New Product Launch Marketing Plan, Part I
New Product Launch Marketing Plan, Part I
New Product Launch Marketing Plan, Part I
International: Fiat
Market Needs and Market Growth “Vehicle shipments in NAFTA totaled 2,238,000 units for FY 2013, representing a 6% increase over FY 2012. In the U.S., vehicle shipments were 1,876,000 (up 7% from FY 2012), in Canada 269,000 (up 5%) and 93,000 for Mexico and other.” (Fiat 2013 Full Year Q4 Results, 2014) “Fiat forecast that group trading profit this year will rise to between 3.6 billion euros and 4 billion euros from 3.39 billion euros in 2013. The forecast is lower than a range of 4.7 billion to 5.2 billion euros given in October 2012 and below analysts’ forecast of 4.15 billion euros” (Automotive News Europe Home, 2014). Fiat vehicles mainly sold to Europe and Latin America. For Italians, the Brazilian market is almost as important as the European market. These two regions market is not very good due to economic crisis. But Chrysler mainly occupies stronger advantage in North America. In third quarter of 2013, its earnings in the North American market increased by more than 20%. In addition, both the Chrysler and Fiat so far have occupied important shares in Chinese market. Therefore, the Chinese market will be the key to Fiat profitable.
According to the Wall Street Journal, the amount of global automotive will have a 4% growth in 2014, while the American and European markets also have 3% growth in 2014 (2014). This means that the slow recovery of the global economy will drive the automotive consumer over global. With oil prices rising, more people are favoring economical vehicles, such as electric hybrid. Ford expects electric hybrid cars will occupy 20-30% of the car market next decade, therefore, Ford, Toyota, Nissan and other major car companies have launched their own electric hybrid car.
SWOT Analysis
Strengths. Fiat has a long international history and presence. Fiat boasts an environmental
New Product Launch Marketing Plan, Part I
International: Fiat
Market Needs and Market Growth “Vehicle shipments in NAFTA totaled 2,238,000 units for FY 2013, representing a 6% increase over FY 2012. In the U.S., vehicle shipments were 1,876,000 (up 7% from FY 2012), in Canada 269,000 (up 5%) and 93,000 for Mexico and other.” (Fiat 2013 Full Year Q4 Results, 2014) “Fiat forecast that group trading profit this year will rise to between 3.6 billion euros and 4 billion euros from 3.39 billion euros in 2013. The forecast is lower than a range of 4.7 billion to 5.2 billion euros given in October 2012 and below analysts’ forecast of 4.15 billion euros” (Automotive News Europe Home, 2014). Fiat vehicles mainly sold to Europe and Latin America. For Italians, the Brazilian market is almost as important as the European market. These two regions market is not very good due to economic crisis. But Chrysler mainly occupies stronger advantage in North America. In third quarter of 2013, its earnings in the North American market increased by more than 20%. In addition, both the Chrysler and Fiat so far have occupied important shares in Chinese market. Therefore, the Chinese market will be the key to Fiat profitable.
According to the Wall Street Journal, the amount of global automotive will have a 4% growth in 2014, while the American and European markets also have 3% growth in 2014 (2014). This means that the slow recovery of the global economy will drive the automotive consumer over global. With oil prices rising, more people are favoring economical vehicles, such as electric hybrid. Ford expects electric hybrid cars will occupy 20-30% of the car market next decade, therefore, Ford, Toyota, Nissan and other major car companies have launched their own electric hybrid car.
SWOT Analysis
Strengths. Fiat has a long international history and presence. Fiat boasts an environmental