...STRATEGIC MARKETING The wish for Alfa Romeo to come back to the US Market Plan: 1) Introduction 2) The Us Market a. Pestel Analysis b. Main actors in the Market c. Porter Analysis d. State and trends e. Key factors to success 3) Strategies and recommendations a. The situation of Alfa Romeo b. A challenger position c. The threats and opportunities d. Marketing Mix (4P) 4) Conclusion 1) Introduction: Alfa Romeo is an Italian carmaker born in 1910, in Milano. Since 1986, the brand is a part of the Italian Automotive group Fiat. The Fiat Group owns the brands Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Ferrari, Iveco, Jeep, Lancia and Maserati. The CEO of Fiat is Sergio Marchionne and Harald Wester is the CEO of Alfa Romeo. Alfa Romeo left the Us Market in 1995, because its situation was dire, after a gold period in the middle of the sixties. Since 1995, Alfa Romeo officially sold only two models in the USA, representing 125 units. Fiat Group aims to develop its position on the world market, in September 2010, Fiat was the ninth automotive group in the world, with a production of 2.46 millions of vehicles. To develop itself on an international way, the group is counting on the US market and had implemented many strategies to increase its market shares. The main one was to progressively acquire the Chrysler...
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...Introducing Alfa Romeo into Canada Introducing Alfa Romeo into Canada P720 – Strategic Management Table of Contents Executive Summary 2 Company Background/History 3 Statement of Problems 3 Analysis 5 Brief History Overview 5 Industry Overview 5 SWOT 6 Porters 5 Forces 7 PEEST 8 VRIO 10 Competitor Overview 12 Alternatives 12 Decision Criteria 14 Implementation 16 Contingency 19 References 21 Exhibits 22 Executive Summary Alfa Romeo, a company steeped in automotive performance history is being evaluated for re-entry into the North American and specifically Canadian consumer market. The company was founded in 1910, and has been producing high performance vehicles to present day. To-date its sales focus has been focused on the European market, with over 90% of units sold in Europe. It was acquired by, then Fiat Group, in 1986 from this acquisition a partnership was brokered between Fiat and Chrysler Motor Company in 1988 for exclusive rights to sell Alfa Romeos through Chrysler dealerships from 1988 to 1995, at which time Alfa Romeo pulled out of the North American market. In 2015, due to the recent partnership between Fiat and Chrysler and the creation of Fiat Chrysler Automotive Group, Alfa Romeo is returning to North America. Three key problems have been identified that must be overcome for Alfa Romeo to be successful in the Canadian market place and North American market overall. The first is to develop strong brand recognition...
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...ALFA 1. Que fue lo que paso con la empresa (Fechas, Montos, Instrumentos financieros utilizados ) La empresa al tener presencia y operación con muchos países, pretendía reducir el costo total integral de sus financiamientos y la volatilidad asociada con los tipos de cambio y las tasas de interés, sin embargo, la apreciación del dár en el 2008 les jugo una mala pasada, haciendo que la empresa perdiera cerca del 2% de sus activos globales. Fechas: 2008-2009 Montos: Pérdida de 191 mdd Instrumentos financieros utilizados: Derivados de Tipo de Cambio, Tasas de Interés, de operaciones y de acciones de la empresa. 2. Documentación en PDF o ligas web: http://www.cnnexpansion.com/expansion/2008/11/12/doble-o-nada http://www.alfa.com.mx/down/2008/diciembre15_2008.pdf 3. Supuestos utilizados para la solución del problema (Justifica) Compra-Venta, Corto o largo, Futuro, Forward, Swap, Opciones “Debido a que ALFA tiene operaciones en muchos países y contrata financiamientos en diferentes monedas, ha entrado en operaciones de derivados sobre tipos de cambio y tasas de interés. El objeto ha sido reducir el costo total integral de sus financiamientos y la volatilidad asociada con los tipos de cambio y las tasas de interés. Adicionalmente, por la naturaleza de las industrias en que desarrolla actividades y el consumo elevado que hace de energéticos, la Emisora ha entrado en operaciones de derivados de cobertura de precios de gas natural, gasolinas y etileno. Finalmente...
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...practicality. To increase sales across a broader base of customers, especially for those premium brands that are developing smaller models with stronger retail appeal, the premium brands need to offer more rational purchase benefits in the form of lower running costs coupled with smaller and more practical models. Primary benefits sought by premium brand car buyers compared with buyers of all brands, June 2011 Base: 6,162 car buyers [pic] Source: Trend Tracker Alfa Romeo Brand Example Making a brand appeal on a more emotive basis with a strong or unique style and design does not automatically translate into stronger sales, as has occurred, for instance, with the Mini brand. A case in point is Alfa Romeo, a brand widely regarded as featuring some of the most attractive cars currently available but whose sales remain low albeit growing. [pic] Alfa Romeo Brera (autospecifications.org) Top 12 style and design car brands, June 2011 Base: 6,162 car buyers [pic] Source: Trend Tracker Although Alfa Romeo has specific brand strengths including style, design, brand image,...
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...Submitted By, PRATIK CHATTERJEE ROLL-40 REG NO:1226112240 SEC-B FACULTY, Dr. CH VENKATAIAH OPERATION STRATEGY IN SERVICE: Jet Airways and Indigo. Both are India’s fastest-growing domestic market in aviation. OBJECTIVE AND STRATEGY: Jet Airways: Jet Airways objectives achieve consistent profitability, achieving healthy, long-term returns for the investors and providing its employees with an environment for excellence and growth. 1. Changes to its cost structure. 2. Factors affecting demand in international travel to and from India, including the general condition of the global economy. 3. Operational, financial, marketing and legal challenges (including compliance with foreign laws) that are different from those that we currently meeting. 4. Its ability to operate and manage in a cost effective manner, a larger operation. 5. Ability to secure a sufficient number of additional aircraft on favorable lease or purchase 6. Its ability to trained sufficient numbers of pilots, flight crew and engineers with international experience. In-flight services of Jet Airways: 1. Jet Screen offers a virtual feast of entertainment for the guests- from blockbuster movies to the latest music albums, from award-winning TV shows to the best games, experience a journey that redefines in-flight entertainment...
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...Genoma Humano: Intervencion de la genética en la salud y la enfermedad. La enfermedad de Huntington (EH) es una enfermedad hereditaria que provoca el desgaste de algunas células nerviosas del cerebro. Las personas nacen con el gen defectuoso pero los síntomas no aparecen hasta después de los 30 o 40 años. Los síntomas iniciales de EH pueden incluir movimientos descontrolados, torpeza o problemas de equilibrio. Más adelante, la EH puede impedir caminar, hablar o tragar. Algunas personas dejan de reconocer a sus familiares. Otros están consientes de lo que los rodea y pueden expresar sus emociones. ¿Cómo se hereda la enfermedad de Huntington? La EH se encuentra en todos los países del mundo. Es una enfermedad familiar, transmitida de padres a hijos por medio de una mutación o error ortográfico del gen normal. Un solo gen anormal, la unidad biológica básica de la herencia, produce la EH. Los genes están compuestos de ácido desoxiribonucleico (ADN), una molécula con forma de escalera en espiral. Cada escalón de esta escalera está compuesto por dos pares de sustancias químicas llamadas bases. Hay cuatro tipos de bases—adenina, tiamina, citosina y guanina—cada una abreviada por la primera letra de su nombre: A, T, C, y G. Ciertas bases siempre se "aparean", y combinaciones diferentes de pares de bases se unen para formar mensajes codificados. Un gen es una larga serie de este ADN en diversas combinaciones de A, T, C, y G. Estas combinaciones únicas determinan la función del gen...
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...seemed to be in a good position regarding capitalizing on the alliance. It has brought major savings in the areas of joint product development, supplier networks, and dealer networks. Both Chrysler and Fiat have raised their quality ratings and established dealer networks in the U.S. and Europe. The alliance sold 4.2 million vehicles worldwide in 2011 and planned to sell six million automobiles worldwide by 2014. 2. Analyze and evaluate Chrysler and Fiat’s strengths and weaknesses before and after the alliance. Fiat’s strengths before the alliance were that it had survived corporate disruptions, labor crises, and numerous technology shifts. It reinvented itself by repairing its brand portfolio and quality areas. It acquired Alfa Romeo from the Italian government in 1986, establishing...
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...Corporate Governance Alfa-Bank Alfa-Bank was founded in 1990. It is one of Russia’s largest privately owned banks Alfa-Bank is present in every key sector of the financial services industry, including corporate banking, retail banking, investment banking, trade finance, insurance and asset management. The Bank is considered one of the most reliable and dynamic financial institutions in Russia. It combines a thorough knowledge of the specific characteristics of the Russian market with the very highest of Western standards. Alfa Banking Group is one of Russia’s largest privately owned banking groups in terms of equity, assets, branches, retail deposits and funds under management. Founded in 1990, Alfa Banking Group offers a wide range of products and operates in all sectors of the financial market, including corporate and retail lending, deposits, payment and account services, foreign exchange operations, cash handling services, custody services, investment banking and other ancillary services to corporate and retail customers. Alfa Bank has simplified its ownership structure in order to participate in the deposit insurance system. AB Holding has consolidated nearly 100% of the bank's shares to replace the multiple companies that used to own the bank. Alfa Banking Group is owned by 6 beneficial shareholders. The role of the Board of Directors of Alfa-Bank is to define the strategic guidelines and policies by establishing the corporate strategy, review the business plans and...
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...TNK-BP, also known as Tyumenskaya Neftyanaya Kompaniya, Tyumen Oil Company), used to be a one of the biggest vertically integrated Russian oil company, which had its headquarters in Moscow. It was rated Russia’s third largest oil producer, in addition it was amongst the top 10 largest private oil companies in the whole world. However, it was bought by another Russian oil company known as Rosneft, in 2013. History of TNK-BP It was confirmed by DeGolyer and MacNaughton that since 31 December 2009 all of TNK-NP’s proved reserves added up to 11.667 million barrels which is the equivalent to 1.8549×109 m3 oil, applying PRMS criteria. The proved reserves account for a total PRMS reserve replacement of 329%. BP and a group of Russian businessmen, whom were represented by the AAR, announced a strategic partnership which was designed to jointly hold their oil assets and the creation of TNK-BP in Russian and the Ukraine, on 1st September 2003. AAR’s holdings in TNK international, ONAKO, SIDANCO, RUSIA Pretrolum; whom held license for Kovytka and Verkhnechonsk fields), and Rospan field located in West Siberia, were all contributed towards TNK-BP. On the other hand BP’s holdings in SIDANCO, RUSIA Petroleum and its BP Moscow retail network, all contributed towards TNK-BP. BP and AAR reached an agreement to consolidate AAR’s 50% stake in Slavneft and into TNK-BP, in January 2014. ARR and Sibnett (now known as Gazprom Neft) previously joined Slavneft. Slavneft has operations in...
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...The year 2011 will go down in global corporate history as the year when one of the world’s largest energy companies, BP, and the Russian state company, Rosneft, unsuccessfully attempted to form a strategic partnership on Arctic development. This failure was caused by the contractual and legal objections of the AAR consortium - BP’s partners in the Russian oil company TNK-BP. In 2003-5, BP and the AAR consortium led by three billionaires with Russian connections - Mikhail Fridman, Len Blavatnik, and Viktor Vekselberg - merged their Russian oil corporate assets - TNK, Sidanko, and Onako and their subsidiaries - under the umbrella of TNK-BP.2 This joint venture was established on a 50/50 basis, the operation of which required mutual joint decision making. The partners also signed a shareholding agreement on TNK- BP’s right of first refusal in relation to potential future oil and gas projects offered to BP or AAR in Russia and Ukraine. This agreement was subsequently used by AAR to stop the BP-Rosneft deal in international courts. Unfortunately, this was not the first time that BP had been unable to change the way it conducted its business in Russia. The first example occurred in 2007-8 when BP was reported to be keen on having Gazprom as a partner instead of AAR. This move would have transformed the TNK-BP joint venture into Gazprom-BP. This did not transpire. Second, in the spring-summer 2008, there was a turbulent ‘misunderstanding’...
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...Sharing and learning in the cafe, even playing cards rather than playing by business cards in the meetings: this was a common trait to the founders – in most cases, blue collars and technicians – of small companies in Italy. Throughout the 1920's Ferrari spent a lot of time judiciously creating his commercial and engineering connections. He also began surrounding himself with a group of close collaborators, including Gioacchino Colombo - the man who would eventually design the first Ferrari car after masterminding the Alpha 158s under Ferrari's patronage - and former Fiat technician Luigi Bazzi, a man who would survive into the 1960's as possibly Enzo's longest-standing lieutenant, having originally joined him in 1923. Bazzi had joined Alfa Romeo as long ago as 1922 after a spell in Fiat's experimental department, and would...
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...Situation Analysis Alfa Edel Pils Marketing Principles MGMT 4430 10/16/2012 By: Cameron Assmann, Mallory Cadwell & Jim Bemelen Company Background Alfa Brouwerij is a Dutch family-owned independent brewery that was founded in 1870 by Joseph Meens. The brewery is located in Schinnen, a town located in the southernmost province in the Netherlands. It is still owned by the Meens family and is now led by the 4th Meens generation. Initially, Alfa beer was only sold locally, but since 1960 it has been available throughout the Netherlands. In 1993, Alfa Brouwerij began exporting to the United Kingdom, the United States, Germany, Greece and Italy. The water that is used to brew the beer is extracted from an underground spring. The Dutch Ministry of Health, Welfare and Sport has officially certified the spring, meaning that the water is pure enough to enter the brewing process without undergoing any processing beforehand. As only 15 million liters of water are allowed to be withdrawn from the spring each year, Alfa limits its beer production. This has led them to number their beer bottles to ensure that only the permitted amount of water is used. Product The Alfa brewery makes 5 different beers: Oud bruin (Old Brown), Edel pils, Lente bok (Spring bock beer), Dortmunder, Bokbier (bock beer). The focus of this situation analysis is on the Edel pils. The Edel pils is a part of the (Czech) pilsner beer family which is the most widely consumed beer in the world. It contains...
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...Over the ten days I have asked my blog followers what they think should be the theme of my Alfa Romeo Giulietta advert. Their thoughts have been unanimous. The ad should tie in with my theme throughout the year, namely the ad should be aimed at selling the Giulietta as a family car for real people. Thirty seconds is such a short time that I am going to be quite definite in my target audience. My advert will be targeted at women and small-to-established families where I believe the Giulietta fits perfectly. These modern women are conventional but each has a strong independent inner voice and also likes to do their own thing. I am going to make an advert that sells the Alfa Romeo Giulietta as a family car for women who want to have it all. Women who want to do the “family thing” but who really do not want to lose their identity as a “Real Person”. Women who want to immerse the precious years between 30 and 45 in their families, careers and interests that make them happy. Women who are dynamic, who value their friendships, freedom and independence and who take on life’s challenges with strength and poise. It is hard to summarise my favorite practical features in our much loved Giulietta but for the purposes of the advert I will focus on the the features I believe women (and men) value highly today. I have spoken to so many people in the past year about what they look for in a car and I believe Safety, Space, Style, Price and Reliability are the most important features they...
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...Executive Summary Over the last five years, ALFA TELECOM has built up significant interests in the telecom sector ranging from wireless and paging services to billing software. Alfa Telecom was formed in 2008 to pursue opportunities in telecom market, with a particular focus on cellular phone and internet. Since 2008, Alfa Telecom has grown steadily, building a strong customer base. In 2010, encouraged by the potential internet market opportunity, we decided to pursue a more aggressive expansion strategy, appointing an experienced and credible executive management team to unleash the potential of the Alfa Telecom business. Corresponding with the placement of the executive management team, the company has already made and continues to make significant investments in growing the business. Our Mission Statement “We will be the communications leader in an increasingly connected world” Goals and Objectives Financial Goals • To increase and obtain financing to expand operations capability • Increasing distribution and introduce new services • To increase revenue at least by 50% each year • Donate at least 25m to orphanage Non-Financial Goals • To develop a successful internet services • To enter in the new regions and provision of telecommunication services to the remote areas of Tanzania and neighboring...
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...Epogen (Epoetin Alfa); Pharmacological Management and Therapeutic Implications [Name of the Writer] [Name of the Institution] Epogen (Epoitin Alfa); Pharmacological Management and Therapeutic Implications Abstract Anemia is the condition in which red blood cells (RBCs, also termed as erythrocytes) are not produced sufficiently to meet the need of normal body and thus not carrying sufficient amount of oxygen to the body tissues. Erythrocytes are abundantly produced in bone marrow by the process of erythropoesis, initiated by the hormone erythropoietin, found in kidney. Patients with renal failure are unable to produce enough erythropoietin to stimulate the erythropoesis process, resulting in lower production of erythrocytes (RBCs). Epogen (Epoetin alfa) is a special drug to stimulate the production of RBCs. This drug is made by the DNA recombinant technology with certain limitations and controlled dosage to the patients. In patients with Chronic Kidney Disease (CKD), HIV infected patients being treated by zidovudine and cancer patients being treated with chemotherapy, Epogen dosages are 50-100 units/kg thrice a week, 100 units/kg thrice a week and 600-900 units/kg thrice a week keeping an eye on hemoglobin level. Epoetin alfa (Epogen) injection is limited to use in certain conditions such as, if hemoglobin level rises to 11 g/dL ten Epogen is prohibited to administer. There are certain side effects of consuming Epogen ranging from local, gastrointestinal to dermatological...
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