Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 P1 Analyse impact and influence of macro environment and its strategies...........................3 M1 Critically analyse macro environment to determine and inform strategic management decisions.................................................................................................................................5 TASK 2............................................................................................................................................6 P2 Internal environment and capabilities using appropriate frameworks..............................6 M2 Critically evaluate the internal environment to assess strengths and weaknesses of an organisation’s internal capabilities, structure and skill set.....................................................9 TASK 3..........................................................................................................................................10 P3 Porter’s Five Forces model evaluate competitive forces of a given market sector.........10 M3 Devise appropriate strategies to improve competitive edge and market position based on the outcomes.........................................................................................................................11 TASK 4..........................................................................................................................................12 P4 Range of theories, concepts and models, interpret and devise strategic planning..........12 M4 Produce a strategic management plan that has tangible and tactical strategic priorities and objectives..............................................................................................................................13 D1 Critique and interpret information and data applying environmental and competitive analysis to produce a set of valid strategic directions, objectives and tactical actions........14 CONCLUSION..............................................................................................................................14 REFERENCES..............................................................................................................................16
INTRODUCTION Business strategy is defined ascompetitoryactionsas well asmoves which firms uses in order to attract their customers, strengthening performance, competing successfully and achieve goal and objectives of organisation (Business Strategy: Definition, Levels, Components & Examples, 2019). This is regarded as master plan which management of organisation implement for securing competitive position at marketplace, carry operations, satisfying customers and achievement of desired ends of business. Business strategy is very important for organisation to carry their activities and operations in an effective and efficient manner. The different types of business strategy are cost leadership, differentiation and focus. Theenterprisegiven for project work is Teslathatwas founded in 2003. This is American automotive organisation specialising in electric car manufacturing. Being the Junior Strategy Manager of Tesla, line manager has asked for preparation ofvariousreport. Themicro and macro investigationandstrategical growingdirectionthoughtalong withanalytictools has been discussed. This report highlights Porter's five force model for givenfirm. TASK 1 P1Analyse impact and influence of macro environment and its strategies It is very essential for organisation to evaluate and analyse macro environmental factors for making proper plan and decision (Acquaah, 2013). This helps in knowing about various external factorsin order to make proper business strategies for organisation. For macro environment, PESTLE analysis has performed by manager of Tesla to make business strategy. They are described below: PESTLE Analysis This is referred as techniquesor framework which isutilizedforinvestigationand monitorofdifferentelementofenvironmentthatconsequencecarryingoutactivitiesof enterprise(Alsudiri, Al-Karaghouli and Eldabi, 2013). This is applied whenever organisation wants to start new business or enter foreign market. In context of Tesla, they are described below: Political Factors- This is defined as intervenes of government in an economy which includes foreign trade policy, labour law, environmental law, instability and so on. The United Kingdom runs under system of parliament. It is stable, fair and provide opportunity to business
for expanding it in other country. In context of Tesla, it is running business in United Kingdom which has opportunity to expand it in other place easily because of political stability, proactive government and large influence on inner working. As it deals in manufacturing of auto mobiles for users which has stability in political condition for maximum production. There are some negative aspects because of corruption and Brexit of EU. Economic Factors- This is defined as performance of economy whichconsiderinflation rates, economic growth, interest rates, exchange rates and many more (Bharadwaj and et. al., 2013). The economic position of UK is considered as strong as compared to others.Under the view of respective organisation, it has betterpossibilitytogrowbusiness in other parts of UK. The different opportunities available to respective organisation are in terms of free market, increase in foreign direct investment, 5thhighest GDP andvariedeconomic systemin bothopen and privatebody. Negative aspect of expanding business is that huge amount ofwealthis spent on freeopen workandmoney assist inslow recovery from recession which occurred in 2008/09. Social Factors- Thiselements of social factors includesdemographicfeatures,values, population, customs,thatbusiness is operating their functions. It consists ofsafety, income distribution, health, growth rate and so on. UK carry high social standards which leads for better all-round circumstance to Tesla for running their business in an effective and efficient manner. UK consists of 64.1 million densely populated area having high standard and cheap workforce that assist respective organisation to enhance their profits and business (An Example PEST Analysis of The UK, 2019). With rise in education costs, less people buy products of Tesla as study is more important than others.Thus, it is verysignificantfor organisation to consider respective componentsfor maximum gains and profits. Technological Factors- It refers to innovation in technology which affect operation of industry. It consists of automation,technological change, level of innovation,research and development and others. UK is considered as MEDC (More Economically Developed Country) which does not havegreatentreeforapplication of new innovation. It hasfewpositive impact on Tesla because ofprimeinnovation skills, expertise in IT, science and laws related to intellectual property. Technological factor impact Tesla in terms of slow technological development as compared to United States. Though, respective organisation has opportunity for expanding business in respective market for fulfilling need and demand of consumers in an effective and efficient manner.
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Environment Factors- Such factors are significant because of increasing scarcity of raw materials, carbon footprint, pollution targets (Blackburn, Hart and Wainwright, 2013). The respective country has made proper improvement in environmental factors for reducing negative impact to business. United Kingdom is facing problem in context of weather condition that impact production of firms and manufacturing status. Tesla is not much affected through such factors because it has their own indoor set up to manufacture auto mobiles and electric cars. The respective organisation is impacted by weather of UK fordemand unitwhichbring waitin bringingof goods for customers. Legal Factors- The different legislation laws include employment, copyright, patent, consumer protection, health and safety laws. This factors helps in running business and their activities in ethical as well as legal manner. There are different laws which has implemented by government of United Kingdom for running business successfully at marketplace (PESTEL analysis of the UK, 2017). Tesla has to follow all legal laws while manufacturing their products such as electric cars, auto mobiles for avoidance of punishment and legal actions. This creates customer loyalty towards business and their activities which they are performing at marketplace in an effectual manner. The above framework assists Tesla for development of plans and strategies for running business activities,transactionand business in appropriatewayfor attainment ofendand objectives.Therefore,respectiveorganisationhastoconsiderallthesefactorsforbetter outcomes at marketplace and manufacturing of products in effectualmode. M1 Critically analyse macro environment to determine and inform strategic management decisions As per view of Woodard, 2013, there are different macro environment factors such as political, economic, social, technological, environment and legal factors which impact decision making of business. These factors impact on business positively and negatively such as if a Tesla company adopt environmental factors then it will help them in enhancing their market value and goodwill by attracting more investors and stakeholders. On the other hand, it will also impact them negatively because adopting eco-friendly procedure is costly and time taking as compared to others such as if they implement process of re-use waste material then it will increase one more procedure for manufacturing products.
TASK 2 P2 Internal environment and capabilities using appropriate frameworks This is important for company toperform investigation of innerenvironment and capacityfordevelopingplans andschemefor achievement of goal and objectives with use of methods, techniques and approaches. The junior strategy manager ofrespectivehas to analyse internalsurroundingforknowingaboutstrengths,weaknesses,opportunitiesandthreats accordingly for developing proper strategies to achieve effective outcomes. Here, Tesla uses SWOT analysis for internal environment and VRIO analysis for determining capabilities of organisation. They are mentionedhere: SWOT Analysis Thisisdefinedasstrategicalpreparationtoolsandtechniqueswhichisusedby organisation orsingle for determiningstrengths, weaknesses, opportunities and threats related withtaskdesign orenterprise rivalry(Chang,2016). The SWOTanalysisof respective organisation is described below: StrengthsWeaknesses Top Employer Company- The main success of Tesla is because of employing huge number of people for organisation in order to achieve their desired outcome. It follows innovation encouraginganddiversityculturefortheir employees. This is regarded as best place for working,attractingjobsearcherwiththeir energy and talents. Best in Class Electric Cars- Tesla has left all brands behind in case of providing high electric cars (Tesla SWOT Analysis, 2019). The cars of respectiveorganisationcovermaximum distance as compared to others. It has occupied top three place in range terms. For example, Model S of Tesla travel up to 600km on single Manufacturing Complications- Tesla has to facemanufacturing,launchandproduction ramp because of delays in launching their new products (Tesla SWOT Analysis, 2019). There arealsoproductionriskandmechanical complications which is weakness for respective organisation. Lack of High Volume Production- Tesla is regarded asinnovatorof energyredemption cars but it failed for production of high volume of auto mobiles for their users. Recently, Tesla is planning to manufacture to produce Model 3 vehicle but is facing management resources and production cost. ShortageofBatteries-Therespective
battery charge and Opel Ampera with 250km. Innovative Company- Tesla has high rate of innovation where it has manufactured world first new sports cars and electric semi-truck. This lead it to develop high quality product to beat competition and gain maximum profits and gains. organisation is facing problems in terms of declination of production rate due to limited supply of batteries. This leads to impact sales of vehicles and energy storage systems for business. OpportunitiesThreats LessExpensiveCar-Therespective organisation is expensive in nature because of unconventional rely on innovation that need morefinancialhelpforenteringintonew technology.Forexample,ithaslaunched Model 3 that is affordable with requires less power,fewerfeatureandrange.Ithas opportunity for expanding market size. Sales Expansion in Untapped Market- Tesla haschance to spread out their enterpriseat Asian market because it is less saturated in termsofrenewableandautomotiveenergy markets.Ithasopportunityforexpanding businessforrisingfinancialstabilityand making strong market presence. Product Liability Claims- Tesla provide high quality products and follows higher standards for manufacturing though it has to face product liabilityclaims.Ithasfacedclaimsand lawsuits because of failure of technology in products. If such threat continues then Tesla has to bear great financial setbacks. ExtensiveCompetition-Teslaisfacing competition from self-driving and alternative fuel vehicles. The major competitors of Tesla in terms of luxury segment are BMW, Lexus, Audi and in case of economy segment such as Toyota,Ford,GeneralMotors.Itisfacing threats in terms of prices because there are manycompaniesthatchargelowcostfor vehicles. VRIO Analysis It is defined as analyticalmethodforevaluatingresources of company andfind out competitive advantages (Gilligan and Hird, 2013). It is very important for Tesla to identify VRIO model in order to determine capabilities and resources in an effective and efficient manner.
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VRIO stands for value, rare, imitable and organisecomponent. The capabilities of Tesla are analyse which is described below: Resources/CapabilitiesValuableRareImitableOrganisedImpact of Competitive Advantage Innovative DesignYes---Competitive Disadvantage SupplyChain Management YesYes--Temporary competitive advantage Copyright BatteryYesYesYes-Unused competitive advantage Capable StaffYesYesNoYesLong term advantage Valuable- It is defined asthecapabilities that are valuable in nature forsystem. With such resources, goal and objectives can be attained in effective manner (Grayson and Hodges, 2017). The valuable resource for organisation are staffs, process, technology and others. Tesla has following valuable resources such as:Innovative Design- The design developed by Tesla is unique and attractive in nature for increasing customers to purchase products in order to grow their profits and gains in an effective (Hoejmose, Brammer and Millington, 2013).Supply Chain Management- This resources is valuable because Tesla supply product to their customers at targeted marketplace and time. It assists in fulfilment of need and demand of customers for higher profits.CopyrightBattery-ThebatterydevelopedbyTeslarequiredhighinnovationand technology that helps in attainment of competitive advancement. They have copyright for their battery so that other cannot copy it. Capable Staff- This is the most important valuable resources of respective organisation to achieve desire results. It has skilled, capable, knowledgeable and innovative staff for work performance. Rare- This is defined as those resources which are rare for other organisation which assist in attaining competitive advancement. The rare resources of Tesla are described below:
Supply Chain Management- Tesla has adopted innovative supply chain management as compared to competitors. This assist in fulfilling requirement of consumer at given time period with premium quality.Copyright Battery- The respective organisation uses premium and innovative value batter for their auto mobile products to meet expectation of consumers. It is rare resources and cannot be copied by another organisation for their own uses. Capable Staff- The working employees of Tesla are capable, skilled, knowledgeable and innovative foraccomplishmentof goal andendsin aneffectual and prompt style. With their skills, they can easilycreate advancedand uniquegoodfor their consumers. Imitable- This is defined as resources that cannot be copied by other organisation (Iacob, Quartel and Jonkers, 2012). The innovative design and supply chain management of Tesla are easily copied by other competitors. The different imitable resources of Tesla are described below:Copyright Battery- The battery manufactured by Tesla is very innovative that uses high technology which arenotcopied byothereasily. Withsuch resources,goaland objectives are attained in effectual manner. Capable Staff- The respective resources are not copied because Tesla has loyal, dedicated and hard-working employees for work performance. Organised- It is defined as those aspects where each and every resources have to be arranged by business for set outcomes (Köseoglu and et. al., 2013). Tesla has to organise different resources such as innovative design, supply chain management, copyright battery. The resources which need to be organised are: Capable Staff- Tesla possess knowledgeable, capable and skilled employees for better work performance. Thisresourcesareorganised when particular firmadopt any alteration in technology or operations. Tesla has conducted SWOT analysis to determine internal environment which assist in finding strength and weaknesses of business. Similarly, VRIO analysis has performed for knowing capabilities and resources of business for attainment and achievement of desired targets.
M2Critically evaluate the internal environment to assess strengths and weaknesses of an organisation’s internal capabilities, structure and skill set As per perspective of Pisano, 2015, the internal environment to assess strengths and weaknesses of respective organisation are described here. The main strengths are top employer company, best in class electric cars and innovative company which are important for business to run their activities and operations in an effective and efficient manner. Similarly, weaknesses of organisation are manufacturing complications, lack of high volume production and shortage of batteries which creates problems in achievement of business goal.This helps in analysing internal capabilities, skills and structure of business for achievement of desired targets. TASK 3 P3Porter’s Five Forces model evaluate competitive forces of a given market sector This modelor tool is used for analysing competitive environment of company. This helps manager of organisation to do proper planning in order toachieve finish and clinicalsuccessfully and effectively. The respective organisation can determine potential market and competitive forces with help of this model. Porter's five force model is describedhere: Threat of New Entrants- This is defined as situation where new company enter into market place because of less laws, rules and regulations (Tesla Inc. Five Forces Analysis (Porter’s Model) & Recommendations, 2019). Tesla has lowdanger of freshentrants because it manufacturesadvancedand premium value products such as electric cars, vehicle and deals in auto-mobiles. This has targeted particular range of customer for buying of products and services. The small firm cannot develop similar type of goods which Tesla is manufacturing for their consumers. Therefore, it has very low threats of new entrants at marketplace. Threat of Substitute- This is defined as situation where there issecondaryof goods and services that are produced or manufactured by specified organisation at marketplace. The threat of substitute can be high as well low. In case of high threat, customer easily switch from one organisation to another to get products and services at low cost. The respective organisation has low threat of substitute because the number of companies producing premium value auto mobile is very low which does not provide any option to buyer or consumer to switch their need and demand.
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Bargaining Power of Suppliers- It is defined as position whereproviderhas power to bargain for price of goods at marketplace (Parnell and et. al., 2012). In case of high bargaining power suppliers demand high prices for bad quality goods. The supplier of Tesla has high bargaining power as they provide high and premium technology, materials and resources to their business. In respective situation, Tesla has to pay whatever charged by their supplier for raw materials. Bargaining Power of Buyers- This is defined as situation where consumers can alter prices of products and services as per their requirement. Here, if bargaining power of consumers is high then they want highsuperiorgoodat low cost and in case of buyer, if power is low then they purchase low quality at premium cost. Thenegotiation quality of purchaseris low for Tesla as it provide high quality and innovative product by using technology in it and targeted specified group of people. Competitive Rivalry- This is defined as situation where other organisation offering same products and services at low or same price (Pisano, 2015). It is very important for business to know about their competitors so that proper decision making can be made for achievement of goals and objectives. Every organisation has to face issue of threat of competitors in order to survive and sustain at marketplace. In context of Tesla, the rivalry of competitive is high due to different other companies offering same types ofgood, services, auto mobiles such as BMW, Ford, Audi, Mercedes and others. With the analysis of Porter's five force model willassistTesla for determining position at marketplace in order to develop appropriate plans and strategies that assist in attainment of goals and objectives.It is very important to analyse each and every elements of respective model to knowhighandlowpower ofcustomer, supplier, threatofsubstitute,newentrants and competition. M3 Devise appropriate strategies to improve competitive edge and market position based on the outcomes In order to survive and sustain in competitive market, it is very essential to make proper strategiesforimprovingcompetitiveedgeandmarketposition.Thestrategiesrelatedto competitive edge are taking proper feedback from customer, provide high quality products, develop and maintain relation with stakeholders and so on. Similarly, for gaining market position, strategies which can be adopted by organisation are: conduct proper market analysis
which helps in knowing about need and demand of customers by fulfilling which company can gain market position and increase their brand value. Along with this, they can also adopt new innovative technologies for their products in order to attract large ratio of potential customers. TASK 4 P4 Range of theories, concepts and models, interpret and devise strategic planning Thedifferentconcepts,theoriesandmodelsthatareappliedbyorganisationfor development of strategic planning are discussed in this report. Tesla has adopted two modellike Ansoff Matrix and Porter's Generic Model which helps them to develop proper strategies and plans for business. They are described here: Ansoff Model It is known asstrategical preparation instrumentthat helps in measuringcomingsuccess andgrowingof business. This model was established in 1957 by Ignor Ansoff. The different schemeof suchtheoryare describedhere: Market Penetration- It is defined asplan of actionwhereenterprisesell their existing product in same market (What is the Ansoff Matrix, 2019). Tesla has to apply their resources and capabilities in order to grow and sustain at market. It assists in enhancement of profits and market share of business. This types of strategy possess less risk because product and market is known to users. Market Development- This is defined as strategy in which firm sell existing goods at new marketplace (Schrader, Freimann and Seuring, 2012). In order to enhance success, market shares, rise profits, Tesla can easilymove into into fresh marketplacewith same existinggood and services. ProductDevelopment-Itisreferredasthatstrategyinwhichnewproductis manufactured by organisation in existing market. In this strategy, product is manufactured for particular segment of consumers. It carries high risk because good is totally new to market that is like or not liked by users. For entering into such strategy, Tesla has to analyse market in proper manner. Diversification- This is the strategy in which both market and product are fresh to users. This strategy requires more market analysis for fulfilment of requirement of consumers. It carries high risk as compared to others and provide high returns.
Throughinvestigation of preceding plan of action, it has concluded that Tesla has to followmarket development for their business. In this strategy, Tesla has opportunity to expand business in other county that is Tajikistan in Asian countries. This helps in expanding business and enhancing customer base along with increase ingainfulnessratio. Porter's Generic Model This is referred as strategy that mainlyfocusingon achievement ofcompetitory benefitat selectedclassarea (Verbeke, 2013). The different kinds of competitive advantage under such model are explainedhere: Cost Leadership:Within thisscheme, organisation is thelow-levelmanufactured at marketplace (Wang and Verma, 2012). This involves technology, economic scale and others. It assists in attaining cost advantage for Tesla. Respective company have anchanceto attain cost leadership for enhancing theindustry stockas well as profitability. Differentiation –Within this strategy, company become innovative as well as facilitate high value to its customers. Respective organisation has opportunity to adapt this particular strategy through adding creative characteristics into its goods for customers for meeting its requirements. The price is incurred for product uniqueness. Focus-This refers upon the preferences of competitive advantage into respective sector. It is the factors that is categorised in two that are discussed below:Cost Focus-With cost focus strategy, Tesla have to concentrate upon attaining cost advantages into targeted segments(Webster, 2014). This basically concentrates upon facilitating goods at low price for obtaining benefits. Differentiation Focus-This is defined as the strategy in which Tesla have to look for differentiation within targeted segment. It can add on innovation as formulate various goods or services for its customers. M4 Produce a strategic management plan that has tangible and tactical strategic priorities and objectives Strategic Management Plan Strategies-Tesla needs to implement market development approach through which they can introduce their products and services in new market. These kind of practices assist them in enhancing opportunity in new marketplace. On the other hand, Tesla requires to adopt cost
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leadership approach in their business through which they can gain maximum growth by providing their services in market at a adequate cost. Objectives-The objectives of strategic plan are as follows: To introduce organisational products and services in the market of Tajikistan within 1 year in order to enhance market share 20% more. To low down cost of organisational products at the level of 10% within 9 months that aid in enhancing customers base. Tactics-The different tactics which can be applied by Tesla are as follows:Fund Management- For conducting small activities and operation, tactics has to be made for cash management so that work is carried out easily and effectively. Hiring of Skilled Employees- In order to perform business activities, it is very important for respective organisation to hire skilled and capable employees so that goal and objectives of business are accomplished within given time period. Therefore, Tesla can use cost leadership for lowering the cost as well as finally perhaps whole ownership cost. Also, it will be advantageous for both middle and upper-middle class family as they can spend their money to buy products and services of Tesla. D1 Critique and interpret information and data applying environmental and competitive analysis to produce a set of valid strategic directions, objectives and tactical actions The respective organisation has conducted various model in order to know about market for achievement of goal and objectives. PESTLE analysis has conducted to know about external environment of supermarket and make plan accordingly. Also SWOT and VRIO analysis has done for knowing about strengths, weaknesses, opportunities, threats along with capabilities and performance of business. This assist in making competitive and environmental analysis to make objectives and tactical actions for business. Therefore, this provide direction to business and work accordingly for better outcomes. It is very essential for business to consider such models and theories in their organisation to work properly and achieve better outcomes. CONCLUSION The presented assignmentconcluded thatconcern schemeisessentialfor organisation in order to develop plans and strategies for attainment andaccomplishmentoffinishandendin effectual manner. The company has to analyse organisation and market for identification of
situation of business. The respective organisation has analysed internal environment with helps of SWOT analysis and measured resources and capabilities with VRIO model for effective outcomes. PESTLE analysis has conducted for expanding business and achievement of goal and objectives along with profits and gains. This both internal and external analysis help respective organisation to make proper plan and strategies. Similarly, for competitive market analysis, Porter's five force model has used to make decision for business. For strategic planning, management of company has used different theories, techniques and models like Porter's Generic and Ansoff Matrix.
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