It’s a short academic exercise of “strategic automotive design”, including only the design guidelines. The client was “Fiat group” and “Fiat automobiles SpA”.
Its show my personal and particular skills doing strategic analysis, research and producing insights for a brand.
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