Essay About Fiat Stilo And Sales Department

Fiat Stilo
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Situation Analysis
Market Situation for Fiat in General:
Fiat wants to launch the Fiat Stilo because it is considered a great opportunity by all directors of
the company as a way to re-launch the brand image in Spain and to strength the whole company.
The Company faced the following problems in 2001:
Fiat used to be the leading car manufacturer in the 80ies but became
only number 7.
Big European competitors within the same segment.
There are short term interests as market shares and strategic objectives as the improvement of
the company image.
Customers:
For the customers Fiat = Smart Design, Practical, useful vehicle with safety features and comfort
but Weak, small, poor quality product = low prices
Fiat Stilo: Practical, useful vehicle, safety and comfort
Offers far more advanced features than traditional competitors (i.e.
functions of a MVP)
3 door Stilo: sports car design- young image, safety
5 door Stilo: versatility, comfort and safety
Competitors:
In General in the C-Segment the competitors would be:
VW Golf, Peugeot 307, Renault Megane, Ford Focus, Opel Astra, Citroen Xsara.
We believe our Main – Competitor is the Ford Focus. The Reason to buy the Ford Focus
according to our figures is Price, Brand, and Design. But the weak points are the safety options
and we offer them with the Fiat Stilo so in our opinion we can get this Market share.
We as the Sales Department would launch the Fiat Stilo with the following steps:
The sales department keeps in mind the clients who considered the Fiat as a purchase
alternative: These clients associate the brand with price attributes.
We want to improve the Market share right away and than improve the profitability little by little.
We want a car that is not to expensive so that the sales budget can be achieved.
In general we will start measuring and control is all parts of the car management which should be
quite easy now with the new tool “link”. By monitoring our initiatives we will increase our
implementation effectiveness.
Our main objective is to achieve a high market share in the least amount of time possible.
We are sure that our clients will value in the short term technical and safety improvements which
will improve image in the medium term.
1. Objective Target and Positioning
Overall Objective: Position Fiat Stilo in C-Segment (which will not be easy because Fiat in
general is positioned in B-Segment) and boost our market share
Reduce sales costs
More trade leverage in bargaining with distributors
Build loyalty
Primary Objective (assigned and tagged with a deadline):
Boost sales
Improve the Image of Fiat
Keep clients and long-term sales
Target group/Potential buyers: We will focus mainly in the male population since 80% of C
segment buyers are in this category.
2. Price Strategy
Price strategy following the “Focus” one:
Low visual prices for lesser-equipped