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Assignment 3 // St
                Assignment 3 // St
                                 trategic Automotive
                                 trategic Automotive

Strategic Automotive // Tacettin Osman Sazci & Ricardo Mejia // 2009.
             Source of Information: w
                                    www.fiat.com and others.
Intro 
(Methodology & Management summary)




The brand & po
             ortfolio analysis 




Strategy design
Intro
                        Metho
                            odology

                       Research & Analysis
                       Brand + Portfolio

   Fiat  Automobiles S.p.A.        Fiat  Automobiles S.p.A.
     as a brand (isolation)         as a part of Fiat group



                       Strategy Design
                              y
              The 5 Ps. Strategy
                               y & future scenario


                                  Analysis
Philosophy 
                                  Historic & Current Situation
Portfolio 
Product
                                  Future Scenario
Place 
                                  Short / Medium / Long term
Price 
B
                                 Brand Analysis 
                      (Conclusions from Assignment 1)




      Fiat  Automobiles S.p.A. / v
                               / values / strategy / branding
                                        /          /

Italian brand / “The theme of stressing the brand’s Italian
                                  f
quality is expressed by the rediscovery of influences from Italian
cars of the Sixties and Sevent    ties and expressions of Italian
culture, particularly fashion…” (*
                                 *)

Innovation / “…because the only way to meet the challenges of
                                 y
the future is to be innovative…”(*
                                 *)

Mobility on human scale / “– not just sustainable, but livable, too
                                  t
– Fiat’s aim is to strike a balance between experience, creativity
                                  e
and technology…”
“cars that are accessible and im  mprove the quality of everyday
life” (**)

                    (*) Mission Fiat Group. (**) Mission Fiat Automobile S.p.A.
B
                                   Brand Analysis 
                          (Conclusions from Assignment 1)

                                         Time line analysis.
                                         Time line analysis




low consumption of fuel / small ut    tilitarian / popular / clean engine / 
      utilitarian / versatile / flexible / three world class / CARS
Strategic automotive design
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Port
      tfolio Analysis 
(Conclusions from Assignment 2)
Strategic automotive design
Strategy design
             The 5 Ps. Strategy
                              y & future scenario



                   General
 Portfolio

                                  Medium            Long 
                    Short 
Philosophy
                                   term             term
                    term

                                  Medium 
                                  Medium            Long 
                                                    Long
                    Short 
                    Short
  Place
                                   term             term
                    term

                                  Medium            Long 
                    Short 
 Product 
                                   term             term
                    term

                                  Medium            Long 
                    Short 
  Price
                                   term             term
                    term

  S.T. (2009‐2014) / M.T. (201
                             14–2019) / L.T. (2019–2025)
General                 2009 ‐ 2025
Fiat gro
       oup portfolio balance
General                 2009 ‐ 2025
Fiat portfolio balance
Strategic automotive design
Short term
  o          2009 ‐ 2014
Short term
  o            2009 ‐ 2014
       Place
Short term
  o                   2009 ‐ 2014
    Product & Price
Strategic automotive design
Medium term
    u         2014 ‐ 2019
Medium term
    u            2014 ‐ 2019
         Place
Medium term
    u                   2014 ‐2019
      Product & Price
Strategic automotive design
Long term
 o          2019 ‐ 2021
Long term
 o             2019 ‐ 2025
       Place
Long term
 o                   2019 ‐2025
   Product & Price
Thank you / grazie!
                 e

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Strategic automotive design

  • 1. Assignment 3 // St Assignment 3 // St trategic Automotive trategic Automotive Strategic Automotive // Tacettin Osman Sazci & Ricardo Mejia // 2009. Source of Information: w www.fiat.com and others.
  • 3. Intro Metho odology Research & Analysis Brand + Portfolio Fiat  Automobiles S.p.A. Fiat  Automobiles S.p.A. as a brand (isolation)  as a part of Fiat group Strategy Design y The 5 Ps. Strategy y & future scenario Analysis Philosophy  Historic & Current Situation Portfolio  Product Future Scenario Place  Short / Medium / Long term Price 
  • 4. B Brand Analysis  (Conclusions from Assignment 1) Fiat  Automobiles S.p.A. / v / values / strategy / branding / / Italian brand / “The theme of stressing the brand’s Italian f quality is expressed by the rediscovery of influences from Italian cars of the Sixties and Sevent ties and expressions of Italian culture, particularly fashion…” (* *) Innovation / “…because the only way to meet the challenges of y the future is to be innovative…”(* *) Mobility on human scale / “– not just sustainable, but livable, too t – Fiat’s aim is to strike a balance between experience, creativity e and technology…” “cars that are accessible and im mprove the quality of everyday life” (**) (*) Mission Fiat Group. (**) Mission Fiat Automobile S.p.A.
  • 5. B Brand Analysis  (Conclusions from Assignment 1) Time line analysis. Time line analysis low consumption of fuel / small ut tilitarian / popular / clean engine /  utilitarian / versatile / flexible / three world class / CARS
  • 7. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 8. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 9. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 10. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 11. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 12. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 13. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 14. Port tfolio Analysis  (Conclusions from Assignment 2)
  • 16. Strategy design The 5 Ps. Strategy y & future scenario General Portfolio Medium  Long  Short  Philosophy term term term Medium  Medium Long  Long Short  Short Place term term term Medium  Long  Short  Product  term term term Medium  Long  Short  Price term term term S.T. (2009‐2014) / M.T. (201 14–2019) / L.T. (2019–2025)
  • 17. General 2009 ‐ 2025 Fiat gro oup portfolio balance
  • 18. General 2009 ‐ 2025 Fiat portfolio balance
  • 20. Short term o 2009 ‐ 2014
  • 21. Short term o 2009 ‐ 2014 Place
  • 22. Short term o 2009 ‐ 2014 Product & Price
  • 24. Medium term u 2014 ‐ 2019
  • 25. Medium term u 2014 ‐ 2019 Place
  • 26. Medium term u 2014 ‐2019 Product & Price
  • 28. Long term o 2019 ‐ 2021
  • 29. Long term o 2019 ‐ 2025 Place
  • 30. Long term o 2019 ‐2025 Product & Price