Fiat Marketing Case

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Fiat Case Study Fiat Case Study Table of Contents MKTG 1113 0 Summary 2 Target Market 2 Key findings and Assumptions 2 Problem Statement 3 SWOT Analysis 3 Competitive Analysis 4 Perceptual Map 5 Alternatives 6 1: New Ad Campaign: Focus on Fiat 500’s performance and fuel efficiency rather than design 6 2: Change Marketing Strategy: Focus on 500L Model and target families within urban environments 6 3: New Ad Campaign: Target city-goers and Generation-Y 7 Solution 7 Implementation Plan 8 References: 10 Summary This report outlines a marketing strategy for Fiat Canada that will help grow its market share in Canada in the next fiscal year. Fiat has enjoyed a great deal of success in European markets due to the fact that its compact and fashionable design is conducive to the dense geographic landscape of European countries. Fiat has recently moved to Canada and is hoping to capitalize on the value that Generation Y places on style and personalization as well as the segment of the population that lives in urban centers Fiat Canada will focus on a market penetration strategy that will attempt to capitalize on the unique strengths of the Fiat500 to increase sales in the Canadian micro-car market. We will focus on the fact that the Fiat500 is a small, compact car that has the ability to seamlessly navigate around the congested streets of Canadian cities as well as the ability for trendy Gen Y and Gen X consumers to choose from a wide variety of stylish interiors and exterior colours. This report will compare the various strengths and weaknesses of the Fiat against the competitors in the micro-car market. It will demonstrate that the Fiat has many features that make it a strong contender in the micro-car market and our chosen solution will show how Fiat can exhibit these strengths in a way that will accommodate Fiat Canada’s goal to

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