Tesla - Redstar Project
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This document provides a competitive analysis of Tesla and its Redstar project against other electric vehicle manufacturers. It outlines Tesla's strategic intent to remain the market leader through internal growth and developing new models. It then describes the competitive landscape, including vehicles from BMW, Nissan, Volkswagen, and others. Finally, it discusses Tesla's competitive positioning, posture, and strategy to defend its position as the electric vehicle leader through affordable pricing, high technology, and building out electric vehicle infrastructure.
Tesla - Redstar Project
- 1. TESLA – REDSTAR PROJECT
- 2. COMPETITIVE ANALYSIS Compe33ve Scope 1 Strategic Intent 2 Market Share Objec3ve 3 Compe33ve Posi3on 4 Strategic Posture 5 Compe33ve Strategy 6
- 3. COMPETITIVE SCOPE • Smart ForTwo Electric Drive • BMW i3 • Nissan LEAF • Volkswagen e-‐Golf
- 4. STRATEGIC INTENT Tesla guaranteed the longest autonomy and fastest charge… Un5l last week. Porche Mission E Concept Autonomy: 500 Km. Charge Time: 15 minutes. Type of car: 100% electric. Porsche Turbo Charging, twice as quick as others. Audi e-‐tron quaUro Autonomy: 500 Km. Charge Time: 50 minutes. Type of car: 100% electric or hybrid. INDUCTION SYSTEM AND SOLAR PANELS. Mercedes-‐Benz Concept IAA Autonomy: 66 Km. Charge Time: Type of car: hybrid. AERODYNAMIC LOWEST CONSUME WHEN OVER 80 KM/H. Volkswagen Tiguan CTE Concept Autonomy: 200 Km. Charge Time: Type of car: Plug-‐in hybrid SOLAR PANELS
- 5. MARKET SHARE OBJECTIVE Stay market leader Develop the car Develop more cars Work together with compeZtors Compe3tors Tesla Ø Tesla intends to be the market leader via internal growth. Ø Tesla is looking for long-‐ term profit as it is invesZng in technology and innovaZon. Ø By 2020 Tesla wants to be the leader of the electric car market.
- 6. COMPETITIVE POSITION • Well-‐entrenched • High quality • Comfortable driving • Safety • Environmentally friendly • PracZcal • Everyday features
- 7. STRATEGIC POSTURE POSITION ING TradiZonal representaZve of hybrid and electric cars Best representaZve of BMW electric cars Affordable electric car for the middle class consumers The best compact electric car for the city Strategic tasks -‐ Save leader posiZon -‐ Develop new models -‐ Stay affordable to most consumers -‐ Improve the latest technologies -‐ Stay in the segment of luxury cars -‐ Become one of the industry leaders -‐ Be one of the industry leader -‐ Be affordable to most consumers -‐ Develop engine and fuel technology -‐ Be affordable for the middle class -‐ Become one of the industry leaders
- 8. COMPETITIVE STRATEGY • Affordable pricing • Real-‐World car • High level of technology • InnovaZon • TradiZonal VW Golf characterisZcs • ComparaZvely low prices • Exclusive EV manufacturer • Ability to build infrastructure for Evs • Good supercharger network • ReputaZon of being #1 • Premium design Value proposi3on based mapping Low Price High Price High Quality Low Quality