The case aims to investigate the logic followed by Chrysler and Fiat to build their co-branding strategy in automotive aftermarket sector and the difficulties the companies have to face to develop a consistent approach. Through the results of a market research and thanks to the long field experience, the Mopar CEO figures out the existence of a significant market opportunity: 2.6 million of non Chrysler cars visited Chrysler dealership and more than 80% of the Chrysler dealers expecting for an all-makes program that let them able to offer services to all the vehicles (not only Chrysler cars). Consequently, Mopar aims to develop a new business and decides to access the Aftermarket segment through Magneti Marelli product range. The two companies opt for a co-branding strategy. The case investigates the main factors that lead the co-branding strategy and explores the path the companies have to follow in order to plan and realize the strategic brand alliance.

Magneti Marelli and Mopar co-branding case

OSTILLIO, MARIA CARMELA;SOLERIO, CHIARA
2013

Abstract

The case aims to investigate the logic followed by Chrysler and Fiat to build their co-branding strategy in automotive aftermarket sector and the difficulties the companies have to face to develop a consistent approach. Through the results of a market research and thanks to the long field experience, the Mopar CEO figures out the existence of a significant market opportunity: 2.6 million of non Chrysler cars visited Chrysler dealership and more than 80% of the Chrysler dealers expecting for an all-makes program that let them able to offer services to all the vehicles (not only Chrysler cars). Consequently, Mopar aims to develop a new business and decides to access the Aftermarket segment through Magneti Marelli product range. The two companies opt for a co-branding strategy. The case investigates the main factors that lead the co-branding strategy and explores the path the companies have to follow in order to plan and realize the strategic brand alliance.
2013
Ostillio, MARIA CARMELA; Solerio, Chiara
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3850312
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