3.

) Current Market
Situation
A) Market Description
B) Product Review
a) Table I Segment Needs and Corresponding Features/Benefits
C) Competitive Reviews
a) Table 2 Sample of Competitive Products
a)Market Description
• Marketing Environment
• Macro Environment (demographic, economic,
natural, technological, political, and cultural forces.
• Micro Environment (the company, suppliers, marketing intermediaries, customer
markets, competitors and publics)

• How do you satisfy your target customers’ needs and wants?

• Marketing S-T-P
• Segmentation
• Demographic
• Geographic
• Psychographic
• Behavioral
• Targeting
• Choose the most attractive segment to enter
• Positioning
• The design of a distinctive message that appeals to targeted segment
Marketing Communications is the unit responsible for promoting the
brand and products abroad. In the past, the name of this unit at TOFAŞ was Advertising Management.
However, communication is evolving day by day and advertising alone is not enough.
That's why it is also known as Marketing Communications globally. Bu birim birçok fonksiyondan
sorumludur. Çizgi Üstü Atl dediğimiz Reklam İletişimi’nden sorumludur. Marka modellerinin kitlelere
ulaşmasını sağlar, tüm televizyon, gazete, radyo, outdoor gibi mecralarda ürünün ve markanın tanıtımını
yapar ve tüm bu kreatif süreçten sorumludur. Bunun dışında Dijital Pazarlama bu birimin bir
fonksiyonudur. Dijital ve dijital olmayan tüm mecraların medya planlamasından sorumludur. Çizgi Altı
Btl dediğimiz; promosyonlar, basılı malzemeler, showroom içi ürünlerin üretiminden sorumludur. Bunun
dışında Doğrudan Pazarlama Aktiviteleri bu birimin sorumluluğundadır. Sergilemeler, marka iş
birlikleri, yaratıcılıkla müşteriye ulaşabilme ve bu süreçlerin yönetilmesi konusunda sorumludur. Bunun
dışında Fiat markasının çok ciddi bir bayi ağı var ve bütün ülkeye yayılmış durumda. Dolayısıyla bütün
o bayilerin kendilerinin yaptığı pazarlama aktiviteleri ve pazarlama planları var. Bu yüzden bu birim
aynı zamanda tüm o planların koordinasyonundan sorumludur. Hem planlama aşamasında destek
verilmesinden hem de uygulamaya geçtiğinde o bayileri beslemekten sorumludur.
•b)Product Review
What is your product?
• Describe the features of the product in bullet points
• Tofaş Murat 124(Hacı Murat)
• Murat 124 was produced in134 thousand 867 units between 1971 and 1976.
• Its production was stopped in 1976 with the start of Murat 131 production.
• In 1984, the body shell was modernized and it was re-released as a cheaper and less equipped model of the
Bird Series under the name Serçe, in a way Murat 124 returned to the lines after a 6-year break.
• 1.3 liter 70 hp OHV engine was equipped with a 4-speed manual transmission.
• The body was painted with opaque colors, as in Şahin.
• This time it was stopped completely in 1995.

• Its 1197 cc engine produces 65 hp and can accelerate the vehicle to 170 km/h.
• The name Murat is the adaptation of the Fiat brand to Turkey. The name of this vehicle is actually taken from
Murat I. Since going to Hajj by car was allowed in Turkey at that time, people went on pilgrimage with these
cars, and that's why the vehicle was nicknamed Hacı Murat.