Tesla Motors Inc. Market Entry Strategy in Germany: A Corporate Strategy Analysis (Paperback) (ISBN-13: 9783668407312)

Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of applied sciences, Munich, language: English, abstract: The author of this assignment reviews the Tesla's business model approach and its strategy in the non-domestic German market. Tesla's firm specific advantages are especially related to innovation of the vehicle, the battery and the infrastructure. Tesla Motors follows a product strategy entering from premium market and moving towards mass market. After starting with a high-price Roadster model Tesla launched the more affordable Sedan and a SUV model. In 2017 Tesla plans to launch its first mass market EV. Tesla shows a new value chain in the automotive industry by a deep of vertical integration from EVs manufacturing towards software, recharging network and battery manufacturing. Tesla entered the German market to export premium EVs. The Automaker also builds a charging network in Germany and prepares the market for its future mass production Model 3 coming in 2017. This work consists of three major parts. The first part deals with the theoretical background of international strategies for MNEs. The second part describes Tesla as a company and its strategy. The last part analyzes the competitive advantages of Tesla and shows how they are used to enter the German market. This work ends with a final reflection and a conclusion of the research.

Author: Andreas Kauerhof
ISBN-10: 3668407312
ISBN-13: 9783668407312
Publisher: Grin Verlag
Language: English
Published: 03/30/2017
Pages: 34
Format: Paperback
Weight: 0.13lbs
Size: 8.27h x 5.83w x 0.08d