CASE STUDY
FIAT CHRYSLER AUTOMOBILES CASE STUDY
Piergiorgio FrattariWojskowa Akademia TechnicznaDepartement of
CyberneticsCourse of International Public Relations
INTRODUCTION
The US automobiles industry has suffered severely in the
economic downturn
The integration between Fiat and Chrysler dates back to 2009
after Chrysler filed for Chapter 11 bankruptcy reorganization on 30
April 2009, Fiat gradually acquired the other parties' shares to
take majority ownership of the company
Fiat Chrysler Automobiles NV will become the holding company for
Fiat Chrysler Automobiles following the reorganization of Fiat SpA
and Chrysler Group LLC that was announced on 29 January 2014. The
announcement came just a week after Fiat's acquisition of 100% of
Chrysler Group LLC on 21 January 2014
COUNTRY PROFILE
TARGET AREA: USA, EUROPE
For Chrysler this alliance means stability, structural changes
in manifacturing, new technology, and access to Europe's
market.
Fiat is expecting from this alliance a quick access to the North
American market and a strong global presence
Screen shot 2011-10-27 at 6
CASE PROFILE
The objective of the Fiat-Chrysler integration is to create an
efficient, competitive global automaker through the sharing of
industrial and technological know-how, resources, projects, targets
and ambitions.
In this case we will see how Fiat and Chrysler show to the
public and stakeholder the acquisition and the cooperation of their
work
GROUP PROFILE
Fiat is an international auto group engaged in industrial
activities in the automotive sector that designs, engineers,
manufactures, distributes and sells vehicles for the Mass-Market
and Premium Brands under the Fiat, Alfa Romeo, Lancia, Abarth and
Fiat Professional brands and Chrysler Group brands such as
Chrysler, Jeep, Dodge and Ram brand vehicles and vehicles with the
SRT vehicle performance designation, as well as Luxury and
Performance cars under the Ferrari and Maserati brands.
STRATEGY
- STRATEGY CONSISTED ON THREE STEPS
FIRST STEP
ENGAGE WITH STAKEHOLDERS
Fiat Groups success depends in large part on how well they
listen to and recognize the needs and expectations of their
stakeholders who, directly or indirectly, affect the activities of
the Group or are influenced by them
They maintain an open, ongoing dialogue with employees,
customers, suppliers, dealerships, academia, investors, advocacy
and non-governmental organizations institutions and local
communities.
In 2013, in order to explore specific sustainability issues with
stakeholders, Fiat group's organize three Stakeholder Engagement
Events in Italy, Brazil and the United States, with participants
reflecting the Group's main external stakeholder categories.
SECOND STEP
FOR COSTUMERS
Customers are at the center of all of processes, products and
services.
Fiat Group's suppliers are essential strategic partners in
achieving the high level of quality they expect in their products,
services and operations.
FOR EMPLOYEES
The integration between Fiat and Chrysler is a pathway that
provides all employees with tremendous opportunities for career
development and cultural exchange on a global scale.
FOR BUSINESS PARTNERS
CREATE VALUE
THIRD STEPS
CARE ABOUT ENVIRONMENT
Develop sustainable mobility: Ecology, efficiency, safety and
quality
Responsible production:Fiat Group's commitment preserving the
environment and natural resources
OTHERS STEPS
RELATIONSHIPS WITH ORGANIZATIONS, ASSOCIATIONS AND POLITICAL
PARTIES
FIGHTING CORRUPTION
INTEGRATION OF ECONOMIC, SOCIAL AND ENVIRONMENTAL CHOICE
AIMS
Strategy is to combine Fiat and Chrysler into a fully
integrated, full-line automotive company that can compete with
giants like Volkswagen and Toyota
To create the worlds seventh largest auto group.
Even more important, however, is the spirit and values the two
organizations share: values such as integrity, commitment to
maintaining promises, transparency, respect, rigor, reliability and
passion.
Fiat-Chrysler partnership comes from the power to innovate that
has been generated by integrating diverse cultures and
experiences.
Chosen for their technical and leadership abilities, the members
of the management team also reflect the cultural and geographic
diversity of the two organizations. They are working to ensure a
more certain and rewarding future for everyone at Fiat-Chrysler and
an environment where the exchange of cultures and know-how offers
ample opportunity for professional and personal growth.
Surviving and thriving in the wake of an acquisition requires
communication, organization, and an keeping an open mind.
INSTRUMENTS
Product Team:Launches of new model and special version
Campaign amplificationSpecial social media formats
Support of other media
PR cooperationPress releases and news spreading
Positive press articles sharing
Press events coverage
Press cars photoshooting
INSTRUMENT CD.
SOCIAL MEDIA
AIMS OF SOCIAL MEDIA
Managing an online community of Fiat Group
Users of social media define the image of brands, products,
companies, entering into relationship with them
Structuring the online presence of Fiat Group integral and
integrated at the international level
The Fiat Corporate Hub App has been designed specifically for
Investors and Journalists. Its a tool that allows users to keep up
to date with the Groups latest developments. Users have easy access
to the latest press releases and detailed financial information,
including share price, financial reports and the financial markets.
Further details available directly on the App. It's possible
download it for free!
FIAT CORPORATE HUB
INSTRUMENT CD.
INSTRUMENT CD.
TV ADVERTISEMENT (SUPER BOWL CASE)
The final game of American football is one of the most popular
events of the year in television, both as a sporting event, whether
as a publicity event
For the first time a car designed, engineered and built in Italy
was seen simultaneously by more than 110 million viewers
The new Fiat Automobiles Chrylser debuted at the big game of the
year in America, with three commercials ads (Chrysler, Jeep and
Maserati)
LINK - https://www.youtube.com/watch?v=KmpiwU50f5w
The world is full of giants.They have always been here.Lumbering
in the school yards. Limping through the alleys.We had to learn how
to deal with them. How to overcome them.We were small, but fast,
remember? We were like a wind, appearing out of nowhere.We knew
that being clever was more important than being the biggest kid in
the neighborhood.As long as we keep our heads down As long as we
work hard.Trust what we feel in our guts, our hearts. Then we're
ready!We wait until they get sleepy. Wait until they get so big,
they can barely move.Then we walk out of the shadowsQuietly walk
out of the darkAnd Strike!
TEXT
INSTRUMENT CD.
LETTERS TO SHAREHOLDERS AND STAKEHOLDERSMessages from John
Elkann (Chairman) and Sergio Marchionne (CEO) that demonstrate how
successfully the Group managed a very challenging years.
John Elkann (Chairman)
Sergio Marchionne (CEO)
The Group approach to stakeholder engagement relies on the
assumption that the voice of stakeholders is relevant and
potentially useful for the Groups ability to continuously
strengthen its efforts as a global sustainable player.
Marchionne rolls out Fiat-Chrysler five-year plan update
'Writes a new book, not just a new chapter' says CEO
(ANSA) - New York, May 6 - Fiat-Chrysler CEO Sergio Marchionne
on Tuesday launched the five-year plan for the merging automakers.
"Today we begin to write a new book, not just a new chapter," said
the Canadian-Italian. "It's a big day". Turin-based Fiat and
Detroit-based Chrysler are set finish their merger, five years in
the making, later this year.
Marchionne told shareholders in late March he plans to see a
combined output of more than six million autos per year by
2018.
INSTRUMENT CD.
Simply More
The FIAT brand's new, "Simply More," defines the Fiat 500 as
everything you need and nothing you don't. It represents the notion
that the simple things in life are treasures, alongside the thought
that the richness and fullness of a life well-lived is defined by
one's view of self-expression.
INSTRUMENT CD.
WEB SITE
Fiat and Chrysler create a new web site www.fiatspa.com - where
we can know about the group, governance, investors, sustainability,
innovation, carrers and media.
INSTRUMENT CD.
September - Dow Jones Sustainability Indices (For fifth
consecutive year, the Group is included in the DJSI World and
Europe with top scores in several key areas in the economic,
environmental and social dimensions)
December - World Class Manufacturing(Group plant in Tychy,
Poland, achieves World Class Manufacturing Gold Level)
April - Shanghai Motor show
March - Geneva Motor Show
EVENTS
Events will continue to play an integral role and develop a
relationship with those who may be new to the brand
INSTRUMENT CD.
MERCHANDISINGIn Fiat and Chrysler web is possible buy T-shirts,
accessories, key chains an so on with the Fiat or Jeep brand. It is
a strategy to build costumer loyalty.
INSTRUMENT CD.
SPONSOR
Chrysler group have an agreement with Juventus FC; Jeep is the
main sponsor of the best know team in Italy.
CONCLUSION
Following the acquisition of Chrysler, the Group is making rapid
progress in completing the plan for the integration of Fiat and
Chrysler and asserting itself as a strong and competitive group
that is a leader in technological innovation with a global presence
and comprehensive product range
RESULTS
Fiat and Chrysler will be able to continue improving their
economies of scale while becoming more nimble by merging many
administrative and financial operations
A leading global automaker, ranked seventh in the world, with
extraordinary potential at the technical, professional and human
level
SUMMARY
REFERENCES
http://www.huffingtonpost.it/2014/02/03/fca-spot-super-bowl_n_4715257.html
http://www.prnewswire.com/news-releases/fiat-north-america-drives-in-new-marketing-and-advertising-campaign-126508208.html
http://www.huffingtonpost.it/2014/02/03/fca-spot-super-bowl_n_4715257.html
http://www.fleetfinancials.com/news/story/2014/01/fiat-finalizes-chrysler-acquisition.aspx
http://www.fleetfinancials.com/news/story/2014/01/fiat-finalizes-chrysler-acquisition.aspx
http://www.fleetfinancials.com/news/story/2014/01/fiat-finalizes-chrysler-acquisition.aspx
