Analysis of Strategies Tesla Should Adopt

Upon Entering the Indian Market

MBA ZG622T: Project

by

Ansari Zikra Abdullah

2019HB59052

Project work carried out at

LTI, Navi Mumbai

BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE

PILANI (RAJASTHAN)

April 2021

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Contents:
1.............................................................................................................................Background
................................................................................................................................................3
2...............................................................................................................................Objectives
................................................................................................................................................4
3........................................................................................................................Scope of Work
................................................................................................................................................4
4...........................................................................................................................Plan of Work
................................................................................................................................................4
5..............................................................................................................Literature References
................................................................................................................................................5
6...........................................................................Particulars of the Supervisor and Examiner
................................................................................................................................................6
7......................................................................................................Remarks of the Supervisor
................................................................................................................................................6

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Background:

There is a continuous technological innovation happening in every area of life. The electric
vehicle is one such innovation which is getting widely popular across the globe. An electric
vehicle, also known as battery electric vehicle has an electric motor rather than an internal
combustion engine.

While most of the Automobile Companies were unable to develop the electric car with robust
specification, Tesla (Tesla Inc.) has earned this achievement while keeping the general
specifications in mind as well. Tesla was founded in 2003 in California by the engineers Martin
Eberhard and Marc Tarpenning. Apart from Electric Cars, The Company also develops solar
roofs and solar panels. The present CEO Elon Musk has been the popular face since he launched
the Spacecraft Company called SpaceX. However he has joined Tesla as an investor in 2004.

Tesla has gained massive popularity over the years due to their innovative products, more
specifically the premium electric cars. The company is set to launch their first car in India in this
year. Therefore, it would be interesting to predict the marketing and business strategies which
Tesla is going to adopt in order to resolve the challenges while launching their product in India.

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Objectives:

 To study current strategies of Tesla with respect to business and marketing.

 To analyze the challenges faced by Tesla while setting their foot in India.
 To analyze the strategies that the Company should adopt in order to reach the masses in
India.

Scope of Work:

Analysis of strategies that should be undertaken by Tesla Inc. with respect to Indian Automobile
Market is the major scope of this project. However a brief study of the Company in the context
of strategies undertaken & current challenges related to Indian Market are integral part of this
project as well.

Plan of Work:
Phases Start Date – End Date Work to be done
Outline 18th Jan 2021– 28th Jan 2021  Literature Review
 Outline Development &
Submission
Initial Research 29th Jan, 2021 - 10th Feb, 2021  Discussion with Faculty
Mentor
 In Depth Literature Review
 Determination of
Methodology/Techniques
Analysis phase I 11th Feb 2021 – 22nd Feb, 2021  Analysis & Reporting of Initial
Objectives
Analysis Phase II 23rd Feb, 2021 – 12th Mar,  Strategy Analysis & Reporting
2021
Review 13th Mar, 2021 - 18th Apr,  Compilation of Project Report
2021  Creation of Presentation
Submission th rd
19 Apr, 2021 – 23 Apr, 2021  Final Review & Submission of
Work

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Literature References:
 Jeff Evanson. (2014, January). Tesla Motors Investor Presentation, retrieved January 20,

2021 from https://ir.tesla.com/.

 Reuters. (2021, January 23). Long road for Tesla in India with infrastructure, supply

chain woes.The Hindu. https://www.thehindu.com/sci-tech/technology/long-road-for-

tesla-in-india-with-infrastructure-supply-chain-woes/article33642886.ece

 Gupta, S. (2020, October 6). Tesla to enter the Indian market by next year. MotorOctane.

https://motoroctane.com/news/209454-tesla-indian-market-next

 Ian. (2018, October 6). How Tesla Used a $0 Marketing Strategy To Dominate a Market.

Marketing Strategy. https://www.marketingstrategy.com/marketing-strategy-studies/how-

tesla-used-a-0-marketing-strategy-to-dominate-a-market/

 Ferguson, T. (2020, May 29). Learning From the Best: 3 Marketing Lessons From Tesla

and Elon Musk. Right Mix Marketing. https://www.rightmixmarketing.com/marketing/3-

lessons-to-learn-from-teslas-marketing-strategy/

 Onanwa Nneka Egbue. A socio-technical analysis of widespread electric vehicle

adoption (Dissertation).https://scholarsmine.mst.edu/cgi/viewcontent.cgi?

article=3026&context=doctoral_dissertations; 2012

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Particulars of the Supervisor and Examiner:
Supervisor Additional Examiner
Name Aditi Katiyar Moutushi Paul

Qualification BTech. (Electronics & B.E. (Computer Science &

Communication Engineering) Engineering)
Designation Senior Manager - Software Senior Specialist - Software
Engineering Engineering
Employing Orgn LTI, Airoli, Navi Mumbai LTI, Airoli, Navi Mumbai
and Location
Phone No. +91 9869322395 +91 9619187704
(with STD Code)
Email Address Aditi.Katiyar@lntinfotech.com moutushi.paul@lntinfotech.com

Remarks of the Supervisor:

The problem statement is very interesting. Strategy formulation is an integral part of any
organization in order to align the goals and operations effectively. Thus, mastering this skill is of
utmost importance. I am convinced that Zikra has learnt a lot while doing the project and she will
definitely be able to apply the knowledge wherever necessary. Therefore, I have approved this
project.

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 Birla Institute of Technology & Science, Pilani
Work-Integrated Learning Programmes Division
Second Semester 2020-2021

MBA ZG622T Project Outline

ID No. : 2019HB59052

NAME OF THE STUDENT : Ansari Zikra Abdullah

EMAIL ADDRESS : 2019hb59052@wilp.bits-pilani.ac.in

STUDENT’S EMPLOYING : LTI, Navi Mumbai

ORGANIZATION & LOCATION

SUPERVISOR’S NAME : Aditi Katiyar

SUPERVISOR’S EMPLOYING : LTI, Navi Mumbai

ORGANIZATION & LOCATION

SUPERVISOR’S EMAIL ADDRESS: Aditi.Katiyar@lntinfotech.com

PROJECT WORK TITLE : Analysis of Strategies Tesla Should Adopt Upon

Entering the Indian Market
_____________________________________________________________________

Please prepare the outline as a separate document with the following sections
along with the above identification information.

1. Cover Page with ID No., Name, Course Number, Course Title and Project Work Title,
Broad Academic Area of Work:

2. Background (Relevance of the project to the current work environment in the

employing organization)

3. Objectives

4. Scope of Work (to be done by the student independently)

5. Plan of Work (Work to be done during the semester)

6. Literature References

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 7. Particulars of the Supervisor and Examiner

8. Remarks of the Supervisor

Signature of Student Signature of Supervisor Signature of Additional Examiner

Name: Zikra Ansari Name: Aditi Katiyar Name: Moutushi Paul

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