STELLANTIS: SYNERGIES and COMPETITIVENESS in the LCV MARKET Market analysis and brand positioning study to maximize profit margins and minimize cross-brand cannibalization

The study assesses Stellantis' strategies in the light commercial vehicle market and takes a close look at the implications of the merger on the European LCV scenario. After a presentation of the current state of the competitiveness, the thesis offers different points of view on the expected changes that the new company will implement in order to maintain its leading position in the enlarged Europe (EE) region and to catch growth opportunities in the market. The enrich potential profit for Stellantis, captured by exploiting the synergies for cost reduction and investment in R&D to follow the rapid evolution of market demand in terms of quantity, attention to the environment, safety and vehicle integration, collides with the difficulty of not just coordinating, but integrating and complementing four different brands: FiatPro, Citroen, Peugeot e Opel (Vauxhall in UK). This analysis arises from the current need to establish a market strategy to enhance the identities of the individual brands in terms of human potential and value perceived by the consumers, especially in the local markets, but at the same time to exploit the synergies to allow a costs reduction, to increase funding for R&D and to rich a more extensive market coverage versus the competitors. The paper has been developed during a 7-months internship carried out at the Stellantis head quarter pricing team, starting from database and analyzes produced during the stage.