Riassunto analitico
This thesis focuses on the repositioning of Maserati within the highly competitive automotive industry. The primary aim of this research is to analyse and provide recommendations on how Maserati can regain its position in the market in terms of exclusiveness by outperforming its primary competitor, Porsche, and draw Lamborghini in the high-end segment.
The thesis begins by discussing the concept of brand equity and how it can be reinforced through effective brand management strategies. The literature review explores the works of scholars such as Fombrun and Aaker among others, to provide a comprehensive overview of brand management strategies and how they can be applied to Maserati. The research questions for this study include:
1. What is Maserati's current brand equity and positioning relative to competitors like Lamborghini and Porsche?
2. What is the impact of Maserati's pricing strategy on its market position?
3. What is the potential for product innovation in Maserati's current lineup?
4. How effective is Maserati's social media and marketing communications strategy?
5. What is the impact of Maserati's participation in the Fanatec GT2 Championship on its brand image?
The methodology employed in this research includes a mix of qualitative and quantitative data collection methods, including interviews, surveys, and market research. The findings of this study reveal that Maserati needs to focus on several key areas, including introducing partially or fully electric models, using pricing strategies to increase affordability, and leveraging social media marketing to increase brand awareness.
The conclusion provides a summary of the key findings and recommendations and highlights the importance of implementing an integrated brand management strategy for Maserati's long-term success. This research provides insights into the challenges and opportunities that Maserati faces in its quest to regain its position in the highly competitive automotive industry.
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