Global Strategy and Local Needs in the Luxury Car Market

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Global Strategy and Local Needs in the Luxury Car Market

assignment submitted to

Prof.Dr. Florian Pfeffel
accadis Hochschule Bad Homburg

by
Sabrina La Marte
17. November 2012
MBA14

Table of Contents

II

Table of Contents
1
Introduction
1.1

Methodology

2
Definition and terminology

1

2

2

2.1

Strategy

2

2.2

Global or Local Strategy

2

2.3

Bartlett’s and Ghoshal’s model

4

2.4

The multinational organization

4

2.4.1
The international organization

5

2.4.2
The global organization

6

2.4.3
The transnational strategy

7

2.5

The Luxury Concept and Definition

8

2.6

Luxury versus premium car market

9

3
Strategic examples

10

3.1

Daimler AG

11

3.2

BMW AG

11

3.3

Volkswagen AG

13

4
The Maserati case

14

4.1

Introduction to Maserati

14

4.2

Maserati’s strength

16

4.2.1
The cooperation with the Fiat Group

16

4.2.2
The luxury image

17

4.2.3
Driving performance

17

4.2.4
The people that work for Maserati

17

4.3

18

Maserati’s weaknesses

4.3.1
The image of the Fiat Group

18

4.3.2
Progress and technology

18

4.3.3
Dealer network

18

4.4

19

Maserati’s opportunities

4.4.1
Industrial opportunities

19

4.5

Maserati’s threats

19

4.5.1
General economic threats

19

Table of Contents

4.6

Industrial threats

5
Recommendation

III

20

20

5.1

Centralize key functions

21

5.2

Build a strong team

22

5.3

Identify a potential lead market

22

5.4

Keeping the myth alive will not be enough

23

5.5

Relocate production

23

6
Conclusion

24

7
Appendix

26

7.1

Research questions

26

7.2

Fiat Strategy

27

7.3

Structure of selected automotive groups

28

7.4

Framework of selected brands in the automotive industry

29

7.5

Organizational characteristics of multinational, global,
international and transnational companies

31

Abbreviations

Abbreviations
AG

Aktien Gesellschaft

BMW

Bayerische Motoren Werke

CEO

chief executive officer

Cf.

confer

dpa

Deutsche Presse Agentur

e.g.

as an example

FGA

Fiat Group Automobiles

GmbH

Gesellschaft mit beschränkter Haftung

Hp

Horse power

HQ

Head Quarter

LLC

Limited Liability Company

Ltd.

Limited Company

Mercosur

Mercado Común del Sur (Common market of South America)

NAFTA

North American Free Trade Agreement

p.

page

Pte.

Private

R&D

Research and Development

S.p.A.

Societá per azioni

SUV

sport utility vehicle
tracking img