Document Type

Closed Project

Publication Date

Winter 2015


Charles Weber

Course Title

Competitive Strategy in Technology Management

Course Number

ETM 627


With the growing of BEV market opportunities, car manufacturers have been developing new models with better performance, in order to gain competitive advantage. Tesla, as a luxury BEV market leader, are facing challenges both from industry and competitors perspective. In order to investigate the degree of competitiveness in BEV market, Porter’s Five Forces and SWOT analysis are conducted to identify the current environment situation. DEA technical efficiency is conducted to benchmark the degree of efficiency among all the competitors. The results of analysis indicated several critical issues related to Tesla’s future business development. More specifically, market analysis shows that threats from substitution are considered high. Further, how to reduce cost and standard charging time are regarded as future challenges that require Tesla’s improvement initiatives, in order to maintain its competitive advantage.


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