日产汽车公司欧洲市场战略(英文)
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日产汽车公司欧洲市场战略 (1989)
请柬
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！
NISSAN’s Opportunity & Option
Opportunity:
Market Integration of the EC
Option:
Bluebird vs. New Micra
Bluebird
源自文库
Bluebird Introduction
1800cc Upper-medium-Sized Car Produced by UMUK in 1986 Regarded as a UK-made car in 1988
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
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
Market Integration of the EC
France, Italy, Spain
Bluebird vs. New Micra
Background
Nissan Motor Co.,Ltd Nissan’s European Market Penetration Trends in the European Market Market Integration of the EC
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
50000 0
3600 1964
240000 163000
1973
1978
Survey – New-Car Sales in Major Southern
European Countries, 1987 (000s of Units)
1200 1000
800 600 400 200
0 France
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
Background --Nissan Motor Co.,Ltd
Background --Nissan’s European Market Penetration
• Survey
• Feature
Survey -- Export to Europe
250000
200000
150000
100000
Italy
Spain
VW Group Ford Europe Fiat Group Peugeot Group GM Eroupe Renault Group Nissan Total Japannese
Feature – Local Production in Europe
Nissan Motor Iberica, SA(NMISA) Nissan Motor Manufacturing UK
SWOT ANALISYS
weakness
• Small market demands • High price • Unknown name • Poor distribution network
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
Ltd.(NMUK)
NMUK
NMISA
Trends in the European Market
Franc e
Ital y
Spain
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
请柬
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！
NISSAN’s Opportunity & Option
Opportunity:
Market Integration of the EC
Option:
Bluebird vs. New Micra
Bluebird
源自文库
Bluebird Introduction
1800cc Upper-medium-Sized Car Produced by UMUK in 1986 Regarded as a UK-made car in 1988
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
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
Market Integration of the EC
France, Italy, Spain
Bluebird vs. New Micra
Background
Nissan Motor Co.,Ltd Nissan’s European Market Penetration Trends in the European Market Market Integration of the EC
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
50000 0
3600 1964
240000 163000
1973
1978
Survey – New-Car Sales in Major Southern
European Countries, 1987 (000s of Units)
1200 1000
800 600 400 200
0 France
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
Background --Nissan Motor Co.,Ltd
Background --Nissan’s European Market Penetration
• Survey
• Feature
Survey -- Export to Europe
250000
200000
150000
100000
Italy
Spain
VW Group Ford Europe Fiat Group Peugeot Group GM Eroupe Renault Group Nissan Total Japannese
Feature – Local Production in Europe
Nissan Motor Iberica, SA(NMISA) Nissan Motor Manufacturing UK
SWOT ANALISYS
weakness
• Small market demands • High price • Unknown name • Poor distribution network
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
Ltd.(NMUK)
NMUK
NMISA
Trends in the European Market
Franc e
Ital y
Spain
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