PRESENTED BY:VINOD MISHRA

AMRIT MORE

SWOT ANALYSIS OF FIAT LINEA

• Fiat was founded in 1899 by a group of investors including Giovanni Agnelli.

• The first factory was opened in 1900 in Corso Dante. 150 workers were employed there and produced 24 cars.

• As of 2009, Fiat is the world's sixth largest carmaker as well as Italy's largest carmaker.

• Fiat India Automobiles Private Limited (FIAPL) is a 50-50 Industrial Joint Venture between Fiat Group Automobiles and Tata Motors Limited originally incorporated on January 02, 1997.

• Currently manufacturing in India the premium Fiat cars such as the Grande Punto i.e. hatchback and Linea i.e. sedan .

INTRODUCTION

• Fiat linea is a C-segment saloon. Launched in January 2009.

• At its launch, customers had a choice between a petrol engine and a turbo diesel.

• Fiat linea has tough competition with Maruti Suzuki swift dzire, Maruti SuzukiSX4, Tata indigo, Honda city, Chevrolet aveo and Hyundai Verna.

• Fiat Linea has three version i.e. Linea Active, Linea Dynamic, Linea Emotion.

• The price range of fiat linea is between 6.49 lac. and 9.03 lac.

PRODUCT PROFILE

•Contemporary Italian Style/looks.

• Fire Prevention System (FPS).

• Double Crank Protection System.

• Blue & Me Technology.

• FIRE petrol engine and new T-Jet Variants diesel engine.

•All 4 disk brake.

• Service schedule reminder

USP OF FIAT LINEA

• Consumer based segmentation.• Geographical based segmentation.• Demographic based segmentation.• Psychological based segmentation.

• Product based segmentation.•Price.•Perceived Quality.• After sales services.

MARKET SEGMENTATION

•

Competitive based segmentation ( Michael porter’s 5 force model)

Type of Customers

Type of Product

Career Family Entertainment

Optimistic Fast Forward New Age Nurture

Mouse Potatoes

Transitional Techno Strivers

Digital Hopefuls

Gadget Grabbers

Pessimistic Hand Shakers

Traditionalists

Media Junkies

TECHNOLOGY SEGMENTATION

• People who demand upscale technology and power for enhancing both their personal and professional lives.

• Person who is having high aspiration for luxurious car.

TARGET AUDIENCE

•Fiat Linea come under A class and under A class it fall under A3 class .

SEC CLASSIFICATION OF FIAT LINEA

• Fiat line provides better millage.

• Inbuilt with latest technology that rarely found other

C segment cars.

•Very low maintenance cost.

Customer Relationship

Management Factor

SWOT ANALYSIS OF FIAT LINEA

•Contemporary Italian Style.

•Distribution advantage.

• Growing service network.

• 24 X 7 Roadside assistance services.

•Flexible and Powerful Engines.

•Long service interval.

•Longest service interval

STRENGTHS

Customers Satisfaction is not up to

mark.

At traffic signal it did not give the

pickup that Indian desire.

Interiors which were often tacky.

Prices are too High.

Product design is not as per Indian

mentality.

WEAKNESS

Fiat linea can compete in the Indian market by using its low price model.

Fiat linea can increase its market share by making people aware of their technology and Italian design.

Enter Into different variant of linea Technology Development And Innovation.

OPPORTUNITIES

Threats from new comers like- Toyota Etios, Volkswagen Polo & Vento and etc.

Technological advances and better interior which leads to invest in Research and Development area.

Strong competitive position of current major players like- with Maruti Suzuki swift dzire, Maruti SuzukiSX4, Tata indigo, Honda city, Chevrolet aveo and Hyundai Verna.

THREATS