Nissan Leaf
Table of Contents Executive Summary 3 1. Situational Analysis 4 1.1 SWOT Analysis 4 1.2 Industry Analysis 4 1.3 Competitor Analysis 4 1.4 Consumer Analysis 5 2. Opportunity Identification 6 3. Marketing Objectives 7 4. Marketing Strategies 8 4.1 Target Segments 8 4.2 Segment Selection 8 4.3 Positioning 8 5. Marketing Mix Decisions 9 5.1 Product 9 5.2 Pricing 9 5.3 Distribution 9 5.4 Communications 9 6. Implementation and Evaluation 11 6.1 Implementation 11 6.2 Evaluation 11 7. Cost-Benefit Analysis 12 References 13 Appendix 14
Executive Summary
The Nissan Leaf is the first to enter the all-electric vehicle market. However, due to the current recession and the research and development costs put into designing the Leaf, our financial performance has been declining. Furthermore, there is still a lack of consumer faith in all-electric vehicles due to unsuccessful launches of other electric vehicles and competitors are ready to launch their own all-electric vehicle models. Our main objectives are to increase awareness of the leaf and attain 40% of the all-electric vehicle market by the end of 2012. The purpose of this report is to address the above issues and provide an action plan.
Our recommendation is to partner up with local governments to make owning a Leaf more feasible, by creating more charging stations and providing electric vehicle subsidies. To increase the demand for this, Nissan should hold test-drive events throughout various cities to promote the Leaf. Though it will spread through North America, we plan to focus on Vancouver and Toronto as they are the greenest in Canada, and as well as New York City, Los Angeles, Chicago in the United States because they are expected to be the earliest electric vehicle adopters (Byrne, 2011).
1. Situational Analysis
1.1 SWOT Analysis
Strengths: * The 1st mass-marketed 100% electric vehicle * Safe (Top Safety Pick of
Executive Summary
The Nissan Leaf is the first to enter the all-electric vehicle market. However, due to the current recession and the research and development costs put into designing the Leaf, our financial performance has been declining. Furthermore, there is still a lack of consumer faith in all-electric vehicles due to unsuccessful launches of other electric vehicles and competitors are ready to launch their own all-electric vehicle models. Our main objectives are to increase awareness of the leaf and attain 40% of the all-electric vehicle market by the end of 2012. The purpose of this report is to address the above issues and provide an action plan.
Our recommendation is to partner up with local governments to make owning a Leaf more feasible, by creating more charging stations and providing electric vehicle subsidies. To increase the demand for this, Nissan should hold test-drive events throughout various cities to promote the Leaf. Though it will spread through North America, we plan to focus on Vancouver and Toronto as they are the greenest in Canada, and as well as New York City, Los Angeles, Chicago in the United States because they are expected to be the earliest electric vehicle adopters (Byrne, 2011).
1. Situational Analysis
1.1 SWOT Analysis
Strengths: * The 1st mass-marketed 100% electric vehicle * Safe (Top Safety Pick of
References: Byrne, C. (2011, April 14). Is your city ready for electric vehicles? VentureBeat. Retrieved from http://venturebeat.com/2011/04/14/us-cities-electrical-vehicles-ford/ City of Vancouver Datamonitor. (2011). Global Car manufacturing, Retrieved from http://360.datamonitor.com.proxy.lib.sfu.ca/Product/Download?pid=5EB360DB-5352-4A95- A81D-D5E105E10D5E&role=MainDeliverable&mimetype=application/pdf Datamonitor Dear, C. (2009, November 20). Nissan Leaf electric car. Retrieved from http://www.driving.ca/Preview+Nissan+Leaf+electric/2242423/story.html Hockenos, P (2011) Lavrinc, D (November, 2011). Nissan sells 20,000 Leafs worldwide, 10,000 in U.S. by end of the year. Autoblog. Retrieved from http://green.autoblog.com/2011/11/29/nissan-sells-20000-leafs- worldwide-10000-in-us/ OPEC Siemens. (2011). US and Canada Green City Index. Retrieved from http://www.siemens.com/press/pool/de/events/2011/corporate/2011-06- northamerican/northamerican-gci-report-e.pdf US Department of Energy Vaughan, M. (2011, Sep. 16). Take comfort in a leaf. The Globe and Mail. Retrieved from http://www.theglobeandmail.com/globe-drive/green-driving/green-driving-reviews/take- comfort-in-a-leaf/article2168835/ Appendix