PIAGGIO STATION
How can PIAGGIO leverage its core competencies
to remain competitive in the industry in 2023?
PRODUCT
Motorcycles are less appealing to Gen Z due to their heightened concern for safety. To remain relevant, PIAGGIO must establish channels to engage with the 18-30 age group in 2022 and align with their evolving lifestyle preferences.
PROBLEM
More young people are moving to suburban areas, leading to longer commutes to the city. However, public transportation and infrastructure are insufficient to meet their needs in these areas, forcing them to rely on limited public transportation schedules, which can restrict their mobility and daily routines.
SOLUTION
"PIAGGIO Station will give young people the freedom to commute."
STRATEGY
ROLE & RESPONSIBILITIES
This consulting project, completed 10 years ago, involved conducting various research methodologies, including SWOT and STEEP analyses, generational studies, and future projections. The research was a collaborative effort between PIAGGIO, my colleagues from Graduate School at Art Center College of Design, and myself.
My role focused on evaluating PIAGGIO's core capabilities and market positioning, eventually narrowing the target to a specific market segment. Interviews with Jakarta city planners revealed a need for improved public transportation, particularly for young commuters from suburban areas. My solution supported the government’s plan by offering young people an enjoyable commuting experience.
WHAT TO ACHIEVE
01
This project, sponsored by PIAGGIO in 2012, aimed to address the company's declining sales and brand identity in recent years. As an Italian motorcycle company, PIAGGIO sought a design solution to stay relevant in the industry by 2022. To find the solution, I conducted extensive design and business research, including market analysis, target user research, future studies, STEEP analysis, technology trends, and generational cycle studies.
BACKGROUND & CHALLENGE
GOAL
"What could be a new business model for PIAGGIO to engage with young people in 2022?"
Optimizing PIAGGIO’s Competencies for Future Transportation Needs
Enhancing PIAGGIO’s core strengths to meet evolving transportation demands, ensuring it remains relevant as people’s mobility needs change.
Reestablishing PIAGGIO’s Brand Identity & Vision
Rebuilding PIAGGIO’s brand identity and vision to strengthen its position in the market and appeal to modern consumers.
Recalibrating PIAGGIO's Future Scope of Activities
Refining PIAGGIO’s strategic focus and activities to align with future trends and market opportunities, ensuring long-term growth and relevance.
OUTCOMES
WHERE TO WIN
02
GEOGRAPHIC SEGMENT
Indonesia: A Major Future Market for PIAGGIO
PIAGGIO is a global company with branches and manufacturers worldwide, each serving distinct purposes. After analyzing future market trends, I identified Indonesia as a crucial market for PIAGGIO. This is due to its large population, strategic geographic location, abundant natural resources, and PIAGGIO’s established presence in Southeast Asia, positioning it for significant growth in the region.
10 YEARS CITY PLAN OF INDONESIA
Stricter Traffic Enforcement in Jakarta
To tackle traffic congestion, air pollution, and noise from automobiles, the Indonesian government plans to enhance public transportation infrastructure and enforce stricter regulations in Jakarta. As the city's population grows, these regulations will tighten, requiring PIAGGIO to adapt its business model in Indonesia to align with the government's plan.
“How Can PIAGGIO Support Young People and the Government’s City Plan in 2023?”
HOW TO WIN
03
“YOUNG PEOPLE’S LIVES WILL BE CONSTRAINED BY THE PUBLIC TRANSPORTATION SCHEDULE.”
PIAGGIO STATION
Empowering Young People with Commuting Freedom
PIAGGIO will offer young people the freedom to commute. As more young people move to suburban areas, longer commutes and insufficient public transportation have become challenges. PIAGGIO stations can help by providing convenient commuting options, supporting the Indonesian government’s efforts to enhance transportation infrastructure in suburban areas.
PIAGGIO E-TRIKE
Providing Young People with a Safe & Enjoyable Commute
The PIAGGIO E-Trike falls under the Autobike category, allowing PIAGGIO to leverage its core competencies in developing this vehicle. The E-Trike offers a fast and agile riding experience, similar to a motorbike, while ensuring safety with its protective shell. This combination provides young commuters with a secure and enjoyable personal space, making their daily journeys more comfortable and efficient.
CAPABILITIES NEEDED FOR IMPLEMENTATION
04
KEY ACTIVITY SYSTEM OF “HOW TO WIN”
Establishing a Map of Activities and Competencies for Implementing PIAGGIO STATION
Develop E-Trike's Electrical System:
Create an efficient and sustainable electrical system for optimal commuting.
Build a Protective Shell:
Ensure rider safety and comfort with a durable protective shell.
Develop Infotainment and Data Software:
Create software for infotainment and user data analysis to enhance the commuting experience.
Implement Rental Management System:
Set up a system for managing E-Trike rentals efficiently.
Establish PIAGGIO Stations:
Launch stations to facilitate E-Trike rentals and support suburban commuting in Indonesia.
REVIEW MEASUREMENT SYSTEM TO IMPROVE
05
VALUE EXCHAGNE MAP
Analyzing the Value Exchange Map to Measure the Success of PIAGGIO STATION
Customers (Riders)
Value: Safe and enjoyable commuting, freedom of transportation in suburban areas.
PIAGGIO
Value: Revenue from E-Trike rentals and maintenance, utilization of core competencies, and enhanced brand recognition.
Indonesian Government
Value: Improved transportation options, reduced congestion and pollution, and increased economic activity in suburban areas.
PIAGGIO Station Operators
Value: Revenue from E-Trike services and expanded business opportunities.
Software Developers and Data Analysts
Value: Revenue from software development and data analysis services.
NEXT STEPS
06
STRATEGIC PLAN
Developing Core Capabilities for PIAGGIO STATION with Indonesia's 10-Year City Plan
To support city growth, a robust transportation system is essential. Limited parking infrastructure leads to congestion, pollution, and noise issues. PIAGGIO STATION will partner with the Indonesian government over the next decade, providing solutions to improve public transportation and address these urban challenges.
