Impact of External Business Factors on Tesla's Policies and Strategies

This report discusses the impact of external business factors on Tesla's policies and strategies. It evaluates the influence of disruptive innovation and technology on Tesla's policy making process. The report identifies the areas of improvement and recommends steps to enhance Tesla's global business potentiality.

Running head: CONTEMPORARY BUSINESS MANAGEMENT
Contemporary business management
Name of the student
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Executive summary
The aim of this report is to discuss about the impact and importance of the external business
environmental factors in the business operation of tesla. There are number of parameters are used
in determining the intensity of the different factors on tesla. It is identified that tesla is having
number of challenges and opportunities in terms of their external business situations. In addition,
this report also discussed about the industry competitiveness for tesla and it is found that tesla is
facing high competitive forces in some of the areas. The concept of disruptive innovation and
technology is also critically analyzed in this report and from the perspective of tesla. This report
concluded that tesla is one of the major technology disruptors in the automobile sector.
Furthermore, this report also concluded that there are number of gap areas identified for tesla,
which were also further discussed. A few steps are recommended that will further help tesla to
overcome the identified gap areas and enhance their global business potentiality.

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Table of Contents
Introduction......................................................................................................................................4
Determination of external factors....................................................................................................5
Political factors............................................................................................................................5
Economical factors......................................................................................................................5
Social factors...............................................................................................................................6
Technological factors...................................................................................................................7
Determination of industry competitiveness.....................................................................................7
Bargaining power of the buyers...................................................................................................7
Bargaining power of the suppliers...............................................................................................8
Threat of the substitutes...............................................................................................................8
Threat of new entrants.................................................................................................................8
Technological disruption and disruptive innovation.......................................................................9
Relevance of disruptive innovation for tesla...................................................................................9
Influence of technological disruption on internal policies............................................................10
Effectiveness of the response of tesla............................................................................................11
Introduction of premium products.............................................................................................11
Developing infrastructure..........................................................................................................12
Backward integration.................................................................................................................13
Initiation of radical approaches.................................................................................................14

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Identification of the areas of improvement....................................................................................14
Market growth strategies...........................................................................................................14
Forward integration...................................................................................................................16
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................18

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Introduction
It is important for the contemporary business organizations to effectively determine the
external business factors in order to have sustainability in their business operation. In addition,
determination of the external business environment will also help the business organizations in
identifying their effectiveness in dealing with challenges. On the other hand, the contemporary
business organizations are having the major challenges of dealing with the increased degree of
competition in the global market (Timmer et al. 2015). The impact of the external business
factors are varied in different business sectors and one of the major affected sectors is the
automobile sector. This is due to the reason that automobile sector is facing the threat of new
entrants in the market along with frequent change in the technological aspects and preference
pattern of the customers. Thus, it is becoming important for the automakers in determining the
external trends and initiates their business strategies accordingly (Townsend and Calantone
2014).
Tesla is one of the newest entrants in the global automotive market. They can be
considered as a medium sized automaker compared to the established players in the market but
their innovative approach is getting them placed distinctively in the market (Tesla.com 2018). In
addition, their innovative approach can also be termed as disruptive due to the fact that entry of
tesla in the automobile market created a stir in the existing market trend and revolution for the
electric mobility started. However, with the rapid and frequent change in the automobile market,
it is also becoming challenging for tesla to cope up with the current market trend and maintain
their competitiveness.

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This report will discuss about the impact of the external business factors on the policies
and decision making process of tesla. In addition, the opportunities to be gained by them from
the change in the external business factors will also be identified. The impact and influence of
disruptive innovation and technology on the policy making of tesla will also be critically
evaluated in this report. The response of them towards the disruptive innovation will be
determined along with their effectiveness. In accordance to the identified factors, this report will
also discuss a few recommended steps for the further improvement for Tesla.
Determination of external factors
Political factors
Political factor is having a huge importance for tesla due to the reason that stability in the
business environment will determine the effectiveness of them in their long term business
operation. As of now, tesla is having their major operation in the United States and Canada with
both the countries is politically stable and low level of risk. The political stability in their major
markets is helping them to initiate their business process without having the risk for coup and
instable policies (Aisen and Veiga 2013). In addition, the pro business and capitalist approach of
the government of the United States and Canada is further helping tesla in having favorable
business environment. Thus, it can be concluded that stable political environment is important
for the business operation of tesla and in their future foreign operation they should select the host
country based on their political stability.
Economical factors
Economical factors are also important in the business operation of tesla due to the reason
that it will determine the profitability and revenue. According to Sierzchula et al., (2014), one of

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the major economical factors that determine the business operation and effectiveness of tesla is
financial incentive provided by the governments. This is provided mainly due to enhance the use
of electric vehicles to curb pollution. As per the authors, this is important because level of
providence of financial incentive will determine the sales figure of tesla. On the other hand,
Prillaman and Meier (2014) identified tax rate as another major economic factors for the business
organizations. This is due to the reason that tax rate will determine the cost of operation and will
eventually increase the price of the products. As per the authors, it is important for Tesla due to
the reason that the final cost of the cars of the will be influenced by it and this will determine the
potentiality in the market. However, on the other hand it should also be noted that economic
development and growth will help tesla in having more potentiality due to the reason that
customers will have more purchasing power to avail their products.
Social factors
Social factors are another major influencing and determining factor for the business
operation of tesla. This refers to the social trends and how customers are responding to the
product strategy of the business organizations. According to Barth, Jugert and Fritsche (2016)
social factors are important for tesla due to the fact that it will determine the customer interests
towards the certain products. In the case of tesla, if the social trend is not towards having an
electric car then tesla will not find any opportunity in the market and vice versa. In this article,
the authors have given the example of the German market where the positive social trend
towards the acceptance of the electric vehicles is helping in having more sales. On the other
hand, it is stated by Donada (2013) that alignment of the social requirements and trends with the
offerings are also important for the business organization to get the success. In the case of tesla,

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if the product features can meet the demand and expectations of the customers, then it will be
more likely that they will find more potentiality.
Technological factors
Technological factors are important for tesla due to the reason that their competencies are
based on innovation and technological development. As per Akamatsu, Green and Bengler
(2013), tesla will find it easy to gain market share in the global market only if they can posses
more technological advancements. Hence, it is important for tesla to determine the current
technological standards in the market and accordingly they should initiate their strategies. On the
other hand, it is also being stated by the authors that technological factors will also determine the
efficiency of tesla in terms of their production and operation process. The more effective and
favorable will be their technological factors, the more will be the business effectiveness of tesla
in doing business in the highly competitive automotive market.
Determination of industry competitiveness
Bargaining power of the buyers
Bargaining power of the buyers refers to the extent to which the buyers in the market
enjoy the upper hand in dealing with the companies. According to Porter and Heppelmann
(2014), bargaining power of the buyers for tesla is moderate due to the reason that there are
number of options available to the customers such as other modes of travel. Thus, customers can
change their preferences at any point of time. On the other hand, it is also stated by the authors
that the technological advancements and other updated features being offered by tesla are
distinctive in their way and pose the customers a fewer options to switch. It is important for tesla

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due to the reason that they have to enhance the competitive advantages of their products based on
the level of bargaining power of the buyers.
Bargaining power of the suppliers
Bargaining power of the suppliers refers to degree to which the suppliers influence the
pricing of the organizations. According to Van Alstyne, Parker and Choudary (2016), tesla is
having low degree of bargaining power of the suppliers. This is due to the reason that tesla is
having effective process of backward and forward integration, which is limiting their
dependency on the external suppliers. As per the authors, determination of the bargaining power
of the suppliers is important because they will be able to determine the cost of the supply chain
and can initiate the newer strategies accordingly. In addition, this will also help tesla in
identifying the gap between their supply chains to that of the industrial standards.
Threat of the substitutes
Threat of substitute refers to the extent to which tesla is facing the challenge of having
substitute products in the market. According to Suwardy and Ratnatunga (2014), tesla is having
moderate threat of substitutes due to the reason that very less number of electric vehicles is
available in the market. In addition, the features of the cars of tesla are also distinctive and it
further reducing the impact of substitutes. On the other hand, it is also stated by the authors that
introduction of more upgraded products in the market is posing challenges for tesla.
Threat of new entrants
Threat of new entrants refers to the extent to which the entry of the new entrants poses
challenge to tesla. According to Schwenger, Straub and Borzillo (2014), determination of the

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threat of new entrants is important for tesla due to the reason that tesla will build their resources
and competencies accordingly. It is also stated by the authors that tesla is having lower threat of
new entrants due to the reason that huge investment is required for the new entrants to entry in
this industry along with having the need for different other expertise. Thus, tesla is having the
less extent of threat of new entrants. However, it is also recommended that the competencies of
tesla should be enhanced further in order to reduce the future probability of threat from the new
entrants.
Technological disruption and disruptive innovation
Technological disruption gets emerge when the development of the particular technology
gets stagnant and there is a need for the radical change in the existing technological approach for
gaining sustainability. In this case, disruptive innovation is being initiated and disrupts the
existing trend and business pattern of the industry (Osiyevskyy and Dewald 2015). Companies
initiating the disruptive innovation will have the maximum return from the market due to the
reason that they will get the entire untapped market. Initiation of disruptive innovation helps the
business organizations to open up new market segment. Thus, it is important for the existing
business organizations to be competent enough in dealing with the disruptive innovation.
Relevance of disruptive innovation for tesla
The concept of the disruptive innovation is quite important and relevant for tesla. This is
due to the reason that tesla itself can be considered as a disruptor in the automobile industry with
the introduction of their electric vehicles and changing the future trend of the entire industry. In
addition, it is stated by Hardman, Steinberger-Wilckens and van der Horst (2013) that having the
status of technology disruptor will not help tesla in the long term. This is due to the fact that

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more upgraded technologies are getting emerged in the market. In this article, the authors
discussed about the hydrogen fuel cell vehicles. It should be noted that tesla is known for their
electric car and hydrogen fuel cell vehicles are more upgraded than that. However, tesla is not
having expertise in developing hydrogen fuel cell based vehicles. Thus, the competitiveness of
Tesla by being the technological disrupter will not last long if they cannot develop their
competencies further.
On the other hand, it is stated by Pinkse, Bohnsack and Kolk (2014) that disruptive
innovation and technology is relevant to tesla due to the reason that revolution and popularity for
the electric vehicles are being made possible only after the introduction of tesla cars. It is
reported that prior to the introduction of the electric cars by tesla, there are number of electric
cars were available in the market but were not successful enough and it was considered as
financially unviable. However, the introduction of the electric vehicles by tesla changed the
existing scenario and gained instant popularity in the market by offering only electric vehicles.
Influence of technological disruption on internal policies
One of the major impacts of the disruptive innovation and technology on the policies of
tesla is their inclination towards more innovative approach. It is stated by Mazzucato et al.,
(2015) that innovative business policies and organizational culture are being maintained by tesla
in their internal management. This is due to the reason that tesla was born out of technology
disruption and not out of requirement. Hence, tesla is known for their innovation and advanced
technology in the market. This is also the major reason for tesla to have their innovative
approach. This is also helping tesla in initiating and introducing more innovative features in the
market over their competitors. On the other hand, it is stated by Rimmer (2018) that tesla also

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maintains their innovation as their intellectual property. This is due to the reason that technology
disruption and disruptive innovation will cause reduction in the business potentiality for tesla.
Thus, it is important for them to protect their innovative elements as their intellectual property to
have the long term competitiveness.
However, on the other hand, it is stated by Teece, Peteraf and Leih (2016) that the
phenomenon of disruptive innovation is causing the policies of tesla, oriented more towards the
technological advancement. This is due to the reason that technology is the major source of
gaining competitive advantages for tesla and thus the decision making process of them is also
oriented towards the development of the technology only. It is also stated by the authors that in
case of the funding process, major portion are invested for the technological development over
the other business factors. Thus, due to the influence of the disruptive innovation, the decision
making process of tesla is having more narrow approach. However, it is also identified by the
authors that this approach of tesla may also have negative impact. This is due to the reason that
orientation towards a single business element will reduce the organizational agility of tesla in the
long term. Thus, the associated risk and uncertainty will further get increased with time.
Thus, it can be concluded that the concept of disruptive innovation is relevant to the
business operation of tesla. In addition, the decision making process and policies of them are also
heavily influenced by it.
Effectiveness of the response of tesla
Introduction of premium products
In against the business situation and external business factors being faced by tesla
identified in the above, the response of them is varied and diverse in nature. In this section, these

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responses and strategies initiated by them will be identified and critically evaluated. One of the
major responses for tesla was from the perspective of the choice of the products. This is due to
the reason that the approach being taken by tesla is different to that of other traditional and
established carmakers. According to Stringham, Miller and Clark (2015), prior to the
introduction of the electric vehicles by tesla, some other automakers such as Volkswagen and
General Motors came up with electric cars, which are inferior in terms of performance and
utility. Thus the market was not getting attracted towards these cars. As per the authors, this
situation provided tesla with the opportunity for technology disruption and they came up with
more performance oriented electric cars. These cars are more productive and their performance is
at par to the conventional gasoline vehicles.
According to Moritz et al. (2015), the business strategy initiated of tesla can be termed as
effective due to their distinctiveness. Introduction of the high performance electric vehicles
helped tesla to create an entirely new market segment without any competition. Thus, they have
also gained the advantages of first mover in the market. The authors have also stated that the
strategy of introducing premium and high performance vehicles also aligned with the fact that
electric vehicles cannot be provided in competitive prices as of now. Thus, introduction of the
premium products and charging premium for that helped tesla to cover the developmental cost
without reducing the profitability.
Developing infrastructure
Another response came from the side of tesla in dealing with the concept of disruptive
technology is developing the infrastructure for the electric mobility. This is also being done by
tesla in order to fend off the impact of disruptive innovation in their long term business

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operation. According to Hardman, Shiu and Steinberger-Wilkens (2015), apart from the
introduction of the high performing fuel vehicles, tesla also developed charging stations and
charger plants. This is being done by them due to the reason that disruptive technology cannot be
initiated in wide areas at once. In addition, it is also stated by the authors that one of the major
reason for the electric vehicles for not gaining popularity is lack of charging infrastructure. In
accordance to this situation, tesla initiated their innovative approach by introducing fast charging
stations for the electric vehicles and massive charging battery plant. This helped them to have the
greater competency due to the reason that newer disruptive technologies will not be able to
disrupt the entire ecosystem of the electric mobility. Thus, according to the authors, this response
of tesla can also be regarded as effective.
Backward integration
Effective process of supply chain process and less dependency on the external suppliers
can also help in maintaining the sustainability of the competitive advantages. In this case, tesla
responded by having their own backward integration in the supply chain process. According to
Martin (2014), tesla is one of the leading players in the battery industry. Thus, the major
component of the electric vehicles is being produced by tesla in house. This is enabling them in
reducing the involvement of the external suppliers. Thus, the competitive advantages of tesla are
not getting publicized. According to Chen and Perez (2018), tesla is also maintaining the forward
integration by own. This entire process of supply chain is being controlled by tesla and this
enabled them in create a separate ecosystem for their electric mobility solutions. Future
emergence of more disruptive technologies will have less impact on this entire ecosystem and
tesla will have the time to evolve in dealing with the technological disruptions in the market.

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Initiation of radical approaches
One of the major factors to be followed in initiating the disruptive innovation is having
radical approaches compared to the existing market trend and preference pattern. According to
Rajashekara (2013), tesla introduced fully electric vehicles in the market when the existing
players are initiating defensive strategies by introducing hybrid vehicles instead. Thus, it can be
termed as a radical approach by tesla. In addition, the radical approach initiated by them also
helped tesla in having more coming of the age technologies. Hence, it can be concluded that the
technologies initiated by tesla are well ahead of its time and it is ensuring that they are immune
against the emergence of newer disruptive technologies. On the other hand, it is stated by
Reinecke (2014) that radical approaches of tesla are not limited to the introduction of the electric
vehicles but also in terms of the newer technologies being offered with it. This is due to the fact
that each one of the tesla cars is having different technologies such as autopilot. This is helping
tesla in having further disruption in the existing market trend of automobile. As per the authors,
majority of the technologies given are futuristic and are ahead of their time. Thus, the emergence
of the newer innovation and technologies will have lower level of disruptions in the business
operation of tesla.
Identification of the areas of improvement
Market growth strategies
One of the major areas for improvement identified for tesla in their business operation is
narrow target segments. According to Martins, Rindova and Greenbaum (2015), the more will be
the target audiences, the more will be the effectiveness and efficiency of the disruptive
innovation in the industry. This is due to the reason that introduced innovation will disrupt the

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existing market trend only when it will be implemented on a large scale in the market. However,
in the case of Tesla, the innovation for them is limited in terms of geographical areas as well as
target audiences. The authors have also identified that the ultra premium offerings by tesla is
causing the stir only in the niche higher segment market of the automobile industry. However,
this segment is low volume segment compared to the mass market segments. On the other hand,
this limitation is also causing no impact on the entire global automobile industry.
As per Djordjevic (2014), limited geographical presence is also restricting the
effectiveness of the disruptive innovation of tesla. This is due to the fact that tesla is having their
major presence only in the United States and Canada and started gaining momentum in the
Chinese market. Thus, the innovation by them is not putting challenge to the global automakers
and also not creating the disruption that should have been in place. According to the authors, this
is quite evident in the current scenario of the global automobile market where the electric
vehicles have not gaining popularity in huge and posing challenges to the conventional vehicles.
It is recommended that tesla should initiate growth strategies in terms of both market
presences as well as target audiences. Enhancing the geographical presence will help them to
have more target audiences across the world. This will further enable them to pose challenge to
their competitors in larger scale and technology disruption will also be in full scale. On the other
hand, it is also recommended that growth strategy should also be initiated in terms of product
portfolio. This is also important due to the reason that having diversified product portfolio will
only help in catering to different segments around the world. In this case, introducing more mass
friendly and affordable electric cars will help tesla to target the larger customer segments pose
the challenge to the mainstream automakers. In addition, this will also help to stir up the major
portion of the global auto markets and initiate the electrification of the transportation.

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Forward integration
It is also being identified that the inclusive supply chain strategy of tesla may also have
negative impacts on their business. This is due to the reason that it will reduce the visibility and
distribution network of tesla. According to Arya and Mittendorf (2013), outsourcing the forward
integration will help tesla to have better visibility in the market and will have larger market
penetration. In addition, it is also being stated that tesla is incurring an added cost in maintaining
the forward and backward integration by own. This can be further mitigated by means of
outsourcing the forward integration and made their products available to more places. From the
above analysis of the response by tesla, it is identified that low product visibility is one of the
major areas of improvement in their business. Thus, according to the authors, outsourcing and
enhancing the forward integration will help in overcoming this gap and tesla cars can be made
available to the larger customer segments. On the other hand, outsourcing the forward integration
process will enable tesla in their global business plan. They will have low responsibility in
managing their operations in the global market.
Conclusion
This report concludes that tesla is one of the major technological disruptors in the
automobile market and changing the existing trend and pattern of the industry. In this report, the
external business environmental factors being faced by tesla are discussed and it is identified that
there are number of positive as well as negative impacts are evident in their business operation.
Competitiveness of the industry is also further increasing with the entry of new entrants and this
is posing threat to the business potentiality and profitability of tesla. In this report, it is also
identified that tesla can be considered as a technology disruptor but to a certain extent. This is

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due to the fact that market presence of tesla is limited and caters to a niche target segment. This
report recommends that tesla should be more focused towards enhancing their product diversity
and market presence. If these areas can be improved, then only they will be able to initiate the
disruptive innovation in the market and challenge the major competitors in the market. In
addition, this report also recommends that tesla should outsource their forward integration
process to have better market awareness and penetration in the global scenario.

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