STRATEGIC MANAGEMENT MASERATI
The increased demand on luxury cars is substantial for automotive markets to be driven not only by the product itself but also services related with it in the long run (Kapferer & Bastien, 2009). Italian automaker - Maserati, as a niche market in the luxury car sector, on how are they able to bring out on their uniqueness from their competitors, such as BMW and Mercedes-Benz (Peterson, 2011). The environmental factors refer to the changing and conditions around the industry that affect its working and performance but cannot be controlled. This can be attained from PEST analysis, through Political, Economic, Social and Technologies. First, political factors such as government law and regulations, environmental concerns, policies on import, export of the automobile and its components. Political stability may affect the future conditions of a country, at such; trade disputes occur could possibly affect future trade relationship (Bilby & Hetzner, 2013). Second, economic developments raise incomes, which also refers to the fluctuations of exchange rate, lower interest and oil prices. Hence, people have sufficient purchasing power or willingness to splurge on luxuries. Likewise, during economic crisis, consumers may look for cheaper alternatives or does fine without owning a car (Fuhrmans, 2013). Third, social factors relate to more knowledgeable and marketing literate customers, whereby developing preferences or biases based on brand images. At such, some will think that owning a car is not only means of transportation but also a requirement of social status. Whereas some having conscience factor whereby they do not want to flaunt wealth, or having greater concern for the environment. Lastly, the emerging of new technologies and changing customer environment, this will develop the competitive advantage in the automotive industry. Regarding that the capabilities of technologies aid both company and consumers with communication, information, cost reductions,
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