This report discusses the strategic management of Tesla Motors, including SWOT analysis, environmental constraints, stakeholders, organization structure, and employee motivation. Recommendations and controls are also provided.
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Running Head: MANAGEMENT0 STRATEGIC MANAGEMENT
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MANAGEMENT1 Table of Contents Introduction................................................................................................................................2 S.W.O.T. – Formulating Strategies............................................................................................2 Environmental Constraints.........................................................................................................3 Stakeholders...............................................................................................................................4 Organisation Structure and Design............................................................................................5 Motivating Employees...............................................................................................................6 Recommendations......................................................................................................................6 Controls and Recommendations................................................................................................7 References..................................................................................................................................8
MANAGEMENT2 Introduction The invention of internal combustion engine in the 20thcentury changed the world and Tesla motor is one of the companies that has transformed internal combustion engine far superior to others. Tesla Motors develops, designs and sell various sorts of electric vehicles as well as advanced electric vehicle components. The company was founded in 2003 by Elon Musk and Martin Eberhard. Tesla Motors launched its 1stcar in 2006, the Roadster which has been sold in more than 28 countries till now (Mangram, 2012). The company differentiate itself from the competitors by using of public relation strategy. The company is focusing on those customer segment who seeks for luxurious and high-performance cars rather than just being price conscious. The number of employees in Tesla Corporation is more than 45,000 as per the report of 2018 (Matousekjan, 2019). The company revenue for the quarter ending December was $7.266B. This report is a blend of various different aspects includes internal analysis, constraints in environment, perspective of stakeholders, organisation structure, and employee motivation. Considering relevant insight of both part 1 and 2, various recommendations are also being suggested. S.W.O.T. – Formulating Strategies Strategy for Strength– As it was identified that Tesla is doing great in technology with constant innovation and creativity. The company can use this strategy for first mover advantage in the electric car industry by embedding something new into it. The company model X and 3 are doing well in the market. The brand can introduce more new models with further enhancement as goodwill and demand for old products will automatically lead to increase the sales of their new product. With this, Tesla can ensure its growth and sustainability in the automotive industry. Protection against weakness–Some of the identified weakness includes narrow market nearness, restricted production network and high costs. To prevent this weakness, the company is required to expand its operations to emerging nations as Tesla can avail cheap
MANAGEMENT3 labours there which will directly reduce costs of manufacturing (Bahn, Barratt-Pugh & Yap, 2012). Strategies for opportunities– the company can sign up deal with various technologies and Battery Company such as Panasonic and CATL so as to demonstrate more benefits and outgrow high benefits. With further improvement in power vehicles, the company can attain competitive advantage in the market. Protection against threats– It is true that manufacturing of 5, 00,000 vehicles in 2018 requires huge investment. One of the possible solutions is to make the company private which can potentially reduce the future cash obligation of the company. Environmental Constraints Political Factors– There are various initiatives taken out by both national and state government that will help Tesla to manufacture and sale of electric vehicles. For instance, Department of Atomic Energy in US has granted $465 million subsidised loans (Robertson, 2013). However, if the company want to set up their manufacturing unit in other nation, it is must for them to comply with all necessary rules and regulations related to environment and labour. Economic Factors–The economic aspect also brings various opportunities for Tesla as there is been seen improvement in the global economy with increase in sales of electric vehicles. US economy is expected to increase with 2.25% and so better wealth distribution will lead to inclusion of people towards affordability of green technologies (Bagliano & Morana, 2012). However, economic stability issue can be possessed as threat for the company especially in Europe and Asia. Social Factors–The social trend is more towards improving preference of low carbon footprints and use of renewable technology and this show growth opportunities for the company. However, there are some price-conscious buyers also available in the market and to expand whole of country, the company may require to introduce cheap electrical vehicles. Technological Factors–This can be a threat for Tesla as there is a growing use of embedded technologies in automobiles and in business analysis, high rate of technological change is both opportunity and challenge. Tesla business can be threatened by Driverless car
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MANAGEMENT4 that may be potentially introduced in future by other big companies such as Google, Uber, BMW and so on. Environmental Factors– Automobile sector is also leading to increasing concern towards greenhouse gases and with expansion of various environmental programmes, it may be difficult and challenging for Tesla to adapt all practices in their company. Legal Factors– Due to increased regulations addressing automobile standards by various governments such as dealership sales regulation in the US may threaten the business of Tesla. Technological factors bring out the biggest challenge for the company as many organisation are already lined up in the cue to bring out technological innovation in the market and it may be quite challenging for the Tesla to compete them effectively. The economics aspect of the analysis can be valued as opportunity for Tesla as with rising in economy, people income level standard will also be increased and this will directly impact the sales of Tesla. Stakeholders Stakeholders are those groups of clusters who directly or indirectly influence the business decisions of an enterprise (Elias, 2012). In case of Tesla, the main stakeholder group includes customers, investors, communities and employees. Customers are seen as external stakeholders who provide necessary feedback to the company related to its electric vehicles. With changing customer preference and trends, the company need to modify or bring up new product line including latest market demand. Employee is the next stakeholder group in Tesla that helps the company in achieving its strategic goal effectively. As Tesla has more than 45,000 employees in their company, these employees also seek growth opportunity as well as career development. Next, stakeholder group includes investors. Tesla has a long list of investor that also put the company in some sort of financial obligation. However, Tesla need to consider these investors while taking out any big decisions for the market. The last stakeholder group include society. Tesla relies on this stakeholder as it provides them various necessary resourcesand services to carry out their operations. Considering all, it is important for Tesla to rank employees as its top stakeholder as they duly
MANAGEMENT5 contribute the firm in achieving the strategic objectives and also they cannot be imitated by anyone on the market in terms of their competency and skills. Organisation Structure and Design Tesla organisation structure helps the company in its continued business growth. It develops capabilities that enable strong managerial control of the business instead of its rising business operations. Tesla has a functional organisational structure where they have a structural group of employees for engineering and others for service and sales. Other characteristicsoftheirorganisationstructureincludecentralisationintheircorporate structure. Here, the managerial control is in the hand of head of the offices of the global hierarchy. This shows that the company minimally supports autonomy as the headquarter of Elon Musk (CEO) CFO (Deepak Ahuja) CTO (JB Straubel) Chief Designer (Franz Holzhausen) Energy: 1SVP and Vps Engineering and Production: 9 Vps HR & Communications; Chief People Office and 3PVs Legal and Finance: General Counsel and 4Ps Sales: 2VPs Software: Director of Artificial Intelligence and 1 VP
MANAGEMENT6 Tesla take out most of the decisions for overseas business. The company has more of mechanistic structure and the decision making kept as high as possible and communication is vertical. Motivating Employees The productivity level will be increased and enhanced if the employees are motivated and directed (Lazaroiu, 2015). In relation to Herzberg two factors theory, motivators and hygiene aspects are the two bases of categorization. Various motivators aspects provide employee a sense of job satisfaction whereas there can be dissatisfaction with hygiene factors of the theory in relation with the working environment. Employee of Tesla can feel greater satisfaction with the motivator aspects of Herzberg theory. In addition, Tesla needs to encourage employees with their operations as a substitute for hygiene factors including earnings. Recommendations Tesla needs to establish their manufacturing plant in developing countries so as to reduce manufacturing costs. The company are currently under various financial obligations and debt and thus they need to pursue innovative strategies to reduce high costs as well increase their shares outside the native company. Tesla needs focus on other segment of the market also which include price-conscious buyers. It is possible to fulfil the demand of that product by introduction of cheap electric cars in the near future. The company need to consider all environment standards clearly so as to avoid legal accusations and fines. Before, the company was already fined up with $31, 000 concerning environment pollution from Bay Area lines.
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MANAGEMENT7 Controls and Recommendations Tesla may deploy control before the commencement of the action as it may allow the management to prevent the issue to occur rather than finding cure later on. This will help Tesla to discover relevant gap and so develop new plans in relation to strategic goals. Moreover, by using feedback control, employee may also get motivated and thus individual goal will be aligned with the strategic goals (Khalil & Praly, 2014). In last, to analyse whether goals are addressed or not, the survey tool can be used on various sites on social media that may help Tesla to undertake different perspective and thoughts of customers.
MANAGEMENT8 References Bagliano, F. C., & Morana, C. (2012). The Great Recession: US dynamics and spillovers to the world economy.Journal of Banking & Finance,36(1), 1-13. Bahn, S., Barratt-Pugh, L., & Yap, G. (2012). The employment of skilled migrants on temporary 457 visas in Australia: Emerging issues.Labour & Industry: a journal of the social and economic relations of work,22(4), 379-398. Elias, A. A. (2012). A system dynamics model for stakeholder analysis in environmental conflicts.Journal of Environmental Planning and Management,55(3), 387-406. Khalil, H. K., & Praly, L. (2014). High‐gain observers in nonlinear feedback control.International Journal of Robust and Nonlinear Control,24(6), 993-1015. Lazaroiu, G., 2015. Employee motivation and job performance.Linguistic and Philosophical Investigations, (14), pp.97-102. Mangram, M. E. (2012). The globalization of Tesla Motors: a strategic marketing plan analysis.Journal of Strategic Marketing,20(4), 289-312. Matousekjan, M. (2019).Tesla is laying off 7% of its employees. Retrieved from https://www.businessinsider.in/Tesla-is-laying-off-7-of-its-employees/articleshow/ 67588309.cms Robertson, A. (2013).Tesla repays $465 million government green energy loan ahead of schedule. Retrieved from https://www.theverge.com/2013/5/22/4356860/tesla-repays- 465-million-government-green-energy-loan.