How dynamic is fit (or misfit) between Tesla’s strategic choice and its path over time, including the sequence of positioning, of activities, and of capabilities?

A

One of the most noticeable misfits between the company’s strategic choice and its positions is related to the message communicated to its customers. Initially, it was claimed that the company would produce electric cars that are associated with environmental sustainability. However, Tesla’s models are positioned as high-end products that have better features than other popular models. For instance, Tesla advertised its first models as vehicles that are fast, comfortable, and easy to handle. Little attention was paid to the environmental value of the vehicles.

Furthermore, Musk claims that the company aims to develop affordable mainstream models. Nevertheless, Tesla has announced the production of a new model that will be sold for $35,000, which is not the most attractive price available. For example, other carmakers (e.g., Daimler with its Smart models) offer hybrids at $20,000. Therefore, the company fails or is unwilling to keep to its own strategy and develop affordable cars.

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Academic.Tips. 2021. "How dynamic is fit (or misfit) between Tesla's strategic choice and its path over time, including the sequence of positioning, of activities, and of capabilities?" November 20, 2021. https://academic.tips/question/how-dynamic-is-fit-or-misfit-between-teslas-strategic-choice-and-its-path-over-time-including-the-sequence-of-positioning-of-activities-and-of-capabilities/.

1. Academic.Tips. "How dynamic is fit (or misfit) between Tesla's strategic choice and its path over time, including the sequence of positioning, of activities, and of capabilities?" November 20, 2021. https://academic.tips/question/how-dynamic-is-fit-or-misfit-between-teslas-strategic-choice-and-its-path-over-time-including-the-sequence-of-positioning-of-activities-and-of-capabilities/.


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Academic.Tips. "How dynamic is fit (or misfit) between Tesla's strategic choice and its path over time, including the sequence of positioning, of activities, and of capabilities?" November 20, 2021. https://academic.tips/question/how-dynamic-is-fit-or-misfit-between-teslas-strategic-choice-and-its-path-over-time-including-the-sequence-of-positioning-of-activities-and-of-capabilities/.

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"How dynamic is fit (or misfit) between Tesla's strategic choice and its path over time, including the sequence of positioning, of activities, and of capabilities?" Academic.Tips, 20 Nov. 2021, academic.tips/question/how-dynamic-is-fit-or-misfit-between-teslas-strategic-choice-and-its-path-over-time-including-the-sequence-of-positioning-of-activities-and-of-capabilities/.

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