日产汽车公司欧洲市场战略(英文版).pptx

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SWOT ANALISYS
Strength
•High profit margin per unit •High experience curve & scale economy •Indirect competition with major southern Euro car makers •Improving Nissan’s image in Europe
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Feature – Local Production in Europe
Nissan Motor Iberica, SA(NMISA) Nissan Motor Manufacturing UK
Ltd.(NMUK)
NMUK
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NMISA
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Trends in the European Market
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Staff of Nissan Europe Co.(Group 14):
沈 战 Nissan欧洲公司总裁 李爱民 Nissan欧洲公司营销副总裁 胡 南 Nissan欧洲公司Bluebird产品经理 张菁芸 Nissan欧洲公司New Micra产品经理 王 云 会议主持人 李 军 新闻发言人
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Trends in the European Market
• Italy
•Market highly restricted •Fiat held the largest market share (60%) •The large market share of the supermini car •Price rather than quality sensitive •Sales performance was not strong
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Bluebird
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Bluebird Introduction
1800cc Upper-medium-Sized Car Produced by UMUK in 1986 Regarded as a UK-made car in 1988
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Market Integration of the EC
•Liberate the movement of products, services, people, and capital within the EC •Harmonization of technical standards for cars •Production & logistics costs decrease •Intensify competition in the car industry •The bilateral import quotas imposed by France, Italy, and Spain had to cease
日产汽车公司欧洲市场战略
2021/1/10
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请柬பைடு நூலகம்
尊敬的女士/先生： NISSAN欧洲公司将于今天
晚上召开市场战略决策会议， 敬请光临！
2021/1/10
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NISSAN’s Opportunity & Option
Opportunity:
Market Integration of the EC
Option:
European Countries, 1987 (000s of Units)
1200 1000
800 600 400 200
0 France
Italy
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Spain
VW Group Ford Europe Fiat Group Peugeot Group GM Eroupe Renault Group Nissan Total Japannese
Franc e
Ital y
Spain
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Trends in the European Market
• France
•Large Car Market •Supermini Class was the Largest Segment •Price more sensitive than quality •Peugeot & Renault held 60%+ market share •Nissan’s marketing organization was weak •Sales had been restricted
Bluebird vs. New Micra
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Market Integration of the EC
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France, Italy, Spain
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Bluebird vs. New Micra
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Background
Nissan Motor Co.,Ltd Nissan’s European Market
Penetration Trends in the European Market Market Integration of the EC
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Background --Nissan Motor Co.,Ltd
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Background --Nissan’s European Market Penetration
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Trends in the European Market
• Spain
•Car demand concentrated on supermini, and lower-medium classes •Price tended to be more important than quality •SEAT, who made smaller cares considered fairly competitive •The dealerships had very limited experience in selling passenger cars
• Survey
• Feature
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Survey -- Export to Europe
250000
200000
150000
100000
50000 0
3600 1964
240000 163000
1973
1978
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Survey – New-Car Sales in Major Southern