特斯拉 案例分析.doc
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特斯拉 案例分析.doc

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IX。CASEAUTHOR’STEACHINGNOTE–NotAvailableX.STUDENTSTRATEGICAUDITI.CurrentSituationCurrentPerformanceFoundedbyMartinEberhardandMarcTarpenningin2003,TeslawentpublicinJune2010withIPOat$17ashare,raised$226.1millioninitsfirststockdebut。SinceElonMusktookoverastheCEO,Teslahasbeenoneofthemostinnovativeautomotiveproducersintheworld,earningrecognitionthroughtheGlobalSustainabilityInnovationAwardin2009。TeslapurchasedformerNUMMIfactoryinFremont,California,themostadvancedandcleanestautomotiveproductionplantintheworld.BothDaimlerandToyotahavealsoinvested$50millioneachtoformstrategicalliances、Teslawillprovideelectricvehicle(EV)expertisefortheircardevelopment,whileToyotaandDaimlerwillprovideopportunitiesforTeslatodiversifyitsrevenuestreams,network,andaccesstoextensivesupplychains、ToyotaalsohasformedapartnershipwithPanasonictocollaborateonbatterycelldevelopment.StrategicPostureTesla’scurrentmission,objectives,strategies,andpoliciesarebothclearlystatedandcanbeseenfromitsperformance。Teslaisintheelectricautomobilebusiness。Itsmissionis“Todevelopalternativeenergyvehiclesforpeoplewholovetodrive、"ItisanappropriatestatementforTeslabecauseitsEVsarestylishandprovidehigh-endperformancefordrivingenthusiasts.Thecorporate,businessandfunctionalobjectivesareto1)Achievebothgrowthinsalesandprofits,2)Providetechnologicalleadershipinthefieldofelectricvehiclesand3)Fostersustainabilityandsocialresponsibility、Theseobjectivesareconsistentwithitsstrategicpostures.Thecorporate,businessandfunctionalstrategiesaretopursue1)GrowththroughinnovationandincreasedproductofferingswithdevelopmentandsaleoftheModelSistocreatehigherdemandandrevenue,2)Expansionthroughstrategicalliances,frompartnershipswithToyotaandDaimlertosupplyingelectricpowertrainstouseintheirelectricvehicledesign,3)Sustainabilityandsocialresponsibilityeffortsthroughdevelopmentofnon-petroleumproductsandproducingverylittlecarbonemissions,4)Productdifferentiationwithfocusonahigh—priced,high—performanceelectricvehiclesthatcompeteagainsttraditionalp