- Tesla has indeed been doing pretty well since the time of the case (2013). Their Model S sedan has been selling well and they have expanded their lineup with an SUV (Model X). In only a few years, they will also be introducing a more affordable, high-volume car (Model 3).
What drives this success from an internal perspective – explain what capabilities Tesla possesses and whether they pass the 4 requirements, suggesting core competencies and competitive advantage.
Part of that success, however, may be due to relatively benign competition – beyond mostly cheaper and smaller hybrids/electric vehicles and with the exception of Henrik Fisker’s KARMA that quickly fizzled, nobody is currently making an all-electric luxury sedan. But that is about to change. BMW recently introduced the i3 and i8 and is likely working on a sedan while Porsche promised an all-electric sedan by the latest 2020 (see article, http://blog.caranddriver.com/its-on-like-elon-porsches-mission-e-electric-sedan-headed-to-production/).
Briefly outline what resources and capabilities these much larger automotive firms have that Tesla may be lacking. Note: both parts of this question will require a little bit of outside research.
- 2. Tesla is pursuing a merger with another Elon Musk firm, SolarCity. Explain why you think Tesla is pursuing this merger and how it plays in with Tesla’s overall strategy.
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