Alfa plots “Il Ritorno” as U.S. re-entry takes shape

Posted by & filed under Part 1 Business in a Global Environment, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management, Part 6 Managing Financial Resources.

Description: As Italian automaker Fiat SpA (FIA.MI) plots the U.S. relaunch of its sporty Alfa Romeo brand there is plenty riding on its success, from a justification of the Chrysler acquisition to the business reputation of its CEO Sergio Marchionne.

Source: Reuters.com

Date: Jun 28, 2012

Link: http://www.reuters.com/article/2012/06/28/us-fiat-us-alfaromeo-idUSBRE85R0BP20120628

Questions for Discussions:

  • What is the logic driving this decision?
  • Do you think this strategy will work out in management’s favor?
  • What are the marketing management issues related to this decision?

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