Ferrari Marketing Plan

Ferrari is a global brand, which is known for the production of luxurious and powerful supercars. They have achieved prominence and favorable performance all over the world and managed to keep up with the current competition. In the Middle East, especially in the UAE, Ferrari is enjoying a sustainable and favorable business performance, as shown by an increase in sales compared to its performance in the previous years (FIAT, 2012). In line with this, because of the attractiveness of the UAE as a market for Ferrari, this marketing plan provides a general review of the company, including its market position and environment of operations; it is recommended that Ferrari Four will be introduced in UAE. The Ferrari Four will be positioned as the

To successfully bring Ferrari into the UAE market, specifically Ferrari Four, a number of marketing strategies have been proposed, with the objective of 100 units of sales and a highly established brand within the next three years. Targeting the affluent market, especially corporate executives, this marketing plan anticipates making Ferrari Four a defining characteristic of the Ferrari brand in the years to come.

1. Introduction With the popularity of different luxurious car brands all over the world, it cannot be denied that Ferrari has also been able to capture the UAE market, as in its streets, various models of Ferrari can be seen driven by the people who can afford to purchase such kind of a vehicle. This car company has been quick in grabbing any opportunity from the global landscape, which the management assumes as having a vital effect in their worldwide operations. One of the reasons on its

Based on the global performance of the company, it can be seen that the primary market of this company would be the US, as it has been the country, which registered the highest figures related to sales in 2011, making it a key priority of the management, to ensure maximum profitability in the region. Most of their sales came from North America, which has significant contributed to 26.5% of the worldwide sales of the company in 2011. In addition, other key global markets of Ferrari would include China, Hong Kong, Taiwan, Europe, and Germany. As a proof to the sustainable performance of Ferrari in the global market, it has been reported that the company was able to sell 7,044 units to its end customers all over the world in 2011. This is 9.2% increase compared to the number of Ferrari units which have been sold in 2010 (FIAT,