Marketing Plan On Alfa Romeo

                                       Marketing Plan PHASE 2

     AUSTRALIAN GOVERNMENTS LOOK ON THE AUTO MANFACTURERS:

Australia is among the only 15 countries that have the domestic capability to build a car from scratch. Hence it is very important for the Auto industry to be constantly in the path of innovation. The Australian government emphasises this with their new green car plan. They see the need to have greener cars with lower carbon emissions. It has been developed to make the automotive industry greener and more internationally competitive. The government grants are capped under various categories. The total cap for this assistance is $6.2 billion from 2008-09 to 2020-21. (Australian Government – Department of Innovation Industry, Science and Research, 2008)

 ‘Affinity with Asia, coupled with the American-European business environment makes Australia a very interesting proposition’

MARKETING OBJECTIVES:

• The primary objective of the company is to create brand awareness as very limited people are aware about the brand. Brand awareness plays very important role in car industry as people mostly prefer to buy cars which are famous and known.
• The other marketing objective of the company is to identify the target market so that it can accordingly promote and advertise the car. Mito is a hatch bag car and there are a lot of hat bag cars already available in the Australian market. So weather to target new customers or to the customers who already have a car is a big challenge for the company.
• Other objective of the company include creating a product strategy for the Mito as it has the competition with the BMW’s Mini Copper which has the highest market share in that segment in Australia.
• Pricing strategy plays an important role for a product when it has cut throat competition around; to frame a proper pricing strategy is another objective for the company.
• The distribution system of Alfa Romeo is not that appropriate it uses distribution of other companies to make the car available to its customers, to plan a proper distribution system for Mito is the other objective for the company.