Prof. Zeng Chenghua from the Department of Enterprise Management, Fudan University School of Management, shared his analysis of Tesla's strategies as a case study in a recent lecture.
With the help of a large amount of data, Prof. Zeng explained why the company which had appeared to suffer from losses year after year suddenly became an unattainably successful industry icon. He showed the students how Tesla has built an ecosystem of electric vehicle from scratch over the past two decades, covering multiple market segments such as electric vehicle battery, autodriving, charging network, etc.. In doing so, Tesla has redefined the standards of the industry and successfully established a strong association in consumers' minds between the brand and electric vehicles. Then Prof.r Zeng analyzed the logic of Tesla’s open-source patents pledge from the perspective of competition.
Prof. Zeng also shed light upon some of the essential differences between Tesla and traditional auto companies. He advised traditional car manufacturers in China to make radical changes at the level of thinking. In Prof. Zeng’s opinion, relocating the headquarter can be very helpful for the company to achieve transformation, upgrading and innovation.
