Marketing paper

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timer Asked: Mar 7th, 2019
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Question Description

Please complete both Marketing research paper and the outline of the paper. (provide separately)

choose any company that is easy for you. (well know will be preferred)

**Please write in simple language**

Marketing paper Instruction is provided below. Outline format is list below. Also lecture slide is provided but not needed.

Tutor Answer

Jkennish
School: University of Maryland

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Running head: FIAT AUTOMOBILES MARKETING PLAN

Fiat Automobiles’ Fiat 500 Marketing Plan
Name
Institution

1

FIAT AUTOMOBILES MARKETING PLAN

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Fiat Automobiles Marketing Plan
Executive Summary
Company
Fiat Automobiles is Fiat Group’s subsidiary organization. Fiat car manufacturing
company, founded by Giovanni Agnelli in the year 1899, currently has an array of businesses
that focus on manufacturing different products that include construction equipment, components
to be used in production systems, engines, and commercial vehicles, among others. Through the
implementation of a diversification strategy, the company has realized significant growth over
the years. Additionally, the diversification strategy has enabled the organization to leverage its
products to avoid unwarranted risks associated with doing business in its specific industry. The
multinational organization primarily focuses on automobile manufacturing. It is associated with a
number of successful automobile brands that include the Ferrari, Maserati, and Alfa Romeo,
among others (Bartlett, 2019).
To realize this success, the organization has had to implement suitable marketing
strategies. However, the recent merger between the company and Chrysler has created room for
growth, as the company can use Chrysler’s North American network to market the new Fiat 500
model. Conversely, the merger has provided the company with significant benefits concerning
the opportunity to share knowledge in engine technology, which would be suitable for particular
markets in the global marketplace. In the light of finding the most appropriate marketing strategy
for Fiat 500 new model, the variables to be addressed include the target market, the marketing
mix for the model, environmental variables, and a SWOT analysis. SWOT analysis is important
for determining the position of the company’s product in the market, including how its product
lifecycle can affect the organization’s marketing mix.

FIAT AUTOMOBILES MARKETING PLAN

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Product
This marketing plan focuses on Fiat’s new model, Fiat 500. The model was initially
launched in the year 1957, but has undergone several alterations to fit the needs of the modern
market. The model is positioned as an economical car that individual could use within their
cities. It was essential to develop an economic and cheap model that would fit the needs of the
target market, consequently competing with models of the same caliber such as Volkswagen
beetle and Volkswagen mini. The new fiat 500 model was unveiled in the year 2007 (Pisano,
Andrews, & Di Fiore, 2011). Even though the size of the car remains as originally developed, the
multinational corporation included new features and functionality that could meet the demands
of the market in the modern economy. The model can be regarded as a second-generation model
that was fundamentally developed to fulfill the contemporary consumer needs.
Target Market
The demographic characteristics of the target market include individuals aged between 18
and 29 years old with an annual income of between $40,000 and $60,000. The customers should
be located in major cities, considering the idea that the model is ideal for city life (Robbins,
2018). The psychographic characteristics of the target market include individuals that believe in
themselves. Conversely, the target consumers value their creative lifestyles, as they are not only
fashionable, but also self-confident. These characteristics can be used to determine that the target
customers are passionate about what they do. One of the things that they have in common is the
idea that they would like to have fun in life. They have simple objectives to achieve and work
hard to achieve the goals to their satisfaction.
In addition to the young and hip customers being targeted, the brand also targets other
consumers such as those that have a small family and own a house. Such customers are more

FIAT AUTOMOBILES MARKETING PLAN

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likely to enjoy going out for dinner with their families or friends, including spending time ...

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