strategic automotive design

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Assignment 3 // St Assignment 3 // St Strategic Automotive // Tacettin O Source of Information: w trategic Automotive trategic Automotive sman Sazci & Ricardo Mejia // 2009. www.fiat.com and others.

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DESCRIPTION

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.

TRANSCRIPT

Page 1: 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.

Page 2: Strategic automotive design

Intro (Methodology & 

The brand & po

Strategy design

Management summary)

ortfolio analysis 

Page 3: Strategic automotive design

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

Page 4: Strategic automotive design

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.

Page 5: Strategic automotive design

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

Page 6: Strategic automotive design
Page 7: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 8: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 9: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 10: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 11: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 12: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 13: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 14: Strategic automotive design

Port(Conclusio

tfolio Analysis ns from Assignment 2)

Page 15: Strategic automotive design
Page 16: Strategic automotive design

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)

Page 17: Strategic automotive design

Fiat gro

General 2009 ‐ 2025

oup portfolio balance

Page 18: Strategic automotive design

General 2009 ‐ 2025

Fiat portfolio balance

Page 19: Strategic automotive design
Page 20: Strategic automotive design

Shoort term 2009 ‐ 2014

Page 21: Strategic automotive design

Shoort term 2009 ‐ 2014

Place

Page 22: Strategic automotive design

Shoort term 2009 ‐ 2014

Product & Price

Page 23: Strategic automotive design
Page 24: Strategic automotive design

Mediuum term 2014 ‐ 2019

Page 25: Strategic automotive design

Mediuum term 2014 ‐ 2019

Place

Page 26: Strategic automotive design

Mediuum term 2014 ‐2019

Product & Price

Page 27: Strategic automotive design
Page 28: Strategic automotive design

Loong term 2019 ‐ 2021

Page 29: Strategic automotive design

Loong term 2019 ‐ 2025

Place

Page 30: Strategic automotive design

Loong term 2019 ‐2025

Product & Price

Page 31: Strategic automotive design

Thank you / graziee!