Marketing Plan for Nissan Motors
Marketing Plan
Nissan Motors.
Alexander Good
I. Executive Summary
The demand in the American automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions. Nissan is responding to the challenge. In 2007, we released a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our engines are redesigned and run with an improved battery. For a little more than a conventional gas engine, consumers will have the choice to buy the advantage of a car that will give them more gas mileage, increased durability, cheaper fuel costs and above all, a cleaner burning alternative to gas.
We introduced our new line of vehicles in a multi-stage process focusing on our target consumer profile. We looked for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report will detail our marketing strategy including a description of how the marketing mix plays a key role in our roll out. We know that there are other automakers out there vying for our business; mainly VW, General Motors, and Toyota to name a few, but we have a product that can outperform what those other companies offer.
Nissan's long established industry presence combined with its expansive facilities internationally will allow us to face our competition head on. We expect to secure at least 5% of the alternative fuel automobile market within six years of our launch and even more within a decade.
Company Description
America has long had a fascination for its cars and we here at Nissan know that there are few feelings of freedom that rival jumping in an automobile and going just about anywhere you please. As automakers, we have an increased responsibility not only to make sure our vehicles are safe and affordable, but also environmentally
Nissan Motors.
Alexander Good
I. Executive Summary
The demand in the American automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions. Nissan is responding to the challenge. In 2007, we released a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our engines are redesigned and run with an improved battery. For a little more than a conventional gas engine, consumers will have the choice to buy the advantage of a car that will give them more gas mileage, increased durability, cheaper fuel costs and above all, a cleaner burning alternative to gas.
We introduced our new line of vehicles in a multi-stage process focusing on our target consumer profile. We looked for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report will detail our marketing strategy including a description of how the marketing mix plays a key role in our roll out. We know that there are other automakers out there vying for our business; mainly VW, General Motors, and Toyota to name a few, but we have a product that can outperform what those other companies offer.
Nissan's long established industry presence combined with its expansive facilities internationally will allow us to face our competition head on. We expect to secure at least 5% of the alternative fuel automobile market within six years of our launch and even more within a decade.
Company Description
America has long had a fascination for its cars and we here at Nissan know that there are few feelings of freedom that rival jumping in an automobile and going just about anywhere you please. As automakers, we have an increased responsibility not only to make sure our vehicles are safe and affordable, but also environmentally