Abstract
Research methodology The case has been developed by using secondary sources of information. Case overview/synopsis Teslaâs much-awaited foray into the burgeoning Indian electric vehicle (EV) marketplace had hit the âhigh import tariffâ roadblock. Discussions ensued and finally, Elon Musk, the CEO of Tesla and the Indian Government found common ground. The moot point of Teslaâs entry mode was resolved. Musk announced Teslaâs plan to set up an EV supply chain and manufacturing facility in the host country. This case discusses factors affecting location decision, market entry modes and international corporate-level strategies. Tata Motors sold affordable cars and was miles ahead in the EV race in India. Musk had to align Teslaâs India strategy with the companyâs global strategy to woo the price-sensitive Indian consumers. What were the options available to him? This case examines different business-level strategic options that could help Tesla drive in the fast lane in India. Complexity academic level The case can be used in international strategy course at graduate level. It can also be used in a session on international marketing in marketing management course.
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