Case Study on Automobile Industry - Fiat Chrysler

Added on - 21 Jul 2020

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Case Study
ACKNOWLEDGEMENTI would like to extend heartily thanks to my teacher _______ who gave me thisopportunity to work upon this interesting topic as a project assignment. Further, a heartfeltthanks to the principal of the college who always encouraged me to work upon this project andcomplete it successfully.A big thanks to my parents without whose support, the project could not have beenfinished. Many thanks to my friends who always supported me guided me so that each and everyimportant aspect is covered in the project. In the end, I would I like to than my senior ______,for introducing me to automobile industry in practical manner and helping me in making thisproject a successful one.
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................41.1 Title........................................................................................................................................41.2 Abstract..................................................................................................................................41.3 Rationale of the research.......................................................................................................41.4 Research problems from the case..........................................................................................41.5 Research Questions................................................................................................................51.6 Aim and objectives of the project..........................................................................................51.7 Background of the study........................................................................................................61.8 Structure of the work.............................................................................................................7CHAPTER 2: LITERATURE REVIEW.........................................................................................82.1 Introduction............................................................................................................................82.2 Literature review on automobile industry..............................................................................82.3 Industry size.........................................................................................................................102.4 Growth rate..........................................................................................................................122.5 Major players or competitor’s analysis................................................................................132.6 Situation Analysis................................................................................................................142.7 Proposed plan for analysis...................................................................................................152.8 Literature review..................................................................................................................152.9 Conclusion...........................................................................................................................16CHAPTER 3: METHODOLOGY FOR STUDY..........................................................................173.1 Introduction..........................................................................................................................173.2 Explanation to research philosophy, design, approach methods.........................................173.3 Secondary market research..................................................................................................193.4 Reliability.............................................................................................................................193.5 Validity................................................................................................................................203.6 Ethical issues........................................................................................................................203.7 Conclusion...........................................................................................................................21CHAPTER 4: RESULTS AND DISCUSSIONS..........................................................................214.1 Introduction..........................................................................................................................214.2 Strategic analysis.................................................................................................................21
4.3 Assessment of current position...........................................................................................244.4 Integrated assessment of analysis by generating ideas and giving alternative solutions.....254.5 Selection of strategies for success........................................................................................274.6 Findings from data collected...............................................................................................284.7 Solutions to research problems............................................................................................294.8 Conclusion...........................................................................................................................30CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................305.1 Introduction..........................................................................................................................305.2 Conclusion...........................................................................................................................305.3 Recommendations................................................................................................................315.4 Decision on action plan........................................................................................................325.5 Need for further research.....................................................................................................32REFERENCES..............................................................................................................................34
Table of FigureFigure 1Output statistics of UK Automobile industry...................................................................11Figure 2 Presence of various centres of Ford................................................................................12Figure 3SWOT and PESTLE Framework.....................................................................................22
CHAPTER 1: INTRODUCTION1.1 Title“To study various factors due to which sales level get decline of Fiat Chrysler Auto-mobiles.”1.2 AbstractSales is an important aspect of any organization and hence all appropriate steps are takenby the management of the company to increase up to maximum possibility. The present researchis based upon a case study that has been chosen on Fiat Chrysler Automobiles. It is a companywhich deals in automobiles. It has been able to compete with top organization of UK. Asecondary research has been conducted on the company where its success and growth factorshave been analysed. Rigorous literature review has been conducted with the aim to concentrateon key factors of sales. In the end, it is recommended to the organization that it must improve thequality of its products and services so as to be counted in top notch brands of UK. Moreover, ithas also been recommended that improvement in market research strategies can help thecompany in tapping large number of customers towards it.1.3 Rationale of the researchWhile conducting any research, it is important that the researcher understand its relevance.The study must hold some worth so that specific purpose through it can be served. It is importantto understand its practical and academically aspect by diligently analysing its relevance. Theresearcher does not hold adequate amount of knowledge regarding various factors that areresponsible for declination in sales level of Fiat Chrysler Auto mobiles. Further, increasingfluctuations in the automobile industry have attracted the researcher to further study this topic indetailed manner. The project will help in understanding various aspects whose direct dependencecan be assessed on company’s sales. The study will be helpful in improving the currentknowledge aspect that is being possessed by the researcher related to the stated subject matter.1.4 Research problems from the caseThe case that has been chosen for the research is related to the study of Fiat ChryslerAutomobiles. It is one of the most important section of the research where the problem related tothe organization will be identified.The main objective of every company is to become successful and gain the highest amountof market share. Moreover, attracting large number of customer towards it is the another aim ofthe company as it can have strong and direct impact on success and growth of the organization.
Moreover, it also helps in dealing with the competitors present in the market as well. However,there are various issues that are faced by the company. These issues will be discussed in theresearch in detail.The scenario of current drop down in sales of Fiat Crysler Automobiles have beendiscussed in the case scenario being chosen to serve the purpose of the study. A decrease in salescan have strong impact on the profitability of the company (Shao, Taisch and Ortega-Mier,2016). Moreover, it is considered to be a loss situation as well. The main concern of everyorganization is to maintain effective relationship with its customers. It is an easy approach tosatisfy the customer to its best. Hence, it is important for Fait Crysler Automobile to understandthe reason behind decreasing sales.Another issue that has been addressed in the article is related to technological aspects andinnovation. Company is required to constantly upgrade its technological aspects as peoplealways prefer to get modern technology for their automobiles. Moreover, it certainly helps thecompany to generate higher revenue and ultimately higher profits. The availability ofcompetitors is quite higher in case of automobiles in the market. Different tools and techniquesare used by Fiat so that the best product quality can be delivered to the customers. However, theissue is due to its high-end products, customers are switching to other brand over Fiat CryslerAutomobiles.1.5 Research QuestionsResearch questions for the present research are:What are the major factors that affect the sales of firm?Which kind of issues are faced by the Fiat Chrysler Auto-mobile in their strategicmanagement?How to analyse the market position of Fiat Chrysler Auto-mobile?What are the major recommendation for improving the growth and success of firm?1.6 Aim and objectives of the projectThe aim of present research is “To evaluate various factors which are responsible fordecline in the sales of organisation. A case study on Fiat Chrysler Auto-mobile.”Based on above stated aim, following objectives for the research can be framed:To identify the various factors that affect the sales of company.
To access the major issues that are faced by Fiat Chrysler auto-mobile in their strategicmanagement.To analyse the actual market position of Fiat Chrysler Auto-mobile.To recommended most appropriate strategies that helps in future growth of company.1.7 Background of the studyFiat Chrysler Automobiles is an Italian American company and is considered as eighthlargest auto maker in the world. The group was able to be established after merger of Fiat andChrysler in the late 2014 (Caputo, 2012). It has been headquartered in London. The holdingcompany is listed with New York Stock exchange and Borsa Italiana in Milan. Exor S.p.A. is anItalian investment group that is controlled by Angelli family, is owning 29.19% of Fiat Chryslerand is controlling 44.31% with the help of loyalty voting mechanism (Hashmi and Biesebroeck,2016). It is involved in designing, engineering, manufacturing and selling vehicles and otherparts related to it. It has been able to provide 162 manufacturing sites worldwide with 87research and development centres (Balcet, Commisso and Calabrese, 2013). It has dealers anddistributers in more than 150 countries worldwide. Other services are also provided by itssubsidiaries and financial partners. These services include, leasing, rental services, dealerfinancing, retail financing etc.The portfolio of the company includes different automotive brands such as, Abarth, Dodge,Fiat, Jeep, Fiat professional, Lancia, Ferrari and Alfa Romeo etc. Ferrari came to this group in2016. The company tends to own different industrial subsidiaries as well, which includes,Magneti Marelli, Teksid, Mopar and Comau (Clark, 2011). The manufacturing design andfacilities of engineering are set up in United States, Italy, Turin, Michigan, Auburn hills andother location situated at different parts of the world, including, Mexico, Brazil, Canada,Argentina, India, China and Poland.5 year business plan was announced by Fiat Chrysler on May 2014 which has helped todefine the functioning of the company. Moreover, it also helped in giving an insight regardingmission and vision of the company as well (Rigotti and Palmieri, 2010). As per the expectationsof the company, there will an increase in its sales up to 7 million units. It will help in increasingthe revenue up to 132 billion with the net income of 5 billion to the organization. The industrialdebt of Fiat will peak at 11 billion in 2015. However, it will then reduce to 0.5 to 1 billion by the
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