Free Tesla, Inc.: Supercharging Auto Sales Case Study Solution | Assignment Help

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Written by Gary F. Smith
Publish Date: 2025-03-03

Harvard Case - Tesla, Inc.: Supercharging Auto Sales

"Tesla, Inc.: Supercharging Auto Sales" Harvard business case study is written by Manel Baucells, Stephen E. Maiden. It deals with the challenges in the field of General Management. The case study is 14 page(s) long and it was first published on : Jun 10, 2020

At Fern Fort University, we recommend Tesla, Inc. adopt a multifaceted strategy to address its growth challenges and solidify its leadership in the electric vehicle market. This strategy focuses on enhancing its manufacturing capabilities, expanding into new markets, diversifying its product portfolio, and leveraging technology to drive innovation and customer satisfaction.

2. Background

The case study 'Tesla, Inc.: Supercharging Auto Sales' examines Tesla's rapid growth and its challenges in scaling production, managing costs, and meeting increasing demand. The company faces intense competition from established automakers entering the EV market and faces pressure to maintain its innovative edge and brand image. The case highlights the key protagonists: Elon Musk, CEO of Tesla, who drives the company's ambitious vision and aggressive growth strategy, and the Tesla team, tasked with executing this vision and overcoming operational hurdles.

3. Analysis of the Case Study

Strategic Framework: This case study can be analyzed through the lens of Porter's Five Forces, SWOT Analysis, and the Balanced Scorecard framework.

Porter's Five Forces:

  • Threat of New Entrants: High - Established automakers are rapidly entering the EV market, bringing significant resources and brand recognition.
  • Bargaining Power of Buyers: Moderate - Customers have many EV options, but Tesla's brand image and technological advancements create a loyal following.
  • Bargaining Power of Suppliers: Moderate - Tesla relies on specialized components, but its large scale and technological expertise provide some leverage.
  • Threat of Substitute Products: Moderate - Alternative fuel technologies like hydrogen fuel cells and biofuels present potential competition.
  • Competitive Rivalry: High - The EV market is becoming increasingly competitive, with established players and new entrants vying for market share.

SWOT Analysis:

Strengths:

  • Strong brand image and customer loyalty
  • Technological leadership in electric vehicle technology
  • Vertical integration in manufacturing and software development
  • Strong focus on innovation and sustainability

Weaknesses:

  • Production bottlenecks and quality control issues
  • High reliance on Elon Musk and risk of leadership succession
  • Limited geographic reach and dependence on specific markets
  • High operating costs and limited profitability

Opportunities:

  • Expanding into new markets with high EV adoption potential
  • Diversifying product portfolio with new models and price points
  • Leveraging technology for autonomous driving and connected services
  • Strengthening partnerships and strategic alliances

Threats:

  • Increasing competition from established automakers
  • Potential regulatory changes and government incentives
  • Fluctuations in raw material prices and supply chain disruptions
  • Maintaining brand image and customer trust amidst production challenges

Balanced Scorecard:

  • Financial Perspective: Improve profitability, reduce production costs, optimize capital expenditure.
  • Customer Perspective: Enhance customer satisfaction, build brand loyalty, expand market reach.
  • Internal Processes Perspective: Streamline manufacturing processes, improve quality control, enhance operational efficiency.
  • Learning and Growth Perspective: Foster innovation, develop talent, promote a culture of continuous improvement.

4. Recommendations

1. Enhance Manufacturing Capabilities:

  • Invest in Automation and Robotics: Implement advanced robotics and automation technologies to increase production efficiency, reduce labor costs, and improve quality control.
  • Optimize Supply Chain: Streamline the supply chain, secure reliable suppliers, and implement just-in-time inventory management to minimize disruptions and reduce costs.
  • Expand Manufacturing Capacity: Build new Gigafactories in strategic locations to increase production capacity and reduce dependence on specific markets.

2. Expand into New Markets:

  • Target Emerging Markets: Focus on emerging markets with high growth potential and favorable government policies for electric vehicles.
  • Adapt Products and Marketing: Customize products and marketing strategies to meet the specific needs and preferences of different regions.
  • Develop Strategic Partnerships: Collaborate with local companies and governments to facilitate market entry and overcome regulatory hurdles.

3. Diversify Product Portfolio:

  • Develop New Models: Introduce new models at different price points to cater to a wider range of customers and expand market reach.
  • Expand into Adjacent Markets: Explore opportunities in commercial vehicles, energy storage, and other related sectors to leverage Tesla's technology and expertise.
  • Offer Subscription Services: Introduce subscription models for autonomous driving, software updates, and other services to generate recurring revenue streams.

4. Leverage Technology for Innovation and Customer Satisfaction:

  • Invest in AI and Machine Learning: Utilize AI and machine learning to optimize production processes, enhance product development, and personalize customer experiences.
  • Develop Advanced Software Features: Continuously update software features to improve vehicle performance, safety, and connectivity.
  • Focus on Customer Experience: Implement data-driven strategies to understand customer needs and preferences, and build a robust customer relationship management system.

5. Basis of Recommendations

These recommendations are based on a comprehensive analysis of Tesla's strengths, weaknesses, opportunities, and threats. They align with the company's core competencies in technology, innovation, and sustainability, while addressing the challenges of production scalability, market expansion, and customer satisfaction. The recommendations are also supported by quantitative measures like increased production capacity, improved profitability, and enhanced customer engagement.

6. Conclusion

Tesla's success hinges on its ability to overcome production challenges, expand into new markets, and maintain its technological leadership. By implementing the recommended strategies, Tesla can address these challenges, solidify its position as a leading electric vehicle manufacturer, and achieve sustainable growth in the global automotive market.

7. Discussion

Alternative Options:

  • Mergers and Acquisitions: Acquiring existing automotive manufacturers could provide access to established production facilities and distribution networks. However, this could lead to integration challenges and cultural clashes.
  • Joint Ventures: Partnering with established automakers could offer access to their expertise and resources, but could also compromise Tesla's technological leadership.
  • Outsourcing Manufacturing: Outsourcing production to third-party manufacturers could reduce costs and increase production capacity, but could also compromise quality control and brand image.

Risks and Key Assumptions:

  • Technology Adoption: The success of Tesla's technology-driven strategies depends on the pace of adoption of electric vehicles and autonomous driving technology.
  • Competition: The intense competition from established automakers could erode Tesla's market share and profitability.
  • Regulatory Changes: Changes in government policies and regulations could impact Tesla's operations and profitability.

8. Next Steps

  • Implement a comprehensive strategic planning process: Define clear objectives, timelines, and resource allocation for each recommendation.
  • Develop a detailed implementation plan: Outline specific actions, responsibilities, and performance metrics for each stage of the implementation process.
  • Establish a dedicated team: Assemble a cross-functional team to oversee the implementation of the recommendations and monitor progress.
  • Communicate effectively with stakeholders: Keep all stakeholders informed about the progress of the implementation and address any concerns or questions.

By taking these steps, Tesla can successfully navigate the challenges of the evolving automotive market and solidify its position as a leader in the electric vehicle revolution.

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Case Description

This case describes the situation of Tesla, Inc. (Tesla), in mid-2019. Tesla had just successfully launched the more affordable Model 3, but sales of the most expensive and profitable Models X and S were stagnant. In order to incentivize the sales of these luxury models, Tesla recently brought back free Supercharging for life for customers purchasing Models X or S. The case provides information about the history of Tesla, one customer's hesitation about buying a Tesla electric vehicle (EV), purchasing prices, different ways to procure electricity and their cost, Supercharging stations, tax credits, and the autonomous and self-driving features of the car.

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