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Marketing strategy of Fiat

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Fiat is returning to the US Automobile market after a 20 year absence. Their reputation for quality has not been the best. What should be their strategic marketing plan for their new US product? Explain.

My short answer is that the younger generation, especially in the US does not know Fiat's past so based on that I would not worry much about past rep. The cars are small, economic and gas wise so I would target the younger gen.

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The expert discusses strategic marketing strategy for Fiat in USA. The plan is explained.

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The car should offer strong value proposition in terms of fuel efficiency, performance and after sales support. In today's tough economic competition and fierce competition, Fiat should capitalize on its core competencies to come up with a product that offers great value for money to US customers. The company's legacy should be reinforced among customers in the US and the company should engage in aggressive advertising to enhance brand visibility and recognition in the US markets.

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