Agenda
Tesla Motors company profile
American market
SWOT Analysis
Public relations objectives
Strategies
Tactical programs
Tesla Motors Inc
Tesla is one of the leading American automakers and energy storage devices. The company's products have infiltrated the global market due to high trust levels and economic costs of maintenance. Additionally, the company offers luxury cars models that suit both the celebrities and the common customers and hence widening its market globally despite the presence of high competition in the motor vehicle industry.
Tesla has two models of electric vehicles for customers' selection.
Model X sport utility vehicles (SUV) which offer features like electronic control, all-wheel drive dual motor operational system, as well as autopilot features. Model X vehicles cover an approximated 260 miles on a single charge with an acceleration of 3.2 seconds from 0- 60 miles per hour.
Model S sedan vehicles contain features like electric, four-door, five-adult passenger, zero tailpipe emissions, and the battery pack on the floor of the vehicle. Furthermore, Model S vehicles cover 290 miles on a single charge with an acceleration of 2.8 seconds for a speed of 0-60 miles per hour.
California, United States
It is located in Palo Alto, California state in the United States. The United States is located in northern part of the American continent. California approximated population is 39,144,818 with country's total population standing at 318,892,103. The American growth rate stands at 0.77%.
The country is famous for its super secure administration system, the major tourist destination for its waterways and ports, high-quality products both electronic and non-electronic. Residents are fashionable with the desire of modern car models advancing continuously year in year out. As a result, it creates a vast market for vehicles made by Tesla Company given their advanced features.
Tesla SWOT Analysis
Strengths
Developed "Road Star," the first fully electric sports car
Strong supplier to other car dealers and manufacturers like Toyota
Current platform developed for model S can be used in future for any car model developed
Ability to manufacture cars entirely in-house
Weaknesses
Higher costs of productions due to manufacture of both vehicles as well as sub-assemblies
Tesla cars are more expensive as in comparison to prices charged by combustion engine powered vehicle companies.
Opportunities
Improving the quality of control processes in vehicles can help reduce the high costs into manageable amounts.
Support given to the Mercedes' Smart car enables learning opportunities to improve on the passenger's cars, which are due for launching shortly (Dalvagas 1).
Global recognition by governments and environmental institutions due to the company's products having a friendly relationship with the environment
Threats
Skimming pricing strategy adopted by the company has not been used yet in the auto-vehicles industry
The current business model does not support all-inclusive activities aimed by Tesla that include production, distribution, and sales of auto-vehicles in the market.
Younger generations are less interested in cars compared to old generation people
Objectives
Mission: To celebrate the beginning of efficient transport system through the introduction of the electric vehicles (ROWLAND 1)
Vision: To develop an improved version of the motor vehicles through influencing a migration into electric motor vehicles in the 21st century
Maintain and expand the existing customer base for efficient development of customer loyalty as well as customer referrals.
Building a long term and sustainable brand awareness
Strategy
Corporate strategy- Tesla uses this strategy in combination with a two-way asymmetric model to emulate a classic technological-product life cycle that exists in the automated motor vehicles industry. Through this strategy, the company enters the market with a high-end demand for its products irrespective of the price. The two asymmetric model enables the company's to continuous communicates with the customers and thereby influencing their attitudes positively towards the company's products. On the other hand, the costs of developing battery and electric drive train made for both models S and X would be met through sales of the preceding cars. As a result, it creates a smooth budgeting process that improves the financial status of the company. This will encourage more customers into the firm given its financial stability.
Tactical Programs
Referrals programs: Tesla Motors offer a gift of $1,000 to advocates and customers who refer 10 or more of their friends to purchase vehicles in the company. In particular, this enables the company to rely largely on social marketing strategies and hence reducing more shop openings.
Tesla Company keeps a continuous update of the public on the improvements made in their products. Consequently, this enables the customers and the public, in general, to know the developments in the firm as they happen.
The social-referral incentive for model S/ the Guerrilla tactic: the owners of electric cars manufactured by the firm convince their friends and relatives to buy cars in the firm.
Works Cited
Dalvagas, Iason. "SWOT Analysis: Tesla Motors, Inc." Value Line - The Most Trusted Name in Investment Research, 2016, www.valueline.com/Stocks/Highlights/SWOT_Analysis__Tesla_Motors,_Inc_.aspx#.WGtr01V97IU.
Rowland, Christine. "Tesla Motors, Inc.'s Vision Statement & Mission Statement (An Analysis)." Panmore Institute, 2016, panmore.com/tesla-motors-inc-vision-statement-mission-statement-analysis.
