Table of Contents

Executive Summary……………………………………………………02

1.0 Environmental Analysis…………………………………………...02

1.1 Introduction to company………………………………………02
1.2 Micro and Macro environmental analysis……………………02
1.2.1 SWOT analysis…………………………………………...02
1.2.2 Porters 5 forces…………………………………………...07
1.2.3 PESTEL analysis…………………………………………08
2.0 Marketing Strategy………………………………………………..09
2.1 Competitive strategy……………………………………………09
2.2 Growth Strategy………………………………………………..10
2.3 Brand positioning strategy and target markets………………11
3.0 Overall assessment of the marketing mix………………………..14
3.1 Brand equity…………………………………………………….14
3.2 Pricing method…………………………………………………..14
3.3 Digital marketing promotion tools……………………………..15
3.4 Distribution channels…………………………………………...15
4.0 Conclusion………………………………………………………….16
5.0 References…………………………………………………………..16

List of tables
Table 01: PESTEL analysis………………………………………………………………….08
Table 02: Ansoff matrix…………………………………………………………………….10

List of figures
Figure 01: Tesla’s annual vehicle deliveries.........................................03
Figure 02: Tesla’s sales by car type……………………………………………………04
Figure 03: Tesla Semi-truck……………………………………………………………….04
Figure 04: Tesla’s stock prices……………………………………………………………06
Figure 05: Alternative position map………………………………………………….13

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Executive summary
Tesla Motors Inc. is Currently, a pioneer in the automobile industry specializing in the
design, development, manufacture, and selling of electric vehicles and energy storage
devices and products such as batteries. Tesla Motors was founded in the year 2003
and currently, it is operating in several countries including the United States, China,
Norway, and United Kingdom etc. This report will discuss current marketing
strategies used by Tesla Motors Inc. Along with the critical evaluation the
opportunities and problems facing the organization.

Also, this report will analyze alternative competitive positions and strategies for Tesla
Motors while recommending new marketing strategies including growth strategies
and promotions.

1.0 Environmental Analysis

1.1 Introduction to company

Tesla was formed in 2003 with the goal of producing high-end electric vehicles that
do not rely on fossil fuels for power. All of the electric automobiles on the market
paled in comparison to the performance of petrol or diesel engines, which was one of
the main reasons why, despite their long history, electric motor vehicles were not in
high demand. The creators of Tesla sought to expedite humanity's transition away
from fossil fuels and toward more sustainable energy sources in the face of mounting
worries about global warming and resource depletion. Tesla, Inc., the world's second-
largest electric car manufacturer, was founded as a result of this concept.
All-electric premium vehicles of Tesla have been able to won several design and
performance awards. One of the main attraction of Tesla’s vehicles is their all-electric
powerful engine. Other than that. Tesla’s vehicles have an unique futuristic looks and
self-driving features. All of these achieved following the company's co-founder Elon
Musk's ambition of making the world independent of fossil fuels in the future.

In 2010, Tesla became available in UK and Ireland market with their production of
right hand drive Roadster with the starting price of £86,950.

1.2 Micro and Macro Environmental Analysis

1.2.1 SWOT analysis

Tesla’s Strengths
As one of the dominant performers in the automobile industry, Tesla Inc. consists of
several strengths that have reinforced its position in the industry. These have ensured
popularity, profitability, expansion, etc. When considering the long-term operation.

1. A Top Employer Company

As organizations heavily affected by their employees, Tesla has made sure of their
employees to be one of their major strengths and part of their huge success. Tesla is
known as an excellent firm for employees. According to the Wall Street Journal, that
reputation is because of its diversity and innovation-friendly culture.

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Tesla’s environment is been kept in a optimum condition for their employees and it
was once named one of the best places to work, attracting young people with new
ideas and enthusiasm. The firm was also named "America's Best Employer 2019" by
Forbes.

2. Most Valuable Automotive Company

In the second quarter of 2020, Tesla’s worldwide sales have been risen with the sales
of 90,650 cars for their customers. Due to that, their market capitalization of $208
billion has been able to surpass Toyota’s $202 market cap to become the world’s most
valuable automaker by market value.

Figure 01: Tesla’s annual vehicle deliveries

3. Conquering the market in UK

Since 2010, Tesla was steadily conquering the electric vehicle market in the United
Kingdom. Although there are other electric car manufacturers available in UK, Tesla
have been able to capture about 18% of shares of UK’s electric vehicle market.
According to The Guardian, the first quater of 2021, there have been 39,900 Tesla
Model 3s in UK surpassing 38,900 Nissan Leafs and becoming the most popular
battery electric cars on UK roads.

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 Figure 02: Tesla capturing UK market

4. Better Positioned

When it comes to the surviving upcoming economic stabilities, experts believe Tesla
has a greater chance than other UK automakers. As the fossil fuels-related industries
get threatened by the climate crisis, Tesla's sustainable policies give them a greater
advantage.

5. Innovative Company

One of the key strengths of Tesla is that it has a very high rate of innovation. For
example, the recent development of their semi-truck which is the world's first fully-
electric semi-truck and new sports car shows their potential for innovations. So, the
market is already showing signs of faith and trust in the company for generating
competitive and lucrative goods, which will, in turn, result in significant financial
benefits.

Figure 03: Tesla Semi-truck

Tesla’s Weaknesses
In SWOT analysis, any internal factor which is more likely to cause damage or limit
the performance in a company is identified as its weakness. Following are some of the
weaknesses in Tesla's organizational structure that will damage or limit their business
growth.

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1. Manufacturing Complications

Due to Tesla’s higher level of innovations, there have been many complications in the
manufacturing process such as mechanical complexities. For example, there were a
number of occasions when Tesla was about to introduce a new item, their
manufacturing, production, and launching phases were constantly delayed.

Also regarding Tesla Model X, there were several issues. At first, there were
production delays and it resulted in delays in the distribution of model X. Also when
they were producing their battery model for Model X, they came across many issues
at Gigfctory 1.

2. Lack of High-Volume Production

Even though Tesla is the pioneer of energy-saving and eco-friendly automobiles, they
haven’t been able to sell any of their models in large numbers. As Tesla was finally
about to begin mass production of Model 3, there were many issues regarding
manufacturing such as cost of manufacture and resource management, etc.

3. Elon Musk as Tesla’s Sole Representative

Elon Musk has been the sole representative of the company. But he is also engaged in
other projects such as Space X and Boring. So when it comes to dividing the attention,
he is unable to give his full attention only to Tesla.

4. Employee Safety Concerns

There were some cases regarding the safety concerns of the employees at Tesla. They
have been fined for constructing a tent production line without having proper
permission for safety checks. Also at the time, the employees who were working
haven't been properly instructing the workers on safety concerns. So the workers had
been working constantly for too long resulting in breathing and other health problems
due to heat.(Atkins, 2021)

5. Leadership Wrangles

One of the common weaknesses which can be seen in many companies is managerial
conflicts. As there are frictional situations and conflicts occur between the board of
directors, that affects the company’s productivity and long-term success. As in many
other companies’ Tesla's management and board of directors also have been involved
in several power struggles.

Tesla’s Opportunities
The opportunity part of this SWOT Analysis highlights the company's potential for
development. Opportunities will assist Tesla in improving its company performance,
management structure, strategic growth, and other areas.

1. Sales expansion in untapped Market

One of the most significant opportunities for Tesla will be the expansion of their
market in Asian countries. Since the Asian markets are yet to be saturated in the

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renewable energy automotive, Tesla can increase their financial stabilities and strong
market in Asia.

2. Less Expensive Car

Due to the high level of innovations, Tesla is somewhat expensive in the market but
their target of producing an affordable cost-effective car such as launching Model 3,
which is a more affordable version of Model S, will give a good opportunity for Tesla
to expand their market audience.

3. In house battery development

Another huge opportunity for Tesla will be the in-house development of battery
systems. Their target of developing a battery with more range, lightweight, and low
cost will be a game-changer in the automotive field.

4. Market Confidence in Tesla

The total number of vehicle deliveries was above the expected level for Tesla in
previous years. Due to their success, the Stock market was also gaining some
confidence in the company. In July of 2020, the stock market showed a 9% of rising
after they delivered 90,650 vehicles, exceeding the planned figure by more than
20,000 vehicles.

Figure 04: Tesla stock prices

5. Exploit Air-Taxi Market

Due to the high level of urbanization, new ways of transportation services are being
emerged. One such method which is about to replace current traditional taxi services
is the air taxi service. Demand for such service is much suitable for Tesla as they have

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the skills and technology to produce electric vertical takeoff and landing (eVTOL)
vehicles.

Tesla’s Threats
The factors which will stop the company from optimizing its benefits to its full
potential are called the threats and there are some threats for Tesla to overcome to
maintain their business.

1. Product Liability Claims

Although Tesla has a high standard manufacturing and premium quality, some of its
products have been facing significant product liability claims. As Tesla has launched
their autopilot system in many vehicles, a number of them have not been successful.
So, the company is facing lawsuits for failures in their technology.

2. Extensive Competition
Tesla is currently facing some heated competition from other automobile
manufacturers with alternative fuel vehicles such s hybrid or electric. Some of
Tesla’s competitors are Mercedes-Benz, BMW, Audi, and Lexus which are
considered luxury brands. Economic brands such as Toyota, Ford, Volvo, and
General Motors are also competing against Tesla in the field of automobiles.

3. Product Defects
Defects in products is a major issue for Tesla as there have been several occasions
their products being defects in manufacturing and design. Such situation is not
positive for the Tesla as they ruin the reputation of company.

4. Long term confidence

Due to various defects in Tesla manufacturing, the public is getting negative thoughts
on Tesla’s long-term existence.

5. Disruption of Supply of material

Tesla’s production is concerned in materials such as Aluminum, steel, lithium, nickel,
copper, and cobalt and the prices of such materials tend to vary heavily as they are
heavily used in many industries. When that happens, that disrupts the constant supply
of material for their productions.

1.2.2 Porter’s five forces

According to Porter, there are five forces that can determine the market's competitive
intensity and attractiveness. Porter’s five forces is used to determine where power
lies in a business situation. (Porter’s Five Forces of Competitive Position Analysis,
2021)
With the different natures of the different industries, Porter’s five forces will change
for each other. There are some external variables affecting companies in the
worldwide automobile sector. Availability of raw materials and competition between
technology-based business are examples of them. And for Tesla's resilience, their
strategic success will be more important.

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Threat of new new entry (Weak Force)

New companies in the field are unable to compete with the long-established business
of Tesla.Tesla’s brand is currently at the top of the industry resulting in a high cost for
their band. Also, the popularity of Elson Musk affects their business as well.

Threat of Substitutes (Moderate Force)

When the cost is low for switching, customers are allowed to have alternative
methods such as public transportation. But there is a moderate number of alternatives
available to the customers. And their affection for customers is also a moderate one
as the public transportation is unable to be adaptable as a personal vehicle. The force
of substitutes against Tesla is limited as a result of this situation.

Bargaining Power of Buyers (Moderate Force)

Bargaining power arises with the availability of alternatives for the customer. Even
though the switching cost is low for customers to switch between substitutes, the
limited availability of substitutes makes it a moderate force against Tesla.

Competitive Rivalry or Competition with Tesla, Inc. (Strong Force)

In the automobile industry, the competition is always high for any company and that
is also the case for Tesla. Even though there is a limited number of brands in the field,
their rivalry is very aggressive making competition is a strong force for Tesla.

1.2.3 PESTEL analysis

PESTEL analysis gives an insight into the strategic formulation of a company by

analyzing several factors. Tesla Inc. can improve its long-term performance while
maintaining a strong brand image and increasing profitability.

Table 01: PESTEL analysis

Factor Impact Key Justifications

Political High Government decisions to minimize carbon emissions
create more opportunities for electric vehicle manufacture.

New global trading agreements by the governments enable

expansion opportunities for Tesla.

Trade limitations, customs rules, and changes in foreign

government tariffs, laws, and permission requirements for
import and export affect the business.
Economical High The solar energy market's growth rate impacted by
renewable energy costs determines the growth
opportunities of the company's solar panel business.

Decreasing battery costs affect the overall cost-

effectiveness of Tesla vehicles.

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 Economic stability in many countries affects the financial
performance of that region for Tesla.
Social Medium The rising popularity of a low carbon lifestyle will affect
the market of Tesla.

Increasing preference for renewable energy products also

affects the market for electric vehicles.
Technological High The efficiency and cost-effectiveness of Tesla's batteries
are a result of different engineering technologies.

Increasing automation in business processes helps Tesla to

expand their business more.

Demand for new technological advancements and features

in automobiles helps Tesla for their innovations.
Ecological High Climate change plays a major role in Tesla's business as
electric vehicles are considered the main solution for
climate change.

Solar panels and batteries are considered environmentally

friendly, sustainable energy generation and storage devices
so they affect the future sustainability of the company.

Ecological trends change the supply and demand of the

materials for the manufacturing processes.
Legal Medium Legal limits also apply to the company's human resource
management and also building alliances with other
businesses.

International patent protection and energy consumption

regulations affect the growth of the company
internationally.

2 Marketing strategy

2.1 Competitive strategy.

Competitive strategy, which is a long-term action plan of a company built by

analyzing strengths, weaknesses, opportunities, and threats of others and their own.
Competitive strategy is used to gain an advantage over other competitors in the
industry by having insights for business-related decisions. According to Porter's
model, a generic competitive strategy helps companies to compete in the market.

In this case, Tesla mainly focuses on developing their technologies to gain an

advantage in electric vehicles and related products over their competitors such as
General Motors Company, Toyota Motor Corporation, Honda Motor Company,
Nissan Motor Company, and BMW, etc. It helps Tesla to maintain a competitive
advantage so they can attract new customers in the market.

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Also, according to Elon Musk, Tesla's competitive strategy aims to target both
premium and low-price consumers in the automobile industry. They use the approach
of broad differentiation for this. Tesla increases their research and development every
year to differentiate them from the other competitors by developing an innovative
ecosystem that enables them to have their productions on an economic scale.

2.2 Growth strategy

Corporations face various challenges when moving towards the future. A growth
strategy is used to overcome such difficulties to achieve their growth objectives.
Growth objectives usually include increasing market share and revenue, acquiring
assets, and enhancing the organization's goods or services, etc.

One of the key theories related to growth strategy is the Ansoff matrix. It focuses on
the market and products and methods of utilizing each in order to have an advantage
in the growth of the company. It helps in cases such as market expansions and
diversifications.

Table 02: Ansoff Matrix

Market penetration
Market penetration is one of Tesla's primary strategies. By expanding sales revenues
in present markets, this growth strategy allows for expansion in Tesla's business.As an
example, Tesla intends to focus on selling more automobiles in the United States
where they are currently operating. They intend to use aggressive marketing in order
to have a competitive edge. This strategy cooperate with their growth strategy of
increasing market share too. And by aggressive marketing, Tesla intends to increase
their sales revenue as well.

Product development
Product development is another growth strategy that Tesla is currently using. The
company expands through this strategy by focusing on the development of new
products that produce new revenues. This approach is implemented while producing

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new items using innovative technology that have a low environmental impact. A good
example of this is Tesla’s intentions in creating Tesla Roadster. According to Tesla,
they started selling solar panels with intention of creating the Roadster. It was the first
fully electric sports vehicle at the time so it attracted customers which are interested in
high-tech automobiles and related products. Also, they have introduced the world's
first fully-electric semi-truck. Tesla’s main objective of having such a strategy is to
have enough spending on research and developments.

Market development
Tesla uses market development as one of its growth strategies. Market development is
a territory based intensive growth approach used by Tesla, Inc. It use market
development for expanding into new markets to increase sales. As a result, Tesla is
currently expanding into a worldwide business. For example, by opening additional
offices and facilities across the world, Since the start of the company, Tesla in steadily
increased its market reach. As of now, Tesla operates in several countries including
European and Asian countries other than UK and USA. And their future plans include
more expansion of their market reach. That is supported by their vision and mission
which includes world dominance in the field of automobiles and energy solutions.
Tesla uses a comprehensive approach to achieve this goal. They include forming
partnerships and alliances with other firms in order to access new markets.

Diversification
Tesla Motors use diversification strategy as well. As a result they produce batteries,
solar panels, other energy related products apart from automobile but without majorly
affecting the company's financial statement. Tesla use product development and
market penetration approaches for their operation. Tesla’s goal of using
diversification is to expand and boost investment in R&D to identify new commercial
prospects (Rowland, 2018).

Alternative strategy
Since Tesla is more invested in tackling climate crisis and sustainability, one of the
alternative growth strategies they can follow are joint ventures and strategic
partnerships. As the industry is more converging towards sustainability and green
energy, Tesla can develop and provide green energy products for industries such as
smart farming, taxi companies, public transportation, etc. As they are currently
heavily dependent on fossil fuel-based energy systems, Tesla can achieve their
objective of sustainability while growing its market in more industries.

2.3 Brand positioning strategy and target markets

A brand positioning strategy is concerned with finding a proper marketplace and
impact on the mind of the customer for a specific product. Companies must consider
the following factors for good brand positioning: target consumer, primary
competitors, point of similarity with rivals, and point of distinction with competitors.
Effective brand positioning takes deliberate effort. Packaging, price, marketing,
distribution, and competition are all strategies that might be used.

The newcomers in the electric car manufacturing industry, companies such as Honda,
Hyundai, Kia, Mazda, Volkswagen, and Volvo are currently competing with Tesla.
Even though these companies are well established in the traditional automobile
market, they are yet to be established in products such as hybrid gasoline-electric

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vehicles and pure electric vehicle options. So Tesla has a good advantage in
manufacturing electric automobiles over traditional and newer companies in electric
vehicle manufacturing.

Tesla uses segmentation to dived the population into groups based on some
characteristics such as age, social status, etc. In targeting, Tesla chooses a specific
segment for selling products. Then it decides what type of device to be positioned on
the targeted consumer group.

Target market 1

Tesla’s first target market is considered wealthy, usually males (83.9%) and business
executives. Those selected are mostly between the ages of 45 and 64 and about 77.3
percent have a household income of 87,840 Euro (about $100 000). or more. That
group usually positioned in upper middle wealthy class in the society. They usually
see Tesla brand as a status symbol of their lifestyle and are less price sensitive.
They choose luxury premium cars that are quick, economical, and environmentally
friendly. (Tansel, 2021)

Target market 2
TM is target to sell their Model S and X with seven seats for families, which provide
enough space for several people. (Tesla Motors, 2014). These models are a good offer
for family vacations and holidays.

Positioning

Consequences of usage of fossil fuels and negative impacts for the environment is a
major concern in the present. Many environmental friendly groups despise the use of
fossil fuel based products. Tesla mainly aims on such groups in their mono
positioning strategy. But their products are usually too costly for normal people, first
they have been targeted rich and wealthy families using a mono segment positioning
strategy. But then Tesla moved on to multi segment positioning with the aim of
manufacturing low cost affordable electric automobiles.Elon Musk described Tesla's
business model in a blog post in 2006, that Tesla makes sports cars, then uses the
money to develop a more inexpensive vehicle, and then uses the money to build an
even more affordable car.

Anticipatory positioning is also used by Tesla. Specifically, Low turnover market is

the first target market of Tesla for offering products and services as they are expected
to increase in the future. Powerwall 2 and Powerpack 2 are two examples of Tesla's
energy storage solutions that may be used for anticipatory positioning.

Alternative target market 1

Tesla can target other industries concerned with sustainability such as smart farming.
In many countries, AI-controlled farmlands are now being constructed. Hydroponics,
Aquaponics are some of the growing technologies they are associated with. As their
major demand is a sustainable energy system, Tesla can provide solar panels, energy
storage systems such as batteries for them. Also, tesla can provide technical support
with AI systems, drones, and other required equipment for farmers.

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Alternative positioning 1

In this category, Tesla can target farmers who have farming lands in areas where solar
power can be easily accessible and rural areas where grid electricity is not much
available. Also, farmers who are concerned about climate change and the
consequences of using fossil fuels can be targeted.

Alternative target market 2

Also, Tesla can target the public transportation industry and also services such as
deliveries and taxis. As many countries are currently adapting their policies to green
energy and sustainability, Tesla can provide an electric vehicle for those industries.
As they have already developed a fully electric semi-truck, they can develop vehicles
such as electric buses for public transportation.

Alternative positioning 2

In this category, tesla can first target countries with positive policies on green energy
and then companies with eco-friendly policies in those countries for providing electric
motor cars for services such as taxis for luxury and semi-luxury rides.

Eco - Friendly

Tesla

Nissan

Cost

BMW Ford

Figure 05: Alternative position map

As automobile manufacturers, companies such as BMW and Ford have somewhat low
costlier than Tesla, but their eco-friendliness is lacking when compared to Tesla. Also,
Nissan cars such as Nissan Leaf provide a somewhat low cost and eco-friendly
vehicle but when compared to technology, Tesla is still the top.

3. Overall assessment of the marketing mix

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3.1 Brand Equity

Aaker’s brand equity model

David Aaker, a marketing professional, created the Aaker model for brand equity as
a blueprint. It focuses on the importance of brand identification and provides unique
ways for establishing a powerful brand.

Brand association
Tesla mainly concerned with environment and green energy products, as they develop
more efficient electric automobiles. Tesla usually do not use brand ambassadors but
their products are used by many of the celebrities in the society.

Brand awareness
Tesla does not concern that much about the advertising department, as their main
advertising media has become the social media platforms. They connect with their
customers on much deeper levels through blogs, social media posts, etc., and use a
word-of-mouth method for brand awareness.

Brand loyalty
As Tesla emotionally connects with their consumers by developing eco-friendly
automobiles and helping to solve climate change, they keep transparency to increase
their brand loyalty.

Brand assets
Tesla specialized in the development of electric automobiles, solar panels, and energy
storage productions. Since it was founded in 2003, its total assets are recorded in 2020
as $52.2 billion. They own multiple factories such as the Giga factory as their
manufacturing plants.

Brand elements
As per Tesla's brand elements, they have taken their name, in the name of the famous
scientist and an electrical engineer Nikola Tesla. They use a stylish and modern T
letter to stand for the company name.

3.2 Pricing method

Because of the high material and R&D expenses, Tesla goods are designated in its
marketing mix as premium pricing. Costs of Tesla automobiles are as follows,

Model S - from £49,900

Model X- from £87,980
Model Y- from £54,990

But a BMW I8 costs about £124,735 so Tesla intends to develop more automobiles
for lower prices while having an objective of powering the world by renewable
energy So Tesla have been able to manufacture Model 3 as an affordable car with
pricing beginning at under £40,490.

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Innovation and product design are the critical tools used by Tesla to effectively carry
out this element of the marketing mix. Their generic differentiation strategy helps
them with premium pricing due to the uniqueness of their products. The Solar City is
another approach by Tesla in order to have a market-oriented pricing approach for
their energy products such as solar panels and batteries.

3.3 Digital marketing promotion tools

As per digital marketing platforms, Tesla uses social media platforms for promoting
its products.
Instagram is the social media platform where Tesla has the most presence. This social
network accounts for 55 percent of total activity, with Twitter coming in second. The
scale and involvement in these two networks are enormous, especially Elon Musk's
presence in both.
The corporation itself publishes, maintains, and feeds all of the material. This means it
has a closer relationship with its customers and utilizes it as a forum for conversation
and debate.

Viral marketing is a main promotional tool used by Tesla to reach their target
audience. Tesla Model S was launched targeting kids and it was heavily promoted
through several social media platforms. Such cases help boost Tesla’s product mix in
a low cost and effective way.
To get the word out about the Model S, Tesla utilized a unique strategy: they gave an
test ride for the members of the press and then asked to write about it. Given that test-
driving a Tesla vehicle from a dealership requires a $5,000 deposit, this was a
fantastic deal for the journalists, who were able to put Tesla's claims about the vehicle
to the test.

3.4. distribution channels

When considering place or venue in the marketing mix for Tesla, They are using an
unique and effective way. Tesla has several places where its products are being sold.
Those places include Stores and Galleries owned by Tesla, Tesla service canters,
Charging stations, and also through the official website of Tesla. But in physical
places, customers only can inspect their products such as vehicles, batteries, solar
panels, etc. But to buy them, customers have to do sales and transaction process
through their official website. But when it comes to repairs and maintenance, Tesla’s
service centers are available to the customers.

4. Conclusion

This paper provides an assessment of the marketing strategy at Tesla Inc. As a

leading electric vehicle manufacturer in the field of automobiles, Tesla also develops,
manufacture, and sells solar cells and green energy storage devices. This report
includes environmental analysis, targeting, positioning, and marketing mix along with
SWOT, PESTEL, Porter's five forces model Ansoff matrix, and Aaker's models. Also,
this report includes the marketing strategies of Tesla along with competitive and
growth strategies.

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5. References

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Available at: https://www.investopedia.com/articles/active-trading/072115/what-
makes-teslas-business-model-different.asp [Accessed 21 December 2021].

Forbes.com. 2021. America's best employer by state. [online] Available at:

https://www.forbes.com/best-employers-by-state/#1858e4c1487a [Accessed 21
December 2021].

Statista. 2021. Tesla deliveries by quarter 2021 | Statista. [online] Available at:
https://www.statista.com/statistics/502208/tesla-quarterly-vehicle-
deliveries/#:~:text=Between%20April%20and%20June%202020,had%20seen%2095
%2C200%20deliveries%20worldwide. [Accessed 21 December 2021].

Atkins, B., 2021. Tesla's Leadership Challenge. [online] Forbes. Available at:
https://www.forbes.com/sites/betsyatkins/2019/02/25/tesla-is-imploding-
again/?sh=2f479fb868e1 [Accessed 21 December 2021].

CGMA. 2021. Porter’s Five Forces of Competitive Position Analysis. [online]

Available at: https://www.cgma.org/resources/tools/essential-tools/porters-five-
forces.html [Accessed 21 December 2021].

Oxford College of Marketing Blog. 2021. What is a PESTEL analysis?. [online]

Available at: https://blog.oxfordcollegeofmarketing.com/2016/06/30/pestel-analysis/
[Accessed 21 December 2021].

Rowland, C. 2018. Tesla’s generic strategy and growth intensive strategy. [Online],
Available at: http://panmore.com/tesla-motors-inc-generic-strategy-intensive-growth-
strategies-analysis, [Accessed 21 December 2021].

Corporate Finance Institute. 2021. Ansoff Matrix. [online] Available at:

https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/
[Accessed 21 December 2021].
Tansel, A., 2021. Marketing Report on "Tesla Motors". [online] Grin.com. Available
at: https://www.grin.com/document/341484 [Accessed 21 December 2021].

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