FIAT Industrial SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 2095

SWOT Analysis of FIAT Industrial with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

FIAT Industrial

Parent Company

FIAT Group, Italy


Heavy Equipment


Industrial Products

Tagline/ Slogan

Innovation and technological progress to achieve global position of leadership


Advanced research used in designing and testing new solutions to continually improve the reliability and productivity of their vehicles



People and businesses who want Equipments in Agriculture, Construction and Commercial vehicles

Target Group

People and businesses who expect reliability and productivity in their equipments


Innovation, whether for engine performance or to control emissions, is a standard for them, not an extra

SWOT Analysis


1. Strategic acquisition of various brands and innovating them e.g.: IVECO
2. 51 Advanced research centers located around the world, where teams of engineers and technicians research, design and test new solutions
3. Extensive product range in which three sectors design, produce and sell trucks, commercial vehicles, buses, special vehicles (Iveco), tractors, and agricultural and construction equipment (CNH), in addition to engines and transmissions for those vehicles and engines for marine applications (FPT Industrial)

4. Gives emphasis to Corporate Governance and Sustainable development; Has published its own 1st Sustainability Report

5. Has a strong employee base of over 60,000


1. Insufficient production (No Economies of scale)through its production plants although the research done is top notch

2. Weak performance of Business divisions in terms of Working Capital performance and Cash contribution to the P&L


1. Growing residential sector in Asia
2. Increasing demand for global Agricultural machinery & equipment

3. Growing construction industry in China & India where it has a limited presence


1. The Global recession in 2008 followed by the Eurozone crisis caused huge losses for the company in Europe and North America

2. Increasing competitive pressure from Chinese and American counterparts



1. Caterpillar Inc.
2. Hyundai Heavy Equipments
3. Deere & Co.

The table above concludes the FIAT Industrial SWOT analysis along with its marketing and brand parameters.


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