Business Strategy: Impact of Macro Environment on Tesla

This report analyzes the impact of macro environment on Tesla's business strategy, including PESTLE analysis and SWOT analysis. It also discusses the internal capabilities of Tesla using appropriate frameworks.

Unit 32 Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Applying appropriate frameworks analyse the impact and influence of the macro
environment on a given organisation and its strategies..............................................................3
M1 Critically analyse the macro environment to determine and inform strategic management
decisions......................................................................................................................................5
TASK 2............................................................................................................................................5
P2 Analyse the internal environment and capabilities of a given organisation using appropriate
frameworks..................................................................................................................................5
M2 Critically evaluate the internal environment to assess strengths and weaknesses of an
organisation’s internal capabilities, structure and skill set..........................................................8
TASK 3............................................................................................................................................8
P3 Applying Porter’s Five Forces model evaluate the competitive forces of a given market
sector for an organisation............................................................................................................8
M3 Devise appropriate strategies to improve competitive edge and market position based on
the outcomes..............................................................................................................................10
TASK 4..........................................................................................................................................10
P4 Applying a range of theories, concepts and models, interpret and devise strategic planning
for a given organisation.............................................................................................................10
M4 Produce a strategic management plan that has tangible and tactical strategic priorities and
objectives...................................................................................................................................12
D1 Critique and interpret information and data applying environmental and competitive
analysis to produce a set of valid strategic directions, objectives and tactical actions.............12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy is defined as collection of competitive actions and moves which helps
in attracting consumers, strengthening performance, competing successfully and achievement of
goal and objectives of organisation (Business Strategy: Definition, Levels, Components &
Examples, 2019). This helps in outline about how business should work for reaching final goals.
It is called long term business planning of business which is for time period of 3 to 5 years. The
business strategy are of three types like corporate, competitive and strategy in general. The
organisation given for assignment is Tesla which was founded in 2003 by Elon Musk. It is
American organisation which focus on manufacturing electric cars that provide solution for
energy and automotive in order to reach success and growth. This report is prepared to discuss
about PESTLE and SWOT analysis for identification of capabilities and internal capabilities.
The competitive environment of business is determined through Poter's five force model. There
are various types of strategic directions which are available for organisation. Strategic
management plan is also prepared with objectives, strategic and tactics.
TASK 1
P1 Applying appropriate frameworks analyse the impact and influence of the macro environment
on a given organisation and its strategies
The organisation has to analyse and evaluate macro environment in order to make plans
and policies for making decisions. These factors helps in making business strategies for
organisation.
Tesla has its own Vision, Mission and Objectives described as under-
Vision-
CEO Elon Musk visions the company to manufacture electric vehicles that are
inexpensive and of high-quality and also to generate the most captivating car for the 21st century
by operating the world transformation to vehicles that are electric.
Mission-
Tesla missions to speed up the world change to continuous energy. The firm trusts that
the quicker and faster the world stops depending on fossil fuels and moves in the direction of
zero-release future, the finer and healthier.
Objectives-

Tesla aims to build sports cars that are high-quality and efficient and design, manufacture
and market vehicles that are luxurious and electrically powered and also manufacture an electric
power vehicle with zero emission.
Strategy-
A strategy is a high-level idea that is designed to reach a desired goal/goals with
conditions of uncertainty and unpredictability with the most effective and efficient use of the
resources available.
Tesla follows a strategy focussing on long-term growth that includes various functions
like inventory management, production and distribution. The firm has a planned strategic
direction of entering into the high end market with a target of customers who are willing to pay
premium and then beat down the market as fast as possible.
Strategic Planning Techniques-
The manager of respective enterprise has to analyse macro environment with help of
PESTLE which are given below:
PESTLE Analysis
This is the concept which helps in describing macro environmental factors that are used
in scanning environmental elements of strategic management. It is the part of external market
which identify all components of environment. They are represented below:
Political Factors- The business environment is impacted directly and indirectly with
political factors for operating their enterprise at marketplace (An Example PEST Analysis of The
UK, 2019). There is frequent change in political condition of country which impact all business
operating at market. The economical instability leads to disrupt business and financial losses.
Environment is effected through political disruptions. Tesla is facing problems through political
factors in terms of week regulations for auto manufacturing, overtime regulations, minimum
wages, industrial safety for business operations. Therefore, such factors create economic
instability and disruption.
Economic Factors- The economy of country depends upon rising of business. Rise in
economic of nations helps in increasing employment opportunities that leads to high spending on
products and services. If there is rise in economic of middle class people then they focus on
purchasing of vehicle brands that is beneficial for auto mobile industry. Therefore, it is good
opportunity for Tesla to target middle class people by manufacturing low cost models that leads

in growing at faster speed. If there is declination in value of money due to recession then
purchasing power of consumers decline that creates decrease in sale of organisation.
Social Factors- The demand of people is influenced through culture factors (PESTEL
analysis of the UK, 2017). There are many products which are perceived by particular group of
people and their acceptance level is changed due to cultural values and believes. There are many
people whose need and demand is change with change in trends and believes. The respective
organisation mainly focus on assisting brand transition for greener, better and sustainable fuel.
Therefore, it is very important for respective organisation to analyse requirements of consumers
and manufacture accordingly so that maximum gain can be achieved.
Technological Factors- It is considered as most important factors that influence success
and growth of business worldwide. This is making business to be efficient and affecting
competitiveness. It is very important for Tesla to move with the modern technology for
increasing their sales and profits every year. Each and every business has to look for new
technology in order to rise their sales and profits. The vehicles should be manufactured with
adoption of latest and new technology.
Environment Factors- These factors has to be considered by organisation while running
their business at marketplace (Blackburn, Hart and Wainwright, 2013). In order to reduce
negative impact to firm, they have to make improvement in environmental factors. Recently, UK
is facing issues in terms of change in weather condition which is impacting manufacturing of
products and supplying it to the user. Though, Tesla is not impacted because of environmental
factors as it has own indoor manufacturing setup for electric cars and auto mobiles. The weather
condition is impacted Tesla for demand unit and delay in delivery for products and services.
Legal Factors- These factors assist business to run their activities and operation in
ethical and legal manner (Burlton,2015). The various laws that are formed by UK government
for successfully running of business at marketplace. In order to manufacture electric cars, auto
mobile, Tesla has to follow all legal rules and regulation for running business successfully. It
helps in developing loyalty for consumers for activities and operations of business that are taken
place at market.
Therefore, PESTLE analysis aid respective organisation for developing proper plan,
policies and strategies to conduct business activities and operations in an effective and efficient
manner.

Analytical Framework-
Stakeholder Analysis-
The process of evaluating a structure and possible changes to it as they connect with
relevant and interested parties. The stakeholder analysis has benefits such as helping projects get
into shape and build understanding. Conducting a stakeholder analysis comprises of following
steps-
 Determining the stakeholders -Methods like brainstorming a list of all attainable
stakeholders within the team is made. The list can be sorted later because if done at an
initial stage there are chances of missing out a potential stakeholder. The list can include
sales and marketing, product and finance, IT/Operations etc.
 Grouping and prioritizing -Once the brainstorming session is completed, categories
should be made on the basis of the stakeholders' interest, influence and levels of
participation. A power grid can be used to categorize the stakeholders in terms of level of
participation in the project.
 Figuring out how to communicate with each type of stakeholder - After preparing a
detailed list, a strategic thinking can be done regarding how best an ongoing support can
be earned from these stakeholders. Think of and have answers to questins such as
what/who motivates a particular stakeholder, their priorities and how can the projects be
aligned to those priorities.
M1 Critically analyse the macro environment to determine and inform strategic management
decisions
According to the opinion of Chen and Jermias, 2014, there are various factors of
environment like political, technological, economic, legal, social, environmental that affect
business decision making. All these factors create positive as well as negative impact to business.
For example, if Tesla has adopted technological factors then it assist in manufacturing products
and services with help of new machinery and equipments which leads to rise brand loyalty and
customer satisfaction. Similarly, on other side, if respective organisation will not adopt
technological factors, then it cannot fulfils current need and demand of people and also there is
increase in cost for adopting new technology for business.

TASK 2
P2 Analyse the internal environment and capabilities of a given organisation using appropriate
frameworks
This is essential for organisation to conduct internal analysis and capabilities for
achievement of business objectives with help of different techniques, approaches and methods.
The internal analysis has performed through SWOT analysis and internal capabilities is done
through VRIO model which is described below:
SWOT Analysis
This is defined as model that is applied by organisation for identification of internal and
external strengths and weaknesses. Tesla has following SWOT analysis which is given below:
Strengths Weaknesses
Innovative Company- Tesla has strength in
terms of innovation which is higher than others.
The customer and market trust organisation for
development of competitive and profitable
products to gain profits and sustainability (Tesla
SWOT Analysis. 2019).
Top Employer Company- The success of Tesla
depends upon its employer as it has highly skilled
capable workforce for business performance. It
has innovation encouraging and diversity culture.
Tesla is regarded as best place to work for young
jobseekers with energy and talents. It is also listed
in Forbes as American Best Employer
organisation 2019.
Shortage of Batteries- The rate of
production is declined because of limited
supply of batteries. This leads in affecting
sales of electric vehicles of Tesla and
storage systems.
Lack of High Volume Production- Tesla is
regarded as Innovator of energy saving cars
but has failed in production of high quantity
of auto-mobiles of models. It is facing issues
in terms of management resources,
production cost and space expansion.
Opportunities Threats
Battery Production Technology in-House-
Tesla is focusing on making own battery cells.
This big game charger leads Tesla for increasing
opportunity in manufacturing along with reducing
Long Term Confidence- The sustainability
of Tesla is maintained through public image
and increasing morale value of customers.
As respective organisation is facing unstable

production cost. Recently, Panasonic is regarded
as main supplier of battery.
Less Expensive Car- The products of Tesla are
expensive because of innovation which needed
financial help for entertaining new technology. In
recent time period, it has launched Model 3 that is
more cheap version of S model having less
feature, range and power. This creates possibility
for expanding market size of audience.
situation for manufacturing products and
services. This resulted in deficiency of
business development.
Product Defects- With the rise in
engineering for innovative vehicles, the
products such as cars, vehicles of Tesla is
exhibited flaws in different cases. The
defected goods create weaknesses in
manufacturing and designing image of
organisation.
VRIO Model
This is referred as business analysis framework in order to evaluate company's resources
and find competitive advantages (Fox, 2012). The respective organisation has used VRIO model
for determining resources and capabilities for achievement of positive outcomes. Here, VRIO
means Value, Rare, Imitable and Organised. The capabilities of Tesla are explained with help of
VRIO Model. They are mentioned here:
Resources/Capabilities Valuable Rare Imitable Organised Impact of Competitive
Advantage
Design Yes - - - Competitive
Disadvantage
Supercharger Network Yes Yes - - Temporary competitive
advantage
Resources Yes Yes Yes - Unused competitive
advantage
Skilled Staff Yes Yes No Yes Long term advantage
Valuable- It means capabilities which are valuable in nature for organisation. They are
the most important capabilities of business which helps in achievement of goal and objectives
(García‐Rodríguez and et. al., 2013). The valuable resources for Tesla are design, supercharger

network, resources and skilled staff. These all resources are essential for business to run their
activities and operations in proper way. Here, design of Tesla product is attractive and unique
that increase customers to buy it. The vehicles and electric cars has supercharger network that
charge battery very fast than others. There are different resources which are required by Tesla for
running their business operations. It has highly skilled and capable work force for manufacturing
products and services.
Rare- It means resources that are rare for other business which helps in achieving
competitive edge. The components which are rare for others are supercharger network, resources
and skilled staff. The charging system of product used by respective organisation is rare for other
business as specified elements helps to charge battery fast. There are various resources which are
possessed by Tesla which are rare in nature and staffs are highly advanced and skilled for
performing various activities.
Imitable- These are the components which cannot be imitate or copied by others
(Ghezzi, 2013). The various elements of imitable are resources and skilled staff. The resources
are unique in nature which cannot be copied by others. In order to conduct business activities
various resources are required by organisation for better results. Similarly, Tesla has skilled staff
who can work under pressure for achieving their own and business goal and objectives.
Organised- This is referred as those aspects in which all components of organisation
should be arranged in effective manner for achievement of business goal and objectives. The
respective organisation has to organised all resources so that maximum gains can be achieved.
The elements which is organised is skilled staff as Tesla has capable workforce for performance
of work. Such need to be organised for adopting changes in operations and technology.
Therefore, SWOT and VRIO model has analysed for internal environment and
capabilities & resources of organisation for work performance. These practices aid in
achievement of business end goal and objectives in effectual manner.
M2 Critically evaluate the internal environment to assess strengths and weaknesses of an
organisation’s internal capabilities, structure and skill set
According to perspective of Gilligan and Hird, 2013, internal environment assist in
determining strengths and weaknesses of organisation. The strengths includes top employer
organisation and innovative company that assist in running of business operations and functions
in appropriate manner. Along with weaknesses includes shortage of batteries and lack of high

volume production that leads problem in supplying of raw materials to business. It is also
essential for respective organisation to formulate strategies as per structure of business in order
to provide goods and services. The internal capabilities and skills guide business to achieve their
desired objectives in effectual manner.
TASK 3
P3 Applying Porter’s Five Forces model evaluate the competitive forces of a given market sector
for an organisation
Porter's five force model is used by organisation for analysis of competitive surrounding
of company (Grayson and Hodges, 2017). Tesla has used this model for determining competitive
forces and potential market. They are explained below:
Threat of New Entrants- It means entering of new organisation into market for
providing products and services (Tesla Inc. Five Forces Analysis (Porter’s Model) &
Recommendations, 2019). Tesla carry low threat for new business because it focus on
manufacturing of highly premium goods like vehicles, auto-mobiles and electric cars. They have
particular target segment to buy goods and services. Therefore, it is not possible for small
organisation to compete with products and manufacturing process of Tesla.
Threat of Substitute- It means producing secondary products for original one in order to
fulfils need and demand of consumers. Substitute threat is low and high that depends upon
organisation and their products. In case of Tesla, it has low threat for substitute as it focus on
high premium value goods which is not possible for other organisation to compete with it.
Therefore, consumers does not carry any options for buying auto-mobile products from other
firms which is beneficial for respective organisation.
Bargaining Power of Suppliers- It means bargaining power of suppliers for products
and services in the market (Grover and Kohli, 2013). In context of Tesla, bargaining power of
suppliers are high as they focus on providing premium and high value products, materials,
resource and using technology. The supplier can charge any price from Tesla and they have to
pay as they don't have other options to purchase raw materials, resources from other suppliers.
Bargaining Power of Buyers- It is referred as situation where users has power to change
value for goods and services according to their need and requirements. In case of Tesla,
bargaining power of buyers are low as it focus on providing high and premium value products

and services with use of technology and consumers are liable to pay whatever has been charged
by organisation.
Competitive Rivalry- It means offering of products and services by organisation at same
or low prices to consumers (Iacob, Quartel and Jonkers, 2012). In order to run business and their
activities and operation at marketplace, it is very essential for organisation to know about their
competitors and their strategies so that better decisions can be made for achievement of goals
and objectives. Most of the organisation has to face competitive rivalry for sustaining and
surviving at market. Tesla is facing high rivalry as there are many other reputed brands in market
offering same types of products and services such as Mercedes, BMW, Audi, Fords and many
more.
Therefore, the respective model helps Tesla for identification of their position in market
for development of proper strategies and plan in order to achieve goal and objectives.
Ansoff Model
It is the model which was founded by Ignor Ansoff in 1957. This model is also called as
strategic planning framework which assist manager, marketers and senior for developing
strategies in order to grow in future (What is the Ansoff Matrix, 2019). The various strategies are
as follows:
Market Penetration- In this strategy, organisation sell same products in existing market.
In order to adopt such strategy, Tesla need to use their capabilities and resources for
enhancement of market shares and profits. It carry less risk as both market as well as product is
familiar to customers.
Market Development- It is the strategy that focus on selling existing products at fresh
market. The respective organisation has to enter into new market with existing products for
enhancement of profits, market shares and success. In this strategy, market research has to be
performed in effective and efficient manner.
Product Development- This is the strategy where new product is launched in existing
market (Murthy, 2012). This strategy is adopted for manufacturing of products for specified
target group of people. Product development carry high risk as new product is launched into
market place that may or may not be liked by consumers. The respective organisation can adopt
strategy after analysis of market in an effective and efficient manner.

Diversification- It is defined as those strategy where product and market both are new to
customers. Such strategy has high risk as comparing to other and leads to high profit margins.
After analysing all above strategies, it has summarised that respective organisation need
to adopt market development where they can expand business in Tajikistan with same existing
products. This provide to increase customer base and enhance profits.
M3 Devise appropriate strategies to improve competitive edge and market position based on the
outcomes
The organisation has to implement strategies in order to improve market position and
achieve competitive edge (Martinez-Simarro, Devece and Llopis-Albert, 2015). For achievement
of competitive advantage, they can implement strategies such as taking feedback from users,
developing and maintaining relationship with shareholders, stakeholders, providing high quality
product, analysis of consumer requirements and so on. In order to gain market position,
strategies can be in terms of conducting market analysis for fulfilment of requirement of
customers which helps in increasing brand value and loyalty. Therefore, they can also follow
innovative technology for manufacturing products and services.
 Cost Leadership – Tesla can use the strategy of cost leadership where it can offer its
products with the same quality but at lower prices than its competitors. This will help it to
stand out against its competitors and gain a competitive edge. In order to achieve this, the
company should identify various ways of reducing undesirable costs that are associated
with manufacturing the product.
 Differentiation – Many organisations use the strategy of differentiation which can also
be used by Tesla to differentiate itself and its products from its competitors. The
respective company can identify various attributes that its products have which can help
it set apart in the market. It can then identify the customers who value such attributes and
then market its products to them.
 Competitive Strategy based on Technology – Advancements in technology have
proved out to be extremely beneficial for organisations today as they can gain
competitive advantage against their competitors by implementing the latest technologies
and luring customers. Adopting this strategy will help Tesla in increasing its customer
base and reaching out to new segments of the market.

TASK 4
P4 Applying a range of theories, concepts and models, interpret and devise strategic planning for
a given organisation
There are various theories, concepts and model which are applied by firm in order to
develop strategic planning for organisation. Tesla has used Porter's Generic Model for
implementation of plans and strategies which are described below:
Poter's Generic Model
This model explain how organisation can achieve competitive edge through selected
market scope. The different strategies of model are given below:
Cost Leadership- The organisation is considered as low level manufacturing which
includes economic scale, technology and others (Razak and et. al., 2016). Tesla can adopt cost
leadership for enhancement of profits, cost advantage and industry stock.
Differentiation- In this strategy, organisation serve innovative and high value goods and
services to users. Tesla can use differentiation strategy by including new features and
characteristics for products to meet requirements of users.
Focus- It is defined as preferences of achieving competitive advantage for particular area.
There are two factors for focus such as: Cost Focus- Tesla can achieve cost advantages through target customers. In this strategy,
they provide products at low price to obtain benefits.
 Differentiation Focus- In this strategy, Tesla has to make different products within
selected market. They can consider innovation for manufacturing of products and
services.
After analysing different strategies, Tesla has adopted cost leadership in order to low
down cost so that each and every users can buy products and services.
Bowman's strategy clock-
A model used in marketing to examine the competitive position of an organisation in
contrast with what it offers against its competitors and presented by Cliff Bowman and David
Faulkner. The clock highlights the features of how an organisation can place and position its
products in the market based on two dimensions, the dimensions being price and perceived
values to the customers. There are eight positions described as follows-

 Low price and low added value - A not very competitive position for an organisation as
the product is not differentiated and very little value is perceived despite the price being
low. The only way to remain competitive is to price the products as low as possible.
 Low Price - Organizations positioning themselves here tend to be low-cost leaders in the
market. A low-cost strategy is required for the business to be successful. High volumes of
output can be a hope to generate high profits.
 Hybrid - This strategy merges fixed aspects of low price and product differentiation.
Strengths of both the strategies are utilized to provide value to the customers. The point is
to convince the customer the there is added value with the combination of product
differentiation and price.
 Differentiation - The point here is to offer customers the highest prices where the
customers buy products simply because of their perceived value. Branding play a major
role in the differentiation position of the model.
 Focussed Differentiation - The position is mainly applicable to mostly luxury brands
that have a premium target audience and the products are sold at a much higher price.
Using targetted advertisements, promotions, distribution etc. help these companies attain
higher profit margins.
 Risky High Margins - The companies in this position charge high prices for the products
are perceived common or ordinary and is a very risky strategy to opt for. The customers
look for better options in the market.
 Monopoly Pricing - The company is the leader in the whole market as it is the only one
that offers a particular product in the market. As a result there is no fear of competition.
The customers are left with two clear choices of either buying the product or not buying
the product at all.
 Loss of market share - Not a very desirable position by brands in the market because the
brands are not able to offer products and services in the market at customer level. The
customers avoid buying the products due to hight price.
From the application of theories and concepts above, it can be concluded that an
organisation can implement various theories in order to formulate or develop strategies for
improving its overall performance and productivity in the market and gain a competitive edge
against its competitors. Tesla has implemented Porter's generic model and Bowman's strategy

clock in order to evaluate its competitiveness when compared to other players in the market.
Through the application of these models, the company is able to identify the way in which it can
position its products so that it is able to reach more number of customers.
M4 Produce a strategic management plan that has tangible and tactical strategic priorities and
objectives
Strategic Management Plan (SMP) is defined as documents which is used for
communicating within organisation goals, resources, goal and objectives (Reich and Benbasat,
2013). The strategies, objectives and tactics are as follows:
Strategies
The respective organisation should apply market development strategy in which they
have to initiate their existing products in new market (Schrader, Freimann and Seuring, 2012).
Such practices aid in enhancement of profits as well as opportunity in fresh marketplace for
achievement of goal and objectives. Similarly, it has adopted cost leadership strategy that helps
them in achieving maximum growths through rendering of services at nominal price at market.
Objectives
Strategic management plan considers following objectives:
 To provide products and services for enhancement of market shares by 20% more within
6 months at Tajikistan market.
 To cut down cost for organisation at level of 10% within 10 months for enhancement of
customers.
Tactics
The tactics are as follows:
Cash Management- In order to manage, all tiny operations and activities, cash
management has to be applied so that work can be performed effectively.
Skilled Staffs- There are various activities which should be conducted by organisation
that can be possible through hiring of skilled and capable staffs for achieving better outcomes.
D1 Critique and interpret information and data applying environmental and competitive analysis
to produce a set of valid strategic directions, objectives and tactical actions
For knowing about market, respective organisation has applied various models and
theories for better outcomes (Spender, 2014). The PESTLE helps to determine external
environment and making of plan accordingly. SWOT and VRIO model has used to know about

strengths, weaknesses, opportunities and capabilities for measuring performance of business.
With this, tactical and objectives can be make in order to provide direction to organisation and
working accordingly. Therefore, this leads to attainment of goal and objectives in effectual
manner (Wang and Verma, 2012).
CONCLUSION
From the above analysis, it has been concluded that organisation has to implement and
develop proper plans and strategies for achievement of goals and objectives. Each and every
situations has to be analysed by organisation with help of different model and theory. For
knowing about external environment, PESTLE analysis has conducted to experience about
various factors such as political, social and so on to make better decisions. The internal
capabilities and skills are determined through VRIO and SWOT analysis which helps respective
organisation for decision making in business. Here, internal and external analysis assist firm to
make proper plans and strategies required in business. The competitive edge can be achieved
through Porter's five force model which helps in determining threats and competitors existing in
market. In order to make strategic planning, respective organisation has used theories, techniques
and models for better outcomes. Therefore, with analysis of above factors and model, respective
organisation can easily achieve goals and objectives in an effective and efficient manner.

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