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Business Differentiation: The firm seeks the broadest possible market with distinctive offerings
Corporate Related Linked: The firm operates five automotive brands (including Toyota, Lexus, and Scion) in addition to p
other automotive and nonautomotive firms
Cooperative Horizontal Complementary Strategic Alliance: Each partner is committed to combining their resources and sk
within the value chain
International Transnational: the firm seeks to achieve both global efficiency and local responsiveness.
Business Differentiation: The firm seeks the broadest possible market with distinctive offerings
Corporate Related Linked: The firm operates thirteen brands (including Chevrolet, Buick and Cadillac) in addition to
automotive and nonautomotive firms.
Cooperative Horizontal Complementary Strategic Alliance: Each partner is committed to combining their resources an
within the value chain
Internationa Transnational: The firm seeks to achieve both global efficiency and local responsiveness.
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Current Strategies:
• Business Level: Focused Differentiation
• Target early adopters with high income
• Corporate Level: Related Constrained
• Dominant business selling cars but also sells electric power
train parts
• Cooperative Level: Strategic Alliances
• Panasonic, Toyota, Dailmer, Mercedes Benz,
• International Level: Transnational
• U.S, Asia, Australia, Europe, and Canada
• Centered in California
Strategic Issues:
• Small company
• Limited capital
• Niche market
• Charger network
• Range concerns
• Lithium-ion batteries
• Distribution network