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Tesla and its flamboyant, and sometimes erratic, innovator Elon Musk have turned the more than a century old industry upside down in a mere 16 years. Traditional automakers are ill prepared to compete in today's software-centered world. Unlike nimble Tesla, they are big, bureaucratic, slow to respond to customers, dependent on providing customer financing for unit sales growth, and culturally different from a software company. Tesla's speed in innovation in the market for high-end vehicles is more like a Google or an Amazon than an automaker. And its soaring market valuation is a clear sign to all automakers that they'll need to develop more innovative, Tesla-like business models in order to survive.

Harvard Business Review. February 28, 2020

As per your Textbook -

Tesla's cars had rapidly attracted a large and loyal fan base, and sales were growing at an impressive rate. However, designing and launching multiple major car platforms while building a large-scale battery company, a network of charging stations, and operating Solar City was a lot for a company to take on in its first fifteen years. This left some analysts scratching their heads. Was Tesla trying to do too much too quickly?

Students are requested to read Chapter 6 Defining the Organizations Strategic Direction of their textbooks. With the conceptual knowledge from Chapter 6 and your own research, answer the following questions.

Tesla's competitive strategy in the automotive industry is to enter the market at the highest end of the market, at a time when consumers are willing to pay and lower the market as quickly as possible at high unit units and low prices for each successive model. . A fast-growing technology company all free money is invested in R&D to reduce costs and bring the next products to market quickly. The main strategy is to build sports cars, to use that money to produce an inexpensive car, to use that money to make a less expensive car. Tesla has used this strategy very well.

The electric vehicle (EV) industry is in the early stages of the industry's life cycle. At this stage, the product is increasingly gaining the trust of customers, the industry, and the wider community. The new ones are accepted into the market and are the result of sales and market growth. Tesla has had a large number of years of building key skills around the battery, the electric car, which often results in higher points in the upper end of the range if the EV industry follows a normal life cycle.

Tesla's strategy for stabilizing competitive advantage is that the purpose of researching and building low-cost car models as a large volume of low profit is to increase their market share. According to Musk's blog, "Master Plan, Part Deux", build a low-volume car that is expensive, now use the proceeds to make a medium volume car at a lower price, Reuse the one that earns to produce a cheaper price.

Improving motor--inverter and battery could be a core competence of Tesla Motors. Tesla's core competence is additionally from its powertrain technology.

Licensing its drive propulsion technology and prepacked battery systems is another core competence for Tesla Motors. Strengths sensible engineering and technology analysis capability.

Core competencies are those competitive advantages that help the business manage completion and to grow in the market. These are the resources and skills that differential a company from its competitors. These include business model, technology, human resource, innovation, skills, patents, etc. Tesla is now the market leader in the automobile industry with its innovative manufacturing techniques. The core competencies of Tesla comprising of battery pack technology, cost-effective, energy-efficient, safety, and distribution strategies. These competencies provide competitive advantage to Tesla in the market. Tesla has obtained the patent rights of battery pack technology which is cost-effective. Patents will restrict other companies to use the same technology so Tesla will be get benefitted from ownership of this technology even in the future. So the core competencies of Tesla are innovative approach, patents, and startegic Intent.

Tesla founder and business executive Elon Musk launched the corporate with the mission, to accelerate the arrival of property transport by transferal compelling mass-market electrical cars to promote as presently as attainable. one. This mission is that the backbone of Tesla's palmy business model..

Strategic intent defines the organizations vision that it wants to achieve in the long run period with help of its mission, goals, and objectives. It follows a hierarchy starting from vision, mission, goals, and objectives.

The strategic intent of Tesla can be understood by the following.

Vision: The vision of Tesla is to manufacture the most convincing electric car of the century.

Mission Statement: It says about accelerating the worlds transition towards sustainable energy with the help of electric cars.

Goal: To meet the long-term vision and mission, Tesla set the goal of delivering 500000 cars by the end of 2020. But the company wast able to deliver as committed by CEO Elon Musk. However, Tesla is working on it and can produce as committed. So the strategic intent of Tesla is to accelerate the sustainability of traspotation through electric cars.

Q1- How would you characterize competition in the Auto Industry? (200 -300 words)

Q2- What do you think are Teslas core competencies? Does it have any sources of sustainable competitive advantage? (300 -500 words)

Q3- What do you think Teslas (or Elon Musks) strategic intent is? (300 -500 words)

Support your answer with valid points from the Textbook and other references.