IB Business & Management | Internal Assessment | International Baccalaureate

To what extent can Fiat strategically utilize emerging
technologies such as electric and self-driving cars to increase
its market share in the car industry?

Business SL/HL IA

Word count: 1797




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,Table of Contents

Introduction ​​ ​ ​ ​ ​ ​ ​ ​ ​ 2

Methodology​ ​ ​ ​ ​ ​ ​ ​ ​ ​ 3

Main Results and Findings​ ​ ​ ​ ​ ​ ​ ​ 3​

​ Analysis and Evaluation ​ ​ ​ ​ ​ ​ ​ ​ 7

SWOT analysis ​ ​ ​ ​ ​ ​ ​ ​ 7

Force Field Analysis​ ​ ​ ​ ​ ​ ​ ​ 10

Decision Tree​ ​ ​ ​ ​ ​ ​ ​ ​ 11

Conclusion​ ​ ​ ​ ​ ​ ​ ​ ​ ​ 12

Recommendations​ ​ ​ ​ ​ ​ ​ ​ ​ 12

Limitations​ ​ ​ ​ ​ ​ ​ ​ ​ ​ 13

Bibliography ​​ ​ ​ ​ ​ ​ ​ ​ ​ 15

Supporting Documents ​ ​ ​ ​ ​ ​ ​ 15

Other Sources ​ ​ ​ ​ ​ ​ ​ ​ 16

Appendix​ ​ ​ ​ ​ ​ ​ ​ ​ ​ 17​

​ Supporting Document ​ ​ ​ ​ ​ ​ ​ 17

Appendix 1: Screenshot of Questionnaire​ ​ ​ ​ ​ 23

​ Appendix 2: Results of the Questionnaire​ ​ ​ ​ ​ 24

​ Appendix 3: Calculations for the Decision Tree​ ​ ​ ​ 25




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, Introduction

Fiat Automobiles S.p.A is one of the major automobile manufacturers in Italy that

produces a wide range of products, including automobiles and commercial vehicles. Fiat was

founded in 1899 and its headquarters is in Turin, however, it has factories in other seven

countries around the world. Following the merger between Fiat Chrysler Automobiles (FCA) and

Groupe PSA in January 2021, the company has been renamed Stellantis Italy S.p.A.

(Encyclopædia Britannica, 2023).

Fiat Automobiles is a company with a history of commitment to sustainability,

outstanding mostly for the production of low-emission vehicles. (Seo-page) This is supported

also by the fact that the group FCA has been included in the Dow Jones Sustainability Index

World Index (FCA, 2016).

However, Fiat Automobiles has been unable to increase its market share in the

automobile sector (Statista, 2015), this is the result of several aspects, including the rise of

requests for environmentally friendly vehicles. The key concept chosen was sustainability. A

sustainable company is an enterprise that possibly benefits the local or global environment,

community, society, or economy, or has negligible negative effects. (HBS, 2018). Improving

sustainability might be an effective way to attract a new market segment, which has been

growing lately due to the increased interest in sustainable companies.

This essay aims to determine whether Fiat Automobiles can effectively utilize innovative

technologies, such as electric and self-driving vehicles, to improve its market share in the

industry, while promoting sustainability.




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