Fiat
Fiat in Europe
Fiat, an Italian car manufacture, headquartered in Turin and operated by the Agnelli family, has been a major force in Italian economic life since the beginning of the 20th century. FIAT is mainly involved in the production of Fiat cars and has a number of plants in Italy and abroad. It also owns Alfa-Romeo, Lancia, and Ferrari. FIAT's combined operations produce 3 million cars per year in Italy. FIAT's large share of the Italian market allows it to compete in the European market. Fiat Auto is the world's sixth-largest automobile producer (with 5% of the global market) and the seventh largest at European level (with 9.2% of the market). Fiat not only developed in automobile market but also involved in commercial vehicles, construction machinery, telecommunications equipment, engine components, railroad stock, tractors, and airplanes. Please refer to Appendix A.
Fiat was successfully operated in Italy. The government also supported Fiat to become the top carmaker in the country. Although Italian prefers its home-made car, however, Fiat faced big challenge out of Italy. People in Europe regarded Fiat as innovative and diversity company. Due to cooperate with CRF, Fiat’s strong R&D makes it has capability to compete with other company in Europe. The innovative of Fiat’s product line such as Fiat 500 C with electrical control soft top brings competitive advantage for Fiat to compete with other car companies. However, the lack of scale compared to peers limited Fiat’s financial efficiency. In addition, Fiat used to produce innovative car, but they don’t have sensitivity of the market. Marketing seems don’t know what happen around the market and what’s customer want now. The lack of ability to understand the market is the big problem of Fiat. In addition, there are no partnership between marketing and engineer. The result is marketing can’t provide value information to engineer, and the car somehow just copy its competitors, but with low price.
Fiat, an Italian car manufacture, headquartered in Turin and operated by the Agnelli family, has been a major force in Italian economic life since the beginning of the 20th century. FIAT is mainly involved in the production of Fiat cars and has a number of plants in Italy and abroad. It also owns Alfa-Romeo, Lancia, and Ferrari. FIAT's combined operations produce 3 million cars per year in Italy. FIAT's large share of the Italian market allows it to compete in the European market. Fiat Auto is the world's sixth-largest automobile producer (with 5% of the global market) and the seventh largest at European level (with 9.2% of the market). Fiat not only developed in automobile market but also involved in commercial vehicles, construction machinery, telecommunications equipment, engine components, railroad stock, tractors, and airplanes. Please refer to Appendix A.
Fiat was successfully operated in Italy. The government also supported Fiat to become the top carmaker in the country. Although Italian prefers its home-made car, however, Fiat faced big challenge out of Italy. People in Europe regarded Fiat as innovative and diversity company. Due to cooperate with CRF, Fiat’s strong R&D makes it has capability to compete with other company in Europe. The innovative of Fiat’s product line such as Fiat 500 C with electrical control soft top brings competitive advantage for Fiat to compete with other car companies. However, the lack of scale compared to peers limited Fiat’s financial efficiency. In addition, Fiat used to produce innovative car, but they don’t have sensitivity of the market. Marketing seems don’t know what happen around the market and what’s customer want now. The lack of ability to understand the market is the big problem of Fiat. In addition, there are no partnership between marketing and engineer. The result is marketing can’t provide value information to engineer, and the car somehow just copy its competitors, but with low price.