In Denmark there is a rising environmental interest meaning a larger part of the population wish to spare the environment where possible, and therefore switch out their current petrol-fuelled vehicles with an electric one. This assignment is based on Tesla Motors, a company that manufactures unique, high-tech, electrical vehicles. In the assignment, the overall sale of electrical cars in the Danish market will be analyzed. Tesla Motors’ competitive situation along with significant conditions in their surroundings will be analyzed in connection to Porter’s Diamond and Method of Diffusion to see how Tesla utilizes innovation in their production and product development. This will be based on reliable, updated material and sources.
Based on these analyses, Tesla’s future possibilities for growth will be assessed. Tesla are the market leaders in 2015, but in connection to the unstable political situation regarding the registration fee, there are certain conditions that must be considered when discussing car production. Tesla must be attentive of the fact that multiple car manufacturers show interest in the market, as it is in its seventh year of growth. Tesla have branded themselves well through the media and their product therefore appears as a luxurious car in a clean, functional design. Tesla wish to be independent from subcontractors and thus have chosen to invest in a giant factory wish will be ready for production in 2017. This giga-factory will manufacture the most important part of the car: the battery. This could be a back-up and an expansion in the field of business, as their factory produces parts for their own cars, but Tesla make themselves visible in a large, existing market with few providers, as well.
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