TESLA
Blue Ocean Strategy(for Tesla Roadster)
Tesla's goals are to increase the number and variety of EVs available to mainstream consumers to reduce the dependence upon foreign oil and eliminate emissions. It tried to satisfied customers with higher efficiency and comfort in a relative low price.
In traditional "red ocean" marketplace of vehicle, the market is segmented to many different groups according to different customer demands. In order to satisfied the target group, the vehicle companies need to adjust the attributions of vehicle from size, appearance etc. The "green" car and sports car seems to always focused on two different customer groups in the past. The major feature of green cars was low energy cost, which seems to conflicted with the characteristic of premium sport vehicle. Tesla Motor was the first company to combine these two attributes in one single vehicle model- the Tesla Roadster, which was the first vehicle of the company. It is a fast vehicle with plenty of torque with zero emissions. Tesla created "green performance vehicle" marketplace, it is completely new market which haven't existed before(Chamberlin, 2013). Tesla create this "blue ocean" to itself, where exist large space for it to develop.
Within the current business market, the companies are always involved in fierce competition, due to the development of technology and globalization. Survive and further develop the company seems to be harder than before. As Mauborgne(2005) said, the capacity of an enterprise to move into the blue ocean could be described as the business success. Even if the most popular model of Tesla vehicle is not Tesla Roadster currently, the continuous development of this vehicle model assist Tesla establish high entry barriers in this blue ocean, the first mover advantages that Tesla has are benefit to the development of Tesla as a whole.