Analyzing the Impact of Macro Environment and Internal Capabilities on Tesla's Business Strategy

This report analyzes the impact of macro environment and internal capabilities on Tesla's business strategy. It includes a PESTEL analysis, SWOT analysis, and stakeholder matrix analysis to evaluate the factors influencing Tesla's decision-making and develop effective strategies.

Business Strategy
STUDENT NAME:

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. Applying appropriate frameworks analyse the impact and influence of the macro
environment on a given organisation and its strategies..........................................................2
P2. Analyse the internal environment and capabilities of a given organisation using
appropriate frameworks..........................................................................................................6
P3. Applying Porter’s Five Forces model evaluate the competitive forces of a given market
sector for an organisation.......................................................................................................8
P4. Applying a range of theories, concepts and models, interpret and devise strategic planning
for a given organisation........................................................................................................10
CONCLUSIONS............................................................................................................................15
REFERANCES..............................................................................................................................16

INTRODUCTION
Business strategy is considered as the combination of whole decision taking as well as
actions performed through through business for accomplishing the organisational objectives as
well as safeguard the competitive position within marketplace. Strategy can define as a action
plan that is developed in order to achieving goals and objective of organisation (Akter, and et.al.,
2016). It is very important for business develop effective and efficient strategies so that desired
targets can be accomplished timely. Strategies are very significant for foresee of future as well as
identifying and analysing various factors which can affect business as well as its operations.
Company chosen for this report is Tesla. This organisation was established in 2003 and this
company was foundered by Martin Eberhard, Marc Tarpenning, Elon Musk, J.B Straubel. Tesla
is dealing in automotive and energy storage sector and it is providing its products or services to
all round the world. Headquarter of Tesla is located in Pola Alto, California, US. This company
is developing Electric vehicles and Tesla Energy. This report is going to include the impact of
macro environment as well as internal capabilities on the organisation. It consists of Porter's five
force model and different theories and models is also included in order to develop an effective
strategy. TESLA is considered as an American automotive as well as energy based company. It
manufacture the electric car with the help of solar city subsidiary, solar panel production. Its
products aimed at consumers into high end market sphere. Moreover, its international total
revenue that is 21 billion. The major competitors of respective organisation is Nissan, general
motors, Ford and others.
 Mission: The mission statement of Tesla is “to accelerate the world's transition to
sustainable energy”.
 Vision: The vision statement of Tesla is “ to develop the most compelling cars firms of
21 st century through driving the world's transition to electric vehicles.
 Core values: The core value of Tesla comprise “ performing the best, taking risk,
respect, constant learning as well as environmental consciousness”.
 Objectives: The objectives of Tesla is to produce demands as well as drives sales for
TESLA motor's electric cars, build longer brand awareness as well as manage corporate
reputation.
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P1. Applying appropriate frameworks analyse the impact and influence of the macro
environment on a given organisation and its strategies.
Micro environment refers to all those factors which can have major impact on business
and these factors cannot be control by organisation. Tesla company have to deal with various
factors of macro environment and these factors have huge influence on its business operations.
All strategies and important decision of Tesla company should be taken after evaluating business
environment and identifying its effect on company. This company is providing its products to
different parts of the world and evaluating all micro factors are very important as it effect
decision making as well as helps in developing effective strategies. In order to analyse and
evaluate all factors of microenvironment Tesla company needs to conduct PESTEL analysis as it
will provide a proper framework for manager to monitor different elements of micro
environment (Amran and et.al., 2016). It includes political, economic, social, technological,
environment and legal factors. All these factors with their impact on Tesla organisation in
mention below.
Political factor: Political factor includes different types of rules and regulation that is
formed in political and government party. This factor is helpful in identifying the impact of
government on business and its operations. Political factor includes government policies,
stability of political party, foreign trade policy, taxation policy, restriction on trade and many
more. This factor will have both positive and negative influence on strategy making as well as
decision taking for business. Stability in UK political party can be consider as a positive impact
on political factor on Tesla business as it will lead to smooth functioning of business operations
(Bharadwaj and et.al., 2013).
Economical factor: Economical factor play a crucial role in developing effective
strategies for achieving goals and objectives of receptive organisation. This factor includes
interest rate, exchange rate, economic growth, inflation, income of consumers as well as business
etc. Economical factor is majorly related to financial condition of a country which affect
business operations. UK has one of the most growing economic condition which lead to increase
customer base of Tesla as they have potential to buy premium products. Due to growth in global
economy it is exacted that electric vehicle marketed cab reach up to 2025. This is a great
opportunities for respective to expand it business and achieve desired goals (Tesla Pestle
Analysis, 2019). Economic factor will have positive impact over respective company as it will
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help in moving forwards. This will have also effective on pricing policies and well as overall
revenues of Tesla company. Negative impact of this factor on Tesla business is that high interest
rate is charges in UK which directly affect the pricing of Tesla's products. It will lead to increase
the price of products.
Social factor: This factor is also considered as socio-cultural factors and it includes
attitude, belief, living standard, culture, custom and many other factors. It is very important to
consider social factor while developing strategies for respective organisation as all products and
services are developed in order to satisfy customers. Social factor will have direct as well as
indirect impact on business operations. Positive impact of this factor on Tesla business is that it
is developing products after considering needs and wants of customers. Respective company is
conducting proper research for identifying requirement of society and buyers. Negative impact of
social factor on Tesla is that customer's needs and want is continuously changing. This will affect
sales of Tesla company.
Technological factor: Technological factor includes new and innovative way of
developing and producing products. It is very important for Tesla company to use advance and
updated technology in this operation process so that they can create better products in order to
satisfy customers (Blackburn and Hartand Wainwright, 2013). Technology factor will have
positive as well as negative impact on business and this will directly affect decision-making of
respective organisation. Positive influences of technological factor is that UK country has most
developed and advance technology which will help in producing better products as well as
gaining competitive advantages over other rival company. Negative impact of this factor on
respective company is that it requires huge amount of money in order to use new or innovative
technology in business operation. Tesla must provide training to its employees also so that they
can work in effective and efficient way. For example Tesla company can develop more
innovative product which consist of new features in order to attract more customers as well as
provide high quality products.
Environmental factor: This factor is majorly related to ecological condition, climate,
weather and many more. All these factors of environment will have huge impact on Tesla's
business and this will affect its strategy making (García‐Rodríguez and et.al., 2013). It is very
important to consider this factor while developing a product as well as taking important decision
regarding products. Positive impact of environmental factor on Tesla business is that it is
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developing products which is not harming environment. This is very helpful in developing
positive impact in market. This factor has some negative impact on Tesla's business as company
have to follow strict rules and regulation developed by government in order to protect
environment. For example this company is developing electronic products which is energy
saving as well as does not have any harm to environment. This will be very helpful in
maintaining sustainability in environment.
Legal factor: Legal factor comprises of various laws and legislations which is especially
developed to protect customers as well as employees. It includes customer protection act,
employment laws, health and safety of customers and employees, wages and salary legislations
and many other factors (Tesla Pestle Analysis, 2019). This will have positive and negative
impact on Tesla's business as government has set fix rate of income that should be provided to
workers. This will direct affect overall profitability of organisation as they must pay more salary
to employees. Expanding patent protection and copyrights to international level will have in
making Tesla's products unique.
In order to properly evaluate internal environment and capabilities it is very essential to
conduct SWOT analysis. It includes strengths, weakness, opportunities and threats of business.
After identifying internal environment as well as capabilities of Tesla company, it can develop
better strategies and deal with high competition.
SWOT analysis of Tesla company:
Strengths – Tesla company has very strong brand image and it is one of the leading
company in respective sector. It is providing products as per needs and wants of customer and
society in order to meet with their needs and wants. (Johnson, 2016). Advance and innovative
technology in its business process is its strength as it is very helpful in developing effective and
efficient products. Tesla company is using high technology as well as it has effective team staff
members. Employees can be consider as a major strength as they are responsible for conducting
activities in better manner and achieving organisational goals.
Weakness - Tesla company has some weaknesses and it is affecting its business as well
as its development. Tesla is producing high quality products and price of its products are usually
high. This can be consider as its weakness because not everyone is able to purchase Tesla's
products. Tesla organisation is targeting premium customers only who have capability to
purchase high priced products. This lead to reduce customer base of this organisation as there are
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very few customers who can purchase its products. Tesla company have high operational and
production cost as it is using new and advance technology in manufacturing its products which
is very costly to business. Tesla weakness is limited market share as well as product with high
prices.
Opportunities – Tesla company has various opportunities available in current and future
market. Respective company can expand its business at globe level and it should target new
market area and customers. Tesla company should focus on marketing and promotion of product
as it is opportunities for respective company to advertise its products in different and creative
way (Khalili Shavarini, Salimian and Nazemi, 2013). Demand in electric cars is increasing
rapidly so it is a great opportunity for Tesla company to earn more and more profits. This
company can develop new products which is are of lower price in order to increase customer
base of this organisation.
Threat – Tesla company have major threat form new competition as in this competitive
world company has threat from new competition. It is facing competition in environmentally
friendly as well as luxurious automotive brands such as Volkswagen, Ford and Toyota. New
rival will lead to increase competition as well as it can also reduce customer bases. This
company have also threat form changes in rules and regulation of country. This company have to
deal with various rules and laws which is developed by government and these strict policies are
barriers in Tesla's productivity and profitability. So aggressive competition in market area as
well as fluctuation in material prices is the major threat for Tesla company
Stakeholder Matrix Analysis
Stakeholder are one of the major part of business and it will have influence over the
decision taken by company. Stakeholder matrix analysis will be helpful in understanding the
power as well as influences of each and every stakeholder.
 High power/ High interest: It include all those stakeholder which have major impact on
business. It consist of company CEO and other board member which have high power as
well as high interest in business.
 High power/ Low interest: This consist of all those stakeholder which have high power
but have low interest in business activities. They are satisfied by current business
activities.
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 Low power/ High interest: It includes all those stakeholder who manage activities very
closely. It consist of employees who have less power but high interest in activities.
 Low power/ Low interest: This includes all those stakeholder which have low interest as
well as low power in organisation. They only monitor business activities they are not part
of it.
It is very important that Tesla company analyse as well as evaluate each and every factor
of micro and macro environment. This will help in understanding the impact of various factor on
Tesla company which can affect its decision making. Swot analyse is helpful in clearly analysing
the internal factor such as resources and capabilities of the company. PESTLE analyse is helpful
in analysing macro environment. Respective organisation will be able to develop effective and
efficient strategies after analysing SWOT, PESTEL and shareholder matrix. So that company can
accomplish desired objectives.
P2. Analyse the internal environment and capabilities of a given organisation using appropriate
frameworks.
Internal environment can be consider as micro factor as it includes organisation
capabilities and potential. It is very important to identify these factors as they play a crucial role
in developing effective strategies as well as achieving goals and objectives. Internal factors are
essential as it will have major impact on operations of respective organisation as well as its
growth and development (Gilligan and Hir2013).
VRIO Model
VRIO model is a framework which is completely supported by Resource Based View.
This helps in determining valuable, rare, imitable as well as organized resources of organisation.
This model is used by company in order to identify internal capabilities of companies and
identifying most important resources of organisation which helps in gaining competitive
advantages over other companies.
Resources Valuable Rare Imitable Organized
Staff members Yes Yes No Yes
Branded battery Yes Yes Yes -
Supply chain Yes Yes - -
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management
Creative design
of product
Yes - - -
Valuable: It refers to the value of the products offered by respective company. It
includes all those resources which are valuable for Tesla company. It includes capable
employees, battery, supply chain management as well as creative or innovative design of
products.
Rare: It consist of various resources of organisation which is rare and unique for
respective industry (Köseoglu and et.al., 2013). Rare resources of Tesla company are its supply
chain, branded battery and employees. All these resources help in gaining competitive
advantages over other company.
Imitate: This component includes all those resources which cannot be copy or imitate by
any other company. Rare resources of Tesla company are its proprietary battery as well as
capable and skilled employees.
Organized: In this all those resources are included which needs to be organised. It is
important to manage staff members of Tesla organisation in order to conduct business activities
in effective and efficient way.
 Resources: This refers to all those sources which is required by company in order to
perform business objective in effective and efficient manner. Tesla company required
various human resources, financial resources and other resources.
 Core competencies: This includes all those resources as well as capabilities of
employees that will help company to gain competitive advantage over other rival
companies.
 Strategic capabilities: This includes all those capabilities of company which will help in
conducting business activities in more effective manner.
 Competitive advantages: This refers to the circumstance of Tesla company which will
help in gain superior business position over other rival company.
From the above analyse of strength, weaknesses as well as opportunities and threat for
respective company, it can be evaluate that there are many possibilities in market that will help
Tesla company to expand it business operations as well as increase profits. Staff member,
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branded battery, supply chain as well as creative design of the Tesla company is very valuable
for this organisation. It consist of internal capabilities which will help in effective and efficient
functioning of organisation as well as achieving desired objectives.
P3. Applying Porter’s Five Forces model evaluate the competitive forces of a given market
sector for an organisation.
It is very important for each and every organisation to conduct an analysis so that they can
create effective strategies for the attainment of goals and objectives. In the present context of
TESLA, it is essential for the management team of organisation to conduct Porter’s Five force
model so that they can improve their knowledge about the current environment. All the elements
of five force model are going to be explained as follows:
Threat of New Entrants
It has been analysed that threat of new entrant in context of automotive sector is very
low. Reason behind this is that this is the industry which require huge amount of investment so
that they will be able to develop new business entity. There are various new company which are
entering in respective sector which have new and innovative techniques to perform business task.
It is essential for Tesla company to effectively manage these companies. In the present context
of TESLA, it has been said that management team of the organisation do not need to worry about
new entrants and they have to focus in order to improve their current services (Pagani, 2013).
This as a result, assist in enhancing customer satisfaction in an effective manner and within
stipulated time frame.
Rivalry within sector
In this case, it has been analysed that competition is quite high within this industry. It has
been analysed that there are ample number of companies who have good market share which
affect the overall share and profitability of the company. There are some companies which
includes Toyota, Volkswagen, Nissan, Ford Motors and many more. Respective company needs
to develop better business strategies which will help in gaining competitive advantage over other
rival companies. It has been determined that even if company provide electronic vehicles, they
still face competition within the industry. In order to avoid or overcome this kind of situation, it
is very important for the management team of TESLA to improve their quality.
Threat of Substitutes
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In this context, threat of substitutes in this sector is quite high reason behind this is that
large number of organisations focusing on developing new products and functionality which
attract large number of customers. But in case of TESLA, influence of this factor is quite low
because they already sell hi tech electric cars. This is the situation which mainly works as
advantageous situation for TESLA, as company will easily gain benefits and improve its services
within stipulated time frame. This company needs to identify and analyse all those products
which can be substitute of it and develop better product with new features in order to reduce this
threat.
Bargaining Power of Suppliers
It is the factor which says that bargaining power of supplier is quite low in this sector.
Reason behind this is that it is the industry which have large number of suppliers available at the
marketplace. Company needs to analyse as well as evaluate new suppliers in order to lower the
impact of bargaining power on business. It has been said that if regular supplier of the company
do not provide raw material according to the companies quotation then company can easily
approach to another supplier. But on the other hand, according to the perspective of supplier,
they do not want to lose their relationship with companies like TESLA.
Bargaining Power of Buyers
In the present context of TESLA, bargaining power of buyers are relatively low. Reason
behind this is that, there are few companies within this sector who produce electronic cars. This
as a result, act like a advantage for the company like TESLA (Palepu and Healy, 2013). Apart
from this, it is the company which highly influence customer’s interest towards them. It is
essential for this company to provide different types of discounts and offers to customers in order
to reduce bargaining power of buyers.
From the above analyse of the five porter model on Tesla company, it concluded that this
is a well known brand and its activities will not be affected by the entrant of new companies.
New entrant will require more time to develop strong image so this force will have no much
impact on Tesla company. It is selling unique products as well as have loyal customers so
substitution of products will also does not have much impact on this company. It can also switch
to other suppliers so bargaining power of suppliers will have not much impact on Tesla business.
This company will be majorly affected by rivalry among existing companies and bargaining
power of buyers will huge impact on profitability as well as productivity of Tesla.
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P4. Applying a range of theories, concepts and models, interpret and devise strategic planning
for a given organisation.
Strategic planning can be define as a plan of action which is very important to conduct
business activities in effective ways so that organisational goals can be achieved. It refers to
document which is used to communicate within organisation and provide direction towards aims
or mission. It is very important for Tesla company to develop strong strategies and implement
effective strategic planning for growth and development of business. These strategic planning
provide a framework to managers and employees which reflect the task and time duration that is
required to be completed within selected time period. It led tom set priorities as well as
identifying what task need to conducted first so that objectives can be accomplished. It ensures
that energy of employees as well as resources are used in appropriate way in order to
strengthening operations of respective business (Peng, 2017). Different concept, theories as well
as models has been used by Tesla company in order to develop effective strategic planning.
Models that are used for this devise strategic planning are Ansoff model and Porters generic
model.
Ansoff model is used as an essential strategic marketing planning which helps in looking
for new opportunities. It was developed in 1957 by H. Igor Ansoff and motive of developing this
model was to provide growth opportunities to business. This is very helpful in enhancing
organisational profitability and sales. This provides new opportunities to businesses by
developing new product of expanding business into new market area. Ansoff models includes
four different strategies such as market penetration, market development, product development,
diversification. All these strategies in respect of Tesla company in mention below.
Market Penetration: In this strategies company is trying to develop it business by
expanding its current products and services to current market area. Marketing penetration is a
strategy where Tesla will provide same products and services to existing market area (Razak and
et.al., 2016). In this company is seeking growth and development in business thorough existing
products and market. For growing business through market penetration strategies company needs
to develop effective and efficient marketing strategies so that more customers are aware about
Tesla's products and its features. This strategies will help in growth of business by increasing
sales and enhancing profitability of company.
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Market Development: This strategy includes development of business by expanding
business operations into new market area. In this strategy company is expanding it business into
new market area as well as targeting new marketing segments. Market development strategies
includes selling of current products to new market area and new customers. This strategy helps in
developing new customers bases who are capable of purchasing products of Tesla company. In
this company have to identify market area where there is requirement of Tesla's current products
and selling it to new market customers.
Product Development: Product development strategies is very helpful in satisfying
current customers by selling new and innovative products to them. In this strategy company is
producing or manufacturing new and innovative products for its current customers. For
developing new products company have to identify needs and wants to current customers and
manufacture products as per their requirements (Scholes, 2015). This strategy will be very
helpful in gaining trust from existing customer as well as developing strong market image. Tesla
company can develop new and attractive product with more advance features this will enhance
sales. It is very important to promote and market new products in existing market area so that
current customer are well informed about new product.
Diversification: Diversification strategies is considered as the riskiest strategies but it
will have great impact on overall development of business. This strategy is riskier as in this
company needs to develop new product as well as move to new market area. Diversification
strategies refers to expanding business activities into new market area with new products and
services. Tesla can grow as well as diversify its business by developing products as per
requirement of new market.
After analysing all the above strategies, it has been identified that market development
strategies will be most effective strategies for Tesla company. In order to implement this strategy
into efficient manner respect company needs to conduct and effective market research which will
help in identifying which market segment will be more suitable for this business (Spender,
2014). Tesla company should enter into market of high-end customer where consumers have
potential to purchase premium and high valued car products.
Porter's Generic model
Porter's generic model is used to determine company's profitability as compare to other
companies in the industry. This model is helpful in identifying sustainability competitive
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advantage of respective company in order to gain growth. It includes four different quadrants
which consist of competitive advantages strategies for company. Strategies are cost leadership,
differentiation strategies, cost focus and differentiation focus. All this strategy in respect of Tesla
company is mention below.
Cost leadership: In this strategies company will try to gain competitive advantage over
other rival companies as well as developing edge. In order to adopt this strategy company, have
to reduce cost of it's products and selling good and serves in lesser price as compare to other
companies in industry. In cost leadership company needs to develop product and less it to lesser
prices this will help in increase sales as well as getting cost leadership.
Differentiation: Differentiation strategies refers to those plans of action in which
company is developing completely different products from other companies. In this Tesla
company have to develop better and innovative products which is able to provide high value to
its customers (Verbeke, 2013). Differentiation strategies help in developing strong customer
bases as well as increase sales of organisation.
Focus: This strategy is specially developed to target niche market segment. Tesla
company is offering its products and services to different parts of the world and it is not targeting
specific market area. Cost focus refers to seek competitive advantage through cost leadership by
offering in niche market. Differentiation focus refers to offering unique product in selected
market area.
After comparing all these strategies, it has been analysed that differentiation strategies
will be more suitable for Tesla company. This will help in manufacturing new and innovative
products which can satisfy customer's needs and requirement. By adopting this strategy company
will be able to attract more customers towards business as well as help in meeting with their
requirements.
Bowman’s strategy clock
this is an effective model that is used for developing strong marketing strategies.
Bowman's strategy clock model is helpful in analysing the competitive position of Tesla
company. It is based on the two dimension in which first is price of product and second is
perceived value of product and services offered by brand. This model consist of eight positions
of bowman's strategy clock.
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 Low price and low added value: This is not very competitive strategies and in this
company will keep their price low as well as does not provide high valued product to
customers.
 Low prices: This consist of strategy in which company is setting low price of product
and tend to manufacture large quantities of products. High volume of output will be
produced by company.
 Hybrid: In this company is developing product with moderate differentiation as well as
prices of product is also moderate.
 Differentiation: In this strategy company focus on providing maximum values to their
customers. Company is developing highly differentiation product in order to perceive
value.
 Focus differentiation: This strategy refers to providing highly differentiation product
only to selected segment of customers. Focus differentiation targets is to offer products at
utmost prices levels.
 Risky high margins: In this strategies company will set high price of this product
without offering any extra value to customers.
 Monopoly pricing: This strategies is helpful when there is only one business which is
dealing in a whole sector. It reduces the chance of customers to purchase any other
product.
 Loss of market share: In this strategies company is company is setting middle range
price of products which has low perceived value.
Tesla company is producing highly differentiation products as well as providing high
quality of product and services in order to provide maximum perceived value to customers.
Differentiation strategy will be most suitable for Tesla company in order to gain profitability as
well as enhance market share.
Strategic management plan:
This is a management plan that is developed for creating as well as implementing
strategies. It is very helpful in achieving goal in effective and efficient manner.
Vision: Vision of Tesla is to create the car which is most compelling of the century
through driving transition of world to electric vehicles.
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Mission: Mission of Tesla company is to accelerate the transition of world towards
sustainable energy.
Objectives: Objective of Tesla company is mention below.
 To expand it's market share by 20% in order to increase sales within 6 months.
 To develop innovative and creative product in order to differentiate its product from
competitors products.
Strategies: In order to develop a strong and effective strategy Tesla company needs to
analyse SAF matrix modes. This is developed by Gerry Johnson and Kevan Scholes in order to
analyse the strategic possibilities for respective company. Suitability: This is majorly concern with issues that is related to the strategies of
company. It helps in analysing weather market development and differentiate strategy is
preferable for Tesla company more not. Acceptability: It is concerned with the expectations and outcomes from the performance
with strategies. This will help in examining the financial aspects and choice fits with
stakeholders.
 Feasibility: this helps in analysing feasibility of strategies by evaluating internal
strengths and weakness.
Tactics: It consist of marketing mix of Tesla company. Product, price, place and
promotion of respective company is mention below.
 Product: This company is dealing with automotive and energy storage products. It
consist of electric vehicles, batteries, energy storages and solar panels.
 Price: It is providing high quality of products so it has set premium prices of its products
and services.
 Place: Tesla company is placing its products in company owned stores, official websites
as well as company's service centres.
 Promotion: It is promoting its product through different medium such as personal
selling, public relationships, direct market etc.
Implementation and control: This stage of strategic management plan, company needs
to implement its strategies in effective and efficient manner. It is essential to control the activities
of plan in order to achieve set objectives. There are different ways though which company can
control its business plan and take corrective measures where ever required.
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Evaluation: This is the last stage and in this company needs to analyse the sale report in
order to evaluate the performance of strategies. This stage will help in evaluating overall
performance of plan as well as achievement desired results. At this stages Tesla company will
evaluate the strategies through market analysis and sales report.
CONCLUSIONS
From the above report it can be concluded that developing strategies is a very critical part
of organisation. It is essential to evaluate and analyse micro and macro factor of business as it
will help in developing better strategies for growth of business. There are various models which
provide framework to business so that effective strategic planning can be done by organisation. It
is very important for company to use all of these models in more effective manner as well as
develop better business strategies. Strategic management plan will be helpful for company in
taking better business decisions and successful implementation of plan in order to achieve
desired goals.
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