More than 100 years after the invention of the internal combustion engine, incumbent automobile manufacturers are at a crossroads and face nowadays significant industry-wide challenges. The reliance on the gasoline-powered internal combustion engine as the principal automobile powertrain technology is connected with several negative aspects: It raises environmental concerns, creates dependence among industrialized and developing nations on imported oil and it also exposes consumers to volatile fuel prices. All these challenges offer a historic opportunity for companies with innovative electric powertrain technologies to lead the next technological era of the automotive industry.
Therefore, the objective of this assignment is to analyze the market situation of the all-electric vehicle manufacturer Tesla Motors, Inc. and to find out its unique selling proposition. The focus will be on the company’s domestic market, the United States of America. Moreover, this assignment will only take Tesla’s automotive products into consideration.
Table of Contents
- 1. Introduction
- 1.1 Problem Definition and Objective
- 1.2 Structure
- 2. Company and products – an Overview
- 2.1 Tesla Motors - Company Profile
- 2.2 Electric Cars by Tesla
- 3. Market Analysis and Definition
- 3.1 STEEP-Analysis
- 3.1.1 Definition
- 3.1.2 Political
- 3.1.3 Economic
- 3.1.4 Social
- 3.1.5 Technological
- 3.1.6 Environmental
- 3.2 SWOT-Analysis
- 3.2.1 Definition
- 3.2.2 Opportunities
- 3.2.3 Threats
- 3.2.4 Strengths
- 3.2.5 Weaknesses
- 3.3 Customer-Analysis
- 3.4 Competitor Analysis
- 3.1 STEEP-Analysis
- 4. Conclusion and Outlook
Objectives and Key Themes
This assignment aims to analyze the market position of Tesla Motors, Inc., specifically focusing on its US market and automotive products, and to define its unique selling proposition (USP). The study investigates the challenges facing traditional automobile manufacturers due to reliance on internal combustion engines and the opportunities presented by electric vehicle technology.
- Market analysis of Tesla Motors in the United States
- Identification of Tesla's unique selling proposition
- Assessment of the external environment using STEEP analysis
- Evaluation of Tesla's internal strengths and weaknesses using SWOT analysis
- Analysis of Tesla's competitive landscape
Chapter Summaries
1. Introduction: This introductory chapter establishes the context of the study by highlighting the challenges faced by traditional automobile manufacturers due to their reliance on internal combustion engines. It emphasizes the environmental concerns, oil dependence, and volatile fuel prices associated with this technology. The chapter then clearly defines the objective of the study: to analyze Tesla's market situation and identify its USP, focusing specifically on the US market and Tesla's automotive products. The structure of the assignment is also outlined, providing a roadmap for the reader.
2. Company and products – an Overview: This chapter provides a comprehensive overview of Tesla Motors, Inc., covering its history and a detailed description of its automotive product line. It sets the stage for subsequent chapters by establishing a foundational understanding of the company and its offerings, crucial for comprehending the following market analyses and assessments.
3. Market Analysis and Definition: This chapter forms the core of the analysis, employing various market research tools to understand Tesla's strategic position. It begins with a STEEP analysis to explore the macro-environmental factors (Social, Technological, Economic, Environmental, Political) influencing Tesla's market. This macro-level assessment is complemented by a SWOT analysis, which delves into the company's internal strengths and weaknesses, providing a balanced perspective by comparing internal capabilities with external opportunities and threats. The chapter concludes with a thorough examination of Tesla's micro-environment through detailed customer and competitor analyses. The interrelation between the macro and micro-level analyses provides a holistic understanding of the market forces shaping Tesla's success.
Keywords
Tesla Motors, electric vehicles (EVs), market analysis, STEEP analysis, SWOT analysis, competitive analysis, unique selling proposition (USP), automotive industry, US market, sustainable transportation.
Tesla Motors Market Analysis: FAQ
What is the main objective of this document?
This document aims to analyze Tesla Motors' market position in the US, focusing on its automotive products, and to define its unique selling proposition (USP). It also investigates challenges faced by traditional automakers and opportunities presented by electric vehicle technology.
What topics are covered in this analysis?
The analysis covers a comprehensive range of topics including a company overview, market analysis using STEEP and SWOT analyses, customer and competitor analysis, and concludes with an outlook. The document also includes a detailed table of contents and chapter summaries.
What is the structure of the document?
The document is structured into four main sections: an introduction defining the problem and objectives; a company and product overview; a detailed market analysis incorporating STEEP and SWOT analyses, customer and competitor analysis; and finally, a conclusion and outlook.
What analytical frameworks are used in the market analysis?
The market analysis utilizes two key frameworks: STEEP analysis (Social, Technological, Economic, Environmental, Political) to assess the macro-environment, and SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to evaluate Tesla's internal capabilities and external factors.
What specific aspects of Tesla are analyzed?
The analysis focuses on Tesla Motors' market position in the United States, specifically examining its automotive product line, its unique selling proposition, and its competitive landscape within the broader automotive industry.
What are the key findings (without specifics)?
The detailed findings are presented within the chapters, but the overall goal is to understand Tesla's market position, its strengths and weaknesses, the opportunities and threats it faces, and ultimately, define its USP within the US electric vehicle market.
What is a STEEP analysis and how is it used here?
A STEEP analysis examines the macro-environmental factors influencing a business. In this document, it's used to assess the social, technological, economic, environmental, and political factors impacting Tesla's market position.
What is a SWOT analysis and how is it applied in this document?
A SWOT analysis evaluates a company's internal Strengths and Weaknesses, as well as external Opportunities and Threats. Here, it provides a comprehensive assessment of Tesla's internal capabilities and the external forces affecting its success.
What is the significance of identifying Tesla's Unique Selling Proposition (USP)?
Identifying Tesla's USP is crucial for understanding its competitive advantage and how it differentiates itself from traditional automakers and other EV manufacturers in the market.
What are the key words associated with this analysis?
Key words include: Tesla Motors, electric vehicles (EVs), market analysis, STEEP analysis, SWOT analysis, competitive analysis, unique selling proposition (USP), automotive industry, US market, sustainable transportation.
- Quote paper
- Dominic Birk (Author), 2015, Tesla Motors, Inc. Market Analysis and Definition, Munich, GRIN Verlag, https://www.grin.com/document/309705
