Document Type

Project

Publication Date

Winter 2018

Instructor

Antonie Jetter

Course Title

Technology Marketing

Course Number

ETM 555/655

Subjects

Sustainable architecture, Domestic architecture -- Environmental aspects, Dwellings -- Energy conservation, Technology -- Marketing, Tesla Motors

Abstract

This marketing plan for Tesla roof has been written to find the best marketing strategies for this new product. Tesla roof was launched in 2017 as part of Tesla’s mission to accelerate the transition of the world into sustainable energy. The objective is to position Tesla roof tile as the first choice for homeowners seeking aesthetics and green energy, gaining market share within three years. The research shows that positioning Tesla roof in the solar market would be the most suitable approach for Tesla. Research and customer interviews analysis implies that the value proposition for this solar roof would be its ability to produce green energy and its aesthetic look. This makes the innovators the first target of Tesla roof. The innovators are defined as the green energy adopters and technology enthusiasts. Based on the market analysis, there is a market of $1.8 Billion for this first target. However, this is only the 30% of the potential solar market, which has a total market of $3.92 Billion with a 16% annual growth. This total market could be reached after crossing the Chasm period with applying the Bowling alley strategy. This strategy should focuses on reducing the cost to reach the early majority of this market who are defined as the economic green energy adopters.

Rights

In Copyright. URI: http://rightsstatements.org/vocab/InC/1.0/ This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

Persistent Identifier

http://archives.pdx.edu/ds/psu/24628

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