Tesla Motors: A Case Study One Step Beyond
Keywords:
SECRJ, Southeast Case research Association, electric car, solar electric economy, Tesla Powerwall, industry environmentAbstract
In 2015, Tesla emerged to be the leading electric car manufacturer and was led by Elon Musk, an engineer, inventor, and visionary, whose personal vision was to accelerate the world’s transition from a “mine-and-burn hydrocarbon economy towards a solar electric economy” (Tesla – Master Plan, 2015). In April of 2015, Tesla diversified and entered the private household segments, with offering the Tesla Powerwall, an energy storage solution for private use. Focusing on the commercialization of electric vehicles, Tesla aimed at launching the Model 3 as of 2017. The Model 3 was supposed to be priced at around $35,000 and thereby affordable by broad masses. This competitive price was based on the large scale production of lithium ion batteries in the Gigafactory – a battery factory in Nevada / USA, operated through a joint venture of Tesla and Panasonic.
This case is a decision case in the field of strategic management. Based on a thorough analysis of the general environment, the industry environment, the financial situation of Tesla, and its competencies, the students should provide recommendations on how to pave the future of Tesla. In this respect, the students should take Tesla’s diversification approach as well as its intention to commercialize electric cars into special account.
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