The Importance of an Integrated Marketing Communication

Topics: Marketing / Pages: 11 (3042 words) / Published: Aug 15th, 2014
1. Executive Summary & Firm Information
The author of this report has chosen to analyze the Italian company Fiat, which has established itself in the automotive industry since more than 100 years introducing many new products and initiatives, adapting to the changing environment characterized by macroeconomic factors that have changed the automotive industry. This report focuses on the Fiat 500 product that has brought a lot of success to the company, since its production in 1956.
Fiat’s Mission is to produce and sell vehicles for the mass market (Fiat S.p.A. no date). Due to the of the different brands acquisitions in the past, as for example Alfa Romeo, Lancia, Maserati and Ferrari, it can offer a wide range of products for all different types of customers. Focusing only on the product in question, the city car Fiat 500 targets young, stylish customers, woman and man. It is an affordable small city car, easy to use and with an exciting image.
Let’s look briefly at the company’s SWOT analysis to see where the main strengths as weaknesses lie:

Strengths: Weakness:
Experience of over 100 years - difficulties to enter in new markets outside
Diversified product portfolio from Europe
Alliances with other car manufacturers - same marketing strategy used for different
Presence in 40 different countries markets
(Fiat S.p.A. no date) - entry barriers like taxes and competitors
Relationships with customers in approx. making it difficult to enter in new markets
150 countries ((Fiat S.p.A. no date)
Strong R&D centres
Uniqueness of the products

Opportunities Threats
Some markets are not well exploited so - increase in the fuel prices far, for example the Japanese, Chinese and - difficult entry barriers
Russian markets - many competitors in other markets,
The growth of the automobile market outside of Italy

Social Media
Nowadays we have moved from an asymmetrical communication to a two-way

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