New Product Launch Marketing Plan free essay sample

New Product Launch Marketing Plan, Part I New Product Launch Marketing Plan, Part I International: Fiat Market Needs and Market Growth â€Å"Vehicle shipments in NAFTA totaled 2,238,000 units for FY 2013, representing a 6% increase over FY 2012. In the U. S. , vehicle shipments were 1,876,000 (up 7% from FY 2012), in Canada 269,000 (up 5%) and 93,000 for Mexico and other. † (Fiat 2013 Full Year Q4 Results, 2014) â€Å"Fiat forecast that group trading profit this year will rise to between 3. 6 billion euros and 4 billion euros from 3. 39 billion euros in 2013. The forecast is lower than a range of 4. 7 billion to 5. 2 billion euros given in October 2012 and below analysts’ forecast of 4. 15 billion euros† (Automotive News Europe Home, 2014). Fiat vehicles mainly sold to Europe and Latin America. For Italians, the Brazilian market is almost as important as the European market. These two regions market is not very good due to economic crisis. But Chrysler mainly occupies stronger advantage in North America. In third quarter of 2013, its earnings in the North American market increased by more than 20%. We will write a custom essay sample on New Product Launch Marketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In addition, both the Chrysler and Fiat so far have occupied important shares in Chinese market. Therefore, the Chinese market will be the key to Fiat profitable. According to the Wall Street Journal, the amount of global automotive will have a 4% growth in 2014, while the American and European markets also have 3% growth in 2014 (2014). This means that the slow recovery of the global economy will drive the automotive consumer over global. With oil prices rising, more people are favoring economical vehicles, such as electric hybrid. Ford expects electric hybrid cars will occupy 20-30% of the car market next decade, therefore, Ford, Toyota, Nissan and other major car companies have launched their own electric hybrid car. SWOT Analysis Strengths. Fiat has a long international history and presence. Fiat boasts an environmental consciousness that is ahead of its competitors such as CO2 emissions and the use of renewable energy in the manufacturing process (Fiat. com, 2014). Weaknesses. A weakness may be the number of recalls on Fiat 500 in previous years resulting in a lack of trust in the brand. The global recession and decreased buying power of consumers may create a resistance to purchasing new automobiles. Opportunities. The Fiat name has been associated with Chrysler Group and it’s over-taking of the remaining equity in the US-based company (Fiat. com, 2014). Sochi 2014 has also been seen as a global marketing venue. Threats. Threats include the recovering auto industry in the United States with other international options for small, subcompact cars (that also focus on fuel efficiency). Potential Competition Luxury brands have entered the subcompact car market in Europe. Fiat’s price isn’t a match for the people who are willing to pay a little more for the name of a BMW or Audi (Automotive News Europe, 2013). Product Offering and Product Definition Fiat’s Panda Classic is available in 36 countries on four continents (Fiat. com). The Panda is a five door vehicle with climate control, extra storage and fuel economy. Multiple safety features are also included such as airbags, controlled crumple zones, and anti-whiplash head rests (Fiat. com). Product Identification Fiat Panda. Justification Fiat’s Panda is one of the few models available in numerous countries, making a broader presence in the global market. The Panda is a smaller automobile, small enough to navigate tight cities streets yet roomy enough to transport families, friends and luggage. Domestic Market Needs and Market Growth Fait 500 is a small European designed 2-door car. Though the manufacturer has seen an increase in sales and overall profit, the brand has struggled in US markets. This is due to a disconnect between the brand and the American car market. The organization attempted to win over the American consumer with targeted commercial campaigns featuring Charlie Sheen, which were successful. The Fiat brand does have a market for â€Å"inexpensive, fun to drive small cars, with room for four adults† however, the core issue of the brand lies with space; â€Å"there isnt enough passenger or cargo volume in the standard 500 for it to have mass appeal here† (2013). In order to appease this market the organization is launching the Fait 500L in the summer of 2014. The newer model has 40% more space than the previous model. SWOT Analysis Strengths. This Italian company was founded in 1899 (Fiat Nation, 2014). Fiat brand cars, specifically the Fiat 500, have been sold in over 100 countries (Fiat Nation, 2014). The conservative design equates to modest fuel economy (KBB. com Editors, 2012). Weaknesses. This small car has limited seating and cargo capacity. Persons who live outside of the city or have larger families may not find this car useful. If the body design doesn’t satisfy the customer, other competitors such as Honda Fit or Ford Fiesta offer more room and styles (KBB. com Editors, 2012). Opportunities. With the growing trend of fuel-efficient sub-compact vehicles, Fiat may have arrived to the domestic market just in time. Threats. Numerous other sub-compact cars are also on the market and may provide significant savings or advantages based on what the consumer favors. In addition, a recent crash test study by the Insurance Institute for Highway Safety listed Fiat as one of the makes that did not fare well in crash tests (Hirsch, 2014). Potential Competition The domestic market is ripe with potential competitors. According to Fiat’s website, the primary competitors include the Kia Soul, Nissan Cube, Scion xB, Honda Fit, Mini Cooper, and Ford Fiesta. Product Offering and Product Definition The 2014 Fiat 500L has a starting price of $19,100; with four well-equipped models adding two more doors plus best-in-class interior volume. With 120. 1 cubic feet it provides for comfortable accommodations for five passengers. It is designed on the new, small but wide, vehicle architecture adding 27 inches more in length, plus six inches more in height and width, all to deliver an EPA Large Car size interior with comfort, added versatility and 42 percent more space. (2) Product Identification Fiat 500 and 500L Justification Fiat’s main competitors are the Mini Cooper and Smart ForTwo. With the sales of the Smart car brand declining, the Mini Cooper sets the standard in the US. Mini’s U. S. sales fell 1. 6 percent in the first 10 months of this year to 38,538, said Autodata Corp. In the same period, sales of Smart’s U. S. model, the ForTwo, declined 61 percent to 5,146, the Woodcliff Lake, New Jersey-based researcher said (Higgins, 2012). The new expanded size models allows for more driving experiences for a smart size international vehicle. The premier package includes a no charge technology features. This adds to the overall value for the brand. Survey questions to collect additional consumer data 1. Do you purchase mainly in the physical retail store or online? 2. What range includes your age? a. Younger than 18 b. 18-24 c. 25-34 d. 35-44 e. 45-54 f. 55-64 g. 65 or older 3. Are you: a. Male b. Female c. Transgender 4. How many children 17 years or younger live in your household? 5. What is your annual household income? a. Below $20,000 b. $20,000-$29,999 c. $30,000-$39,999 d. $40,000-$49,999 e. $50,000-$74,999 f. $75,000-$99,999 g. $100,000+ 6. Are you the person in your household responsible for purchases? 7. Please indicate when you last made a major purchase? a. 0-3 months ago b. 3-6 months ago c. 6-12 months ago d. 12-24 months ago e. 24+ months ago 8. What statement best describes you: a. You take pride in having the latest products. b. You could care less about the new products being offered. 9. What feature would make X brand more desirable to you? 10. How important is cost in your purchasing decision? a. Very important b. Somewhat important c. Somewhat unimportant d. Not important

Importance of military in Othello Essay Example

Importance of military in Othello Essay Example Importance of military in Othello Paper Importance of military in Othello Paper During the sixteenth and seventeenth centuries, global confrontation between Turk and Christian worried military theorists. Turks were renowned for their courage, skill and cruelty on the battlefield. European warfare was also passing through a transitional stage between feudal hosts of the Middle Ages and permanent professional rmies of modern times. Othello is a condottiere fighting by contract for Venetian Republic, reflecting what European warfare would become. Yet, his self-fashioned image of a romantic and chivalric hero defeating the infidel in order to win a fair damsel is remnant of a medieval idea. Thus, confusion behind the two constructs and thus in Othello himself is inevitable. Othello takes place in a military background almost exclusively, and this is important to the tragedy, as it affects Othellos understanding of love, the importance of honour and reputation to the male protagonists and furthermore enables the audience to perceive both the external conflict between the Turks and Venetians, but also the internal conflict in Othello. This dimension allows the pay to be defined as both a public and domestic tragedy. Throughout the play, Othello makes statements such as Tis better to be much but to knowt a little. This conveys Othellos surprise, suggesting he has only learned things many take for granted. His occupation is also crucial to the tragedy, as it is his stories of the battlefield that initially woo Desdemona: she loved me for the dangers I had passed. However, we as an audience become aware of the fragility of their loves foundation as the play progresses through the symbol of the handkerchief. Othello weaves an intriguing and romantic story describing its history (further emphasizing that Othellos heroic narratives were an important factor in winning Desdemona), yet throughout the play, the handkerchief is stolen (showing their loves vulnerability) and proceeding the temptation scene when Desdemona tries to bind Othellos aching head with it, he states it is too little, indicating that their love cannot rid Othello of the suspicion of being cuckolded in his mind. It is Othellos occupation, then, that initiates the tragic process. Furthermore, Othellos naivety in matters concerning love makes him vulnerable to Iagos verbal predation. He is quick to believe what Iago tells him, even to Iagos surprise who states that the Moor already changes with my poison. It is Othellos occupation as a soldier that causes this, as the milieu of soldiers was virile and male-dominated. The soldiers life in Shakespearean times was lacking in female contact as long durations of time were spent in the company of soldiers alone. Iagos occupation as a soldier also contributes to the readiness at which Othello believes him. A Venetian, Iago states he knows the women of Venice well. Venice was infamous for its courtesans, and Iago easily convinces Othello that Desdemona is no different than the untrustworthy and seductive women of Venice. This knowledge inevitably arises from his career, as soldiers were infamous for womanizing. Another important aspect to a soldier that is important to the tragedy is honour and reputation, reputation reputation! The significance of honour to Othellos central characters mobilizes the tragic outcome as Renaissance soldiers lives were dominated by it, especially since it was still the age when chivalry majorly contributed to the rules and discipline of the army. Othello demonstrates the desire to preserve his honour when he dismisses Cassio after his drunken brawl. Othello rather solemnly states he is no more his lieutenant, suggesting that those that lose their honour must be dismissed as a customary practice. Othello states he will make Cassio an example, despite the close relationship the two formerly shared. Cassios drunkenness is not without significance, as there was rules against drunkenness on duty, and Thomas Digges Stratioticos clearly states that dronkennes doth turn men into beasts. Othello aligns himself with this view as he enters in the barrack room, declaring his soldiers have turned Turk Turks being associated with brutal and animalistic behaviour. It is Cassios lost honour as a soldier that causes his dismissal and continues to mobilize the plot. Othellos brutal sense of honour is also demonstrated in a scene crucial to the tragedy when Othello decides to murder Desdemona. He says the justice of it pleases me, chillingly suggesting that strangling her is the moral and honourable thing to do. Othello constructs himself as a romantic and chivalric knight, and a characteristic of this identity was winning a damsel of a higher social station. If this woman was to lose her status, Othellos self-fashioned status was also in jeopardy. Thus when Edmund Spensers Red Crosse Knight discovers the fair Fidelia is really the foul whore Duessa, he is emasculated. When Othello becomes convinced that Desdemona is equally foul, his occupation is gone. The chivalric ideal upon which he has built his military vocation is destroyed and his reputation gone, and thus he decides that it is just to destroy her. Iago also plays upon this ontological insecurity when he says He that filches makes me poor indeed, suggesting that wronging someones name is the worst offence of all. A soldiers propensity to seek revenge is also crucial to the tragic plot. It is this that plays a large part in Othellos decision to kill Desdemona. This is due to vengeance being a principal element in a soldiers life, as many wars are fought on the basis of vengeance; a soldier learns to retaliate subsequent to being wronged, and thus Othello sees this as a natural medium of correcting Desdemonas apparent transgression, causing it to be somewhat explanatory of Othellos merciless killing of her, the woman he loves. When discussing the murder with Iago, Othello speaks in prose showing the systematic approach to revenge, as would be common in the devising of military plans. Yet, his speech is also punctuated with short sharp utterances to reflect how his passion is beginning to prevail over his military reasoning: O tis foul in her with mine officer! Thats fouler. Elizabethan military treatises agree that the careful selection of subordinates was a Generals most important duty. For Othello, that Desdemona would be topped by his handpicked is ignominious and degrading, and far more subversive than Desdemona being unfaithful with another. Thus Othellos quest for revenge is rooted in the desire to uphold his reputation as a great general: a way of being a black man in a white mans world. It is also essential to the development of the plays tragic situation that the male protagonists are soldiers as it allows the incorporation of professional jealousy one of Iagos apparent motivations. Although Coleridge stated that Iago was a motive-hunting malignity, there are instances in the play that signal a tension between those in different military positions. Iagos initial complaint against Othello is regarding his selection of officers. As Giles Clayton in 1591 stated, a lieutenant must be a man of great experience and knowledge in service. It is on this basis that Iago deems Cassio, a bookish theoric as unfit for the position. Another of Iagos grievances regarding Cassios appointment is that letter and affection obtained it. However, the audience learns that Iago has also tried to attain the office by persuading three great ones of the city to make personal requests to Othello, showing that Iago is just as guilty of trying to attain this office by letter and affection. It is also clear that Cassio was also chosen a more legitimate basis as he knew Othello well enough to serve as a go-between during his courtship of Desdemona and also knew of their love, a shock even to Desdemonas father. Furthermore, he is trusted enough by the Senate to be made governor of Cyprus. However, although Cassio is a valid choice for lieutenant, he does remind Iago rather snidely of his position, saying the lieutenant is to be savd before the ancient. In regard to Iago, his position as an ensign allows the audience to see the duplicity of his character and increases the irony surrounding his falseness. Readers of Othello have noted the verbal irony in the noun phrase honest Iago that reverberates throughout the play. However, the Ensign, as Elizabethan military treatises agree, must have been selected because of his upright and honest character. This is because the Ensign carried the flag, an emblem of the nobility of war and a representation of the country. Therefore, he must have been trustworthy enough for the soldiers to follow into battle. Garrard insisted that the Ensign must be a man of good account. Iago is hardly honest, however. He professes his lack of loyalty to his superior officer: not I for love and duty / But seeming so for my peculiar end I am not what I am. This supposed honesty that Iago should possess as the Ensign perhaps accounts for Othellos propensity to trust him. This is also due to the close relationship the Ensign and General were intended to hold. This proclivity to have confidence in Iago mobilizes the tragic situation, as Othello disregards pleas from his innocent wife even on her deathbed. Lastly, global struggle between West and East, Venice and Turkey is dramatized in the final act in the psychological battle within Othello. His last speech is central, as when he kills himself, it is in the same manner as he once killed the Turk who had beaten the Venetian in Aleppo. Therefore, Othello is reasserting the myth of Venice as a rational and ordered place on the outside, but having a corrupt internal structure; his rational and virtuous self destroys the irrational and cruel Turk within. Through this suicide, he is also acknowledging that he is both Venetian and Turk. Thus, the plays domestic conflicts also dramatize the conflict between places and cultures, as the West felt itself to be in contact with the barbarous East. The precarious ness of a nations identity is expressed through the tragedy of Othello. In conclusion, without the Othello being firmly founded on a military basis, the tragic plot could not be effectively mobilized. The milieu of the soldiers also allows the attitudes and relationships in the play to unfold, and also show how the desired characteristics of a soldier are in direct opposition to acting in a civilized and rational way in situations away from the battlefield.