W5 Assignment Outline

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Apr 3, 2024

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Oscar Ratsaphangthong BUSN336 B001 Steven Wynne 4 February 2024 Tesla Digital Strategy Introduction A. Have you ever wondered how fast the world has been advancing with technology? Many new innovations created require renewable and non-renewable resources. Tesla, the electric vehicle manufacturer owned by Elon Musk, challenges the issue by developing electric vehicles powered by batteries, utilizing solar energy to sustain the environments from further pollution. Although the original business strategy is a great idea, Tesla has experienced issues with massive recalls of their vehicles due to their autopilot system (Siddiqui, 2023). Not to mention their CEO has a few controversies with his name because of his popularity and some decisions he has made (Renz & Vogel, 2020). By developing a new digital strategy to focus on improving AI technology and enhancing user-interfaces, Tesla can clean their reputation and compete again in the electric vehicle industry market. Differential Strategy A. Tesla has a line of products that create a differential strategy of relevancy with their technology. This technology includes their autonomous driving and their dashboard interface. 1. Autonomous Driving 2. Touch Interface Porter’s Five Forces Model A. Utilizing Porter’s Five Forces Models, Tesla’s placement in the electric vehicle industry is well-known in the market and is one of highest manufacturers compared to its competitors (Karkaria, 2023). 1. Level of competition 2. Consumer power 3. Supply chain power 4. Threat of new entrants

5. Available substitutes Innovation A. The improvement of AI technology and user-interface has been significant in the electric vehicle market. Although Tesla has experienced some difficulties with the subject, the current technology utilized can be enhanced with architectural and routine innovation. 1. Address safety concerns 2. Create priority tabs 3. Tutorial resources Cultural Strategy A. Tesla employs the digital cultural strategy into the market with its modernization of AI and technology into its products. 1. Current technology of society 2. Comfortability Risk Management A. While the digital strategy of focusing to improve AI technology and enhancing user- interfaces is great, there is also a few risks involved that may establish issues. The risks may include driver safety, increased labor, software glitches. (Teresa, Phillipsen, & Ziefle, 2018). 1. Driver Safety 2. Increased Labor 3. Software Glitches Conclusion A. In conclusion, Tesla’s new digital strategy aiming to enhance AI technology and user- interfaces will aid their reputation to compete in the electric vehicle market.

References Baron, E. (2023, February 17). Tesla Issues Software Update for self-driving problems. GovTech. https://www.govtech.com/fs/tesla-issues-software-update-for-self-driving-problems Karamitsios, A. (2013). Open innovation in EVs: A case study of Tesla Motors. Leanse, A. (n.d.). 2024 Ford F-150 lightning prices, reviews, and photos. MotorTrend. https://www.motortrend.com/cars/ford/f-150-lightning/ Lugtu Jr, R. C. (2019). Tesla: Testing a Business Model at its (R) Evolutionary Best (Doctoral dissertation, DE LA SALLE UNIVERSITY-MANILA). Karkaria, U. (2023). Newly Crowned Tesla crushes luxury market: American automaker proves it’s one to beat. Automotive News , 97(7073), 3. Makin, J., Arndt, F., & Beck, H. (2023, August 28). The impact of AI on automotive. Luxoft. February 11, 2024, https://www.luxoft.com/blog/ai-automotive Renz, F. M., & Vogel, J. U. (2020). ELON MUSK: LEADER OR LIABILITY?. Journal of Case Research and Inquiry , 6, 27. Rice, J. (2022). Adaptation of Porter’s Five Forces Model to Risk Management. Defense Acquisition Research Journal , 29(100), 126–139. https://doi.org/10.22594/dau.21-890.29.02 Rousseau, H. E., Ferres, D., Marcet, F., & Berrone, P. (2022). Keeping Up with the Teslas: Technology Spillovers, Firm Capabilities, and Environmental Performance. Academy of Management Annual Meeting Proceedings , 2022(1). https://doi.org/10.5465/AMBPP.2022.14859abstract

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Siddiqui, F.(2023). Tesla recalls 2 million cars with “insufficient” Autopilot safety controls. The Washington Post , NA-NA. Silvestro, B. (2024, February 2). The Tesla Cybertruck has already been hit with a dumb recall. Motor1.com. https://www.motor1.com/news/707180/tesla-recalls-cybertruck-for- warning-lights/ Teresa, B., Philipsen, R., & Ziefle, M. (2018). sCARy! Risk Perceptions in Autonomous Driving: The Influence of Experience on Perceived Benefits and Barriers: sCARy! Risk Perceptions in Autonomous Driving. Risk Analysis , 39, 342–357. https://doi.org/10.1111/risa.13190 United States Department of Transportation. (n.d.). Automated vehicles for safety. NHTSA. https://www.nhtsa.gov/vehicle-safety/automated-vehicles-safety Wang, B. (2021). Tesla AI Day August 19 – Expect Tesla AI to 2030 Vision. In Next Big Future Newstex.

W5 Assignment Outline

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