Prepared and presented by:

Dawid Krzykawski 121529

Natalia Kuzyk 121669

Global Marketing – class of 2023/2024

2

Fisker Wey Blue

Ocean Xpeng P7i Ocean

Dodge Ram Toyota Zeekr X

Rampage Alphard

BMW i5/5- Nio Hyundai

series ES 6 MUFASA
3

Autoliv produces car safety devices such as seatbelts, steering

wheels and car airbags

SEATBELT
Reduces fatalities by ca. 45%.

STEERING WHEEL
Crucial for safety and
seamlessly steering the
automobile

AIRBAGS
Reduce life-threatening
injuries by ca. 50%

Source: autoliv.com, team analysis

4

Autoliv has a 70-year tradition of saving people’s lives and

extensive know-how in the car-safety market

2023
1956 2012
Autoliv unveils a patented
Lennart Lindblad develops The world’s first outside pedestrian
revolutionary new passenger
first seatbelt. protection airbag is developed
airbag module

1953 1998 2022

The company is founded by Inflatable curtain-side Introducing airbag systems
Lennart Lindblad airbag is introduced for powered two-wheelers

Source: autoliv.com, team analysis

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The global airbags & seatbelts market is expected to grow at a

staggering pace of ~12% per year

Source: precedenceresearch.com, team analysis

6

Autoliv is a global company, employing over 70 000 people with

sales of over 10 bln USD per year

Source: autoliv.com, team analysis

7

Autoliv is a global leader in car safety devices with 45% of the

market share

Source: mordorintelligence.com, autoliv.com, team analysis

8

Autoliv operates in a B2B business model with a diverse

customer group, selling high quality products

Source: mordorintelligence.com, autoliv.com, team analysis

9

Despite being a market leader, Autoliv faces challenges such as

competing with cheaper competitors and legal actions from the
regulators
1. Supply Chain Risks: geopolitical tensions,
increasing operational costs.

2. Legal and Compliance Challenges: stricter

international laws and complex operations

3. Economic Volatility: Economic fluctuations,

inflation

4. Political Risks: unpredictable changes in

target countries

5. Operational Adjustments: continuous

enhancing of compliance and governance

Source: autoliv.com, desk research

 SWOT analysis

S W O​ T

STRENGTHS OPPORTUNITIES
WEAKNESSES THREATS
 ● Global presence
● Technological expertise - strong focus on innovation
and constant development
S STRENGTHS
● Strong brand reputation – commitment to safety,
reliability and quality, trust of customers and industry
stakeholders
● Industry leadership – strong market position
● Contracts with big label automobile manufacturers
● Effective sales network and distribution system
 ● High R&Dcosts
● Dependence on automotive industry – any downturn can
have a significant impact on Autoliv's financfial

W WEAKNESSES ●
performance
Strict regulations and safety standards – increased
production costs
● Customer concentration - reliance on a few major
automotive manufacturers
 ● Growingdemand for advanced safety technologies-
increasing awareness about road safety
● Technological innovations
O​ OPPORTUNITIES ● Expansion in emerging markets - exploring
opportunities for expansion in new markets
● Collaborations and partnerships – accelerating product
development
 ● Regulatorychanges - significant adjustments to Autoliv's
products and operations
● Intense competition - highly competitive industry
T THREATS
● Fluctuations in raw material prices - affect production
costs and profitability
● Economic uncertainty
Threatof new entry: Buyerpower:
THREAT OF NEW ENTRY
The industry requiressignificantcapital Automakersput pressureon Autoliv to
investment in R&D andproduction. There provide competitive pricesand innovative
arestrict regulationsand safety standards. solutions. However, the Autoliv'sreputation
Autoliv'sreputation alsoactsas abarrierto can mitigate some of this bargainingpower.
entry. However, technological
innovationscould lower thesebarriers.

SUPPLIER
THREATSPOWER
OF NEW COMPETITIVE RIVALRY BUYER POWER
ENTRANTS
The industry is highly
competitive. Autoliv
must continually
invest in R&D to
maintain its market
condition.

Supplier power: THREAT OF SUBSTITUTION Threatof substitution:

Autoliv cooperateswith varioussuppliers, The threat of substitution is quite low
which meansthat the bargainingpower of becauseAutoliv'sestablishedposition on the
suppliersis lower. It limits the riskof supply market makesit difficult for them to
disruptionsand ensuresfavorablepurchase compete effectively.
conditions.

Source: autoliv.com, team analysis

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Discussion question 1

How does Autoliv's dominant market share and global presence influence its
business strategy? What approach would you take as company’s CEO?
17

Discussion question 1

How does Autoliv's dominant market share and global presence influence its
business strategy? What approach would you take as company’s CEO?

1. Maintaining Market Dominance: Use market share for supplier

negotiations, leading to R&D investment opportunities.

2. Global Expansion: Tailor products for local needs in new

markets to expand global presence.

3. Strategic Alliances: Form alliances to share R&D costs and

access new markets with minimized risk.
18

Discussion question 2

Examine how Autoliv's strong brand reputation for safety, reliability, and quality
can be leveraged to enter and grow in emerging markets. What marketing
tactics would be most effective?
19

Discussion question 2

Examine how Autoliv's strong brand reputation for safety, reliability, and quality
can be leveraged to enter and grow in emerging markets. What marketing
tactics would be most effective?

1. Educational Campaigns: Inform auto brands about the benefits of

advanced safety features.

2. Local Partnerships: Work with governments for better safety

standards, creating a demand for high-quality safety products.

3. Customization: Adjust products to the unique demands and

standards of each automotive market.

4. Brand Ambassadors: Use success stories from auto brands to

reinforce safety and quality standards.
20

Discussion question 3

In light of the high R&D costs, how can Autoliv leverage its technological
expertise and commitment to quality to justify premium pricing when competing
with other cheaper brands?
21

Discussion question 3

In light of the high R&D costs, how can Autoliv leverage its technological
expertise and commitment to quality to justify premium pricing when competing
with other cheaper brands?

1. Highlight Innovation: Emphasize the advanced research and

technology in Autoliv’s safety products.

2. Proven Track Record: Demonstrate how Autoliv’s innovations have

historically enhanced vehicle safety.

3. Total Cost of Ownership: Show how premium safety features can

reduce long-term costs for auto manufacturers.

4. Quality Assurance: Ensure auto brands that investing in Autoliv

means investing in top-tier quality and reliability.
Thank you for your
attention
 Bibliography
http://fernfortuniversity.com/term-papers/porter5/analysis/561-autoliv--inc-.php
http://fernfortuniversity.com/term-papers/swot/1433/310-autoliv.php
https://www.mbaskool.com/brandguide/automobiles/13510-autoliv.html
mordorintelligence.com
autoliv.com
precedenceresearch.com