Case Study : Tesla, Inc. in 2018

Please read the case study "Tesla, Inc. in 2018" on page 115 of your textbook "Strategic Management of Technological Innovation" and answer the following discussion questions. This assignment is worth 10 marks, with each question assigned specific marks as indicated.

Question 1 (2 marks):

• What were Elon Musk's and Martin Eberhard's goals in founding Tesla?

Analyze and compare their motivations and vision for the company.

Question 2 (2 marks):

• How would you characterize competition in the auto industry in 2018?

Discuss the key factors that defined the competitive landscape for Tesla during that time.

Question 3 (2 marks):

• What do you think are Tesla's core competencies? Identify the strengths that contributed to its success.
• Does Tesla have any sources of sustainable competitive advantage?

Explain whether these advantages are likely to endure.

Question 4 (2 marks):

• Evaluate Tesla's strategic moves into:

1. Mass-market cars,
2. Batteries (car batteries and Powerwall),
3. Solar panels.

Discuss the motivations behind these moves and the opportunities and challenges Tesla faced in competing in these businesses.

Question 5 (1 mark):

• Do you think Tesla will be profitable in all of these businesses?

Provide a rationale for your assessment, considering the unique aspects of each business.

Question 6 (1 mark):

• What do you think Tesla's, or more specifically, Elon Musk's strategic intent is?

Describe the overarching vision and objectives that appear to guide Tesla's direction in 2018.