Mid-Cycle Action product renewal in Light Commercial Vehicles: A Case Study of Stellantis' pricing, product innovation, and Project Management strategies

The document describes the significant impact that the light commercial vehicles (LCV) have in Stellantis 2024 sales, also considering the positive introduction of the middle cycle action (MCA) in the market. Starting from LCV industry analysis and customer needs Stellantis developed a strategy to managed prices and technical specifications of MCA in order to achieve best possible coverage of market offer and a positioning harmonization of four brands of Stellantis portfolio to avoid cannibalization. The relevant topics of the document will be: •??pricing actions, derived from MCA strategic plan. •??positioning to achieve profitability targets and at same time to face competitors in a market that’s characterized by improving promotions. •??pricing team organization and role and overall involvement of other departments during MCA launch in the market: finance, marketing and product team, with a focus on project management to ensure deadlines. In a rapidly evolving market context characterized by environmental, technological and economic challenges, Stellantis aims to play a leading role by adopting strategies targeted at sustainable growth and value creation for all stakeholders. The purpose of this thesis is to provide a comprehensive understanding of how Stellantis is adapting and innovating to address future challenges. It intends to explore internal organizational dynamics and analyze in detail the LCV products range. Through this analysis, It seeks to highlight the group's strengths and areas for improvement, as well as the strategies adopted to keep a competitive position in the global LCV market. The thesis will be structured by comparing topics covered during the academic journey with the realities observed within the company, such as market analyses, process management, quality controls and KPIs, and the company's organization. It will be analyzed the governance, the HR management and the post-merger integration strategies in LCV business unit to understand how Stellantis is adapting and innovating to tackle future challenges such as current and new competitors, more severe environmental limits, technological evolution.