International Strategic Management Report Writing SEAT, S.A. is a Spanish Automobile - Management Assignment Help

Assignment Task:

Task:

BACKGROUND

SEAT, S.A. is a Spanish automobile manufacturer with its head office in Martorell (near Barcelona), Spain. The firm has been a wholly-owned subsidiary of Volkswagen Group since 1986.
The firm is strategically repositioning itself from a vehicle manufacturer to a provider of mobility services (i.e. where users pay for transportation only when they need it, rather than owning a personal vehicle that is not used most of the time), especially in increasingly crowded urban areas. As stated by Luca De Meo, the firm’s Chairman:

“We are convinced that vehicles will become the second largest connected platform after the mobile phone and we will have the chance to integrate them into a rich ecosystem. This transformation forces us to innovate and move beyond the scope of being just a carmaker, stretching our value chain towards new mobility services, platforms and data businesses”. As part of this repositioning, SEAT has identified ‘compact urban mobility’ (short commutes less than 10 kilometres within the city environment, using a small vehicle) as a core area for strategic development.

The firm unveiled its ‘Minim?’ concept vehicle at the 2019 Mobile World Congress to demonstrate SEAT’s vision of the ‘compact urban mobility’ of tomorrow.
Integrating the fields of electrification, connectivity and shared mobility the ‘Minim?’ is a 2- passenger quadricycle primarily intended for business-to-consumer carsharing providers* that has been designed to:

•  have a considerably smaller ecological footprint (3.1 square metres) than a normal car (7.2 square metres) while providing safe, agile travel and easy parking
•  release zero emissions due to its all-electric powertrain
•  reduce the operating costs of carsharing providers by 50%, as the integrated battery-swap system means the vehicle rarely needs to be taken to a recharging point
•  provide a convenient and smooth digital user experience for users based on hyperconnectivity with built-in 5-G technology
•  allow the vehicle – in the future and subject to further development of autonomous technologies - to pick up the user when requested, thereby solving one of the main carsharing user pain points.

TASKS

1. In order to identify which city is the most potentially attractive destination for the launch of the SEAT ‘Minim?’, you are required to undertake a comparative analysis of what you believe to be the most relevant city-level urban mobility and wider macro-environmental factors of Manchester and Melbourne.

•  Task 1 must be presented in table format and must be no more than 8 pages in length.
•  Wider macro-environmental data should be recent, primarily quantitative and obtained from appropriate sources (e.g. the most recently published World Economic Forum’s Global Competitiveness report).
•  City-level urban mobility data should be recent, primarily quantitative and obtained from appropriate sources (e.g. the 2020 Deloitte City Mobility Index, which assesses the health of cities’ mobility networks and their readiness to embrace the future of mobility in the coming decades).
•  A scoring system should be used for each city-level / wider macro-environmental factor for each city to show whether each factor is more or less attractive for the company. These scores should then be totalled for each city in order to arrive at a score of overall attractiveness for each city.
•  Refer to the Assignment 1 Briefing slides for further guidance.

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