SEAT, S.A. is a Spanish automobile manufacturer with its head office in Martorell (near Barcelona), Spain. The firm is strategically repositioning itself from a vehicle manufacturer to a provider of mobility services. As part of this repositioning, SEAT has identified ‘compact urban mobility
as a core area for strategic development. The firm unveiled its ‘Minimό’ concept vehicle at the 2019 Mobile World Congress to demonstrate SEAT’s vision of the ‘compact urban mobility’ of tomorrow. The ‘Minimό’ will go into production in 2021, leaving the firm with only 18 months to decide which city from across the globe will be most attractive for the product launch. SEAT’s international strategy team have already undertaken some initial desktop research. Referring to the ‘C40 cities’ (94 of the world’s greatest cities whose mayors are committed to driving meaningful and sustainable action on climate change, including in the area of urban mobility), they have decided to focus on London (UK) and Sydney (Australia) as potentially attractive cities for the product launch of the ‘Minimό’. The report should research and evaluate these 2 cities and their wider macro environments in greater detail via 2 parts :
1- ( No more than 8 pages ) It should identify which city is the most potentially attractive destination for the launch of the SEAT ‘Minimό’, it is required to undertake a comparative analysis of what is 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. (5 pages in this report)
• 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 2019 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.
2- (2000 Words) After identifying the most attractive city for the product launch of the SEAT ‘Minimό’, the report should provide an evaluation of the city-level / wider macro-environmental factors for the city that the report believe to be of most relevance to SEAT – whether in terms of opportunities or threats.
• the report must explicitly discuss the implications of these key city-level / wider macro-environmental factors for SEAT.
Type of assginment: Report