The Market (a reminder)

Volume:

• The total number sold by all sellers of a particular product (eg per year).
• In Italy, just over 1.8 million new cars were sold in 2016.

Reference: 

https://reports.autovistagroup.com/blogs/news/insight-new-car-sales-rise-in-france-italy-and-spain-in-2016-but-the-outlook-is-diverse

Reference: 

https://www.export.gov/article?id=Italy-Automotive-Sector 

Sales:

• The total revenue generated by all sellers of a particular product (eg per year).
• In Italy, the new car market was estimated at just over USD $64 billion of sales in 2016.

Reference: 

https://www.statista.com/forecasts/393328/italy-car-and-light-motor-vehicle-sales-revenue-forecast-nace-g4511

This list shows the top ten vehicle manufacturers by global sales (July 2017).

Volkswagen, Renault/Nissan and Toyota are by far the largest, producing over 800,000 vehicles per month (over 4.5 million Jan to June).

Fiat (FCA) is in eighth place, with sales at about half the level of the leading firms.

Reference: 

https://www.forbes.com/sites/bertelschmitt/2017/08/16/top-10-automakers-july-2017-no-peak-car/#292a75d715e5 

Analyse the Italian New Car Market

The table shows the new car sales (by volume, not revenue) in Italy in 2016 (full report available at the link below).

• Create two pie charts: one for the global market (use the Jan-Jun figures) and one for the Italian market (use the 2016 figures) showing the share of the total market that each company accounts for.

Use a spreadsheet to collate the data and then create the pie chart from that.

Once you have created the pie chart, write answers for the following questions - your writing style should be business like and analytical, as if you were writing in a business report.

• Describe the pie charts and what they represents. Give some basic details (eg what is the biggest selling company in each market, what is their market share, total car sales in each market, etc).

What do you notice about the market shares of Toyota and Fiat in each market? Do you think this is interesting?

• Explain the market share of Fiat, Volkswagen and Toyota (meaning of market share, market share each company has in Italy, compare to global market share, reasons for the variation).

If you were Toyota, one of the largest car companies in the world, would you be worried about your performance in Italy?

• Outline two ideas that could help Toyota improve their sales performance in the Italian market. Remember to say why each idea will help lift their market share.

Convert your finished document to PDF and upload to ManageBac.