STRATEGIC MANAGEMENT REPORT: TESLA2 Introduction Tesla designs, develops, manufactures and sells energy storage and generation systems, solar electricity and high performing electric vehicles. The company is also involved in the installation and maintenance of such systems. Being a vertically integrated company dealing with sustainable energy and as such offers end- to-end clean energy solutions and products (SEC, 2019). Tesla provides innovative solutions that help in generating, storing and consuming sustainable energy. At present the company sells three electric vehicles and these are Model 3 sedan, Model S sedan and Model X sports utility vehicle. Headquartered in California, Tesla has several stakeholders including shareholders, employees, investors, customers, suppliers, government, business partners etc (Atkins, 2019). As compared to the global trend of adopting electric vehicles supported by favorable government policies, the story in Australia is somewhat different. Australia has stood outside the global trend towards electric vehicle. However, recently the debate around electric vehicle started again after the Bill Shorten of labour shared his plan of making 50% of all vehicles sold by 2030 to be electric (Probyn, 2019). As such Australia can serve as a big market for Tesla in future. However, Tesla is suffering from a number of woes at present ranging from an eccentric, overworked CEO to financial woes and unstable top leadership (Business Times, 2018)( Currie, 2018)( Gelles, Steward, Silver-Greenberg & Kelly, 2018). Thus, although the company has a lot of potential in future there are several things that the company has to make amends to at present. External Analysis Macro environment Analysis An analysis of the external environment of Australia is performed using PESTEL analysis Political Australian government follows parliamentary democracy that operates under a constitutional monarchy. Queen Elizabeth 2 of England is considered as the queen of Australia. It is currently ruled by the liberal party. The country is known for its safe and stable political environment. However, it is criticized with respect to deportation laws, rights of indigenous people and treatment of refugees (Cody & Nawaz, 2017).
STRATEGIC MANAGEMENT REPORT: TESLA3 Economic Australia follows an open market economy. Its GDP at PPP is 1.248 trillion which makes it 19thlargest in the world. It has number of free trade agreements with a lot of countries and is member of WTO, OPEC and G20. However, the real wage growth of Australians has stagnated in recent time and their discretionary spending has reduced. Social The population density in Australia is low and the population growth rate is also low. Additionally like other developed countries, the population is aging and most of the population belongs to the old group. Australia spends 5.3% of its GDP towards education and the life expectancy of its citizens is also large (CIA, 2019). Technological Australia is one of the few countries in the world that is technologically very advanced. There has been good growth of technology over the years and the local companies are investing in technology to bring innovative products to the market. However, when it comes to adapting Electric vehicles, the Australian government is behind many other countries. Even the ambitious target of making 50% of all vehicles sold electric by the year 2030 is far behind other countries like Netherlands to sell only electric vehicles by 2025 (Newton, 2019). Environmental In terms of land area Australia ranks 6 among the countries. Australia has a highly diverse geography and is party to several climate agreements. There are several issues being faced by the country. Thus, the country would have to adapt a more definite policy with respect to electric vehicles. However, due to its geography many places in Australia are located at far off places from the town where there are no charging points en route. Thus, owners of electric car would be at a disadvantage if they wish to use to car for travelling to far off places rather than staying within the city limits. Legal
STRATEGIC MANAGEMENT REPORT: TESLA4 The legal framework is robust in Australia and there are laws governing employment, competition and fair trade. Each territory has a supreme court and the final appellate authority is the high court. Industry/ Market Analysis The Electric vehicle industry would be analyzed in the following paragraphs using Porter’s 5 forces Competitive rivalry within the industry- In Australia the market for electric vehicle is highly competitive. In the pure EV segment Tesla is one of the companies trying to enter. Along with it Rivian which has received $700 million funding from Amazon has also aimed its sight on Australia (Newton, 2019). Hyundai already has ioniq hatch and Kona Compact SUV in pure EV segment. In the electric SUV segment, Jaguar and Tesla are already selling EVs and others like BMW, Audi, Volkswagen and Mercedes Benz are trying to enter. There are other players too like ACE EV, Great Wall Motors of China and SsangYong of Korea. Threat from new entrants- The threat of hybrid or a car powered by alternate fuel is high in the market. Toyota might introduce a hybrid by 2025 for example. Bargaining power of suppliers- Owing to the high purchasing power of company like Tesla, the bargaining power of suppliers would be low. Bargaining power of customers- Owing to the high battery costs, the costs of an electric vehicle is comparatively higher than a petrol or diesel vehicle. However, for the customers who are willing to pay for it, there are lots of cars to choose from and thus the bargaining power of customers is medium. Threat of substitutes-
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
STRATEGIC MANAGEMENT REPORT: TESLA5 The threat of substitute is high. The customer can obviously choose a gasoline powered vehicle over an EV. In the green vehicle too, the customer can go for a hybrid or a hydrogen powered vehicle instead of going in for EV. Thus, threat of substitutes is high. Three significant external factors Out of the external factors discussed, the factors that are of importance for Tesla are Competitive rivalry which is extremely high in the industry along with a high threat of substitute High threat of new entrants Low disposable income and lacking of Australian government in terms of adaptation of EV Internal Analysis Core competencies Tesla offers several core competencies including the fact that it is a vertically integrated company. Thus in terms of car manufacturers Tesla has a unique position. Tesla builds electric cars, batteries and also provides for high speed car charging through the supercharge network it operates globally (Debord, 2015). As compared to Tesla no other car manufacturer operating electric or gasoline powered power vehicle owns or operates the entire value chain. In another competency for the company, the company along with Panasonic has sole access to a facility that would offer it highest volume source of lithium-ion battery that also offers lowest cost. However the biggest competitive advantage for the company is its innovative CEO Elon Musk (Minimalist, 2018). Resources Being in the electric vehicle industry, one of the most important resources for Tesla is the Lithium ion battery. Lithium forms the most important resource for Tesla as unavailability or scarcity of Lithium would damage both the car and energy business of Tesla (Debord, 2015). Tesla has therefore secured a deal with Vancouver based Pure Energy for obtaining Lithium. In addition, Tesla has partnered with Panasonic to develop huge number of Lithium ion battery.
STRATEGIC MANAGEMENT REPORT: TESLA6 Three significant internal factors Thus the internal factors that are important for Tesla are – Leadership of Elon Musk- Elon Musk is a visionary leader having the potential of guiding Tesla to new and greater heights. His leadership is unique and cannot be copied by other companies. Integrated supply chain- Tesla controls the entire supply chain of electric cars and thus can be in a more advantageous position when the future becomes all electric. Access to lithium-ion battery-Tesla’s stake in Gigafactory would help it have access to low cost and high volume of Lithium-ion batteries which would give it a key advantage over its competitors. Strategy development Outline of company’s strategy Tesla applies differentiation under generic strategy to achieve competitive advantage in the market. Now the company uses intensive strategies to ensure business growth. Critical analysis of thinking, crafting and analysis of strategies In a market where majority of the vehicles run on internal combustion engines, Tesla under generic differentiation strategy used innovative technologies to deliver environment friendly beautifully designed cars. Thus the company differentiates itself from its competitors. In its early days Tesla made use of this generic differentiation strategy to target affluent customers (Rowland, 2018). However, as the company has continued to grow, its production costs have reduced and the company has shifted to intensive strategies. Under intensive strategies, Tesla makes use of market penetration as its primary strategy and product development as secondary strategy. The market penetration helps Tesla to enable business growth by increasing revenue from sales. Strategy implementation The company pursues market penetration by increasing marketing activities to be able to sell more electric cars in US. The company pursues product development by creating new
STRATEGIC MANAGEMENT REPORT: TESLA7 products with advanced technologies. For example the company offers energy storage solutions, solar power and has also developed electric sports car. The company also uses market development as a tertiary strategy to enter new untapped markets. Recommendation Porter recommends the following four strategic options Figure1Porter's strategic matrix (Rothaermel, 2015) However, as Tesla has been operating in the affluent segment till now with the offering of Model S and Model X, it was difficult for it to enter the mass market segment. However, since it is now trying to enter the mass market with $35,000 model 3, it has to shift its focus on cost leadership (Atkins, 2019). However, in this price range there are already other players like Hyundai who are offering their own range of EVs. So, Tesla needs to differentiate its product from the existing players by offering some superior benefits. There is also a need of having a stable leadership in the company who can drive it towards its next destination (Sher, 2018) ( Guardian, 2018).
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
STRATEGIC MANAGEMENT REPORT: TESLA8 References Atkins, B. (2019). Tesla's leadership challenge. Retrieved from https://www.forbes.com/sites/betsyatkins/2019/02/25/tesla-is-imploding-again/ #644e7b2168e1 Business Times (2018). Elon Musk's latest outburst raises doubts on Tesla leadership. Retrieved fromhttps://www.businesstimes.com.sg/transport/elon-musks-latest-outburst-raises- doubts-on-tesla-leadership CIA. (2019). The World fact book- Australia.Available at https://www.cia.gov/library/publications/the-world-factbook/geos/as.html Cody, A & Nawaz, M. (2017).UN slams Australia’s human rightsrecord.Available at https://theconversation.com/un-slams-australias-human-rights-record-87169 Currie, A. (2018). Wrong signal. Available at https://www.breakingviews.com/considered-view/tesla-sends-wrong-message-to-right- stakeholders/ Debord, M. (2015). Tesla is moving to secure the critical resource it needs for its future. Available athttps://www.businessinsider.in/Tesla-is-moving-to-secure-the-critical- resource-it-needs-for-its-future/articleshow/49006179.cms Gelles, D., Steward, J.B., Silver-Greenberg, J. & Kelly, K. (2018) Elon Musk Details ‘Excruciating’ Personal Toll of Tesla Turmoil. Available at https://www.nytimes.com/2018/08/16/business/elon-musk-interview-tesla.html Guardian. (2018). Tesla posts record $710m net loss as it struggles to produce Model 3 cars. Retrieved fromhttps://www.theguardian.com/technology/2018/may/02/tesla-loss- model-3-elon-musk Minimalist. (2018). Tesla Business Analysis. Available athttps://medium.com/minimalist- pharmacist/tesla-business-analysis-19b432a6fd0c
STRATEGIC MANAGEMENT REPORT: TESLA9 Newton, B. (2019). Why Bill Shorten’s electric car target will become a reality. Available at https://thenewdaily.com.au/life/auto/2019/04/09/lelectric-car-target-reality/ Probyn, A. (2019). Labor promises car cash splash to build electric and hydrogen-powered vehicles in Australia. Available athttps://www.abc.net.au/news/2019-04-10/labor-tens- of-millions-to-resurrect-australian-car-industry/10985458 Rothaermel, F. T. (2015).Strategic management. McGraw-Hill Education. Rowland, C. (2018). Tesla, Inc.’s Generic Strategy & Intensive Growth Strategies (Analysis). Available athttp://panmore.com/tesla-motors-inc-generic-strategy-intensive-growth- strategies-analysis SEC. (2019) Tesla-10K. Available athttps://ir.tesla.com/static-files/15df7636-8cd8-4b18-989b- 4badeeda806c Sher, R. (2018) “Elon Musk Needs Help: Scale The Leadership Team At Tesla” Forbes, Available athttps://www.forbes.com/sites/robertsher/2018/08/21/elon-musk-needs-help- scale-the-leadership-team-at-tesla/#213711892255