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1、日产汽车公司欧洲市场战略日产汽车公司欧洲市场战略3/25/20231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！3/25/20232NISSANs Opportunity&OptionOpportunity:Market Integration of the EC Option:Bluebird vs.New Micra3/25/20233Market Integration of the EC 3/25/20234France,Italy,Spain3/25/20
2、235Bluebird vs.New Micra 3/25/20236BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 3/25/20237Background-Nissan Motor Co.,LtdNissan Motor Co.,Ltd 3/25/20238Background-Nissans European Market Penetration Survey Feature3/25/202
3、39Survey-Export to Europe 36001630002400003/25/202310Survey New-Car Sales in Major Southern European Countries,1987(000s of Units)3/25/202311Feature Local Production in EuropeNissan Motor Iberica,SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK)NMUKNMISA3/25/202312Trends in the European MarketTrends
4、 in the European MarketFranceItalySpain3/25/202313 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 restri
5、cted3/25/202314 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 strong3/25/202315 Trends in the European MarketTrends
6、 in 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 cars3/25/202316 Market Integration of the
7、ECMarket 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 cea
8、se3/25/202317Staff 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3/25/202318Bluebird3/25/202319Bluebird Introduction 1800cc Upper-medium-Sized CarProduced
9、 by UMUK in 1986Regarded as a UK-made car in 19883/25/202320SWOT ANALISYS Strength High profit margin per unit High experience curve&scale economyIndirect competition with major southern Euro car makersImproving Nissans image in Europe 3/25/202321SWOT ANALISYS weakness Small market demands High pric
10、e Unknown name Poor distribution network 3/25/202322SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker(HONDA)for local production 3/25/202323SWOT ANALISYS Direct competition with other Japanese car markers Deal with local and northern American
11、 car markers Threat 3/25/202324Suggestion:Focusing on the Bluebird3/25/202325Marketing 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 policyTrai
12、n current dealers of Upper-medium-sized car selling 3/25/202326New Micra3/25/202327New Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands,UK3/25/202328SWOT ANALISYS Strength Fast growth market with high potential High productivity High quality with favori
13、te price Only facing European competitors Higher competitive capability Distributorss experience of selling small cars Years of experience for local production 3/25/202329SWOT ANALISYS weakness Unfamous brand 3/25/202330SWOT ANALISYS Opportunity The lifting of the restrictions The construction of NE
14、TC The construction of Logistic Center 3/25/202331SWOT ANALISYS Threat Attract more attention among local competitors 3/25/202332Suggestion:Focusing on the New Micra 3/25/202333Marketing PlanRemaining the advantage of high quality&low price Improving the training of the local dealersEnlarging the ad
15、.to the southern European countries3/25/202334OPTION:Bluebird vs.New Micra 3/25/2023353/25/202336Decision:More marketing resources should be allocated to the New Micra 3/25/202337Four principal reasons Nissan needs a low-priced car to obtain big market share in S/E countries due to their price consc
16、iousness 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 3/25/202338The New Micra marketing strategy ObjectiveProduct Price Place Promotion 3/25/202339The New Micra marketing strategy
17、Objective To acquire market share as much as possible 3/25/202340The New Micra marketing strategy Product Low-priced and high quality supermini car 3/25/202341The New Micra marketing strategy Price Lower than that of local competitors 3/25/202342The New Micra marketing strategy Place To recruit new
18、dealers by favorite policy Train the current local dealers 3/25/202343The 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 3/25/202344Subsequence&Rece
19、nt 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
20、against such fierce competition.Business Week,(December 14,1992)3/25/202345Subsequence&Recent Situation 3/25/202346Subsequence&Recent Situation 30%10.1%18.2%Market share in France,Italy,and Spain,20003/25/202347 1%Market Shares in France,1987 Review 3/25/202348 0%Market Shares in Italy,1987 Review 3
21、/25/2023491%Market Shares in Spain,1987 Review 3/25/202350The 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.3/25/202351 Enlightenment Determining a right market access strategy Concentrating consumers Modern marketing strategy is a key factor for success3/25/202352Thanks3/25/202353