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fiat - PROJECT WORK Successful Marketing in India Professor...

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PROJECT WORK Successful Marketing in India Professor Emeritus M. Kirpalani Written by: Alessandro Massimino Antonello Ditaranto Mauro Bruno Pauer
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2 Fiat is planning to launch a new product in the Indian market. After posting record sales of its previous models, FIAT tries to be more present in the Indian Market with a small polyvalent car, suitable for every kind of road: PANDA TREKKING 4x4 INDUSTRY BACKGROUND: Fiat was founded by an investors’ group in Italy in 1899. They knew how to take advantage of creative growth and of the fabulous social climate that characterized Italy in that years. Fiat stood out early on the Italian market: The Company’s history identifies with the Italian economic one, with the industrial development of a country that had known how to stand out as a protagonist on the international economic scene. Its history has been reflecting a continuous and massive production of several products, which have put in evidence the industry’s development, making it one of the most important cars producers in the world. Globalisation imposed to the automotive industry to have the skills to compete in the world market through a wide range of products and an international network of factories. In this global strategy FIAT has focused its investments on foreign countries, selecting them according to three criteria: Countries with high internal rate of development Countries which are taking part in the free-commerce area Countries with hard industrial policies Among the countries selected on the basis of those criteria was India. FIAT Cars Sales (thousands of units) 0 200 400 600 800 1000 1200 1400 1600 1800 EU Poland Morocco Egypt South Africa India Brazil Argentina Venez uela 1998 1999
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3 INDIAN MARKET India, with a population of one billion people, is the second largest country and the fifth largest economy in the world. The growth of Indian economy began in the 1980’s and was fast in the 1990’s for an important reform program that favoured and was improving the liberalization of the economy and the deregulation in many sectors. Reforms, in fact, have been proposed to start policies for limiting public expenses and for opening the market, rectifying financial and fiscal distortion. This reform plan had the objective of supporting the economic growth, the creation of employment, the development of infrastructures and poverty reduction. As result, it’s been estimated that the Indian middle class will be able to increase from 7.7 million families to 23.2 million in the next years, so this situation would imply an increase of consumer growth to exponential values. CONSUMER: HIGHLIGHTS Demographic Profile Approximately, 45% of the Indian population is less than 20 years of age. Total size of the middle income segment (and above) is 39 million households.
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