Nissan Motor Company Ltd: Marketing Plan
Marketing Plan for Nissan Motor Company Ltd.
I. Executive Summary The demand on our nation's automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits like never before. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions and Nissan is responding to the challenge. By 2011, we're releasing a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our diesel engines vary from the traditional black smoke spewing diesel engines of the past. Our engines are redesigned and run with an improved performance 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 at Nissan are committed to bringing customers the best product and the best automotive value (Cerritos Nissan, 2007). We will introduce our new line of vehicles in a multi-stage process focusing on our target consumer profile. We are looking for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report, which includes a SWOT analysis, 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 GM, Chrysler, 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. At Nissan, "we wish to exceed your expectations and earn your
I. Executive Summary The demand on our nation's automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits like never before. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions and Nissan is responding to the challenge. By 2011, we're releasing a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our diesel engines vary from the traditional black smoke spewing diesel engines of the past. Our engines are redesigned and run with an improved performance 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 at Nissan are committed to bringing customers the best product and the best automotive value (Cerritos Nissan, 2007). We will introduce our new line of vehicles in a multi-stage process focusing on our target consumer profile. We are looking for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report, which includes a SWOT analysis, 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 GM, Chrysler, 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. At Nissan, "we wish to exceed your expectations and earn your
References: Andidas. (2003, April). Toyota Prius Marketing Communications Plan. Retrieved December 6, 2007, from Cerritos Nissan. (2007). Retrieved on December 21, 2007, from http://www.cerritosnissan.com/dealershipInfo/missionStatement.php Edmunds. (2007). What you should know before buying a diesel. Retrieved December 5, 2007 from http://www.edmunds.com/diesel/2008/beforebuy.html Expansion Management. (2007). Nissan to Open Distribution Facility in Memphis, Tennessee. Retrieved on December 10, 2007 from http://www.expansionmanagement.com/cmd/articledetail/articleid/18283/default. Ghosn, C. (2007). Company View: A statement by Carlos Ghosn, President and Chief Executive Officer of Nissan Healey, J.R. (2007). Car makers aim diesels at U.S. market. USA Today. Retrieved December 5, 2007, from Chapter1: Creating Customer Relationships and Value through Marketing. The McGraw-Hill Companies. Retrieved December 11, 2007, from the University of Phoenix library database. Klein, S. & Selz, S. (2000). Cybermediation in Auto Distribution: Channel Dynamics and Conflicts McMahon, K. (2007, January 16). Why light duty diesels make sense in the North American market Retrieed December 21, 2007, from http://www.autonews.com/assets/pdf/07_anwc/mcmahon_kevin.pdf National Safety Council. (2007). What you can do about car emissions. Retrieved December 21, 2007, from http://www.nsc.org/ehc/mobile/mse_fs.htm Nissan Motor Co, Ltd Company Information. (2007). Retrieved December 6, 2007 from http://www.hoovers.com/company-information/--ID__41879--/free-co- factsheet.xhtml Nissan Motor Co., Ltd Nissan. (1999). Renault-Nissan Alliance: A Uniquely successful partnership that offers synergies and economies-of-scale, while preserving independence. Retrieved December 20, 2007, from http://www.nissan.co.jp/ALLIANCE -e.html Nissan. (2007). Nissan announces “Nissan Green Program 2010”-midterm environmental action plan focusing on CO2 reduction December 21, 2007, from http://www.nissan-global.com/EN/NEWS/2006/_STORY/061211-01-e.html Nissan USA. (2007). Nissan commits to clean diesel engine in Maxima in 2010 Nissan USA. (2007). Retrieved December 23, 2007, from http://www.nissanusa.com/owning/faqs/warranty.html Nissan. (2007). Continuing Challenges on All fronts. Retrieved December 20, 2007, from http://www.nissan-global.com/EN/DOCUMENT/PDF/AR/2006/AR06_e_p12_13.pdf Nissan Nissan. (2007). Taking Action to Boost Performance. December 20, 2007, from http://www.nissan-global.com/EN/DOCUMENT/PDF/AR/2006/AR06_e_p12_13.pdf Peckham, Jack Rechtin, M. (1999, March 15). Nissan repositions new Maxima as ‘Cut Above.’ Advertising Age, 70(11), 24 Vasilash, G.S., Sawyer, C.A., & Kelly, K. (2007). Nissan-The extraordinary happens happens every day