* Case Report: National Geographic Video on TESLA * New member in a highly competitive industry
Tesla insertion to the automobile industry had to face a challenging atmosphere. An industry with a wide number of competitors, who have been in market for several years earning the consumers trust, and where all the different niches have been exploited, from the low cost models to the luxury ones.
In an industry this tight, out of the box ideas must take place, as Tesla’s vision to lead a revolution in the car industry, towards a future where every car is electric, with zero emission.
To work on the vision, a set of values like high quality and leading innovation where developed in every part of the company, as it shows in its organizational culture with clean spaces and creative working atmosphere, similar to the concept developed by Silicon Valley’s companies. But these values are not free, they require a large investment from the company, in other to create a Tesla’s Core Competence: A unique technology that allows to replace a gas powered engine for an electrical one.
We can consider this to be a Core Competence, because it manages to be: * Rare in the market * Valuable to the consumers * Sustainable over time * And has potential access to a wide variety of markets
Having this Core Competence allows the company to be able to compete in the tight automobile industry. This Core Competence can be explained by 5 main strategies that Tesla implemented. * Main Strategies for tesla’s Core Competence

Tesla implements different strategies throughout its development, which builds their Core Competence as a sum of the work of the company’s different functions such as Manufacturing and Engineering, Finance and Marketing, that as a sum creates a Step by Step Strategy. * 1° Strategy: Talent Seeking.
Although company’s CEO Elon Musk counted