Strategic Insights: Tesla vs. Competitors SWOT Analysis

1. Competitive Analysis Andy Rogers, Bowie Wynne, Miller Peaden, Richard Kelly

2. Tesla Key aspects in competing -Align organizational goals with the vision of the company -Put in place management personnel that understand how to align the companies goals with the vision and mission -Know your competitors as well or even better than you know yourself -Stay Current

3. Tesla SWOT Strengths -Current leader in EV Market (Positioning) -Tesla models that appeal to a wide consumer base -Direct consumer selling Weaknesses-Pricing issues (specifically Model 3) -Manufacturing capabilities (Production Quotas that produce positive profit margins) -High costs associated with production

4. Tesla SWOT Opportunities -Market appeal to younger generation of consumers -Fluctuation of Stock price (Investment opportunities) -”Software-as-service” -Gigafactory Threats -Large variety of competitors, both in EV market and current Gas market -Funding of future projects -The threat of continuously Innovating

5. Ford SWOT Strengths • Branding “Ford tough” • Adaptability • R&D • Diverse products (trucks, cars, SUVs, vans) Weaknesses • Recalls • Poor reputation (compared to Japanese/European) • Rely heavy on US markets

6. Ford SWOT Opportunities • Eco-friendly vehicles (Electrics and hybrids) • Increase customer base (India & China) Threats • Competition • Increasing material costs • Regulations

7. Ford vs Tesla S: Ford is older, more money, and more diverse within the industry. • Tesla is the EV leader, diverse (batteries, solar storage, and panels) W: Ford has struggled with EVs, notorious for recalls • Tesla has limited market presence, and high prices O: Ford can expand into EVs and • Tesla can continue to innovate, and business expansion T: Both companies face high levels of competition, and changing material costs

8. Nissan SWOT S- Low cost -Brand loyalty -World presence W-Massive recalls -Low range with Nissan Leaf -Low innovation within pedestrian marketplace

9. Nissan SWOT O- Autonomous vehicle -Electric 18 wheeler -Larger EV fleet T- Government regulations -Global economy -Competition

10. Nissan vs Tesla S-Nissan- low cost Tesla- Industry leader in the EV market W-Nissan- Has one Electric Vehicle on the market(Nissan Leaf) Tesla-false promises on delivery O-Nissan-Major growth outside of the US market place. Tesla-Become the primary producer of EV batteries. T-Both Nissan and Tesla have common threats of regulations, and the global economy.

11. BMW SWOT S:Established Brand, Diversity, Quality W:High Prices O:Innovation, Alliances T:New entrants, law & regulations, non-response

12. BMW vs Tesla S: BMW has established resources & high capital. Tesla is leader in EV and technology W: Both have high costs and prices. BMW has recalls. Tesla has production issues. O: BMW can reduce costs and innovate. Tesla software, gigafactory expansion. T:Both have threat of new entrants/ substitutes. BMW with innovation and pricing. Tesla with funding

13. Recommendations for Tesla • Tesla must continue to innovate new products to stay relevant • Lower production costs to lower product prices • Increase range on vehicles • Continue global expansion • Solar energy

14. Questions?