Globalization of Operations Strategy
Executive Summary
Tesla is a unique company that is focused on bringing products that support a sustainable environment to market. Its electric powered vehicles and its solar panel powerwalls help reduce the need of communities for fossil-fuels and provide consumers looking for green products with new approaches to old ideas. Tesla’s goal is to bring forward the future of green technology to the here and now, and so far it is succeeding very well. Its strategic thrusts include diversifying its product line—from cars to freight trucks to roadsters to solar panels to battery technology to network charge stations and infrastructure, Tesla is spreading out in terms of what it has to offer to green consumers. It is also actively acquiring firms and just recently acquired Solar City to help in the diversification of its business. Its multinational strategic options include standardizing, localizing, regionalizing, centralizing and using subsidiaries to help move supply. Its corporate social responsibility policy is pro-environment and oriented towards helping the community, employees, investors and governments to take part in the green revolution. Its Board of Directors provides a pro-active approach to governance overseeing every aspect of the company’s initiatives, and sources of competitive advantage include the company’s visionary leadership under Elon Musk, its innovative product line, and its brand which has a stellar reputation among both green consumers and tech-savvy consumers. In short, Tesla is set for the next generation to be a top-tier company providing next generation level products to help build a sustainable environment.
Mission
The mission of Tesla is to bring mass market electric cars to consumers to support the overall development across the globe of a sustainable environment.
Vision
The vision statement of Tesla is: “to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” (Rowland, 2018). Tesla’s vision is to be part of the expansion of a new infrastructure that focuses on renewable energy (such as solar power with its solar and powerwall services) and non-fossil fuel burning cars (electric automobiles). As Koppelaar and Middlekoop (2017) report, Tesla is leading the electric power revolution that is seeing many nations convert their old infrastructure from fossil-fuel-based to green energy-based. Agar and Renner (2016) have examined whether 100% renewable energy is possible in urban areas and found that where collaboration between government leaders and industry leaders exist, it is very much possible.
Goals
According to Musk (2013), the goals of Tesla are the same today as they were when the company was launched ten years ago: “to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.” Because of the revolutionary nature of the goals that Tesla holds for itself, the company has admitted that “in order to get to that end goal, big leaps in technology are required, which naturally invites a high level of scrutiny. That is fair, as new technology should be held to a higher standard than what has come before” (Musk, 2013). Some of the problems that Tesla has encountered in terms of reaching its goals regard the safety of its products and the advancement of its technology in order to achieve the long term objectives.
Strategic Thrusts
Tesla’s strategic thrusts are based on diversifying its assets and acquiring related businesses like Solar City, which is the largest solar panel installer...
References
Agar, B., & Renner, M. (2016). Is 100 Percent Renewable Energy in Cities Possible?. In State of the World (pp. 161-170).Island Press, Washington, DC.
AP. (2016). Tesla Motors officially owns Solar City. Retrieved from http://www.latimes.com/business/autos/la-fi-hy-tesla-solarcity-20161121-story.html
Corporate Governance Guidelines. (2018). Tesla. Retrieved from http://ir.tesla.com/corporate-governance-document.cfm?DocumentID=14836
Das, A. (2017). Building organizational capabilities. New Delhi, India: Educreation Publishing.
Greenspan, R. (2017). Tesla CSR. Retrieved from http://panmore.com/tesla-motors-inc-stakeholders-corporate-social-responsibility
Koppelaar, R., &Middelkoop, W. (2017). The TESLA revolution: why big oil is losing the energy war.Amsterdam University Press.
Musk, E. (2013). Mission of Tesla. Retrieved from https://www.tesla.com/blog/mission-tesla
Rowland, G. (2018). Tesla’s vision and mission. Retrieved from http://panmore.com/tesla-motors-inc-vision-statement-mission-statement-analysis
Zach. (2015). Tesla’s competitive advantage. Retrieved from https://evobsession.com/tesla-competitive-advantage-5-big-ones/
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