1. TESLA: LITHIUM BATTERY CASE STUDY
Presented By: James
Daman
Saahil

2. How many electricity blackouts did Australia face in the year 2017?
“With almost three out of four blackouts caused by weather, falling trees, faulty equipment or human error – it is clear many power outages are unexpected and often unavoidable, which serves as a timely reminder for businesses to review their power backup and disaster recovery plans to ensure IT systems and data are protected in the event of a power disruption” Blackout tracker report

3. Article Summary
On the September of 2016, South Australia experienced a state-wide blackout due to a once in a 50-year storm
In response to the state-wide blackout and criticism from the federal government; in 2016 the state government of South Australia and Tesla came to agreement to build a 100-megawatt lithium ion battery storage
The battery storage system will enable the storage of excess power that can be released at times of peak demand

4. Company overview
Tesla, Inc., is an automotive company founded in 2003 that designs, develops, manufactures and sells fully electric vehicles, and energy storage systems, as well as installs, operates and maintains solar and energy storage products. The Company operates through two segments: automotive, and energy generation and storage Founder and CEO: Elon Musk Head quarters: California USA Employees: 37,543 ( December ) Traded as: NASDAQ-TSLA Revenue: USA $3.28 Billion (February )
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5. Tesala Inc’.s Mission Statement
The new company mission statement is “to accelerate the world’s transition to sustainable energy’. This indicates that a firm has shifted toward addressing market opportunities for renewable energy sector. The change from “sustainable transport” to “sustainable energy” shows that Tesla, Inc.’s corporate mission statement has evolves to match the current strategic objectives

6. Internal Business Factors of Tesla Motors
Tangible
Tangible resources such property and plant which are half of Tesla total assets symbolises it dedication to long term growth, sustainability and profitability etc..
Intangible
Tesla capabilities that other firms cannot easily develop include its strong creative and innovative environment. Some of the main innovation products that gives Tesla competitive advantage include drivetrain, lithium battery technology, power control, regenerative braking, and rapid charging
Core Capabilities
Research and development potential
Technology potential
Production and capacity potential

7. Porter’s Competitive ‘5’ forces Model
Description
Influence on industry
Threat of new entrants
Mature industry has reached economic of scale
High initial capital requirements
Difficult access to distribution channels
Low
Bargaining power of buyers
Private and commercial buyers account for majority of revenue
Low switching costs
Buyers are unable to integrate backwards
Moderately high
Bargaining power of suppliers
High reliance on external suppliers
High
Intensity of rivalry among competitors
Gaining market share means reducing market share of competitor
Few opportunities for differentiation
Threat of substitution
Hybrid cars, diesel cars
Public transportation such as buses and trains etc.

8. SWOT Analysis
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9. Business Level strategy
Selling
Servicing
Charging
Tesla’s Business model

10. Sales using various platforms
No franchise dealerships
Selling directly to the customers through self-owned showrooms
Better buying experience
Speeds up their product development
Ability to customize any product
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11. Service centers and power stations
Service plus retail centers
Tesla rangers
Fixing the problem online by uploading the data online
Supercharger stations offers 30 minute charge for free which tesla believes increases the rate of customer's product adoption
Financial Services like granting loans and leases
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12. The masterplan
Build sports Car
Use that money to build an affordable car
Use that money to build and even more affordable car
While doing above, also provide zero emission electric power generation options
Tesla doesn’t have its goals set in producing and manufacturing high-end electric cars for the affluent, to make money and move up on the charts. The mission of the company is this: to accelerate the world’s transition to sustainable energy.
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13. Tesla is an agent of change
Tesla is an agent of change. Its mission is to accelerate the transition to sustainable energy and its story is about engineering a different future.

14. COOPERATIVE STRATERGY FOR TESLA
What is cooperative strategy?
Through coupled innovation processes, companies obtain inter-firm relationships. this way, their R&D departments cooperate to develop complementary technology.
Technological collaborative networks and R&D alliances, constitute a significant factor for firms in their attempt to achieve better results in product innovation
R&D alliances seem to be a more effective strategy than mergers and acquisitions in terms of improving the firm's innovative performance.

15. PARTNERSHIPS
Tesla Motors manufactures and markets its own EVs. At the same time, in contradiction with other traditional auto manufacturers, it acts as an original equipment manufacturer (OEM)
In order to facilitate its growth, Tesla Motors has been following three main strategic alliance types (Holmberg, 2011):
• Supplier alliances
• R&D alliances
• OEM alliances with other automobile manufacturers.

16. Tesla Teams With Kauai Island Electric Cooperative to Store Solar
A 33,000-member electric power cooperative on the island of Kauai in the Hawaiian archipelago is emerging as a leader as it moves from fossil-based power generation to renewables, and deploys what ranks as one of the world’s largest arrays of lithium-ion battery packs

17. International Strategies Tesla employed in the foreign market
Tesla’s international-level strategy is the transnational strategy.
These strategies are as follows:
Direct Selling
Certified Pre-Owned (CPO) Program
Strategic Positioning of Stores and Galleries
Local Responsiveness
Related Diversification

18. Thanks for listening