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Tesla in 2023: Crafting a Strategy for the Indian Market
內容大綱
In July 2023, Tesla, Inc. (Tesla), a global leader in the manufacture and sales of electric vehicles, needed to formulate its entry strategy in India. Tesla’s chief executive officer, Elon Musk, had met Indian Prime Minister Narendra Modi on his visit to the United States in June 2023 and expressed optimism about India as a market for Tesla. This development was in sharp contrast to the events of just over a year earlier, when Musk and Tesla had expressed disappointment with the Indian government’s policy of heavily taxing imports of fully assembled Tesla cars and had seemingly abandoned their plans to enter India, at least in the short term. Despite the thaw in the relationship with the Indian government, Tesla’s top management needed to get a number of critical decisions right if the company’s entry into the Indian market was to be successful.
學習目標
This case can be used in undergraduate- and graduate-level courses on strategic management and international business. It examines the electric vehicle industry and Tesla as particularly appropriate illustrations of the complex decision-making involved in entering an emerging market. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify the key challenges and rewards of competing in emerging markets.</li><li>Explain how government policy shapes an industry—specifically, the demand for the industry’s products.</li><li>Assess the pros and cons of various entry-mode strategies within the context of a rapidly evolving industry and a volatile emerging market environment.</li><li>Describe the use of non-market actions in emerging markets.</li></ul>