Since this thread got away from all Tesla, all the time, it has gotten a lot more interesting.
On picking segments where you want to compete, and segments you exit, you win another Radio Shack story, to illustrate the danger of narrowing your market excessively.
As we old phartz know, RS used to carry a wide variety of product, in several different market segments of consumer electronics. As some of us also know, RS’ business model was very inefficient, requiring about a 40% GP to break even.
As big box stores, that could operate profitably at much lower margins, came to dominate the market, RS became increasingly uncompetitive. Did RS change is business model to become more efficient? Nope. It started culling the lower margin product categories.
The 55-60% margins the company had enjoyed on the TRS-80 evaporated as MS-DOS machines became a commodity. RS sold it’s computer factories in Fort Worth to AST Research, carried AST computers for a couple years, then exited that market.
By the time RS went toes up, beside computers, they had exited stereo equipment, video equipment, PA equipment, burglar alarms, and more that slips my mind at the moment, while landline phones and CB radios died of their own accord.
I went through the RS near my home as it was winding down. They still had small parts, though in less variety than in the 80s. They had some radio controlled toy cars and drones. The bulk of their product was cell phones and cell phone accessories. Management had bet the company they could flourish reselling other company’s phone service, and the hardware that went with it. Only one problem. RS didn’t add anything that benefited the cell companies they contracted with. I noticed how RS rotated through different cell companies, from Sprint, to Verizon, to, iirc, T-Mobile. Meanwhile, the big dogs, including T and VZ, apparently started asking themselves why they were subsidizing RS, instead of opening their own stores, and keeping all the loot for themselves.
Unlike other cell phone resellers, like Best Buy and Target, RS was not diversified enough, nor cost efficient enough, to sustain itself without fat kickbacks from the cell carriers.
Farley is setting Ford up the same way RS set itself up: narrowing it’s market focus, and, thus setting the company up to crash and burn when there is a market shift.
Here is a brief article about RS’ collapse. Note item #3, “product concentration”.