본문 바로가기
KERD
논문KCI 등재

Tesla Moving Forward

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류경영학

초록

Tesla, a leading U.S. electric vehicle maker, led the electric vehicle market in 2019, recording about 30 trillion won in annual sales. Although the already saturated automotive industry, Tesla has the upper hand in the electric vehicle sector. This study analyzed Tesla's competitive advantage factors and innovative firm strategies through analysis of external environment surrounding the electric vehicle industry and internal environment of Tesla. According to the analysis, Tesla's competitive advantage is not only in developing innovative products, but also in its leadership of chief executive Elon Musk. Tesla, however, faced some issues in 2019 as it focused on producing Model 3 that consumers can purchase at reasonable prices. Through this case study, the pursuit of both a cost-leadership strategy to create affordable products, and a differentiated strategy that targets customers who could purchase high-priced products, could be presented as a threat to the business. At the end of the study, proposed a brief suggestion to how Tesla could deal with issues. By showing what kind of threat it could pose when a firm makes a strategic decision, this study intended to contribute to demonstrating the importance of strategic decision-making by firms.

Abstract

Tesla, a leading U.S. electric vehicle maker, led the electric vehicle market in 2019, recording about 30 trillion won in annual sales. Although the already saturated automotive industry, Tesla has the upper hand in the electric vehicle sector. This study analyzed Tesla's competitive advantage factors and innovative firm strategies through analysis of external environment surrounding the electric vehicle industry and internal environment of Tesla. According to the analysis, Tesla's competitive advantage is not only in developing innovative products, but also in its leadership of chief executive Elon Musk. Tesla, however, faced some issues in 2019 as it focused on producing Model 3 that consumers can purchase at reasonable prices. Through this case study, the pursuit of both a cost-leadership strategy to create affordable products, and a differentiated strategy that targets customers who could purchase high-priced products, could be presented as a threat to the business. At the end of the study, proposed a brief suggestion to how Tesla could deal with issues. By showing what kind of threat it could pose when a firm makes a strategic decision, this study intended to contribute to demonstrating the importance of strategic decision-making by firms.

참고문헌 (71)

  1. 중국, 전기차 관련 산업에서 영향력 확대, "박재범", POSRI, ~ (2016)
  2. 전기자동차 보급의 에너지 수급 영향 분석, "최도영", 에너지경제연구원, ~, pp.연구보고서, 12-01 (2012)
  3. Asher, E, "Elon Musk: A Case for Transformational Leadership" (2016)
  4. "Elon Musk on Being A Product-Obsessed ‘Nano-Manager’: ‘It’s Not A Recipe For Happiness" (2015)[URL]
  5. Barney, J, "Firm Resources and Sustained Competitive Advantage", Journal of Management, 17(1), pp.99~120 (1991)
  6. Bass, B. M, "Leadership: Understanding the dynamics of power and influence in organizations", pp.3~22 (1997)
  7. "Making electric vehicles profitable" (2019)[URL]
  8. "Tesla Model 3: Elon Musk rolls out mass market model" (2017)[URL]
  9. "Berlin rocks, says Elon Musk as he picks factory" (2019)[URL]
  10. "6 of 10 Big Electric Car Companies Are in China" (2017)[URL]
  11. "Elon Musk: How I Became The Real “Iron Man.”" (2014)[URL]
  12. "Fleet gains keep sales pace above 17 million" (2019)[URL]
  13. Christensen, C. M, "The Innovator’s Dilemma" (1997), Harvard Business School Press
  14. Damanpour, F, "Organizational innovation: A meta-analysis of effects of determinants and moderators", Academy of management journal, 34(3), pp.555~590 (1991)
  15. "The secret to how Tesla gets its cars to look absolutely fantastic" (2017)[URL]
  16. "Tesla is killing its potential profit margins with the Model 3" (2019)[URL]
  17. Dess, G, "Strategic management: Text & cases" (2016)
  18. "Survey says consumers avoid electric cars due to three myths: Range, price, charging" (2019)[URL]
  19. "Tesla’s Innovations Are Transforming the Auto Industry" (2016)[URL]
  20. "Utilfredse Tesla-kunder venter lang tid på refundering" (2017)[URL]
  21. "Electricity price statistics—Statistics Explained, Eurostat Statistics Explained" (2019)[URL]
  22. "Tesla rapporterer om forsinkelse for sin nye Model 3" (2017)[URL]
  23. "Elon Musk’s leadership style is about vision and obsession ... deep and persistent enough to change the world" (2016)[URL]
  24. "The World’s Most Powerful People" (2019)[URL]
  25. "Tesla’s business strategy is not chaotic – it’s brilliant" (2019)[URL]
  26. "What You Need To Know About Luxury Consumer Trends" (2017)[URL]
  27. Garud, R, "Perspectives on innovation processes", Academy of Management Annals, 7(1), pp.775~819 (2013)
  28. "How Elon Musk’s secretive foundation hands out his billions" (2019)[URL]
  29. "Delivery delays" (2019)[URL]
  30. "New car buyer demographics" (2019)[URL]
  31. "Electric and hybrid vehicles" (2019)[URL]
  32. "Tesla, Inc" (2019)[URL]
  33. "It looks like Tesla just developed a million-mile battery" (2019)[URL]
  34. "Tesla Unveils $35,000 Model 3’s, Will Shutter Most of Its Retail Stores" (2019)[URL]
  35. "Surprise: 70% Of Millenials Do Not Want Electric Vehicles" (2017)[URL]
  36. "Tesla Spends Zero On Ads. Here’s Where BMW, Toyota, Ford, and Porsche Spend Digital Ad Dollars" (2019)[URL]
  37. "Elon Musk says Tesla has received 200,000 orders for its Cybertruck despite botched debut" (2019)[URL]
  38. "Tesla has a secret lab trying to build its own battery cells to reduce dependence on Panasonic" (2019)[URL]
  39. "Tesla’s growing pains are starting to be felt by Model 3 buyers as delivery delays pile up" (2018)[URL]
  40. "Exclusive: Suppliers question Tesla’s goals for Model 3 output" (2016)[URL]
  41. "Tesla Gross Margin 2009-2019 | TSLA" (2019)[URL]
  42. "TESLA INC.: Shareholders Board Members Managers and Company Profile" (2019)[URL]
  43. "Elon Musk’s Mouth, and Tweets, Land Him in Trouble Again" (2019)[URL]
  44. "Tesla Inc.’s Organizational Culture & Its Characteristics (Analysis)" (2019)[URL]
  45. "10 Customer Experience Lessons From Tesla" (2019)[URL]
  46. "Tesla Cybertruck Memes Explode but Elon Musk Laughs Last as Orders Skyrocket" (2019)[URL]
  47. "Zuschuss zum E-Auto-Kauf soll steigen"[URL]
  48. "Are we ready to switch to electric cars? - Office for National Statistics" (2017)[URL]
  49. "Elon Musk Tweets Cost Him Tesla Chairman- ship and (Maybe) A Submissive Board" (2018)[URL]
  50. "Tesla, Panasonic Envision Solar Partnership at SolarCity’s New York Panel Factory" (2016)[URL]
  51. "The electric car is here – if you’ve got the money" (2018)[URL]
  52. O'Reilly III, C. A, "Organizational ambidexterity: Past, present, and future", Academy of management Perspectives, 27(4), pp.324~338 (2013)
  53. Porter, M. E, "Competitive advantage: Creating and sustaining superior performance" (1985), Free Press; Collier Macmillan
  54. "Experian: Tesla has the highest customer loyalty of all car brands" (2018)[URL]
  55. "Electric Car Market Share, Growth and Trend" (2018)[URL]
  56. "The Leadership Qualities of Elon Musk" (2016)[URL]
  57. Rietmann, N, "How policy measures succeeded to promote electric mobility –Worldwide review and outlook", Journal of Cleaner Production, 206, pp.66~75 (2018)
  58. "Tesla stock closes down 6% after top executives resign and Elon Musk smokes weed on video" (2018)[URL]
  59. "Tesla Unveils Model 3" (2016)[URL]
  60. "About Tesla" (2018)[URL]
  61. "Tesla Gigafactory" (2018)[URL]
  62. "Find Us" (2019)[URL]
  63. "Service" (2019)[URL]
  64. Tiwari, J. D, "Marketing Research on Tesla Inc. - Strategic analysis" (2017)
  65. "Is The Direct Sales Model Critical For Tesla Motors" (2016)[URL]
  66. "Electric Vehicles Lack Infrastructure Despite Surging Demand" (2019)[URL]
  67. "Tesla—Champion In Crisis Management" (2019)[URL]
  68. "Tesla’s R&D costs 2010-2018" (2019)[URL]
  69. "Worldwide number of battery electric vehicles in use from 2012 to 2018 (in 1,000s" (2019)[URL]
  70. "Elektromobilität: Bundesregierung will mehr Ladestationen schaffen" (2019)[URL]
  71. "What Makes Tesla's Business Model Different?" (2019)[URL]

관련 논문AI추천

이 간행물의 다른 논문 (4건)