never driven one
Strong believe electric vehicles
are the future of transportation
Participant does not have
enough knowledge on the topic
to know if electric vehicles are
more cost effective than
regular vehicles, but she
believes that is the case
 In Depth interview results
Tesla Inc

In terms of safety, perception is that electric vehicles and combustion

vehicles are equally safe, but electric vehicles are kinder with the
environment
“The opinion of a family member or close friend will influence your
purchase decision?” Absolutely, opinions and experiences from known
people affect perception and decision making process
Perception that electric vehicles and electric charging networks may highly
benefit developing countries and economies
Tesla perceived as luxurious, innovative
Brand is a factor of importance when purchasing a vehicle
 Bibliography
Tesla Inc

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Tesla Objectives. (n.d.). Retrieved November 03, 2020, from https://www.google.es/search?q=tesla++objectives
Shipley, L. (2020, February 28). How Tesla Sets Itself Apart. Retrieved from https://hbr.org/2020/02/how-tesla-sets-
itself-apart
Chinta, Rakesh. (2018). Tesla PESTEL Analysis – Harvard
https://www.linkedin.com/in/ignacio-vidal-rubio/detail/recent-activity/

QUESTIONNAIRE:
Formulario sin tÃtulo. (2020). Google Docs.
https://docs.google.com/forms/d/e/1FAIpQLSfY86FnbuymmgMRyGPt_PH48vwQQ_O1rC3uWJ53m4jZDlnQFQ/
viewform?usp=sf_link
Fleetwood, D. (2020, 14 diciembre). Quantitative Research: Definition, Methods, Types and Examples.
QuestionPro. https://www.questionpro.com/blog/quantitative-research/
FOCUS GROUP:
How Tesla Uses Focus Groups to Create Amazing Cars. (n.d.). Retrieved from https://www.greenbook.org/marketing-research/How-Tesla-Uses-Focus-Groups-To-Create-Amazing-Cars-1022244
Wagner, I. (n.d.). Topic: Tesla. Retrieved from https://www.statista.com/topics/2086/tesla

Ma, Z., Wang, D., Sun, X., Shi, H., Pang, T., Dong, G., & Zhang, C. (2015, March). Quantitative analysis of 3-Tesla
magnetic resonance imaging in the differential diagnosis of breast lesions. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4316864
Ian. (2019, September 05). How Tesla Used a $0 Marketing Strategy To Dominate a Market. Retrieved from
https://www.marketingstrategy.com/marketing-strategy-studies/how-tesla-used-a-0-marketing-strategy-to-dominate-a-market/