T​‌‍‍‍‌‍‍‍‌‍‍‍‌‌‌‌‌‌‍‍​esla introduced its first vehicle, the all-electric Roadster, in early 2008. Then, in 2012, Tesla released its Model S Sedan, a fully electric luxury sedan with an all-glass roof and several other features. Model S steadily became the best-selling large luxury vehicle in the United States, surpassing Mercedes-Benz. Tesla’s CEO Elon Musk had a desire to “accelerate the world’s transition from…gasoline-powered motor vehicles to…electric vehicles.” Will Tesla be able to achieve its strategy to become the world’s biggest and most highly regarded producer of electric vehicles?

Case 16: “Tesla’s Strategy in 2020: Can It Deliver Sustained Profitability?” in your textbook. Carefully go through all chapters covered in your course and analyze the Tesla case within the frameworks available. Because this situation is fluid, there’s no correct or incorrect answer; what’s important is your application of course materials and the process of your analysis. Begin with a SWOT analysis, and then read through and thoroughly answer all the questions. When conducting your SWOT analysis, feel free to review the many business articles on Tesla, the stock chat message boards (for sentiment), and any source of information you feel is helpful. Remember to provide citations for any material you quote verbatim. Your paper should provide answers to the following questions: 

1. Create a SWOT analysis for Tesla. Refer to pages 95–99 in your textbook. List Tesla’s strengths, weaknesses, and potential opportunities and threats. Be sure to include these in your paper by either listing them or creating a diagram similar to Figure 4.2 (page 97). Then write your conclusions and implications of the analysis. Lastly, provide at least two recommendations based on this analysis. Explain your reasons for these recommendations. 

2. Based on what you’ve read about Mercedes acquiring a stake in Tesla and strategic partnerships from your text, what are the potential pitfalls of this alliance? Do these pitfalls apply in Tesla’s case, given their patent policy? Explain why. 

3. What type of diversification strategy does the launch of Tesla’s energy business represent: related or unrelated? Explain why. Does Tesla’s new energy business meet the three Tests of Corporate Advantage? 

4. What​‌‍‍‍‌‍‍‍‌‍‍‍‌‌‌‌‌‌‍‍​ kind of vertical integration strategy did Tesla choose for its distribution and supply chains—backward or forward integration? What are the advantages of its chosen strategy? What are the disadvantages? 

5. In reviewing Tesla’s manufacturing strategy, does the part of Tesla’s value chain it outsources make strategic sense? Explain why or why not. 

6. Which of the five generic strategies is Tesla pursuing with its marketing strategy? Explain. 

7. What are the key elements of Tesla’s culture? What problems do you foresee that Elon Musk will have in sustaining that culture amid growing competition? Explain. 

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