Problem Statement:
Fiat wants to re-launch their brand image in Spain, which has been highly damaged during the last decade. Fiat Auto Espana must come up with a marketing plan for the FIAT STILO model that enables them to gain position in the current market.
Situation Analysis: The facts below and others are also summarized in a SWOT analysis in Exhibit 1.
Company (PSI)
? Bad perception.
? Loss of market share.
? Management conflict.
o Sales wants to improve market share first and then improve profitability little by little.
o Marketing wants to improve profitability first and then market share.
? Changes happening.
o Dealerships are an example.
? Have been unsuccessful in trying to improve brand image.
? Large company, resources available.
? HQ based in Italy.
? Experienced company.
Customers
? Perception: Low quality, Small Vehicles.
? Market moving to mid segment.
? Buyers demand more features.
? 80% of buyers in the C segment are male.
? Generally middle class.
? Mainly 2 vehicles per household.
? Commonly live in cities.
? Use vehicles to go to work.
Competitors
? Aggressive marketing campaigns.
? Golf & Peugeot = High value.
? Weaknesses:
o Features.
o Design.
? Strengths:
o ...