赵存端,吉安新闻,午夜编年史
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Threats
Due to tesla motors in order to achieve the best performance and security, heavy use of aluminum alloy expensive production material such as carbon fiber, at the same time in order to achieve high momentum strong acceleration and use battery capacity and number of the motor is higher than competitor’s specifications. In addition, tesla cars currently import products and the high tariff also takes up a large part of the cost, which eventually makes the price of the bikes of tesla cars on the high side(Tsering, 2013).
Tesla has few options for its shorter lineup. By early 2016, Tesla motors just launched a total Tesla three models, the Model and the Model S X, and because the Tesla had already stop production, so actual only two models of service in the market(Eberhard, 2006). Although currently sold in the Model and the Model S X has covered the main D sedans and SUVs two models, but compared with the traditional car companies often platform for four or five dozen models do not enough. And since the threshold of the two models is set to be higher (the Model S starts at a comparable price to the Mercedes s-class and the Model X is higher), the average consumer is unaffordable. Battery life and charging time remain the bottleneck of electric vehicle development(Crane, 2014). Although tesla motors through research and development the large capacity battery, energy recovery system and battery management system makes its products to achieve the highest range of 528 km, it is very close to the average fuel car mileage. However, current charging facilities is not perfect circumstances, despite the tesla super charging station support, is also difficult to fully meet consumer demand for convenient and quick charge. Unless there is a breakthrough in battery technology, it is hard to dismiss the anxiety of potential consumers of electric vehicles on new energy vehicles(Eberhard, 2006).
Recommendation
First, build a product strategy that is both tangible and attached. On the tangible product strategy, tesla motors shall be for consumer preferences, emphasis on SUVs and entry-level luxury models, to provide customers with products that meet the demand and affordable. At the same time, the global synchronization of products is introduced to enrich the domestic product line and satisfy customers at all levels of consumption. In addition, based on the technical advantages and characteristics of electric vehicles, we provide customers with value-added services such as extended warranties, value protection and repurchase, charging facilities, and OTA upgrades(Rocco, 2013).
Second, the direct marketing strategy needs to be localized. In maintaining the website marketing channel strategy at the same time, tesla motors should actively cooperate with domestic electricity, such as electric business platform to build website sales outside the window, to cater to consumers' consumption habit and payment. At the same time, we should continue to improve the service of the city experience store, and provide the short-term rental of tesla cars for the customers in need, so as to expand the marketing channel as a part of the offline experience(Rocco, 2013).
Thirdly, tesla should adopt a transparent and pragmatic pricing strategy. Tesla motors can by the calculation process of the public product retail price (freight cost + various taxes, USA), has kept the prices of tesla motors products constitute a transparent, let the consumer easier to understand and accept the price of the product. At the same time, we should use all kinds of domestic financial instruments to provide convenient car loan service for customers, so that customers can get more choice and convenience when buying cars(Eberhard, 2006).
Fourthly, satisfying consumption psychology is the key to the success of promotion strategy. Tesla motors can encourage consumers to buy tesla's products by discounting the incentives for new cars at a discount. The replacement of the used car, if it is also a tesla product, can be re-sold at a more favorable price through the official refurbishment, and the promotion on another level can be achieved. Reality at the same time also can use to tesla motors as a form of electric vehicles to realize over the events of the long journey of publicity, which can increase awareness, and can also be to reassure potential customer concerns about new energy car battery life(Rocco, 2013). However, in order to enter the national new energy catalogue and enjoy the corresponding preferential policies, there is a fundamental condition that the model must realize domestic production. Tesla's next step to enhance their competitiveness, therefore, the breakthrough point no doubt is to realize the localization and localization as soon as possible to break the bottleneck of main models are imported, and new energy strategy is used to further improve their competitiveness(Eberhard, 2006).
Part B
Analysis of new competences and capabilities to support its globalization strategy
Introduction
Tesla motors as a new brand, in the face of these often has one hundred years of glorious history of rival IT chose a different approach, by giving themselves on "science and technology", "environmental protection", and "fashion" and so on the label, use of its legendary CEO and the IT the bosses, the owner of the image of science and technology for its own brand mark a is different from the traditional luxury high-end social acceptance and taste, has opened up a belongs to own high-end acme(Stonehouse, 2004). The company also uses its technology in battery production and management advantages, introduced such as household electricity reserve system and rapid charging equipment such as technology products, let the tesla motors concept penetration of science and technology to automobile products. In order to promote and popularize new energy automobile market, but also almost unconditionally openly in battery technology and energy management technology patents, which is unprecedented in traditional commercial operation. All of this is a distinctive technological innovation enterprise label for tesla motors(Rocco, 2013).
Analysis
Porter’s Five Force
Bargaining power of suppliers: in recent years it has started to develop the electric car motor control system, converter and spare parts, but on the important parts include power battery, motor, controller, zero parts die, etc are still dependent on the purchase. With the investment and development of the zero parts of the electric motor vehicle, the capital source of the zero parts will be more and more abundant, because of this, the ability of the supplier to ask for the price can be renewed and weakened (Klayman, 2013).
Buyers bargaining power: buyer for the electric stronger bargaining power, manufacturing enterprises in the product, cost control, sales area selection, etc, they must fully consider the spending power of the buyer, and buyer has caused greater competition for enterprise (Klayman, 2013).
The threat of new entrants: the entry of the fuel oil industry, which is larger than the current one. Current fuel car market has been facing a turning capacity, the market tends to saturation, exhaust emission limits, increased competition, such as difficult, each enterprise all electric vehicles as a new development space n because of the large high speed electric vehicles relative to the very mature burning gasoline without any potential, and the electric vehicles have entered the line of sight of the car companies (Zhang, 2016).
The threat of substitution: It does not have a big threat to use natural gas, sleeve-electric hybrid electric cars that might be a substitute for micro-electric cars (Errity, 2016).
Competition between companies: excess industrial capacity presents the overall situation, market demand is not prosperous, caused the domestic capital investment fields to reduce, the large amount of capital between people invest to the limited in several industries(Bartlett, 2011), type of the electric car is than a set of this led to the tiny electric car fierce competition among the enterprises. According to the US automotive technology and relevant personnel in the study of the rough statistics, dynamic car manufacturers have more than 1, 8-100. Because this is from the number of the factory home has exceeded the bounds of the reasonable bounds, send the situation of the situation will be able to pass through the competition to achieve the mutual integration of the board (Errity, 2016).
Five Megatrends that shape the world
Demographic and climate change
Accompanied by the whole ball of the unbroken exhibition, people in the enjoyment of the same time, also paid a heavy price. As a result, people never like today also changes in the environment, directly or indirectly from above, more and more depend on fossil energy in the energy in US(De, 2014).
urbanization
The second is the large scale model depends on the stone energy source, will hinder the new energy source technology to open and push forward; Once again, fossil fuels will pay a heavy price for the huge pollution from the natural environment. Therefore, the development, promotion and use of new energy is the inevitable requirement of development(Frynas, 2011).
digital transformation
Framework, new energy vehicle as the carrier, at the same time around the nuclear power system, the system is set into technology and its key parts such as to obtain important breakthroughs in battery and motor, steam for the new energy car represents a big framework and the basic train of thought(Freeman, 2010).
globalization
Because of the new energy car in the day to get to very fast growth. Compared with the model, it has created a miracle of 8 million cars worldwide. European countries have also come up with new energy vehicles, such as the state of France to direct the purchase of the purchase of subsidies, so that the consumer has to the real in the profits. Governments place has launched the supporting policies, illustrates the new energy vehicles will become a new direction of the development of the steam car in the future(Freeman, 2010). |
