Tesla case study

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Tesla is a car manufacturer established in 2003 in the United States whose turnover in 2018 is $ 21.461 billion. Over the years, Tesla has positioned itself as the leader in the electric car market, while positioning itself in the luxury car market. In 2018, the company spent 1.5 billion dollars on R & D (Research and Development), or nearly 7% of its revenue, to offer state-of-the-art vehicles and gadgets. This is how Tesla has emerged as a forerunner of many technologies such as: the supercharger stations, the robotic snake chargers or batteries that can power your house. In recent years, the goal of Tesla is to create a completely autonomous car. Today, Tesla is already selling on the market almost autonomous cars and Tesla has finally managed to create a completely autonomous car. Elon Musk, ex-CEO of Tesla then said that a FSD (Full Self Driving) car should be worth between 100k to 200k dollars.

This completely autonomous car would then allow investors to make a profit of 24.81 euros per hour. Indeed, the median hourly turnover of a Uber driver is 24.81 euros. On average, a VTC driver rides 200 kilometers on a 9-hour time slot. A Tesla car can have a range up to 600 Kilometers and the total cooldown of a car is 6 hours. Thus, over 33 hours, a Tesla car is active 27 hours. One week includes 168 hours. Of those 168 hours, a Tesla car can drive 137.43 hours. The average weekly turnover of a FSD Tesla taxi is therefore 3,409.64 euros. Suppose the investor buys the FSD car 150,000 euros; the car would pay back in 44 weeks, ie in less than a year. It is therefore understandable that investing in a fully autonomous Tesla car is quickly profitable.

In addition, many people might be interested in using a Tesla autonomous taxi for two reasons:

• The risk of accidents is reduced to almost 0%. Indeed, more than 30,000 people are killed in the United States. In 90% of the crashes, human error is to blame. And so most experts agree that self-driving technology will reduce the number of crashes and fatalities. Self-driving cars, Adrienne LaFrance writes in the Atlantic, could save up to 1.5 million lives in the United States and close to 50 million lives globally in the next 50 years. Algorithms are more secure than humans.
• Moreover, this specific taxi has no driver. Indeed, most VTC car users want to be quiet during their trip and like, for example, to make calls during the journey. This taxi does not include a driver, passengers will not worry about being disturbed. In addition, it removes the risk of aggression from the driver of the vehicle.

Nevertheless, the disadvantage with this last statement is that, the passenger or passengers being alone in the vehicle, the risk of damage are increased.

In this case analysis, we will first analyze the market by trying to analyze the business environment. This part is an indispensable part to determine whether or not the project is viable. Indeed, this analysis makes it possible to determine the various macro-environmental factors that can influence the development of the project in a positive way, favoring the expansion of the project, or in a negative way by slowing down its progress.

In a second step, we will identify our main target. It will then be necessary to determine which actors could be interested in our project. Determining our target will then enable us to formulate a marketing strategy around this target.

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