I. Executive summary
Since the foundation by Rinaldo Piaggio in 1884 the core of the business at Piaggio Group, has been the focus on creativity and innovation. These values have been maintained until today, enriched by a mix of accessibility, freedom, differentiation and equilibrium, which distinguishes all motorcycles, scooters and moped produced by the company and its owned brands. A new scenario of mobility has been created- nowadays together with the increased need of security on the streets, forcing the motor vehicles industry to develop new ideas to satisfy customers' needs.
Piaggio's mission manages to combine innovation with traditional values and created new concepts of motion. This takes best evidence in the newborn three-wheeled scooter MP3, the revolutionary milestone granting active safety in urban mobility.
II. Environmental analysis
A. The marketing environment
1. Competitive forces. Piaggio ranks as one of the world's top four players in its core business. It has consolidated leadership in the European 2-wheel motor vehicles, even though Piaggio should not underestimate its competitors. Competition in the industry is very strong, not only nationally but internationally as well. This is due to two well-established companies in this sector: the Japanese Yamaha and Honda. Their strengths are their long-run experience in the sector and the high quality image of products. Thanks to participations to the motorcycle championships, these companies constantly receive positive feedbacks to their efforts in researching for first class products.
In the future, other kinds of competitors are expected to arise: Chinese companies whose ability to emulate and produce similar products at a highly competitive prices is getting mor ...