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Officine Alfieri Maserati, most common know as Maserati, is an Italian car manufacturer brand founded in December the first in 1914 in Bologna.
Having an unique composition of elegance, luxury and sports performance.
Maserati is an Italian automaker that specializes in luxury cars. Maserati, identified by its trident logo makes cars that are known for their style, luxury, and sporty design. The company is currently owned by Foat Chrysler Automobiles which also owns other brands like Alfa Romeo and Abarth.

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Maserati operates in 70 countries. That means that the car must satisfy the different laws and regulations of each government.  These regulations can change the way in which the car looks, how the components are make and the car performance on safety tests.
Exposing itself to different political risks and environments.

-Political stability and importance of Auto Manufacturers - Major sector in the country's economy.
-Level of corruption, consumer goods sector.
-Trade regulations and tariffs.
-favoured trading partners.
-Anti-trust laws related to Auto Manufacturers.
-Pricing regulations. Are there any pricing regulatory mechanism for Consumer Goods.
-Taxation, tax rates and incentives.
-Work week regulations in Auto
Manufacturers.
-Industrial safety regulations in the Consumer Goods sector.
-Product labelling and other requirements in Auto Manufacturers.

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Maserati can use country’s
economic factor such as growth rate, inflation & industry’s economic indicators such as Auto Manufacturers - Major industry growth rate, consumer spending etc to forecast the growth trajectory of not only sector but also that of the organisation.

-Type of economic system in countries of operation, what type of economic system there is and how stable it is.
-Government intervention in the free market and related Consumer Goods
-Exchange rates & stability of host country currency.
-Efficiency of financial markets Does Maserati needs to raise capital in local market.
-Infrastructure quality in Auto Manufacturers.
-Comparative advantages of host country and Consumer Goods sector in the particular country.
-Skill level of workforce in Auto Manufacturers.
-Labor costs and productivity in the economy.
-Business cycle stage (e.g. prosperity, recession, recovery)
-Economic growth rate.
-Unemployment rate.

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Society’s culture and way of doing things impact the culture of an organisation in an environment. Shared beliefs and attitudes of the population play a great role in how marketers at Maserati.
-Demographics and skill level of the population.
-Class structure, hierarchy and power structure in the society.
-Education level as well as education standard in the Maserati's industry.
-Culture (gender roles, social conventions etc.)
-Entrepreneurial spirit and broader nature of the society. Some societies encourage entrepreneurship while some don’t.
-Attitudes (health, environmental consciousness, etc.)
-Leisure interests.

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Technology is fast disrupting various industries across the board. Transportation industry is a good case to illustrate this point. Over the last 5 years the industry has been transforming really fast, not even giving chance to the established players to cope with the changes.Car industry is fast moving toward automation led by technology firm such as Google & manufacturing is disrupted by Tesla, which has stated an electronic car revolution.
-Recent technological developments by Maserati competitors.
-Technology's impact on product offering.
-Impact on cost structure in Auto Manufacturers.
-Impact on value chain structure in Consumer Goods sector.

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In number of countries, the legal framework and institutions are not robust enough to protect the intellectual property rights of an organisation. A firm should carefully evaluate before entering such markets as it can lead to theft of organisation’s secret sauce thus the overall competitive edge.
-Discrimination law.
-Copyright, patents / Intellectual property law.
-Consumer protection and e-commerce.
-Employment law.
-Health and safety law.
-Data Protection.

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Before entering new markets or starting a new business in existing market the firm should carefully evaluate the environmental standards that are required to operate in those markets.
-Weather.
-Climate change.
-Laws regulating environment pollution.
-Air and water pollution regulations in Auto Manufacturers.
-Recycling.

-Waste management in Consumer Goods sector.
-Attitudes toward “green” or ecological products.
-Endangered species.
-Attitudes toward and support for renewable energy.

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Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. The following are the strengths of Maserati:

Sales Boom in China: It is a well-known fact that though China is one of the most lucrative markets for cars, it is not an easy market to break into. But Maserati has made the impossible possible as they sold over 12000 Quattroporte models in the year 2016. This acted as a boom for the company.

History of innovation: The brand has a history of being innovative in all its models and many of its racing victories can be owed to the discovery of lightweight alloys. They have also been innovative and unique in their designs and though many automakers have tried to model themselves on Maserati they have been unsuccessful in replicating their success.

Association with sound. Maserati cars have always been obsessed with sound and the owners can gain access to the Soundcloud account where the exhaust sounds of their models are uploaded and owners can choose from these for their cars.

Positioning: Maserati has been targeting young drivers and thus they position their vehicles as fast, fearless and stylish. The company has also been consistently designing their sports cars with a younger audience in mind and keeps track of the trends amongst youngsters.

Association with FCA: Both Fiat and Chrysler are veterans in the automobile industry and other than the experience they have massive production and research capacities. Maserati can use the FCA association to build on both the economies of scale and the economies of scope.

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High market potential for luxury cars: Carmakers are trying to increase the market potential for luxury cars in all markets globally. The current statistics for the market share of luxury cars are at the top with 24 %, U.S. at around 10-12%, China 8%, Malaysia 5.4% Indian 1.2 %, and Indonesia 2.5%. With lower costs of ownership and more access to financial support, these numbers are likely to grow in the next few years.

Changing customer preferences: Customers are more conscious about their social positions and cars are seen as a symbol of status. With more propensity to spend customers are willing to invest more in quality vehicles. This can be an opportunity.

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Weaknesses are used to refer to areas where the business or the brand needs improvement. Some of the key weaknesses of Maserati are:

Accelerator Issues: Maserati has been recalling many of its Quattroporte owing to acceleration issues.The company has stated that there may be extremely high speeds owing to the driver side floor mat anchor issue which in turn can create safety problems.

Excessive dependence on China: The Chinese market is showing a lot of interest in Maserati and the company is now focusing completely on China to meet its target for sales revenues. This might not be the right strategy.

Poor customer connect: Though Maserati has clear differentiators and unique product features for each of its cars it has been unsuccessful in communicating the same to its customers. Customers are not sure about what the brand Maserati stands for or its position in the market in terms of segmentation.

Ambitious Sales targets: Maserati has the Grand Turismo Sedan, The Quattroporte coupe and they compact Ghibli along with an SUV Levante in the market. The company is targeting a sales push which is ambitious considering the market in the western world for luxury cars is slowing down. This plan may prove to be a disaster for the company.