日产汽车公司欧洲市场战略（英文版）.ppt

,日产汽车公司欧洲市场战略,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！,NISSANsOpportunity&Option,Opportunity:MarketIntegrationoftheECOption:Bluebirdvs.NewMicra,MarketIntegrationoftheEC,France,Italy,Spain,Bluebirdvs.NewMicra,Background,NissanMotorCo.,LtdNissansEuropeanMarketPenetrationTrendsintheEuropeanMarketMarketIntegrationoftheEC,Background-NissanMotorCo.,Ltd,Background-NissansEuropeanMarketPenetration,SurveyFeature,Survey-ExporttoEurope,3600,163000,240000,SurveyNew-CarSalesinMajorSouthernEuropeanCountries,1987(000sofUnits),FeatureLocalProductioninEurope,NissanMotorIberica,SA(NMISA)NissanMotorManufacturingUKLtd.(NMUK),NMUK,NMISA,TrendsintheEuropeanMarket,France,Italy,Spain,TrendsintheEuropeanMarket,France,LargeCarMarketSuperminiClasswastheLargestSegmentPricemoresensitivethanqualityPeugeot&Renaultheld60%+marketshareNissansmarketingorganizationwasweakSaleshadbeenrestricted,TrendsintheEuropeanMarket,Italy,MarkethighlyrestrictedFiatheldthelargestmarketshare(60%)ThelargemarketshareofthesuperminicarPriceratherthanqualitysensitiveSalesperformancewasnotstrong,TrendsintheEuropeanMarket,Spain,Cardemandconcentratedonsupermini,andlower-mediumclassesPricetendedtobemoreimportantthanqualitySEAT,whomadesmallercaresconsideredfairlycompetitiveThedealershipshadverylimitedexperienceinsellingpassengercars,MarketIntegrationoftheEC,Liberatethemovementofproducts,services,people,andcapitalwithintheECHarmonizationoftechnicalstandardsforcarsProduction&logisticscostsdecreaseIntensifycompetitioninthecarindustryThebilateralimportquotasimposedbyFrance,Italy,andSpainhadtocease,StaffofNissanEuropeCo.(Group14):,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NewMicra产品经理王云会议主持人李军新闻发言人,Bluebird,BluebirdIntroduction,1800ccUpper-medium-SizedCarProducedbyUMUKin1986RegardedasaUK-madecarin1988,SWOTANALISYS,Strength,HighprofitmarginperunitHighexperiencecurve&scaleeconomyIndirectcompetitionwithmajorsouthernEurocarmakersImprovingNissansimageinEurope,SWOTANALISYS,weakness,SmallmarketdemandsHighpriceUnknownnamePoordistributionnetwork,SWOTANALISYS,Opportunity,Bilateralimportquotastobeceasedafter1992OnlyoneotherJapanesecarmaker(HONDA)forlocalproduction,SWOTANALISYS,DirectcompetitionwithotherJapanesecarmarkersDealwithlocalandnorthernAmericancarmarkers,Threat,Suggestion:,FocusingontheBluebird,MarketingPlan,AllocatemoremarketingfundforBluebirdpromotionsuchasad.,seminar&souvenirImprovebrandrecognitionbyourselvesinsteadofthroughdistributorsordealersRecruitnewdealersASAPbyfavoritepolicyTraincurrentdealersofUpper-medium-sizedcarselling,NewMicra,NewMicraIntroduction,1000cc1200ccSmall-SizedCarPlanedtobeProducedbyUMUKin1992,Netherlands,UK,SWOTANALISYS,Strength,FastgrowthmarketwithhighpotentialHighproductivityHighqualitywithfavoritepriceOnlyfacingEuropeancompetitorsHighercompetitivecapabilityDistributorssexperienceofsellingsmallcarsYearsofexperienceforlocalproduction,SWOTANALISYS,weakness,Unfamousbrand,SWOTANALISYS,Opportunity,TheliftingoftherestrictionsTheconstructionofNETCTheconstructionofLogisticCenter,SWOTANALISYS,Threat,Attractmoreattentionamonglocalcompetitors,Suggestion:,FocusingontheNewMicra,MarketingPlan,Remainingtheadvantageofhighquality&lowpriceImprovingthetrainingofthelocaldealersEnlargingthead.tothesouthernEuropeancountries,OPTION:Bluebirdvs.NewMicra,?,Decision:,MoremarketingresourcesshouldbeallocatedtotheNewMicra,Fourprincipalreasons,Nissanneedsalow-pricedcartoobtainbigmarketshareinS/EcountriesduetotheirpriceconsciousnessSegmentofSuperminicarmarketinS/EcountriesisthelargestoneNodirectcompetitionwithotherJapanesecarmakersCanextendtheproductionlineupwardslater,TheNewMicramarketingstrategy,ObjectiveProductPricePlacePromotion,TheNewMicramarketingstrategy,ObjectiveToacquiremarketshareasmuchaspossible,TheNewMicramarketingstrategy,ProductLow-pricedandhighqualitysuperminicar,TheNewMicramarketingstrategy,PriceLowerthanthatoflocalcompetitors,TheNewMicramarketingstrategy,PlaceTorecruitnewdealersbyfavoritepolicyTrainthecurrentlocaldealers,TheNewMicramarketingstrategy,PromotionToinvesthugefundsonadvertisementsstressingthefeaturesoftheNewMicraTosupplymarketingfundstothelocaldealersontheirownpromotionactivities,Subsequence&RecentSituation,Forthefirsttime,Europeanjournalisthadgiventheircar-of-theyearawardtoaJapanesemodel,NissansnewBritish-mademodelMicra,a$10,000subcompactTheJapanesearetakingawaysharefromRenaultintheFrench,Italian,andSpanishmarket.TheEuropeanautomakersneedtobeonguardagainstsuchfiercecompetition.BusinessWeek,(December14,1992),Subsequence&RecentSituation,Subsequence&RecentSituation,30%,10.1%,18.2%,MarketshareinFrance,Italy,andSpain,2000,1%,MarketSharesinFrance,1987,Review,0%,MarketSharesinItaly,1987,Review,1%,MarketSharesinSpain,1987,Review,TheLatestNews,CarlosGhosn,CarlosGhosn,thetroubleshooterchargedwithrevivingNissanMotorCo.(NSANY),likestobecalledtheIcebreaker.Itsanic