日產汽車公司歐洲市場戰(zhàn)略英文版課件

1、日產汽車公司歐洲市場戰(zhàn)略2022/8/101請 柬尊敬的女士/先生： NISSAN歐洲公司將于今天晚上召開市場戰(zhàn)略決策會議， 敬請光臨！2022/8/102NISSANs Opportunity & OptionOpportunity: Market Integration of the EC Option: Bluebird vs. New Micra2022/8/103Market Integration of the EC 2022/8/104France, Italy, Spain2022/8/105Bluebird vs. New Micra 2022/8/106Background

2、Nissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 2022/8/107Background -Nissan Motor Co.,Ltd 2022/8/108Background -Nissans European Market Penetration Survey Feature2022/8/109Survey - Export to Europe 36001630002400002022/8/1010Survey N

3、ew-Car Sales in Major Southern European Countries, 1987 (000s of Units) 2022/8/1011Feature Local Production in EuropeNissan Motor Iberica, SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK) NMUKNMISA2022/8/1012Trends in the European MarketFranceItalySpain2022/8/1013 Trends in the European MarketFranc

4、eLarge Car MarketSupermini Class was the Largest SegmentPrice more sensitive than qualityPeugeot & Renault held 60%+ market shareNissans marketing organization was weakSales had been restricted2022/8/1014 Trends in the European MarketItalyMarket highly restrictedFiat held the largest market share (6

5、0%)The large market share of the supermini carPrice rather than quality sensitive Sales performance was not strong2022/8/1015 Trends in the European MarketSpainCar demand concentrated on supermini, and lower-medium classesPrice tended to be more important than quality SEAT, who made smaller cares co

6、nsidered fairly competitiveThe dealerships had very limited experience in selling passenger cars2022/8/1016 Market Integration of the ECLiberate the movement of products, services, people, and capital within the EC Harmonization of technical standards for cars Production & logistics costs decreaseIn

7、tensify competition in the car industryThe bilateral import quotas imposed by France, Italy, and Spain had to cease2022/8/1017Staff of Nissan Europe Co.(Group 14):沈 戰(zhàn) Nissan歐洲公司總裁李愛民 Nissan歐洲公司營銷副總裁胡 南 Nissan歐洲公司Bluebird產品經理張菁蕓 Nissan歐洲公司New Micra產品經理王 云 會議主持人李 軍 新聞發(fā)言人2022/8/1018Bluebird2022/8/1019B

8、luebird Introduction 1800cc Upper-medium-Sized CarProduced by UMUK in 1986Regarded as a UK-made car in 19882022/8/1020SWOT ANALISYS Strength High profit margin per unit High experience curve & scale economyIndirect competition with major southern Euro car makersImproving Nissans image in Europe 2022

9、/8/1021SWOT ANALISYS weakness Small market demands High price Unknown name Poor distribution network 2022/8/1022SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker (HONDA) for local production 2022/8/1023SWOT ANALISYS Direct competition with ot

10、her Japanese car markers Deal with local and northern American car markers Threat 2022/8/1024Suggestion: Focusing on the Bluebird2022/8/1025Marketing PlanAllocate more marketing fund for Bluebird promotion such as ad., seminar & souvenir Improve brand recognition by ourselves instead of through dist

11、ributors or dealersRecruit new dealers ASAP by favorite policyTrain current dealers of Upper-medium-sized car selling 2022/8/1026New Micra2022/8/1027New Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands, UK2022/8/1028SWOT ANALISYS Strength Fast growth ma

12、rket with high potential High productivity High quality with favorite price Only facing European competitors Higher competitive capability Distributorss experience of selling small cars Years of experience for local production 2022/8/1029SWOT ANALISYS weakness Unfamous brand 2022/8/1030SWOT ANALISYS

13、 Opportunity The lifting of the restrictions The construction of NETC The construction of Logistic Center 2022/8/1031SWOT ANALISYS Threat Attract more attention among local competitors 2022/8/1032Suggestion: Focusing on the New Micra 2022/8/1033Marketing PlanRemaining the advantage of high quality &

14、 low price Improving the training of the local dealersEnlarging the ad. to the southern European countries2022/8/1034OPTION: Bluebird vs. New Micra 2022/8/1035?2022/8/1036Decision: More marketing resources should be allocated to the New Micra 2022/8/1037Four principal reasons Nissan needs a low-pric

15、ed car to obtain big market share in S/E countries due to their price consciousness Segment of Supermini car market in S/E countries is the largest oneNo direct competition with other Japanese car makersCan extend the production line upwards later 2022/8/1038The New Micra marketing strategy Objectiv

16、eProduct Price Place Promotion 2022/8/1039The New Micra marketing strategy Objective To acquire market share as much as possible 2022/8/1040The New Micra marketing strategy Product Low-priced and high quality supermini car 2022/8/1041The New Micra marketing strategy Price Lower than that of local co

17、mpetitors 2022/8/1042The New Micra marketing strategy Place To recruit new dealers by favorite policy Train the current local dealers 2022/8/1043The New Micra marketing strategy Promotion To invest huge funds on advertisements stressing the features of the New Micra To supply marketing funds to the

18、local dealers on their own promotion activities 2022/8/1044Subsequence & Recent Situation For the first time, European journalist had given their car-of-the year award to a Japanese model, Nissans new British-made model Micra,a $10,000 subcompact The Japanese are taking away share from Renault in th

19、e French, Italian, and Spanish market. The European automakers need to be on guard against such fierce competition. Business Week, (December 14, 1992)2022/8/1045Subsequence & Recent Situation 2022/8/1046Subsequence & Recent Situation 30%10.1%18.2%Market share in France, Italy, and Spain, 20002022/8/

20、1047 1%Market Shares in France, 1987 Review 2022/8/1048 0%Market Shares in Italy, 1987 Review 2022/8/10491%Market Shares in Spain, 1987 Review 2022/8/1050The Latest News Carlos GhosnCarlos Ghosn, the troubleshooter charged with reviving Nissan Motor Co. (NSANY), likes to be called the Icebreaker. It

21、s a nickname he got from DaimlerChrysler Chairman Jurgen E. Schrempp for his skill at ignoring local business practices that stand in the way of making money. 2022/8/1051 Enlightenment Determining a right market access strategy Concentrating consumers Modern marketing strategy is a key factor for success2022/8/1052Thanks2022/8