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To: Boss From: Date: October 29, 2012 Subject: Integrated Marketing Plan Zamada The automobile industry is one of the largest industries in the world. In 2011 the auto industry generated total global sales of 72.8 million units (Plunkettresearchonline, 2012).
Canada has a gross domestic income per capital of $41,000 and a total population of 34.3 million inhabitants (Culturegrams, 2012). Zamada Motors is looking to expand its operations into the Canadian marketplace. The firm in 2014 plans on launching a small compact car called the “2.2”. The car is a small two seater with high fuel economy that is targeted to compete with Fiat, Mini, Ford and Toyota. The purpose of this memo is to provide a comprehensive integrated marketing strategy for Zamada Motors. The company has a marketing budget of one million dollars. A million dollars might seem like a lot of money, but to launch an introductory mass marketing campaign in a foreign country the budget the firm has is limited. Despite the budget constraints there are marketing channels that can be used in a combined manner to achieve the goals of the company. The first step for the company is to let the Canadian population know about existence of the Zamada brand. The marketing plan will start by focusing on the brand. The second step of the strategy is to emphasize on the “2.2” to drive the sales of the product. The marketing budget of the firm will be divided in two initiates. The company will spend 20% of its budget to get the word out about the brand. The remaining 80% of the budget will be used to market the “2.2” car model. ...
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