Launching a New Luxury 4x4 for Lamborghini in UAE

Running head: PROJECT MANAGEMENT
Integrated marketing communications
Name of the student
Name of the university
Author Note:

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PROJECT MANAGEMENT
Table of Contents
Introduction......................................................................................................................................4
Situation Analysis............................................................................................................................5
Market Trends..............................................................................................................................5
Current communication strategies and performance...................................................................5
PEST factors................................................................................................................................6
Marketing Objectives.......................................................................................................................7
SMART Objectives.....................................................................................................................7
AIDA Model................................................................................................................................8
Strategy............................................................................................................................................9
IMC Challenge.............................................................................................................................9
3P’s of strategy............................................................................................................................9
Tactics- Communication Plan........................................................................................................10
Objectives..................................................................................................................................10
Promotional Tool Selection.......................................................................................................10
Creative Positioning and message.............................................................................................11
Action Plan....................................................................................................................................11
Implementation of the Plan........................................................................................................11
Project Management......................................................................................................................12

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PROJECT MANAGEMENT
Critical Path...............................................................................................................................12
Figure No 1: Critical Path Analysis...........................................................................................12
Timeline.....................................................................................................................................12
Table No 1: Timeline Table.......................................................................................................13
Gantt chart.................................................................................................................................13
Figure No 2: Gantt chart............................................................................................................13
Control...........................................................................................................................................14
Identification of Resources and Budget.....................................................................................14
Table No 2: Budget Table..........................................................................................................14
Project Control...........................................................................................................................15
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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PROJECT MANAGEMENT
Introduction
The following report is based on the launching of a new product or service (luxury 4x4)
for Lamborghini based in United Arab Emirates. The UAE is a federation of seven different
Emirates in the Persian Gulf. The capital and the second largest city of the UAE, the Abu Dhabi
is presently the center of the country’s political, industrial and cultural business activities. The
political system of the UAE is based on the 1971 constitution and is composed of a number of
different kinds of interrelated governing bodies. The automobile industry of the country took a
rough turn during the global economic crisis of 2008, but gradually took to its original shape
after some serious reconstructing reforms by the UAE government. The economic affluence of
the country due to the presence of a stable economy which has been because of the presence of a
large scale oil and natural gas reserve has helped it to become a great market for the large scale
global automobile manufacturers. The report has highlighted the launch of the new Lamborghini
range using the SOSTAC framework.
The new model will once again be launched by the management of the Al-Jazri motors
that has been the sole importer of Lamborghini for years now and has been serving the UAE
customers for s long time. The new luxury Aventador S and the Huracan Performantè models
will be launched by the company in a few days (dubai.lamborghini/en 2019). The SOSTAC
model has been used to identify the best suited communication strategy that will be fit for the
launch of the vehicle in UAE (dubai.lamborghini/en 2019). The SOSTAC Model will analyze
the situation analysis, marketing objectives, strategy, tactical challenges, Action Plan as well as
the control procedures.