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!