Since Tesla started selling automobiles, Zachary, Tesla's CMO (Chief Marketing Officer) has guided the brand to go further and faster than any other vehicle startup in history. He has created the image that Tesla is to cars what Apple has long been to consumer electronics, with the same kind of innovative products and cult brand following. With an ever-changing business environment, Zachary is being asked to report detailing a strategy to remain agile and ahead of the competition.

Questions:

• How have technology, natural, and cultural macro-environmental forces impacted Tesla?
• What can Zachary recommend in his report to adapt (a proactive approach) and hold off the competition with Tesla in the electric car market?