SWOT ANALYSIS

OF FIAT LINEA

PRESENTED BY:
VINOD MISHRA

AMRIT MORE
 INTRODUCTION
• 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 .
 PRODUCT PROFILE
• 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.
 USP OF FIAT LINEA
• 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.

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

• Product based segmentation.

• Price.
• Perceived Quality.
• After sales services.
Competitive based segmentation
( Michael porter’s 5 force model)
•
TECHNOLOGY SEGMENTATION
Type of Type of Career Family Entertainment
Customers Product

Optimistic Fast Forward New Age Mouse

Nurture Potatoes

Transitional Techno Strivers Digital Hopefuls Gadget

Grabbers

Pessimistic Hand Shakers Traditionalists Media Junkies

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

• Person who is having high aspiration for luxurious

car.
SEC CLASSIFICATION OF
FIAT LINEA
•Fiat Linea come under A class and under
A class it fall under A3 class .
 Customer Relationship
Management Factor
• Fiat line provides better millage.
• Inbuilt with latest technology that rarely found other
C segment cars.
• Very low maintenance cost.
SWOT ANALYSIS OF
FIAT LINEA
STRENGTHS
• Contemporary Italian Style.

• Distribution advantage.

• Growing service network.

• 24 X 7 Roadside assistance services.

• Flexible and Powerful Engines.

• Long service interval.

• Longest service interval

 WEAKNESS
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.
OPPORTUNITIES
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.
 THREATS
 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.