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 friendly. The Maxima has been one of our top selling cars since 1984 and since the Titan’s late debut in 2003, it has rivaled some of Detroit’s top trucks in sales including the Ford F150. SWOT Analysis:
Nissan is one of the leading automotive brands in the world. The company has a wide geographic base. It has operations in Japan, the US, Canada, Mexico, Australia, New Zealand, South Africa, Middle East and Asia. Nissan is also well-versed in revenue generation from these locations. The wide geographical reach of the company proves to be strong catering to different markets and their emergence. However, we are threatened by rising raw material prices, which could adversely impact operating margins as the following diagram indicates.
Strengths: Strong brand name, and a wide geographic basis. The partnership with Renault creates revenue growth. Weaknesses: Declining profitability, Weak performance in the domestic market. Opportunities: Acquisition of ATLET Strategic initiatives Increasing demand for hybrid cars Opportunities in India and China.
Threats: Rising raw material prices ELV directive Tightening emission standards. Competition:
Currently, Nissan’s biggest competitors are Volkswagen, Toyota and Honda. (look at tdi and diesel market) All four automakers share the same opportunity when it comes to competitive edge: to embrace the environmental expectations of society. All automakers listed above have developed and introduced hybrid vehicles and crossover sport utility vehicles, which have shown to be less harmful to the environment. Current Market Position:
According to Fortune Global 500, Nissan is ranked #7 in the industry behind its three top competitors in the market segments of cars, trucks, sport utility vehicles and minivans (Fortune, 2013). In Japan, Nissan is ranked #2 behind only Toyota (Nissan Motor Information, 2013). Among Nissan’s strengths are a strong brand name and wide geographic base. In order to sustain its competitive...
Please join StudyMode to read the full document