BMC for Tesla
Key Partners
● LG Chem
● OEM Supplier
● Brembo
● AGC Automotive
● Fisher Dynamics
● Toyota
● Athlon Car
● Visteon Corp
● Dana Holding
Key Activities
● Research &Development
● Design
● Manufacturing Cars
Value Proposition (Explanation)
● Best in class
● Solar energy system
● Autonomous driving
● Advanced vehicle
technology
● High performance
Customer Relationships
● Brand
● Reputation
● Personal assistance
● Customer service
Customer Segments (Explanation)
● Luxury
● Middle class
● Green community
● Electric vehicle
● Eco-friendly carKey Resources
● Automation
● Engineers
● Battery plant
● Supercharger Network
Channels
● Website
● App
● Retail Store
● Event
Cost Structure
● Manufacturing
● Technology development
● General & administrative
Revenue Streams
● Automotive sale
● Vehicle service
● Supercharge fee
Value Proposition Tesla is currently the world's leading electric vehicle brand. The company's philosophy is to hope that new energy vehicles can become the development direction of vehicles in the future. First of all, Tesla's products
have a strong sense of science and technology. It has core technology and unique positioning. Powerful battery management system and automatic driving system based on vision and low cost route. Because Tesla is a pure electric vehicle, the reserve size of the battery is very important for Tesla, and it is also constantly strengthening its automatic driving function. Tesla's founding time is very short. It was founded in 2003, but Tesla's first car is the luxury sports car— roadster, and the company's goal is very clear, that is to make only electric vehicles. But many companies have been studying electric vehicles before Tesla was founded. Why can Tesla succeed in so many car brands? The most important thing is a new market positioning for electric vehicles. Tesla uses a motor-driven car, which is not only efficient, but also has a good driving experience and fun. Moreover, when people drive in the car, the car is very quiet and stable, so these outstanding value propositions are very important to Tesla, so that it is now successful. Customer Segments
Every customer who buys Tesla has different reasons and needs. For example, some are very curious about new technologies, and some are because Tesla is a pure electric vehicle, and they buy it for environmental protection. Some people buy it for Tesla's luxury, such as a better driving experience and fun and cool appearance. Some people buy it because Tesla has very user-friendly technologies, such as fully automated driving technology. Customers who purchase may have frequent car needs, so autonomous driving technology can alleviate driving fatigue. Tesla's charging speed is getting faster and faster, charging piles are becoming more and more covered, and people can install charging piles at home to charge, so compared to the inconvenience of charging electric cars in the past, there are now a lot of extras. Pull demand for electric vehicles. Tesla developed vehicles for many types of customers. From middle class affordable cars to high-end luxury and sport cars. Tesla formulated a marketing plan in 2015 that detailed the current target individuals as "business executives and entrepreneurs who are urban residents, proficient in technology, environmental protection...wealthy, early adopters from the upper to the lower middle class.” Their customers are mostly men, and they are looking for a high-end luxury car. Majority of the customers for Tesla are males, but also females.
Reference: https://bstrategyhub.com/tesla-business-model-tesla-business-model-canvas/ https://bettermarketing.pub/6-lessons-from-teslas-clever-marketing-strategy-on-satisfying-customers-631632f25557 https://research-methodology.net/tesla-segmentation-targeting-and-positioning-overview/
Feedback from Professor
The BMC elements are shaping up well. The value proposition needs to have more details about the product and what makes it stand out from other EVs and how this responds to the customer segments' needs. You must
also specify the types of customer segments, not just mention that there are many different customers. Although the major categories are there, you may want to put more demographic details.
For your final project, please make sure that these elements are described and explained better, and the connections are made clear. For instance, how is a perceived competitor, Toyota, also a partner? For your Key
Resources, specify what you mean by automation, engineers, batter plant and supercharger network -- there might be more than these.
To prepare for the final project, please make sure that all the BMC elements are discussed and synthesized. All other elements should support the delivery of the value proposition to the customer segment.