INTRODUCTION Entrepreneur Elon Musk is leading a technological revolution in the automobile industry with inspiration from Silicon Valley and unbridled vision to permanently change the nature of automotive transportation. His company, Tesla Motors, is just ten years old; but the company has made significant breakthroughs in the electric vehicle market with its proprietary power train technology. This case introduces Tesla Motors and provides a brief background on the company. The leadership team responsible for shaping the company's strategic vision is profiled. Then the social and economic trends that influence Tesla's business model are described. Coverage of the external environment concludes with detailed information about the company's globally entrenched automotive competitors. A review of internal conditions follows, including information about Tesla's operations, pioneering technology, product-market approach, distribution network, marketing and sales, service, corporate culture, and financial records. The case closes with an explanation of the strategic challenges facing Tesla Motors in 2013. Conducting the following analysis will enable the formulation of a strategic plan for Tesla Motors as it enters its second decade. Considering the strategic options open to the company will generate an interesting discussion. - Summarize the general environment trends that impact Tesla's strategic decisions. Then examine the industry and competitor environments to gain a thorough understanding of all relevant conditions in the company's external environment. What are the greatest impending threats facing Tesla? - Describe the internal environment at Tesla. What organizational resources or core competencies contribute to a competitive advantage for the company? What do its financial records reveal about Tesla's strengths and weaknesses? - Explain Tesla's business strategy and the current strategic direction of the company. - Using Tesla's strategic objectives and the analysis above to shape your recommendation, what should be the future direction of the company? What actions do you suggest for moving in that direction