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1、日产汽车公司欧洲市日产汽车公司欧洲市场战略（英文）场战略（英文）请请 柬柬尊敬的女士尊敬的女士/先生：先生：NISSAN NISSAN欧洲公司将于今天欧洲公司将于今天晚上召开市场战略决策会议，晚上召开市场战略决策会议，敬请光临！敬请光临！11/1/20222NISSANs Opportunity&OptionOpportunity:Market Integration of the EC Option:Bluebird vs.New Micra11/1/20223Market Integration of the EC 11/1/20224France,Italy,Spain11/1/2022
2、5Bluebird vs.New Micra 11/1/20226BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 11/1/20227Background-Nissan Motor Co.,LtdNissan Motor Co.,Ltd 11/1/20228Background-Nissans European Market Penetration Survey Feature11/1/20229
3、Survey-Export to Europe 360016300024000011/1/202210Survey New-Car Sales in Major Southern European Countries,1987(000s of Units)11/1/202211Feature Local Production in EuropeNissan Motor Iberica,SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK)NMUKNMISA11/1/202212Trends in the European MarketTrends i
4、n the European MarketFranceItalySpain11/1/202213 Trends in the European MarketTrends in the European MarketFranceLarge Car MarketSupermini Class was the Largest SegmentPrice more sensitive than qualityPeugeot&Renault held 60%+market shareNissans marketing organization was weakSales had been restrict
5、ed11/1/202214 Trends in the European MarketTrends in the European MarketItalyMarket highly restrictedFiat held the largest market share(60%)The large market share of the supermini carPrice rather than quality sensitive Sales performance was not strong11/1/202215 Trends in the European MarketTrends i
6、n the European MarketSpainCar demand concentrated on supermini,and lower-medium classesPrice tended to be more important than quality SEAT,who made smaller cares considered fairly competitiveThe dealerships had very limited experience in selling passenger cars11/1/202216 Market Integration of the EC
7、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 decreaseIntensify competition in the car industryThe bilateral import quotas imposed by France,Italy,and Spain had to cease
8、11/1/202217Staff of Nissan Europe Co.(Group 14):沈沈 战战 Nissan欧洲公司总裁欧洲公司总裁李爱民李爱民 Nissan欧洲公司营销副总裁欧洲公司营销副总裁胡胡 南南 Nissan欧洲公司欧洲公司Bluebird产品经理产品经理张菁芸张菁芸 Nissan欧洲公司欧洲公司New Micra产品经理产品经理王王 云云 会议主持人会议主持人李李 军军 新闻发言人新闻发言人11/1/202218Bluebird11/1/202219Bluebird Introduction 1800cc Upper-medium-Sized CarProduced b
9、y UMUK in 1986Regarded as a UK-made car in 198811/1/202220SWOT ANALISYS Strength High profit margin per unit High experience curve&scale economyIndirect competition with major southern Euro car makersImproving Nissans image in Europe 11/1/202221SWOT ANALISYS weakness Small market demands High price
10、Unknown name Poor distribution network 11/1/202222SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker(HONDA)for local production 11/1/202223SWOT ANALISYS Direct competition with other Japanese car markers Deal with local and northern American c
11、ar markers Threat 11/1/202224Suggestion:Focusing on the Bluebird11/1/202225Marketing PlanAllocate more marketing fund for Bluebird promotion such as ad.,seminar&souvenir Improve brand recognition by ourselves instead of through distributors or dealersRecruit new dealers ASAP by favorite policyTrain
12、current dealers of Upper-medium-sized car selling 11/1/202226New Micra11/1/202227New Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands,UK11/1/202228SWOT ANALISYS Strength Fast growth market with high potential High productivity High quality with favorite
13、 price Only facing European competitors Higher competitive capability Distributorss experience of selling small cars Years of experience for local production 11/1/202229SWOT ANALISYS weakness Unfamous brand 11/1/202230SWOT ANALISYS Opportunity The lifting of the restrictions The construction of NETC
14、 The construction of Logistic Center 11/1/202231SWOT ANALISYS Threat Attract more attention among local competitors 11/1/202232Suggestion:Focusing on the New Micra 11/1/202233Marketing PlanRemaining the advantage of high quality&low price Improving the training of the local dealersEnlarging the ad.t
15、o the southern European countries11/1/202234OPTION:Bluebird vs.New Micra 11/1/20223511/1/202236Decision:More marketing resources should be allocated to the New Micra 11/1/202237Four principal reasons Nissan needs a low-priced car to obtain big market share in S/E countries due to their price conscio
16、usness 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 11/1/202238The New Micra marketing strategy ObjectiveProduct Price Place Promotion 11/1/202239The New Micra marketing strategy Ob
17、jective To acquire market share as much as possible 11/1/202240The New Micra marketing strategy Product Low-priced and high quality supermini car 11/1/202241The New Micra marketing strategy Price Lower than that of local competitors 11/1/202242The New Micra marketing strategy Place To recruit new de
18、alers by favorite policy Train the current local dealers 11/1/202243The New Micra marketing strategy Promotion To invest huge funds on advertisements stressing the features of the New Micra To supply marketing funds to the local dealers on their own promotion activities 11/1/202244Subsequence&Recent
19、 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 the French,Italian,and Spanish market.The European automakers need to be on guard ag
20、ainst such fierce competition.Business Week,(December 14,1992)11/1/202245Subsequence&Recent Situation 11/1/202246Subsequence&Recent Situation 30%10.1%18.2%Market share in France,Italy,and Spain,200011/1/202247 1%Market Shares in France,1987 Review 11/1/202248 0%Market Shares in Italy,1987 Review 11/
21、1/2022491%Market Shares in Spain,1987 Review 11/1/202250The Latest News Carlos GhosnCarlos Ghosn,the troubleshooter charged with reviving Nissan Motor Co.(NSANY),likes to be called the Icebreaker.Its 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.11/1/202251 Enlightenment Determining a right market access strategy Concentrating consumers Modern marketing strategy is a key factor for success11/1/202252Thanks11/1/202253