Corporate strategy is a dynamic concept. The most effective corporate strategies are designed in a way to quickly and effectively respond to the developments in the market and customer demand. It is associated with a necessity of taking steps to react to any changes because a timely reaction is critical for achieving the strategic objectives of a company and bringing its mission and vision to life. In general terms, the concept of corporate strategy stands for the overall set of policies and goals necessary for making any company successful and helping it achieve whatever goals are perceived as the most significant ones.
The abovementioned definition of the concept of corporate strategy will be the foundation of the analysis conducted within the context of the paper at hand. The objective of the research is to evaluate the corporate strategy designed by Tesla Motors. It is assumed that because the company faces significant financial issues, the corporate strategy should be reviewed in detail in order to identify its major strengths and weaknesses as well as determine gaps contributing to the existence of challenges.
To begin with, the mission of Tesla Motors, according to its founder and management, is to accelerate the transition towards sustainable vehicles and decrease the negative impact of automobiles on the natural environment. It is planned that this mission would be brought to life by creating mass-market electric cars and making them easily affordable and accessible in the nearest future so that ordinary people could enjoy the benefits of driving sustainable vehicle (Musk, 2013). As for the vision statement, Elon Mask believes that the automobiles offered by his company would be the most progressive ones so that Tesla Motors could enjoy the status of the manufacturer of the most desirable vehicles in the global automotive market.
The corporate strategy of Tesla Motors is characterized by several specific features. First and foremost, it is dynamic and has changed over time. Initially, the main objective behind designing and manufacturing the first model was to test the market in order to find out whether the ordinary customers would be interested in a sustainable automobile. Subsequently, it changed by adding the new segment – introducing the luxury automobile – and attracting more customers. All in all, Tesla Motors ended up offering mass-market automobiles to make the sustainable vehicles easily affordable (“About Tesla,” 2017; Gans, 2016). In other words, the main feature of Tesla Motors’ is the effort to review it on a timely basis and properly react to market needs as well as focus on the compliance with mission and vision.
Based on the specific features of the Tesla Motors’ corporate strategy, both strengths and weaknesses could be easily identified. For instance, the perfect correspondence with mission and vision and dynamism are the major strengths. In particular, the company not only invests in offering affordable models, thus increasing its chances of satisfying the needs of different customers, but also makes effort to be a progressive automobile manufacturer by offering such options as the improved autopilot (Lambert, 2017). Nevertheless, the company is still distant from becoming the manufacturer of mass-market sustainable automobiles. Even though the new model will be cheaper (costing around $30,000), it is still too expensive and cheaper substitutes are available.
All in all, it is essential to realize that Tesla Motors was created as a start-up. Keeping this fact in mind, it can be said that the company’s corporate strategy is effective and successful. The motivation for this belief is the dynamism of company’s strategy and taking one step at a time to expand to new segments of the automotive industry. That being said, Tesla Motors could easily eliminate the weaknesses and become another success story.