Fiat Group
Marketing Plan
Table of Contents
1 Description of the company 4
1.1 Company’s mission 4
1.2 Kind of business 4
1.3 Our focus 4
2 Situation analysis 5
2.1 Political/Legal 5
2.2 Economic 5
2.3 Ecological 5
2.4 Social/Cultural 5
2.5 Technological 5
3 Market Analysis 6
3.1 Market definition 6
3.2 Market size 6
3.3 Market segmentation 6
3.4 Competition and market share 6
3.5 Competitors' strengths and weaknesses 6
3.6 Market trends 6
4 Consumer Analysis 7
4.1 Demographics 7
4.2 Buyer motivation and expectations 7
5 Internal situation analysis 8
5.1 Company resources 8
5.1.1 Financial 8
5.1.2 People 8
5.1.3 Technology 8
5.2 Objectives 8
5.2.1 Corporate objectives 8
5.2.2 Marketing objectives 8
5.2.3 Long term objectives 8
5.3 Corporate culture 8
6 Summary of Situation Analysis 9
6.1 External threats 9
6.2 External opportunities 9
6.3 Internal strengths 9
6.4 Internal weaknesses 9
6.5 Critical success factors in the industry 9
6.6 Our sustainable competitive advantage 9
7 Marketing Strategy 10
7.1 Product strengths and weaknesses 10
7.2 Market segmentation 10
7.2.1 By product 10
7.2.2 By customer segment 10
7.2.3 By geographical market 10
7.2.4 By distribution channel 10
7.3 Price strategy 10
7.4 Promotion strategy 10
7.5 Distribution strategy 10
8 Financial summary 11
8.1 Assumptions 11
8.2 Pro-forma monthly income statement 11
9 Controls 12
9.1 Keys to success 12
9.2 Implementation 12
Description of the company
1 Company’s mission
2 Kind of business
3 Our focus
Situation analysis
1 Political/Legal
2 Economic
3 Ecological
4 Social/Cultural
5 Technological
1. Market Analysis
6 Market definition
7 Market size
8 Market segmentation
9 Competition and market share
10 Competitors' strengths and weaknesses
11 Market trends
2. Consumer...