In Agnelli's view, it is completely nonsense to insist on the complementary relationship between football and automobiles. The ultimate goal of controlling Juventus Club is to shape the corporate image and promote the Fiat brand. As for letting yourself instead of the old Agnelli as the club's chairman, it is hoped that there will be a new and young representative figure to the outside world, implying that the second generation of members of the Agnelli family have grown up and created conditions for future succession.

After controlling Juventus Club, you may not expect this club to make money, but you can’t lose too much, and you also have high requirements for your performance. Everyone knows that Juventus is now standing behind Fiat. The club’s performance and company brand value are one of the same - a club with poor performance and repeated defeats still wants people to think that his products are excellent?

But now Agnelli doesn't say this truth because it's all very correct nonsense, and he doesn't believe his father doesn't understand it.

Old Agnelli spoke: "I haven't attended business school, so I can't evaluate whether the industrial diversity theory mentioned by the professors is correct, but from my perspective, at least what you learned is flawed."

"Fault?" Agnelli was stunned for a moment, "I wonder what you are referring to?"

"What you call industrial diversification means expanding to surrounding areas under the existing technical level and forming intensive advantages. For example, Fiat is good at building cars, so motorcycles can be built, and armored vehicles, tanks, aircrafts, and engines with similar technical conditions can be built, is this theory?"

Agnelli nodded and said, "It is true. There is also a saying that it is to open upstream and downstream and form a complete industrial chain - for example, if you need steel and aluminum to build cars, you need steel and aluminum alloy joint enterprises, and you need supporting parts such as bearings and motors. Then you can open a machinery and motor company... Of course, it can only be the main parts, and it is impossible to build a factory for every accessory. This is not economical and unnecessary."

Regarding the theory of industrial diversification, Europe and the United States did not form a systematic and complete theoretical discussion until the 1970s. However, when management first appeared in the 1920s, some people had already examined this industrial characteristic. Before theoretical research, many large enterprises had begun to do this: for example, Krupp is a typical upstream and downstream integration diversification. Krupp is famous for manufacturing arms. In order to ensure the quality of arms, a high-quality steel plant was specially built; BMW is a representative of horizontal diversity, with motorcycles, cars, aircrafts, etc., all involved in the manufacturing fields of equipment that use internal combustion power, and the product performance is good. Judging from the situation in Italy, Fiat is closer to BMW rather than Krupp.

Old Agnelli shook his head slightly: "So Ziano's actions gave me a lot of inspiration, and made me realize that the theory of the business school was incomplete and incomplete. Everything you are analyzing is based on your own abilities, that is, what I can do to start industrial expansion."

These words made Agnelli stunned: Isn’t it a hooligan to talk about industrial development based on his own abilities?

"Your thinking is still limited. You think about problems from the supply perspective, emphasizing what I can do and what I can give, have you ever thought about problems from the demand perspective? Have you ever thought about problems from the customer's perspective? What do customers need? What do they desire? Isn't demand more valuable than supply? Is it more important?"

"I..." Agnelli was speechless. What do customers need? Isn't it better performance, better appearance, and cheaper price? Is it still necessary to ask?

"So you made the same mistake as I did before. You always think that you understand the customer, but in fact you don't really understand the customer, or sometimes even the customer doesn't really understand what you need." Old Agnelli smiled slightly, "Let me give an example. If you are purely in love and have no utilitarian colors, what kind of woman do you want to be a wife? Do you want her to be gentle and considerate, manage the family perfectly and let you devote yourself to work without distractions, and then it's best to hope that she is beautiful, generous, decent, and well-educated... When your salary is completely sufficient, you probably won't care about what career your wife has in the past, and even think that running a family after marriage is her career. Am I right?"

"Yes, this is probably the basic standard."

"But this standard is abstract. Who knows that there is the term gentleness and considerate, but it is very different for individuals to call gentleness and considerate. As for beauty, perhaps the most beautiful person is recognized, but for others, who is beautiful and who is not beautiful, will it involve subjective factors?" Old Agnelli smiled, "Would you draw a picture in advance, make a table, and then follow the chart according to this chart and compare one by one? In your words, the needs have been clearly written on it."

Agnelli was speechless. Fiat might be able to find a professional manager to play this game, and he would use this game when he found a wife? That would probably be crazy.

"Now a new problem is here, a female radio announcer and female host. If she had these conditions, would you marry her?"

Little Agnelli smiled bitterly. He knew that his father had been obsessed with listening to the radio recently and had a good impression of the female host named Adriana. He thought that the program she hosted was sharp, with a comprehensive viewpoint, rigorous logic, but not as aggressive as ordinary media reporters. He would listen to it whenever he had time, so he naturally used it as an example, but he was not easy to answer this question. After thinking about it carefully, he said, "I probably won't. I don't like women showing up in public."

"Look, you actually have an implicit need - your wife cannot go out to work, and that need even overwhelms the previous conditions. Then I ask you again, two people, one is considerate of you, a woman who is not considerate of you, is not elegant in character, and her culture is at the level of junior high school, but can stay at home wholeheartedly for you; the other woman who is considerate of you is beautiful, has elegant and calm manners, has received higher education, but has to continue her career outside. How do you choose?"

Agnelli gritted her teeth: "I will probably choose the latter, but I will persuade her to terminate her career as soon as possible."

"So demands are variable, and there is no constant demand. In addition to the customers wanting to have them from the beginning, there will be new requirements, and demands you did not expect are waiting for you."

Old Agnelli took a "Youth Daily" and bounced: "Youth Daily, as a newspaper that has been founded less than half a year ago, has entered the top ten newspapers in the country. What is it based on? It is a keen market analysis and differentiated positioning! Ziano's promotion slogan is very clear - this is the second newspaper needed by the middle class and intellectuals! He completely avoided competing with other daily newspapers and ordinary newspapers for the first newspaper in the family. If he faced the competition in this way, he would not have this advantage now. The Youth Daily's newspaper style, article content, and overall style refreshed people, making the middle class and intellectuals with the ability to pay suddenly realize that in addition to a regular newspaper that provides daily ordinary news, they also need a newspaper with a vision of observation, analysis, evaluation and science popularization. Ziano created the demand for a second newspaper! Before the Youth Daily was launched, some people thought about it, and did anyone propose it like this?"

"No!"

"Let's talk about United Motorcycle. Before that, did Italy have no motorcycle products? Obviously not. Italy has many motorcycle brands and products, but none of them have a significant advantage until United Motorcycle emerged." Old Agnelli smiled, "You also said that they have nearly 5,000 orders. Judging from United's current production capacity, it will take at least 10 months to deliver. So, are the people behind willing to wait or turn to other brand products?"

Little Agnelli sweated slightly on his forehead: "I think, maybe, I will choose to wait?"

"I think so too. The boastfulness and advertising in the newspapers are not much exaggerated - this is the first motorcycle that perfectly meets the ideal needs of Italian youth. He deserves to have and is worth waiting for..." Old Agnelli smiled, "Although it is more expensive than other motorcycles, everyone thinks it is worth the money. Do you think this demand is endogenous or guided?"
Chapter completed!