Strategic automotive design
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Transcript of Strategic automotive design
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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.
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Intro (Methodology &
The brand & po
Strategy design
Management summary)
ortfolio analysis
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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
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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.
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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
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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Port(Conclusio
tfolio Analysis ns from Assignment 2)
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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)
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Fiat gro
General 2009 ‐ 2025
oup portfolio balance
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General 2009 ‐ 2025
Fiat portfolio balance
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Shoort term 2009 ‐ 2014
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Shoort term 2009 ‐ 2014
Place
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Shoort term 2009 ‐ 2014
Product & Price
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Mediuum term 2014 ‐ 2019
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Mediuum term 2014 ‐ 2019
Place
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Mediuum term 2014 ‐2019
Product & Price
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Loong term 2019 ‐ 2021
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Loong term 2019 ‐ 2025
Place
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Loong term 2019 ‐2025
Product & Price
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Thank you / graziee!