Documentos extraidos pc20

Dipartimento di

IMPRESA E MANAGEMENT

[pic 1]

Cattedra

STRATEGIE D’IMPRESA

TESLA MOTORS: A BUSINESS MODEL INNOVATION IN THE AUTOMOTIVE INDUSTRY

RELATORE

Prof. Paolo BOCCARDELLI

CANDIDATO

Andrea MONSELLATO

Matricola 659181

CORRELATORE

Prof. Enzo PERUFFO

ANNO ACCADEMICO 2014/2015

Index

Chapter I – The gasoline alternatives and the market analysis

1.1        Introduction        4

1.2        The oil industry        6

1.2.I        Diesel        10

1.2.I.bis        Diesel gate        13

1.2.I.ter        Biodiesel        14

1.2.II        Bioethanol        16

1.2.III        Natural gas        16

1.2.IV        Hybrids        17

1.2.V        Electric Vehicles (EVs)        18

1.2.VI        Fuel cell (Hydrogen)        19

1.3        The mass electrification of the industry and the partnerships inside the sector        20

1.4        Industry analysis and carmakers’ strategies        24

1.4.I        BMW Group        32

1.4.II        Audi        35

1.4.III        Mercedes        37

1.4.IV        Volvo        38

1.4.V        General Motors (Cadillac)        40

1.4.VI        Jaguar Land Rover        41

1.4.VII        Toyota (Lexus)        43

1.4.VIII        Nissan (Infiniti)        44

Chapter II - The business model

2.1        Business model definition and literature        46

2.2        Business model innovation        58

2.3        Business model and strategy        63

2.4        

Canvas        70

2.4.I        

and design        70

2.4.II        The Business Model Canvas: its depiction, features and critics        73

Chapter III - Tesla Motors and the study of its business model

3.1 Tesla Motors: history, models and results.        84

3.2 Other Tesla products: Tesla Powerwall, Tesla Supercharger and the all new Tesla

Gigafactory        94

3.3 Elon Musk: the man behind Tesla Motors and many other successful ideas.        96

3.4 Tesla Motors’ supply chain strategy        98

3.5 Tesla’s business model study and business model innovation        101

3.5.I        Introduction        101

3.5.II        Tesla’s business model analysis using the Business Model Canvas        102

3.5.II.A        Key Partners block        102

3.5.II.B        Key Activities block        104

3.5.II.C        Key Resources block        105

3.5.II.D        Cost Structure block        107

3.5.II.E        Revenue Streams block        109

3.5.II.F        Value Proposition block        110

3.5.II.G        Customer Relationships block        112

3.5.II.H        Channels block        113

3.5.II.I        Customer Segments block        115

3.5.III        Tesla’s business model innovation in the automotive industry        116

3.5.IV        Discussion        119

3.6        Future trends in the automotive industry        122

3.7        Conclusions        125

Reference list        128

Websites        133

Chapter I - The gasoline alternatives and the market analysis

1.1 Introduction

The automotive industry has seen some big changes in the last few decades. The advent of new sources has always been related to the need in finding new solutions, especially in periods in which the oil price was increasing, or new techniques or technologies were found to innovate how people get around. Lots of innovations that we can find in modern vehicles came directly from 19th century, but these were either used just for small lots of cars or dismissed ones, because the gasoline engine proved to be better with regard to building simplicity – the very first innovation in building processes were made by Ford and Taylor at mid-1910s –, maintenance, affordability, reliability, cost and ease of use.

...