日产汽车公司欧洲市场战略
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Nissan Motor Co.,Ltd Nissan’s European Market Penetration Trends in the European Market Market Integration of the EC
•2020/7/16
Background --Nissan Motor Co.,Ltd
1000cc~1200cc Small-Sized Car Planed to be Produced by UMUK in 1992
•2020/7/16
•Netherlands, UK
SWOT ANALISYS
Strength
• Fast growth market with high potential • High productivity • High quality with favorite price • Only facing European competitors • Higher competitive capability • Distributors’s experience of selling small cars • Years of experience for local production •
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
•2020/7/16
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
•2020/7/16
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
•2020/7/16
Bluebird
•2020/7/16
Bluebird Introduction
1800cc Upper-medium-Sized Car Produced by UMUK in 1986 Regarded as a UK-made car in 1988
•2020/7/16
日产汽车公司欧洲市场 战略
2020年7月16日星期四
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！
•2020/7/16
NISSAN’s Opportunity & Option
Opportunity:
Market Integration of the EC
Nissan needs a low-priced 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 one
Focusing on the Bluebird
•2020/7/16
Marketing Plan
Allocate more marketing fund for Bluebird promotion such as ad., seminar & souvenir
Improve brand recognition by ourselves instead of through distributors or dealers
Ltd.(NMUK)
•NMUK
•2020/7/16
•ห้องสมุดไป่ตู้MISA
Trends in the European Market
Franc e
Ital y
Spain
•2020/7/16
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
•2020/7/16
SWOT ANALISYS
Threat
• Direct competition with other Japanese car markers • Deal with local and northern American car markers • •
•2020/7/16
Suggestion:
•2020/7/16
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
•2020/7/16
SWOT ANALISYS
Threat
• Attract more attention among local competitors • • •
•2020/7/16
Suggestion:
Focusing on the New Micra
•2020/7/16
Marketing Plan
•2020/7/16
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
•2020/7/16
The New Micra marketing strategy
Objective To acquire market share
as much as possible
•2020/7/16
The New Micra marketing strategy
Product Low-priced and high
quality supermini car
•2020/7/16
The New Micra marketing strategy
Price Lower than that of local
competitors
•2020/7/16
The New Micra marketing strategy
Place To recruit new dealers by favorite policy Train the current local dealers
Remaining the advantage of high quality & low price
Improving the training of the local dealers Enlarging the ad. to the southern European
countries
•2020/7/16
OPTION: Bluebird vs. New Micra
•2020/7/16
•2020/7/16
Decision:
More marketing resources should be allocated to the New Micra
•2020/7/16
Four principal reasons
No direct competition with other Japanese car makers Can extend the production line upwards later
•2020/7/16
The New Micra marketing strategy
Objective Product Price Place Promotion
Option:
Bluebird vs. New Micra
•2020/7/16
Market Integration of the EC
•2020/7/16
France, Italy, Spain
•2020/7/16
Bluebird vs. New Micra
•2020/7/16
Background
European Countries, 1987 (000s of Units)
•2020/7/16
Feature – Local Production in Europe
Nissan Motor Iberica, SA(NMISA) Nissan Motor Manufacturing UK
•2020/7/16
Background --Nissan’s European Market Penetration
• Survey • Feature
•2020/7/16
Survey -- Export to Europe
•16300 0
•24000 0
•3600
•2020/7/16
Survey – New-Car Sales in Major Southern
• •2020/7/16
SWOT ANALISYS
weakness
• Unfamous brand •
•2020/7/16
SWOT ANALISYS
Opportunity
• The lifting of the restrictions • The construction of NETC • The construction of Logistic Center • •
•2020/7/16
SWOT ANALISYS
weakness
• Small market demands • High price • Unknown name • Poor distribution network •
•2020/7/16
SWOT ANALISYS
Opportunity
• Bilateral import quotas to be ceased after 1992 • Only one other Japanese car maker (HONDA) for local production •
Recruit new dealers ASAP by favorite policy
Train current dealers of Upper-mediumsized car selling
•2020/7/16
New Micra
•2020/7/16
New Micra Introduction
•2020/7/16
Background --Nissan Motor Co.,Ltd
1000cc~1200cc Small-Sized Car Planed to be Produced by UMUK in 1992
•2020/7/16
•Netherlands, UK
SWOT ANALISYS
Strength
• Fast growth market with high potential • High productivity • High quality with favorite price • Only facing European competitors • Higher competitive capability • Distributors’s experience of selling small cars • Years of experience for local production •
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
•2020/7/16
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
•2020/7/16
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
•2020/7/16
Bluebird
•2020/7/16
Bluebird Introduction
1800cc Upper-medium-Sized Car Produced by UMUK in 1986 Regarded as a UK-made car in 1988
•2020/7/16
日产汽车公司欧洲市场 战略
2020年7月16日星期四
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！
•2020/7/16
NISSAN’s Opportunity & Option
Opportunity:
Market Integration of the EC
Nissan needs a low-priced 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 one
Focusing on the Bluebird
•2020/7/16
Marketing Plan
Allocate more marketing fund for Bluebird promotion such as ad., seminar & souvenir
Improve brand recognition by ourselves instead of through distributors or dealers
Ltd.(NMUK)
•NMUK
•2020/7/16
•ห้องสมุดไป่ตู้MISA
Trends in the European Market
Franc e
Ital y
Spain
•2020/7/16
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
•2020/7/16
SWOT ANALISYS
Threat
• Direct competition with other Japanese car markers • Deal with local and northern American car markers • •
•2020/7/16
Suggestion:
•2020/7/16
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
•2020/7/16
SWOT ANALISYS
Threat
• Attract more attention among local competitors • • •
•2020/7/16
Suggestion:
Focusing on the New Micra
•2020/7/16
Marketing Plan
•2020/7/16
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
•2020/7/16
The New Micra marketing strategy
Objective To acquire market share
as much as possible
•2020/7/16
The New Micra marketing strategy
Product Low-priced and high
quality supermini car
•2020/7/16
The New Micra marketing strategy
Price Lower than that of local
competitors
•2020/7/16
The New Micra marketing strategy
Place To recruit new dealers by favorite policy Train the current local dealers
Remaining the advantage of high quality & low price
Improving the training of the local dealers Enlarging the ad. to the southern European
countries
•2020/7/16
OPTION: Bluebird vs. New Micra
•2020/7/16
•2020/7/16
Decision:
More marketing resources should be allocated to the New Micra
•2020/7/16
Four principal reasons
No direct competition with other Japanese car makers Can extend the production line upwards later
•2020/7/16
The New Micra marketing strategy
Objective Product Price Place Promotion
Option:
Bluebird vs. New Micra
•2020/7/16
Market Integration of the EC
•2020/7/16
France, Italy, Spain
•2020/7/16
Bluebird vs. New Micra
•2020/7/16
Background
European Countries, 1987 (000s of Units)
•2020/7/16
Feature – Local Production in Europe
Nissan Motor Iberica, SA(NMISA) Nissan Motor Manufacturing UK
•2020/7/16
Background --Nissan’s European Market Penetration
• Survey • Feature
•2020/7/16
Survey -- Export to Europe
•16300 0
•24000 0
•3600
•2020/7/16
Survey – New-Car Sales in Major Southern
• •2020/7/16
SWOT ANALISYS
weakness
• Unfamous brand •
•2020/7/16
SWOT ANALISYS
Opportunity
• The lifting of the restrictions • The construction of NETC • The construction of Logistic Center • •
•2020/7/16
SWOT ANALISYS
weakness
• Small market demands • High price • Unknown name • Poor distribution network •
•2020/7/16
SWOT ANALISYS
Opportunity
• Bilateral import quotas to be ceased after 1992 • Only one other Japanese car maker (HONDA) for local production •
Recruit new dealers ASAP by favorite policy
Train current dealers of Upper-mediumsized car selling
•2020/7/16
New Micra
•2020/7/16
New Micra Introduction