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The case on Fiat and Chrysler. After reading the assigned material, update your
knowledge by consulting other sources for the current state of Fiat’s strategy and its performance. Chapters 5-
7 build on the content of the earlier chapters, describing how firms compete with other firms, expand the breadth of what they do by diversifying, and adapt to global markets. While the case is focused on Fiat in the U.S.A., and a particular new car introduction, the focus of your paper should be on Fiat as a worldwide company, and what Fiat should do in order to compete in a highly competitive global market. Fiat faces a number of major worldwide competitors (e.g., Honda, Ford, Toyota, VW), as well as a variety of smaller niche competitors (that are still muiti-billion dollar companies too). An important part of this paper is to do a thorough external analysis and competitor analysis, and understand how a company like Fiat can utilize its relatively meager resources to generate positive returns for its stakeholders. Be sure to gather information from a variety of different sources when bringing your knowledge of the company up-to-date, not just the company’s website or other sources that may be biased by viewing everything in a positive light for the company. In writing the case analysis, refer to Appendix A. I will use the checklist in this appendix when grading.
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