Understanding Business Strategic Plan for Tesla

This report focuses on the importance of business strategy in the success of an organisation. It discusses the vision and mission of Tesla, the impact of macro-environmental factors on its operations and strategies, and evaluates competitive forces in the market sector. The report also includes an internal assessment of Tesla's business environment and strategies.

Understanding
Business strategic
Plan for Tesla

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Understanding Vision and Mission of Tesla................................................................................3
Impact of macro-environmental factors on operations and strategies of Tesla...........................4
PESTLE ANALYSIS ON TESLA..............................................................................................4
TECHNOLOGICAL FACTOR...................................................................................................5
STAKEHOLDERS ANALYSIS ON TESLA.............................................................................5
TASK 2............................................................................................................................................6
Tesla's internal assessment of business environment and strategies............................................6
TASK 3............................................................................................................................................8
Evaluating competitive forces in Market sector of Tesla............................................................8
TASK 4..........................................................................................................................................10
Devising a strategic planning.....................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................14
Books and Journals....................................................................................................................14

INTRODUCTION
This report focuses on the importance of business strategy in the success of an
organisation. Business strategy is explained as the process in which top level managers formulate
and implement the plan after analysing the market trends and setting the goals and objectives and
focuses on achieving the goals and objectives effectively and efficiently. Business strategy plays
vital role in defining the goals and objectives of organisation as it also helps in planning the
organisation resources and to make sure that the every employee should know it's role and
responsibilities in order to achieve the end goals and objectives. Business strategy formulation
also depends on the competitors strategy because market is very competitive and there are many
competitors in the market and to achieve competitor advantage over their competitors
organisation focuses on formulating and implementing effective strategy. This report is based on
the Tesla Inc. which is a American electric vehicle manufacturing company and this report
revolves around the problems and issues faced by the Tesla in the market and how these issues
can be resolved by taking necessary steps and decisions to propose the business strategy for the
organisation. Business strategy formulation is very complicated process as it takes lot of time
and efforts and in order to be effective in implementation of the business strategy managers of
organisation have to makes sure that the resources are utilised effectively and employees are
focused and motivated towards achieving the goals and objectives. Tesla have to compete with
many players in the market and in order to sustain in the market they have to focus on adapting
the changes in market and implement effective business strategies.
TASK 1
Understanding Vision and Mission of Tesla
Tesla is a leading organisation in electric vehicles and products of renewable and clean
energy elements like energy solutions, solar roof, Powerwall, Powerpack etc.. Started in 2003, by
a group of engineers Tesla believes that world should focus on moving faster from its
dependence over fossil fuels and non-renewable energy resources to more clean, zero-emission
and environment friendly resources (Aziri and Zeqiri, 2020). The company believes in a growth
for all which is based on clean and environment friendly inputs and offer a sustainable world for
future generations. In its objective Tesla focuses on creating such utility products for households,

businesses and other stakeholders which are efficient, useful and quicker, so that its users can
perceive their utility and rely on these products as early as possible.
Impact of macro-environmental factors on operations and strategies of Tesla
PESTLE ANALYSIS ON TESLA
Pestle analysis is a part of marketing strategies like how a industry should perform in
various environmental changes . Pestle stands for Political, economical, social, technological,
legal, environmental. TESLA is an electrical vehicle company originated from America it
provide all the vehicles which work with the electrical energy and solar energy which provide
the great comfort and drive to the customer . With the help of Pestle energy TESLA can earn its
profitability also it will help company to avoid the coming challenges in the future so that
company should not bear any loss. Pestle analyse help the company to save itself from the risk
which can occur in the future and plan their strategies accordingly. TESLA also manufacture
product which are related to energies like solar panels,solar heater which consumes energy
directly through sun. people can use it in the household to save electricity. In today's world
everyone is using more electricity as it is important for the work which we are doing in our daily
routine according to the customer requirement company produces the products to increase its
profit in the market. At the end goal of every organisation is to earn profit by the products which
are selling.
POLITICAL ENVIROMENT
These are factors which include tax rate, unemployment rate, economic condition of a
country where it is operating. If there will be high tax rate then entire revenue generating
structure of the company might change Which will be a drawback for a company. TESLA has to
pay taxes as per the rule of the government for the import and export of import of goods to their
countries which can effect the economical stability of the company. The positive factors of this is
political environment of UK helps TESLA to grow more in international markets.
ECONOMIC FACTORS
Inflation rate is the one of the economical factor that can affect TESLA like if the prices of a
product will be higher then there will less sale of the product and services which will affect the
company performance in the market. TESLA as a manufacturer of electrical vehicle needs to
slow down its price so that customer can able to afford it without effecting the economical scale.

TESLA should design the product as per the requirement of the customer to increase its sale. The
positive impacts of environmental factors associated with TESLA is UK have unlimited ecomoic
growth.
SOCIAL FACTORS
In today world people are changes according to the trends in the market they need the latest
good and services if company will follow the old trends then demand of their goods and services
will decrease. By manufacturing the cars according to the requirement of the people TESLA has
increased its demand in the market people gets more attracted with this.
TECHNOLOGICAL FACTOR
In today's world technology is very important due to which company can perform better.
development in technology plays an important role for both company and customers. TESLA is
using the advance technology in the cars for the comfort of the customer like autopilot this is one
of feature of TESLA through which vehicle will be in self drive mode. Which is unique and
attractable feature of the customer. The technological advancements in UK helps TESLA to
acquire new technologies and grow furthermore.
LEGAL FACTOR
There are some legal laws which every organisation has to follow like consumer law, labour
law and safety standard so the company has to perform according to that. TESLA should also
follow the same they should provide job security to the employees and also provide other
allowances. as per the law company should provide safety standard to the employees.
ENVIRONMENTAL FACTOR
Every organisation have to go through the environmental changes like global change in the
climate , geographical location etc. so organisation has to plan accordingly because
environmental changes are unpredictable. TESLA is working on decreasing the greenhouse gas
in future. As it produces electrical product which will help in creating less pollution in the
environment. Also it is creating the demand in the market.
STAKEHOLDERS ANALYSIS ON TESLA
Stakeholders plays an important role for an organisation to achieved its target. Stakeholders
are the people who help the company in building their strategies. Stakeholders are
employees,government, customer ,communities etc. there are curtain rules which are made by

the stakeholders and company has to follow it to achieve its target company has to run according
to the requirement of the stakeholders who are playing an important role in the organisation.
CONSUMERS
Company has to plan its products according to the requirement of the people so that the sale
of the product can be increased. TESLA has to slow down its cost of the product by decreasing
the cost of the engine they are using so that people can buy it without harming their financial
stability to achieve the target business should be run smartly so that the economic scale should
not be disturbed and goals can be achieved.
EMPLOYEES
In order to achieve organisational goals TESLA should encourage its employees by
providing them salary appraisal , job security and should have their opinion in the business
decision so that organisation goal can be achieved and also employees should have a friendly
environment so that they can share their views without any hesitation which will help the
company to achieve its profitability.
GOVERNMENT
There are curtain rules and regulation set by the government which every organisation has
to follow to save itself from the loss which can occurred government set the rules by keeping in
mind the economic scale of the country a company should not cross the limit set by the
government TESLA should also follow the same to avoid any loss as a raputative company
TESLA should follow all the legal laws set the government to maintain its position in the market.
INVESTORS
These are the people who invest in the company to ensure that the organisation should earn
profit so that the investors should not face any loss. With the help of the investors company can
earn success by utilising that funds and achieve it targets and generate is revenue. If TESLA will
sell more it will automatically increase the revenue of the company.
TASK 2
Tesla's internal assessment of business environment and strategies
The analysis of internal environment of any organisation has a critical importance. In
order to meet its goals and objectives, achieve profitability and growth, and fight external
challenges healthily, any organisation must ensure to be internally strong. The internal

environment of a business is made up of resources (Domanski, Guzik and Gwosdz, 2017). These
resources are financial resources, Human resources, Material and Non-material resources. The
business should have a good knowledge of its strengths and weaknesses in respect of resources it
have and how they can make continuous improvement in that.
For making a comprehensive understanding of capabilities and weaknesses of Tesla in
terms of resource the company have at its disposal, and how better the company can manage
them can best made using VRIO analytical mechanism. VRIO mechanism analyse that how well
the resources in an organisation are managed, how well they are interconnected to each other and
what challenges does any organisation faces in this respect.
VRIO is an acronym for Value, Rareness, Imitability and Organisation. It aims to analyse
the competitive advantage level of a capability or resource (Agile Approach To The Competitive
Analysis: VRIO-A, 2020).
VRIO ANALYSIS ON TESLA
Value- This factor assess whether resources are expansive to acquire and use for any
organisation (Echchakoui, 2018). In case any organisation faces difficulty in availing the
resource and if for using and maintaining that resource company have to pay high prices, then
this is not a good sign. In case of Tesla the challenge can come in case of Human resources. In
this order Human resource manger's role in company become vitals where specialised employee
with efficient knowledge would be explored or sometimes can be needed to be outtsorced as
well. The challenge can also be with Material resources that Tesla needs. The raw material used
in production are of high value.
Rareness- Rareness of resources for Tesla can relate to Financial and Non-material
resources associated HR department. Access to capital for investments is higher this time
(Gorgoni, Amighini and Smith, 2018). As banks and financial institutions in the entire globe are
reluctant to provide funds and if yes then at higher interests. The funds are lifeline of any
business, especially Tesla where technological up gradation is continuous. Non-material
resources is knowledge and technical know-how in technology.
Imitability- It depends whether or not is difficult to any business to imitate with its
resources (Helmold, 2020). If resources are available and organisation can not access them, than
these resources associated with HR department will be of no use for the organisation. Tesla has

maintained good strength in this respect and avoid any scope of losing touch with its available
resources. That helped it the most in progressing continuously.
Organisation- This factor depends on the capability of the organisation, that how well an
organisation can maintain its resources and create a striking balance between them. This too
comes as a strength to the Tesla (Huang, 2019). Tesla has done best possible in acquiring,
maintaining and balancing its all resources associated with HR department.
Therefore, internal environment remains much of a strength to the organisation. The
problem of highly skilled employees can be overcome by outsourcing of employees from other
countries. In matter of financial resources the company can focus on relying on internal sources
more rather than depending much on external institutes. Also, reducing cost to the best of the
limits to raise profits will leave company with good reserves.
TASK 3
Evaluating competitive forces in Market sector of Tesla
For any organisation to remain in the competition and ensure its survival it is important
that the organisation must have good knowledge of the type of competition it face, what are the
strengths and weaknesses of its competitors, what advantage it enjoys against its customers and
how competitors strategies and policies can be detrimental to the business (Ishtiaque, Siddiqui
and Ahmed, 2020). The understanding of competition can best be made by using Porter's five
forces model. The analytical tool focus on how bargaining power of influential players can
affect profitability. Similarly, how rivalry of competitors and new entries in the market can pose
threat.
The report shall be focusing on the competitive strengths, advantages and disadvantages
of Tesla. The report will evaluate and analysis how the company should perceive their
competitors and what steps can be taken to fight competition and ensure profitability and
prosperity.
PORTER'S FIVE FORCES ANALYSIS ON TESLA
Threat of new Entrants- Under this factor it is considered whether or not new entries
are threat to the organisation and if yes then to what extent (Izzaty and Sastra, 2019). In the
industry of renewable energy and electric vehicles entries of new players in market are generally
restrictive. This is because of the restriction of access to the resources. The new players generally

find it difficult to gather finances and sponsors. Also investments in this industry requires good
sums of capital. Access to new technology and exploration of raw materials are also restrictive.
Therefore this threat for Tesla is evaluated to be minimal for a variety of factors like
inaccessibility to new capital and finances (Kawamura, 2018), restrictive technical know how
regarding renewable energy, high research and development cost as well as high cost to make
advertisements, generate awareness to the customers, raw material suppliers are also limited and
share good bond with their existing customers and also if new players tries go for exploring raw
materials themselves, then also cost will be substantial.
Bargaining power of Suppliers- The bargaining power of suppliers in this industry is
relatively higher. Because of number of limited suppliers in this industry (Lapersonne, 2018).
There are very few suppliers of raw materials of high technology, like lithium used in the
batteries. Also the suppliers are subjected to restriction of government policies. Even in some
countries the exploration rights are solely owned by government. But in can be overcome by
Tesla when it follow ethical trading with suppliers, build long term relation with them and avoid
malpractices in pricing and payments.
Hence, it can be assessed that suppliers and their policies are influential over the pricing
mechanism of Tesla, which is majorly attributed to the reason of limited number of suppliers,
restrictive governmental policies and substantial exploration and mining cost for company if it
undertakes self-reliance for raw materials (Verma and Bhattacharyya, 2017).
Bargaining power of Consumers- The bargaining power of consumers in this industry
is comparatively lower because of presence of few product providers in the market (Mbura,
2020). There are not many countries in the world who have attained technological advancements
to the level of Tesla. Therefore, when consumers when think of using such products Tesla
remains their preference.
Hence, influence of customers over pries of products in Tesla is lower due to limited
availability of electric car producers in market and a few of them have made advancements in
this sector like Tesla (de Wee and Asmah-Andoh, 2021). But heavy reliance of consumers on
fuel cars is still a big challenge before Tesla.
Threat of substitution- Threat of substitution is higher for Tesla in electric vehicles
market because the consumers across the world have still not adopted to the new technologies of
electrical engines (Rai, Gupta and Agrawal, 2018). More than 90% of the users of cars and

trucks still rely on traditional vehicles. Even in some underdeveloped countries owning a car is
still a luxury. Also many governments have not made electric vehicles usage mandatory and
vehicles with low-emission but not zero-emissions are continue in operation (Shao, 2019).
Hence it can be evaluated that this threat is biggest threat before the company because
unless users starts using electric vehicles more and more and move from traditional vehicles,
there will be no market for the company.
Competitive rivalry- the threat of competitive rivalry is low for Tesla due to limited
number of players in the market (Reinhardt and et.al, 2019). And existing players have their own
specific market shares. So, under this aspect it seems no threat as of now, but as the market will
be develop and users will start adopting renewable energy vehicles, by the time competition will
increase.
Therefore it can be said that in terms of competition in market and the influences of
stakeholders over the prices of firm, Tesla enjoys comparatively an advantageous position in the
market. And, in order to remain in advantage it is important for the company to make decisions
keeping two things in mind. One, that the market and market forces which are currently in favour
like restricted entry of new players and low bargaining power of consumers may not favour
Tesla in future as the market will develop and make advancements in terms of number of
consumers, technology and profitability. Therefore, for remaining competitive always, Tesla
must make policies with forecasting future and try catering market right from beginning and
make continued advancements in its products (Brito, 2019).
Secondly, having good relations with suppliers, like it is at present, shall not help in
future due to changed scenario and policies. Thus, it is suggested to become self reliance over
raw material and other requirements of production by acquiring exploration technologies and
exploration rights, after effective research on choice of geographical location.
TASK 4
Devising a strategic planning
Strategic planning for an organisation is a direction to a business, derived on the basis
and mission, objectives of the organisation, resources available to it and action plan that has to be
followed in order to meet desired results (Sabug and Pheng, 2020). Strategic planning is a broad
based planning, that include frameworks from almost start to end for the organisation. To make

comprehensive understanding of strategic planning available to Tesla and directions if its
business, the report shall be using two strategic business models.
BOWMAN'S STRATEGIC CLOCK
Bowman' strategic clock is tool to position a business in the competitive market (Salman,
2019). On the basis of various available positions in the market, how businesses chooses to
operate in them and advantages and disadvantages they derive can be best understood from use
of this model. On the basis of this analysis tool various strategic positions available to business
can be low price and low value added, low price, hybrid, differentiation, focused differentiation,
risky high margins, monopoly pricing and loss of market share. Every position has its own
features and consumers tend to perceive them in a particular manner.
Low price and low value added- In this position a business position is to remain “as
cheap as chips”. This is not a very strategic position. Even in this model a company like Tesla
Illu
stration 1: Bowman's strategic clock

will gain no advantage (Straková and Talíř, 2020). This is because, even when the prices are low
of product, the customers perceives no values in the products.
Low Price- This position can be a little strategic. Low prices of the products can attract
customers and business become the low cost leader in the market. Low prices of the product are
not seen having a large impact on the profitability because high output. Tesla can use this
position for its low cost and easily manufactured electric and battery products. In vehicles Model
3 cars can fall in this category. But the cost minimisation should be done after a good marketing
research.
Hybrid- Under hybrid a business is in the position where it adopts some elements of low
price and some elements of product differentiation (Taffel, 2018). This is very competitively
strategic for Tesla to help it in achieving its vision of persuading users to avail clean and zero-
emission energy resources.
Differentiation- through this Tesla in its products of highest value like Model X cars and
Tesla Semi trucks can adopt this mode (Yin, Stecke and Li, 2018)l. Differentiating them with
similarly available products with quality value addition will make consumers perceives these
products positively.
Focused Differentiation- This is done to position a business product of highest value in
minds of consumers. This can be done by Tesla through targeted segmentation of its products
while focusing on all of them equally, and by good marketing plans, promotion and distribution
strategies. It will also help business in high profitability.
Risky high margins- This position in competitive market will not be beneficial for Tesla
because rising prices just to create an impression of value in minds of consumers without
actually adding the value is not strategic in new market.
Monopoly pricing- This again is not advisable because setting prices high in a manner of
monopoly is not strategic in a new market. Tesla still has to make its market in electric and clean
energy products as well as aware them about benefits of using them and achieving a sustainable
growth.
Loss of Market share- This comes as a disaster to any business in competitive market.
In this the customers perceives no value for the products even if the prices are set at the
affordable range. This is a position of complete loss of market share.

Therefore, from this analytical tool it can be derived that since the last three position are
uncompetitive for Tesla, much can be done in the respect of adding more value to the products
and keeping prices in accordance with perception and affordability of consumers.
PORTER'S GENERIC STRATEGIES
These strategies were devised by Michael Porter cites three standard strategies that can be
applied in all the business organisations, that are seeking for new opportunities and advantages in
competitive markets (Tamayo-Orbegoz and et.al., 2017). The strategies were called “Cost
leadership”, “Differentiation” and “Focus”. The “Focus” strategy was then subdivided into two
parts called “Cost focus” and “Differentiation focus”. An analysis for Tesla's strategic planning
using this tool in made in the report. It emphasise that how Tesla can become more competitive
in the market of electrical vehicles and renewable energy products on the basis of cost and
products and services.
Cost leadership- In a competitive market an organisation can becomes leader in terms of
cost when it chooses to reduce the cost below the levels of its competitors (Teece, 2018). Bus
reducing the cost does not mean incurring losses. The prices must be still kept at the level where
firms should be still making profit. They better be set at the average industry levels and profit
should be reasonable. This can be done by Tesla in those products and services which are
available in market in good numbers like electric batteries, solar roofs, powerwall and
powerpacks. Tesla at the same time should be focusing on accessing capital to invest in
technology for making products advanced, managing efficient logistics chain and developing low
cost bases.
Differentiation- Differentiation strategy focuses on making products more valuable. The
high quality products should be perceived by customers of high value (Viltard, 2017). This better
be done in products advanced lithium ion batteries, Tesla semi Trucks, Cybertrucks, Model X
cars etc. The company should emphasise on making these high quality products more advanced
from competitors. This would gather more reliable perception of consumers. Tesla should
accompany this strategy with high research and development and new innovations. Effective
strategies for sales and marketing be made to make consumers understand about quality and
differentiation of products.

Focus- Focus strategy lays emphasis on Niche markets. The markets of a particular
product or service (Xie, Wu and Zhu, 2021). The company can target a market of choice whether
renewable energy products or electric vehicles. Then it is on the company to decide whether it
adopts a low cost strategy in the market or differentiation strategy. Taking Tesla, it should be
more suitable for the company to apply this strategy in the market of Renewable energy
products. The consumer market base in this niche can be easily targeted and cost is neither too
high compared to electrical vehicles. Also the comer perception is moderate about such products.
But continuous improvement shall never be avoided.
Therefore, for the strategic planning for Tesla using this tool has a high scope. The two
categories of products that Tesla have can be subjected to these strategies separately. For the
electrical vehicles product differentiation strategy is most suitable, whereas the company can
become a cost leader in Clean energy and zero-emission products.
CONCLUSION
This report concludes about the business strategies of the Tesla and with change in the market
dynamics with the time how their business strategy is helping them in sustaining the market. This
report helps in understanding the factors which is affecting the strategy of the Tesla and how
managers of Tesla is handling their business and how the global environment is affecting the
business of Tesla. This report helps in understanding the importance of the internal and external
environment in formulating the business strategy and how these factors can influence the
performance of the organisation. Effective business strategy helps in boosting the revenues of the
organisation and helps in expanding the business of the organisation. Tesla is competing with the
big players in the market but still they managed to sustain in the market and statistics showed
that their market share have increased in comparison to last year. This report concludes how the
top level management formulates the strategy for the business of Tesla and what points they have
to keep in mind before implementing any strategy or decision in the organisation. Business
strategies are focused towards the steps which is going to help organisation in achieving it's goals
and objectives and managers of Tesla makes sure that every employee in the organisation should
stick to the plan and helps organisation in achieving the maximum productivity.

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