The paper "Integrated Marketing Communication Plan for the Ford 2011 Fusion Hybrid Car" is a perfect example of a case study on marketing. Marketing communication is the process by which a firm’ s information and its offerings are released to a certain segment of the market (Allred, et al, 2007). Communication is essential in informing the buyer of the availability of an offering, its unique benefits and where and how to obtain and use the offering (Petley, 2003). An integrated marketing communication plan is a framework for the development, implementation, and control of the integrated marketing communication program of the organization (Sutherland & Sylvester, 2000).
It helps in the evaluation of the current situation of the firm (English, 2006). It is also fundamental in the determination of the role to be played by each element of the promotion mix. It also helps in developing strategies for each element of the promotion mix. The IMC plan enables a firm to plan for the implementation of elements of the promotion mix. Finally, IMC helps in the evaluation of the results from the implementation of the elements of the promotion mix.
In this paper, we write an integrated marketing plan for the 2011 Fusion Hybrid car from Ford Motor Company. Background Ford motor company was founded by Henry Ford. It is an American company, which has branches all over the globe. The company was incorporated in 1903. The company is the fourth-largest company in the world based on the number of cars sold annually (Allred, et al, 2007). Today the company manufactures vehicles with varied brand names including Lincoln and Mercury in the USA (English, 2006). The company has major manufacturing plants in Mexico, Canada, the United Kingdom, turkey, Brazil, Australia, Argentina, the people’ s republic of China and South Africa.
The ford motor company has acquired several motor companies over time. These include Aston Martin in 1989, Volvo Cars in 1999 and Mazda of Japan. The ford motor company has been forced by the recent economic downturn to enter into hybrid and electric car manufacture which holds promise for the profitability of motor companies (Baker, 2003). The production of the 2010 Fusion Hybrid by the ford motor company saw it enter officially into the hybrid car arena.
The fusion hybrid is a representation of the first hybrid sedan for the company (Ford Motor Company, 2010). The 2011 fusion hybrid promises to offer the EcoBoost option which enhances fuel capacity. The model differs from the 2010 fusion hybrid in that it has switched from a 2.5 to 2.3-litre four-cylinder engine. The engine is also capable of producing 191 horsepower in total. The powering of the wheels is through a continuously variable automatic transmission. The battery pack consists of a nickel-metal hydride.
This reduces the power but has an added advantage of improving fuel economy rating for this car.