This report is all about the strategic audit of Tesla Motors, an American Automobile company building and planning electric vehicles and cars. The report covers the corporate level strategy statement, strategic choices, strategic position, strategy in action, market reaction and more.
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8/3/2019 Running Head: MGT 2010 TESLA
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MGT 2011 Contents Introduction..............................................................................................................................2 Corporate Level Strategy Statement......................................................................................2 Strategic Position, Strategic Choices and Strategy in Action..............................................3 Market Reaction to Tesla Strategy.........................................................................................5 Conclusion.................................................................................................................................6 References.................................................................................................................................7
MGT 2012 Introduction This report is all about the strategic audit of Tesla Motors, an American Automobile company building and planning electric vehicles and cars. At present Tesla is operating at an international level including the major markets of Europe, America and Asia. It is identified that the demand for sustainable and electronic vehicle is continuously being rising bringing various opportunities for Tesla in the market. Tesla was instituted in 2003 and went public in July 2010. Internationally, the company has delivered 90,700 vehicles including its various models i.e. X, S, and model 3 (Kopechi, 2019). Their revenue worldwide is 21bn USD and the company spend 1.46bn USD on research and development department. Corporate Level Strategy Statement The corporate strategy statement of Tesla includes three main domains of Tesla i.e., the company fundamental goals, scope or domain, and specific advantage or capabilities the company have to deliver all of these. Tesla goal is to accelerate the advent of sustainable transportation by creating persuasive mass market electrical vehicles to the marketplace and become the major manufacturer of electric vehicles to match the urgency of the threats to society showed by a warming ecosystem. In order to attain this end goal, big leaps in technology are required that eventually needed a high level of scrutiny. Hence, in achieving these goals, Tesla set various other objectives like making 5, 00,000 cars in the year 2019 and so on (ttnews.com, 2019). In addition, the company growth strategies also include market diversification and penetration to fulfil the requirements of all segments of customers. Tesla strategies this goal by incorporating advanced technology in its electric automobiles and associated products. In relation with Tesla scope, the company manufacturers and produce various electric vehicles for the upper level segments of the customers. The company also have an energy product group include classifications with a series of applications used in businesses and homes. The company also intends to invest in supercharging stations for its electric vehicles. Growingdemandforrenewableenergyalsoimprovesbusinessscopewhilecovering
MGT 2013 products such as batteries and other possibly cost-effective renewable energy solutions for the prospect. Tesla has several competitive advantages both tangible and intangible. For instance, the battery supply chain is building for itself, supercharger network, early in innovation and Elon Musk who fuel the engine of the success of Tesla over a long period of time. Altogether, help Tesla to achieve its corporate goal effectively and efficiently. Strategic Choices, Strategic Position and Strategy in Action Teslaextensivestrategyemphaseson worldwideexpansion,strategicpartnership,and intensive growth strategy on both product development and market penetration. All these strategies and its related concerns are divided into strategic choices, strategic position and strategy in action to better understand the implications. The macro-environment opportunities to Tesla include development of new Gigafactory to increaseautomobileproduction.TeslaprimaryreliesonitsCaliforniafactorytothe manufacturing of most of the cars (Campanari, Manzolini and De la Iglesia, 2009). As Tesla aims to eliminate environment threats, government will also aid the company in each country where they extended and thus prove to be a big opportunity for Tesla. On the contradictory side, the threats of the company include growing name of big name competition in relation to the corporations such as Google, Ford and Toyota. Many other companies are planning to deliver low-cost hybrid and electric vehicles for the customers and this requires Tesla to start providing lower cost models to significantly reduce the threats. The industry forces are also managed by Tesla with continuous investment in research and development to bring unique differentiation to their product portfolio. While facilitating innovation, it also helps the company to proactively develop strategies for setting up control over various industries forces. For instance, to deal with competitor, the company can develop supercharger station in align with the electric cars to gain first mover advantage and these stations will be profitable as they will be called to charge other cars too in the near future.
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MGT 2014 Tesla also meets stakeholder expectations through understanding their behaviour and motive at an early stage and develop significant strategies to make them satisfied with the best interest of the firm. For example, the company do various community-related programs such as tesla START to bring revolution at the forefront of the electric vehicle. The purpose of Tesla is explicitly defined under its mission statement to hasten the world transition to sustainable energy. In a way, this recognizes the significance of the firm’s batteries and associated energy storage products in marketplaces with aligning to the electric vehicle market. Their mission and corporate culture also fit with the strategy to bring revolution in the automotive sector through various innovations and long term directions. Tesla business units compete while creating great progress on enhancing cost efficiency of the corporate without forfeiting growth. For instance, Tesla has hired workers from many business units to enhance their delivery networks. This will lead to making the employees pitch in from various business units and benefit in delivering cars before the deadline. Transferring of their resources from one business unit to another help the firm to gain competitive in the industry (Fang, Palmatier and Steenkamp, 2008). The business portfolio of Tesla is extensive and does not hold only electric cars segment. For instance, the company produces batteries, super charger station and also undertakes SpaceX program. Tesla can also ramp up Model 3 production and other models while preparing to expand deliveries beyond Canada and U.S. China can be proved to be a wildcard market for Tesla. To help address demand challenges in China, the company need to build manufacturing capacity in the market in order to increase the level of localisation by local sourcing and manufacturing. Tesla is also innovating by standing out in the electric automotive business through designing appropriate electrical vehicles. Of course, electric car technology has grew considerably and there are many other businesses that have formed sustainable models (Bohnsack, Pinkse and Kolk, 2014). However, Tesla has prospered in doing is resolving all the hang-ups with innovative electric vehicles. It is also innovative as it has viewed beyond the initial problem and reflected how energy systems can be formed to function more efficiency and upkeep the network of vehicles. The company can also use online model to accelerate expansion in other countries and do further developments.
MGT 2015 It can also be said that Tesla strategy is suitable, acceptable and feasible. Tesla product concentration includes various energy products that are much required in the current era diminishing by issues such as global warming and resource scarcity. Thus, their strategy suits the current needs of environment protection with using more of renewable energy. It is also acceptable by all stakeholders as the company strategy meets the expectations of almost all stakeholders while speeding up the rate of adoption of electric cars. Tesla strategy is also feasible as the company believes in long term future direction and drive down market to better height. Considering the process of strategy making, tesla starts with a purpose to produce electric cars and implement it on particular target segment in order to evaluate effectiveness of the strategies. The company also do several improvements in their products and brings new modelsthroughdiversificationwhileevaluatingtheirstrategytimely.Therequired organisation structure needs to be decentralised as Tesla is known to be as an innovative technology company and decentralisation enables bringing out various creative ideas through various directions. Space X program is the best example of this. Tesla can also manage change by continuously scanning the business environment and develop long term vision meeting the expectations of the stakeholders. With the help of market development and incorporating share valued culture, Tesla can manage the change effectively during the necessary time. In the strategy process, it is important for the executives of the company including the CEO i.e. Elon Musk, to collectively join hands with employees so that it will help in implementing the strategy in the right direction. Market Reaction to Tesla Strategy Judging by conventional wisdom, the marketplace reaction confronts each main metric taught by business schools around the globe. Tesla astounding market capitalization does not require any explanation. Over the course of 2018, Tesla share of the U.S. automotive market increase to two per cent (statista.com, 2019). Considering only the electric market segment, Tesla model 3 along has gained about 60% market share. It was also anticipated that the international market for electrical vehicles is estimated to upsurge to over 567 billion U.S. dollars by 2025 (statista.com, 2019b). This shows various opportunities to Tesla in relation to its whole product portfolio.
MGT 2016 In the fiscal year 2018, Tesla successfully delivered 140,000 Model 3s. However, Tesla share price crumbles 11% with following the release of lacklustre Q2 results (Walton, 2019). It may be because potential customers are often required to put down sizeable deposits. In relation with market commentary, Tesla is expecting to reduce its capital expenditure in the 2019 fiscal year while also meeting its last full year production guidance.
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MGT 2017 Conclusion In the limelight of above discussion, Tesla has shown their effectiveness in many sectors other than electrical vehicles and due to its big venture in development and research areas, the corporation is able to positively handle the diverse and complex essentials of the corporate environment. Though, it is also significant for the enterprise to form up a world-wide influence like many other corporates comprising BMW, Audi, GM and big enterprises also working headed for the expansion of electrical vehicles. Considering all, government support is also essential to boost people to purchase electric cars and other products considering environmental sustainability solutions. This will also help Tesla to meet the expectations of all stakeholders and achieve corporate mission statement.
MGT 2018 References Bohnsack, R., Pinkse, J. and Kolk, A. (2014) Business models for sustainable technologies: Exploring business model evolution in the case of electric vehicles.Research Policy,43(2), pp.284-300. Campanari, S., Manzolini, G. and De la Iglesia, F.G. (2009) Energy analysis of electric vehicles using batteries or fuel cells through well-to-wheel driving cycle simulations.Journal of Power Sources,186(2), pp.464-477. Fang, E., Palmatier, R.W. and Steenkamp, J.B.E. (2008) Effect of service transition strategies on firm value.Journal of marketing,72(5), pp.1-14. Kopechi, D. (2019)Tesla shares tumble as much as 10% as company misses Wall Street vehicledeliveryestimates,cutsprices[ONLINE]Availablefrom: https://www.cnbc.com/2018/12/31/tesla-4q-2018-production-and-delivery-numbers.html [Accessed 03/08/2019]. statista.com. (2019)Tesla's estimated U.S. market share from January 2018 to December 2018[ONLINE] Available from:https://www.statista.com/statistics/519579/market-share-of- tesla-in-the-united-states/[Accessed 03/08/2019]. statista.com. (2019b)Size of the global market for electric vehicles in 2017 and 2025 (in billionU.S.dollars)[ONLINE]Availablefrom: https://www.statista.com/statistics/271537/worldwide-revenue-from-electric-vehicles-since- 2010/[Accessed 03/08/2019]. ttnews.com. (2019)Tesla CEO Elon Musk Sets Goal of Making 500,000 Cars in 2019 [ONLINE] Available from:https://www.ttnews.com/articles/tesla-ceo-elon-musk-sets-goal- making-500000-cars-2019[Accessed 03/08/2019]. Walton, S. (2019)Tesla share price crumbles11% as key financialsmiss the mark [ONLINE]Availablefrom:https://www.ig.com/en/news-and-trade-ideas/tesla-share-price- crumbles-11--as-key-financials-miss-the-mark-190725[Accessed 03/08/2019].