Marketing Management
ASSIGNMENT
MARKETING MANAGEMENT
Prepared by: Simchit Say-Khoo
FIN No: G1328375W
Batch: ABMD 1578A
Course: Advanced Diploma in Business Management
Lecturer: Roland Kiew
1.0 INTRODUCTION 1.1 BACKGROUND INFORMATION Nissan Motor Company Ltd, formerly known as Nihon Sangyo, is an internationally renowned automobile firm that was established in 1933 by Yoshisuke Aikawa (Nissan, 2015). Now, almost 80 years later, Nissan has proliferated in size to become one of the world’s prime automobile suppliers with an annual sales volume of 5,188,000 vehicles as of 2013, with a prodigious 6.2% in global market share (Nissan Motor Corporation, 2014).
Nissan Motor Company bears a widespread sundry of products catering to the many needs and wants of different types of consumers. However, being aware that a single product is unable to please everyone, they undergo a process of Segmentation, Targeting and Positioning, dividing the market into segments of consumers with homogeneous characteristics and placing their resources to serve the needs of the different target markets in order to deliver a special benefit which would lead to consumer value. Some products are:
Nissan Leaf- which is aimed to satisfy consumers that are keen to converse the environment (Pasley, N.d),
Nissan Juke- for consumers seeking the thrill of adventure sports (TBWA, 2012),
Nissan Next- targeting the middle class, bikers and especially the low level-income groups (Nadeem, 2009). Here, I will expound further upon the external forces that play a part in the marketing environment. External forces have a great role in influencing the market. Regardless of how impeccable a certain entity’s marketing plan is, these forces may or may not engender a paradigm shift of profit. Opportunities and threats have to be carefully analysed and worked upon for greater assurance of
MARKETING MANAGEMENT
Prepared by: Simchit Say-Khoo
FIN No: G1328375W
Batch: ABMD 1578A
Course: Advanced Diploma in Business Management
Lecturer: Roland Kiew
1.0 INTRODUCTION 1.1 BACKGROUND INFORMATION Nissan Motor Company Ltd, formerly known as Nihon Sangyo, is an internationally renowned automobile firm that was established in 1933 by Yoshisuke Aikawa (Nissan, 2015). Now, almost 80 years later, Nissan has proliferated in size to become one of the world’s prime automobile suppliers with an annual sales volume of 5,188,000 vehicles as of 2013, with a prodigious 6.2% in global market share (Nissan Motor Corporation, 2014).
Nissan Motor Company bears a widespread sundry of products catering to the many needs and wants of different types of consumers. However, being aware that a single product is unable to please everyone, they undergo a process of Segmentation, Targeting and Positioning, dividing the market into segments of consumers with homogeneous characteristics and placing their resources to serve the needs of the different target markets in order to deliver a special benefit which would lead to consumer value. Some products are:
Nissan Leaf- which is aimed to satisfy consumers that are keen to converse the environment (Pasley, N.d),
Nissan Juke- for consumers seeking the thrill of adventure sports (TBWA, 2012),
Nissan Next- targeting the middle class, bikers and especially the low level-income groups (Nadeem, 2009). Here, I will expound further upon the external forces that play a part in the marketing environment. External forces have a great role in influencing the market. Regardless of how impeccable a certain entity’s marketing plan is, these forces may or may not engender a paradigm shift of profit. Opportunities and threats have to be carefully analysed and worked upon for greater assurance of
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