Tesla Midterm

NAME : CANDRA
MATRIC : M061910066
SUBJECT CODE : 5033
1. You are required to identify ONE (1) company’s innovation as an example to answer these
questions:
a. Tesla Motors is one of the company's roles for growth companies that apply technology from
innovation. Tesla has proven to be one of the most competitive electric car manufacturers in the
United States. Where in the beginning Tesla made ordinary sports electric cars to electric cars that
were quite famous, next we will see the journey of innovation from the s-curve table below:
Initially, to start selling Tesla cars by producing sports cars while preparing the next s-curve, at
this stage Tesla was quite successful in selling its products and was able to support consumers from the
innovator level, early adopters to early majority levels. After succeeding with the electric car product,
Tesla continues the latest innovation by buying and selling the latest product, Affordable Electric Cars,
where in this position Tesla continues the previous s-curve and also to answer challenges such as electric
cars need to be expensive by offering affordable prices As a result, Tesla managed to attract the attention
of consumers in the United States, especially consumers from various levels, starting to buy these Tesla
products, from the innovator level to the laggards level. Finally, in the previous s-curve, Tesla has
succeeded in penetrating the market in the USA because it offers an affordable price, in the latter s-
curve, Tesla is again making adequate technological innovations for Tesla car lovers, because also Tesla's
quality products also provide Electric Cars More affordable. This innovation from Tesla is also very
interesting and accepted by car customers in the United States, so that Tesla is currently born from the
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lowest electric car company in the world and has been able to increase the level of consumer laggards in
the United States in general. So, in this position Tesla must be able to maintain its position in the market
by still maintaining innovation and s-curve for the future both in the form of technology itself and from
its services to encourage consumers from Tesla not to move to other companies.
S-curve in the diffusion of Tesla technology, at the launch of the first product, the Tesla
sports car was bought by sports car lovers, namely advanced innovators to early adoption
consumers such as sports athletes could influence influencers for potential buyers in the market.
Affordable Electric Car products are mostly bought by the market level of innovators, early
adopters of artists and public officials, early majority such as entrepreneurs and lovers of anti-
global warming. And the last is the More Affordable Electric Car which has been able to accept
pera of the previous s-curve that is able to restore the level of slow consumers.
b. Explain how a marketer can use knowledge from Roger's five adopter categories to increase the
success rate of innovation
Based on the diffusion theory of innovation (DOI) developed by E.M. Rogers in 1962, the
theory that explained the new or old product can get a good place and momentum in the market
through the passage of time. If the diffusion of the theory of innovation in the field of
marketing then this theory will propose on new products, this theory will be very useful if to
promote new products can also be to bring old products to new markets. In marketing there is
known as segmentation and targeting of potential customers, contributions to calcify consumers
and can determine how to market products, because each person has different differences in
terms of economic, social, custom and cultural class, this is one of the roles of the theory
diffusion of innovation. There are 5 classifications available in diffusion theory and how to
market the products of each of these indicators will be explained below (example of the Tesla
Motors case):
1. Innovator. For example, Tesla makes a new product, Tesla must support the advantages in
terms of features and devices, because for innovators not only look at the design of the car
but deeper than that. In addition to the wider marketing Tesla must market its products in a
group of mechanical people and lovers as well as electric car makers will be easier to accept
and understand, and provide attractive security.
2. Early Adopters. Specifically in car products that become the initial adopters are car lovers
communities and Tesla products are electric cars, Tesla must market its products by
providing direct and online special offers for certain communities that like electric cars, it
must be used by the community and then it will affect the community that other and easily
known by the general public.
3. Early majority. To attract the attention of the majority of the beginning, Tesla must conduct
marketing promotions that can facilitate broad, such as making advertisements on websites,
making video advertisements on social media. From the initial majority, this also needs
something that has been proven, so it would be better if Tesla gave testimony to prospective
customers from among the initial innovators and early adopters who had used Tesla
products.
4. Late Majority. Explanation is something that is effective to attract the attention of this final
majority category, the more intense and the more Tesla explains about its products on
different social media and electronic media, the more it can make this final majority
category to improve the use of products from Tesla.
5. Laggards. In the laggards category there is not much that can be done, Tesla only needs to
increase sales, it needs a lot to become Tesla's indirect advertising media, because that way
Tesla will be able to access the costumer. Slow circles are easily affected because seeing
from their environment using certain products, they will also use these products.
2. Question no 2
a. In 2012 Pebbles was a very successful company in history when launching a Kickstarter
product with all its strengths and advantages. However, the condition of Pebbles victory has
declined when the largest technology company released the same product as Pebbles, which
is a smartwatch, which Apple is a technology company that is quite trusted and consumers
are looking forward to their products. But when Apple released their smartwatch products, a
fairly relaxed response from Migicovsky as the leader of Pebbles said Pebbles sales would
not be interrupted by Apple's presence in the smartwatch market, on the contrary confidence
and purchases by consumers would increase to Pebbles, he said. But the opposite happened,
sales of Pebbles products declined from time to time because Apple products are very strong
and from time to time Apple is increasingly experienced in product development so that it
attracts all existing markets while Pebbles itself is very slow in product innovation, other
than that the market the great expectation by Pebble was that there was no longer anyone
asking for a Pebble product. With this decline in sales it has seriously disrupted the financial
condition of Pebbles and the production and distribution chains of goods have been
disrupted. In addition, the error of Pebbles was that the Pebble distribution team played
favorites where they wanted to move most of the production sites from Quanta Computer
based in Taiwan to Compal Electronics. Various paths were taken to save Pebbles from
reducing the number of employees to selling assets to Intel for additional capital to
collaborating with Japanese companies, namely citizens, but all these efforts seemed to be
too late after the dominance of Apple in the market. This is what caused Pebbles to lose in
competition with Apple, which is a new player in the smartwatch, whereas Pebbles was an
old player who dominated the market first, but all that changed when the competition began.
To overcome this problem, companies must be able to collaborate with other companies that
are used to playing with smartphones so that they can collaborate to conduct research on
watches that are well integrated with smartphones, because smartphones are devices that are
always carried by humans and so are wristwatches. . Furthermore, the company must
innovate and develop its products so that it has the advantage that is the differentiator of
other companies so that even though there is penetration from the giant Pebble company, it
still has a market and loyal customers are its target market.
b. b. The step that I will take is as the first mover in the market. As the first mover I will be
able to embed my brand image in consumers in the market so that consumers can be loyal to
my products. To maintain that position from giant companies, I as a leader must innovate to
support the superior products that I have, keep on innovating and developing existing
products and creating new advantages where making new products, because by developing
sustainable will be more effective in creating markets that make new products and finding
new markets as well, this will require quite a high cost and time. If we don't use this
technique, we will become a small company that is always eliminated by giant companies
that always penetrate into every market. In addition, we must make something different from
the products of other companies so that we can have our own advantages that do not need
about other companies, so that we can use the concept of a good market and help this is
difficult to overcome by large companies, because large companies can reliable will always
produce products that are already well known in the market to make new products, because
in terms of capital it will be very easy for them to equate kit products if there is no
superiority or differentiator from general products in the market. This is a mistake made by
the Pebbles leaders above who have never done product development and innovation that
can compete with giant companies that are new in that field, even though we know Pebble
was previously a market leader in smartwatch products.
c.
1. Pebble must create a broad and sustainable long-term strategy, by doing business
together with other companies that can improve the performance and value of their
products, such as smartphone companies or intelligence companies. By adding several
other features that integrate very well with smartphones, laptops and other devices. of
course this will be able to increase the benefits of Pebbles.
2. Aggressiveness. to overcome existing problems, companies must create a long-term
strategy about product development with R&D and collaboration from other companies,
against competitors by launching continuous innovation in order to catch up with
competitors. For example, devoting promotions and a very high percentage of its
spending budget to new product development and basic research, running aggressive
advertisements during massive smartphone promotions because smartwatch can be well
integrated for smartphones. of course this will greatly support Pebbles in competition.
3. Differentiation. This relates to the features of a company's product or service and how it
performs better than competing products or services and is a differentiator from other
products so that pebbles has its own advantages. High quality, guarantee, promise,
reliability or price. Pebbles must have a broad strategy because it operates in many
segments.
4. Strategic Logic. That's the basic business model used to generate revenue, manage costs,
and generate profits. For example, choosing an aggressive and broad strategy might try
to capture market share and reduce unit costs in order to generate a large income to the
company. This volume strategy can seek to establish low-cost positions in the industry
and small margins in many units. Linking strategic intentions with economic concepts
such as experience curves, economies of scale, or global product mandates gives
credibility to specifications.
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