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Published byCory Freeman Modified over 9 years ago
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Gender Split Male – 31 Female – 15 Incomes Those with >$30,000 – 32 $30,000 to $50,000 – 5 More than $50,000 – 4 All but 1 drive gas Color Preference White, Blue/Black, Silver/Chrome, Red, Green, Yellow Rankings (1 st list) Price – 20 Looks – 14 Mileage – 11 Horsepower – 9 Environmental Affects – 4 Rankings (2 nd list) Comfort – 24 Sound System – 13 Sunroof/Panoramic Roof - 11 Navigation System - 7 Heated Seats – 6 Yes, I would buy an electric car – 26 No, I would not buy an electric car – 18
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Reasons why not: “Gas is more reliable” “Electric bill” “Like gas and diesel too much” “I would forget to charge it” “Charging infrastructure and battery technology are not where I would like them” “I can only afford so much for electricity” “I hate those puny, weak cars” “Not efficient” “Performance unsuitable” “Need a car that will go a long way on one tank of gas” “Not enough range/performance”
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High Cost Low Cost High Quality Low Quality BMWMercedes Tesla Hybrid Diesel Pickup Truck Moped Motorcycle Lamborghini
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Issues with Roadster ◦ Battery depletion ◦ Battery Recharge ◦ Price of car and replacement battery Corrections made in Model S ◦ Battery depletion ◦ Battery Recharge ◦ Price of car and replacement battery
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Strengths Weaknesses Opportunities Threats
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Strengths Pioneers in the electric industry Unique, with no competitors in the same class Performance matching that of many high end gasoline cars Longer range than most production electric cars, while being larger than most The lowest drag coefficient in any available production car up until January 2013.
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Weaknesses Limited range Charging stations not readily available everywhere in the world Length in charge time(5-10 hours) Lack of production Limited exposure
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Opportunities Lack of knowledge among competitors ◦ Big competitors like Mercedes and Toyota had Tesla’s help in the development of their products. No other countries currently produce a similar concept. Can potentially go global Leader in an uprising industry
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Threats Oil Companies ◦ Big Oil is a large issue economically as well as politically and pushing the automotive industry to non-gas powered options threatens their infrastructure. Past Reputation ◦ The Roadster’s battery brick issue did a number on Tesla’s reputation. Other companies on the rise in electric car industry
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Upper Middle Class Professionals
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Upper-Middle Class Families Families in upper class cities around the world with an average income of the household $300,000 plus with an average home price greater than $400,000. Average age: 35-60 PRIZM Cluster: Fast-Track Families ◦ High Income ◦ Household w/ children ◦ Technologically savvy ◦ Outdoorsman
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Professionals(Crackerjacks) Individuals who make over $100,000 a year Commute to work on a daily basis Generally Middle-age PRIZM Cluster: Movers & Shakers ◦ Between the ages of 35-54 ◦ Household w/ children ◦ High percent of executives and white-collar professionals
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3 2 1 Neighborhood Families 0 0 0 Area Students 3 2 1 Area Professionals CitySuburban Rural Key: 3 = strong market 2 = medium market 1 = small market 0 = no significant market
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Large Cargo space Range per charge – 200 to 265 mph 4.2sec 0-60 130 mph top speed 416 horsepower/ 442 lb-ft 0 tailpipe emission
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Word of mouth ◦ High traffic malls in major cities ◦ Strengthens brand recognition MotorTrend Magazine Partner with UPS Automotive ◦ TV commercials
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United States China Japan United Kingdom
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Population: 316 Million Most Dense City: New York City -10500/km 2 GDP per capita: $49,800 Median Age: 37.1 years old Unemployment: 17.6 % Literacy Rate: 99 %
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Population: 1.4 Billion Most Dense City: Shanghai – 6800/km 2 GDP per capita: $9,100 Median Age: 36 years old Unemployment: 6.4 % Literacy Rate: 92.2 %
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Population: 127,000,000 Most Dense City: Kyoto – 6400 km 2 GDP per capita: $36,200 Median Age: 36 years old Unemployment: 4.4 % Literacy Rate: 99%
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Population: 63 Million Most Dense City: London - 1500 km 2 GDP per capita: $36,000 Median Age: 40.2 years old Unemployment: 19.1 % Literacy Rate: 99%
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Initial Investment: $13 Million Break-even cost for basic car: Fixed Costs: $66,000 Variable Costs: $3,000 Total Costs: $69,000 Price Range: $62,400 - $87,400 BMW 5 Series Price Range: $58,000 - $90,000 Mercedes E Class Price Range: $52,000 – 90,000
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Pricing Policy: ◦ Long term profits ◦ Survey the competitive car dealers ◦ Lower than other luxury cars ◦ $7500 Rebate- That’s why the price is low
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Carbon Fluoride Batteries Solar racing Cross application of battery technology Greener planet Power stations
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