Marketing Plan On Alfa Romeo

COMPETITORS SCENARIO:

 Every company has to face the competition in the market from his competitors. Alfa Romeo competes with the German based Auto majors, Audi, Porsche, Volkswagen and BMW with its complete range of cars. The company which is able to provide an extra service to its customer will be able to survive in this competitive world .In the key western European market, Alfa Romeo has a market share of 0.9%.  Mini Cooper is the market leader in the niche segment for high end compact car. The MiTo is placed directly against the Mini. Mini Cooper has already been launched in Australia and is marketed through the Channels of BMW.

(Alfa Romeo 2009 company profile edition 2, n.d)

SWOT ANALYSIS:

Strengths:

Ø  Alfa Romeo is a part of Fiat group of automobiles. Fiat has a good reputation in the market and is one of the old players of this industry. So Alfa Romeo gets an advantage on the name of its parent company.

Ø  Styling of Alfa Romeo is new and according to the changing trends of the market i.e. unorthodox styling.

Ø  Alfa Romeo always plays special attention to the safety features of the car. The car has a lot of safety features which could attract customers who are more worried about their safety.

Ø  Alfa Romeo has one of the finest technologies in the world to produce cars.

Ø  It shares technical and commercial capabilities with Maserati which is another well known brand within the Fiat group.

Weakness:

Ø  Alfa Romeo has a good presence only in the European markets, all other market they hardly have any presence and to become a successful brand they must be recognised all over the world.

Ø  US is considered as one of the best markets for this industry, Alfa Romeo launched its car in US market but due to declining sales it withdrew from US market in 1995.

Opportunities:

Ø  The biggest opportunity for the company is its major industrial co-operation.

Ø  The company is evaluating the possibilities of sharing the component with BMW.

Ø  It even has a co-operation with Chrysler which is also a well known brand in the Australian market.

Threats:

Ø  Fiat had some problem about the labour unrest in 2007 & 2008, so the company has the threat that such problems can again occur in the company which spoil the name of the company which can hamper the growth of any company.

Ø  Fiat faced some problem with Logistics providers which affected the productivity of the industry. The company always has a threat of such incidents being repeated.

Ø  Currency Fluctuation is one of the major problems faced by all the industry all over the world Even Alfa Romeo is having the threat of Currency Fluctuations.

Ø  The price of fuel and other energies are increasing every day which adds to the production cost which overall increases the cost of the product.

Ø  Cost of raw materials are also soaring which is another threat for a car manufacturing industry.