A Study on the Tesla Motors Development Strategies – Using Scenario Analysis

• Main Authors: Hou, Ming-Jiang, 侯明江
• Other Authors: Yuan, Jian-Chung
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/mfxe4a

碩士 === 國立交通大學 === 科技管理研究所 === 102 === Due to global warming, people have been more concerned with environment preservation issue and how to be less dependent on petroleum. Therefore, gasoline vehicle has become the prime target for improvement, and thus encourages the development of electric car. The idea of electric car has been evolving for over a hundred years, nevertheless, Tesla, a young company with merely a twelve-year history, launch the most overwhelming model. Tesla has been occupying great market share in both America and Europe, and now targets China, the biggest market around the globe, as its next step. However, China is quite different from Western countries either in governmental policy or culture, which causes a great uncertainty to Tesla’s future in China. To see the factors affecting how Tesla will develop and picture its future in China, this research, basing on Scenario Analysis and Secondary Analysis, focuses on figuring out the obstacles Tesla may encounter, the driving force to develop and the level of uncertainty in China. After constructing the Uncertainty Axes and proper accommodation, this research concludes three possible scenarios, which describe the path of Tesla may develop in China and the corresponding strategies in the future.