Download - Strategic automotive design
Assignment 3 // StAssignment 3 // St
Strategic Automotive // Tacettin OSource of Information: w
trategic Automotivetrategic Automotive
sman Sazci & Ricardo Mejia // 2009.www.fiat.com and others.
Intro (Methodology &
The brand & po
Strategy design
Management summary)
ortfolio analysis
ResearchBrand +
Metho
Fiat Automobiles S.p.A.as a brand (isolation)
Strategy
The 5 Ps. Strategy
Philosophy Portfolio ProductProductPlace Price
Intro
& AnalysisPortfolio
odology
Fiat Automobiles S.p.A.as a part of Fiat group
y Design
y & future scenario
AnalysisHistoric & Current Situation
Future ScenarioShort / Medium / Long term
B(Conclusio
/Fiat Automobiles S.p.A. / v
Italian brand / “The theme ofquality is expressed by the rediscars of the Sixties and Seventcars of the Sixties and Seventculture, particularly fashion…” (*
Innovation / “…because the onlythe future is to be innovative…”(*
Mobility on human scale / “– not– Fiat’s aim is to strike a balanceand technology…”“cars that are accessible and imlife” (**)
(*) Mission Fiat
Brand Analysis ns from Assignment 1)
/ /values / strategy / branding
f stressing the brand’s Italiancovery of influences from Italianties and expressions of Italianties and expressions of Italian*)
y way to meet the challenges of*)
t just sustainable, but livable, tooe between experience, creativity
mprove the quality of everyday
Group. (**) Mission Fiat Automobile S.p.A.
B(Conclusio
low consumption of fuel / small ututilitarian / versatile / flexib
Brand Analysis ns from Assignment 1)
Time line analysisTime line analysis.
tilitarian / popular / clean engine / le / three world class / CARS
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
Port(Conclusio
tfolio Analysis ns from Assignment 2)
The 5 Ps. Strategy
Strateg
Portfolio General
PhilosophyShort term
ShortPlace
Short term
Product Short termterm
PriceShort term
S.T. (2009‐2014) / M.T. (201
y & future scenario
y design
Medium Medium term
Long term
MediumMedium LongMedium term
Long term
Medium Medium term
Long termterm term
Medium Medium term
Long term
14–2019) / L.T. (2019–2025)
Fiat gro
General 2009 ‐ 2025
oup portfolio balance
General 2009 ‐ 2025
Fiat portfolio balance
Shoort term 2009 ‐ 2014
Shoort term 2009 ‐ 2014
Place
Shoort term 2009 ‐ 2014
Product & Price
Mediuum term 2014 ‐ 2019
Mediuum term 2014 ‐ 2019
Place
Mediuum term 2014 ‐2019
Product & Price
Loong term 2019 ‐ 2021
Loong term 2019 ‐ 2025
Place
Loong term 2019 ‐2025
Product & Price
Thank you / graziee!
