Tesla Porter's Five Forces
Autor: AllyBCrazy • June 3, 2012 • Case Study • 1,068 Words (5 Pages) • 3,520 Views
Intensity of Competitive Rivalry
Tesla is the only one of a kind manufacturing company in the industry right now that produces highway-capable zero-emission vehicles. This does not stop other more established manufacturers from trying to catch up with the lithium ion battery technology. According the Tesla 10-k report, they are so technology savvy , innovative and in dire need of profits that they have extended their patents of electric power train components to Daimler and Toyota. This will easily be replicated by the well established competitors and can essentially use this collaboration to their own personal advantage in the future, making this a definite threat for Tesla.
Also the Chevrolet Volt, a plug-in hybrid, was introduced at the end of 2010. The Volt is priced at an affordable price of just over $40,000 whereas the Tesla Roadster is a sportier luxury vehicle priced at over $100,000, both priced before the government tax credit deduction. Competition is a very high risk factor to consider if they want to become profitable in the upcoming years.
Threat of New Entrants
Just entering the automotive industry in 2003, Tesla themselves are facing the challenges of being the new entrants into the market. A high capital is required to begin any business expenditure. Tesla is not expected to become profitable for another 18 months (Taylor, 2011). There is a relatively low barrier to entry due to the higher demand for environmental friendly vehicles and with other outlets for available technology for lithium-ion batteries, it is a level of playing field where any company can replicate (Shirouzu,2011). This is an external threat that Tesla faces because this technology is easy to imitate by competitors.
Power of Buyers
According to the Tesla 10k, they rely on their relationship with Daimler, Toyota and Lotus as they also sell their cars to individual customers. Government incentives give potential customers which is a $7,500 tax credit deduction (Dandekar, 2011). Tesla has 17 dealership locations in North America, and their inventory is very small and limited with consideration the Roaders is the only available vehicle until the Model S is released in 2012 (Tesla Website). The Model S sedan is currently being preordered by customers, proving interest amongst people(Dandekar, 2011). The Roadster is priced at $109,000 before tax deduction (IT’S A CREDIT) which is extremely expensive for many people not looking to buy a luxury sports car, however the Model S is at $57,400 before deduction which targets to a more median price of a new vehicle (Dandkar, 2011). As a new company, brand loyalty has not fully been established yet therefore by adding value to the vehicle and service to customers will assist in a successful future for Tesla.
Power of Supplier