1IX.CASEＡUTHOR’STEACHＩNＧＮOＴＥ–ＮｏｔＡvaｉｌableX.ＳTＵDEＮTＳTＲＡTEGIＣＡUＤIＴI.CurrｅntSｉtuationA.ＣurrｅntＰｅrfｏrmanｃeFouｎdｅdbyMaｒtｉnEbeｒhardanｄMaｒｃTaｒpｅｎｎingin2０03,ＴeslawentpubｌicinJune2010withIPOat＄17ashare,raisｅd$226.1milｌioninｉｔｓfirststocｋｄebut.SｉｎceEloｎMusktｏoｋovｅrasｔheCＥＯ,Tｅslaｈａsｂeeｎoneｏｆthemoｓtinnoｖativeautｏmoｔiveｐrｏducｅrsintｈeworld,earｎｉｎgrｅcogｎitiｏnｔhroｕgｈtheＧlobalＳusｔainabiｌitｙInnｏvatｉonAwaｒdiｎ2009．ＴeｓlapurchasｅdformerNUMＭIfactｏｒｙiｎFreｍonｔ,Caｌiｆorｎia,ｔheｍostadvaｎceｄaｎdcｌeａｎｅｓtautｏmotiveproductｉonplaｎtintｈewoｒｌd.BothDaiｍleｒandＴoyotａhａｖealsoinvｅsted$5０millioneａcｈtofｏrmstｒaｔｅgicａllianｃes.Tｅsｌaｗilｌｐrｏｖideｅlｅctricvｅｈicle（EＶ)expｅrtiｓｅｆｏrtheircardeveｌｏpmｅｎｔ,whiｌeTｏyｏtaanｄDaiｍｌerwillproviｄeoｐportunitiesforTeslatodiverｓifyitsreveｎueｓｔreamｓ,ｎetwｏrｋ,andacceｓstｏeｘｔensｉveｓupｐlychａiｎs.ToｙoｔaalsohaｓformedapartnershiｐwithPａnａsonicｔocｏｌlａboｒatｅonbatteryｃｅllｄeveloｐmeｎt.B.StｒateｇicPoｓtｕｒｅ1.Teｓｌa’ｓｃurｒentｍissｉon,ｏｂｊecｔives,strateｇies,andpｏlｉciｅsａｒeｂothｃlearlyｓtaｔedandcanbeseｅnｆrｏmitsｐerfｏrmancｅ.2.Ｔeｓlａｉsiｎtheeｌectricaｕｔｏmｏbilebuｓinｅss.Itsmissioｎi“ｓTodｅｖeloｐalteｒｎativeｅｎｅｒgｙvehiｃlesforpｅoｐleｗholovｅtodriv”ｅ．IｔｉsanａppropｒiａtesｔatementforTeslaｂecaｕseｉtsEVsaresｔylishandprovidehigh-endpeｒｆorｍaｎcefordrivingｅnthusiａsｔs.3.Ｔhecｏrpｏrａtｅ,buｓinessaｎｄfunctionalobjeｃtivesaｒeto１)Achiｅvｅｂoｔhgrowtｈiｎsaｌｅsａndprofiｔｓ,2)Provｉdetecｈｎologiｃalleadersｈｉpinthｅｆiｅｌdofeleｃｔｒｉcvehiclｅsanｄ3)Fosｔｅｒｓuｓtａｉnａbilityandsociaｌｒeｓponsibiliｔy．Ｔｈeseobjｅｃtｉｖesaｒecｏnsistentｗithitsstratｅgicｐoｓtures.4.Tｈecorpoｒａte,businｅｓｓanｄfunctｉonalstraｔegｉesaｒｅｔopurｓuｅ1)ＧｒowththroughｉnnｏvａｔｉoｎanｄincreasedprｏdｕctoffeｒingswｉthdeｖｅlopｍeｎtａndｓａleoftｈeＭodｅlSistｏcreaｔeｈigheｒdｅmandaｎdrevenｕe,2)Ｅxpanｓiｏntｈｒｏｕghｓtrategicａlｌiａｎces,froｍpartｎeｒｓｈipｓｗithToｙｏtaandDａimｌerｔosuｐplｙingｅlｅctriｃpowertraｉnstoｕseintheiｒelectrｉcvｅｈicledesign,3)Ｓusｔaｉnaｂiｌiｔyandsocialrｅsｐoｎsiｂiｌiｔyefｆortsthｒｏｕghdeveｌopｍeｎtofnｏn－petrｏｌeuｍproduｃtsandpｒｏdｕcingverylittlｅｃaｒbｏnｅｍｉssｉoｎs,4)Productdｉｆferｅｎｔｉationwｉtｈｆｏcｕsｏｎahiｇｈ-priced,hiｇh-peｒｆormaｎceeleｃtｒｉcvehｉcｌeｓthatcomｐeteａgaiｎsｔtｒaditio2ｎａlperfｏｒmancecａrs,５）Higｈlｙintegratｅｄmaｒｋeｔiｎg，ｓａlｅsaｎddｉstribuｔioneffortstｈｒoughitsTeslａstorｅsand6)Inｃrｅaｓeinｔernaｔionalmarkeｔsharetｈｒoughitsinterｎatｉｏnaｌexpansion．Tｈesestｒateｇiesａrｅｃonsisteｎtwithitsstrａｔegicpostuｒes5.Thepoｌiciesaretｏfoｃusｏnutilizinｇgreenenergy&technology,ａnｄｏnｐroducｉｎｇluxｕｒｉoｕs,ｈｉｇhperformingEV.Teslａｈａsｅxtenｓiveporｔfｏliｏofｉnｔellectualprｏperｔiesfromitsproprieｔaｒｙｔechnｏｌogiesanｄsｏftwaresｔｈatａreｕsedtｏｍanａｇｅeｆfiｃiency，saｆｅtyaｎdcｏnｔｒoｌs.Theyareconｓｉstentｗithitsstｒａｔegｉcposturesｏfprodｕcinghiｇhpeｒfｏrmaｎceautoｍobilesthatusｅclean，eｎvirｏnmentａlfriｅnｄlyｓｏuｒｃeｓ.6.Tｅsla’scuｒｒｅntstrategicpostｕresｒeflectitｓiｎｔernaｔｉｏnａlexｐanｓｉoｎplan．Tesｌaｃｕrｒenｔｌｙｄoesｎot...
