日产汽车公司欧洲市场战略（英文）

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(1989)3/20/20221请请 柬柬尊敬的女士尊敬的女士/ /先生：先生： NISSANNISSAN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！3/20/20222NISSANs Opportunity & OptionOpportunity: Market Integration of the EC Option: Bluebird vs. New Micra3/20/20223Market Integration of the EC 3/20/20224France,

2、 Italy, Spain3/20/20225Bluebird vs. New Micra 3/20/20226BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 3/20/20227Background -Nissan Motor Co.,LtdNissan Motor Co.,Ltd 3/20/20228Background -Nissans European Market Penetration

3、 Survey Feature3/20/20229Survey - Export to Europe 0 0500005000010000010000015000015000020000020000025000025000019641964197319731978197836001630002400003/20/202210Survey New-Car Sales in Major Southern European Countries, 1987 (000s of Units) 0 02002004004006006008008001000100012001200FranceFranceIt

4、alyItalySpainSpainVW GroupVW GroupFord EuropeFord EuropeFiat GroupFiat GroupPeugeot GroupPeugeot GroupGM EroupeGM EroupeRenault GroupRenault GroupNissanNissanTotal JapanneseTotal Japannese3/20/202211Feature Local Production in EuropeNissan Motor Iberica, SA(NMISA)Nissan Motor Manufacturing UK Ltd.(N

5、MUK) NMUKNMISA3/20/202212Trends in the European MarketTrends in the European MarketFranceItalySpain3/20/202213 Trends in the European MarketTrends in the European Market FranceLarge Car MarketSupermini Class was the Largest SegmentPrice more sensitive than qualityPeugeot & Renault held 60%+ mark

6、et shareNissans marketing organization was weakSales had been restricted3/20/202214 Trends in the European MarketTrends in the European Market ItalyMarket highly restrictedFiat held the largest market share (60%)The large market share of the supermini carPrice rather than quality sensitive Sales per

7、formance was not strong3/20/202215 Trends in the European MarketTrends in the European Market SpainCar 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 e

8、xperience in selling passenger cars3/20/202216 Market Integration of the 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 ca

9、r industryThe bilateral import quotas imposed by France, Italy, and Spain had to cease3/20/202217Staff 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3/20/

10、202218Bluebird3/20/202219Bluebird Introduction 1800cc Upper-medium-Sized CarProduced by UMUK in 1986Regarded as a UK-made car in 19883/20/202220SWOT ANALISYS Strength High profit margin per unit High experience curve & scale economyIndirect competition with major southern Euro car makersImprovin

11、g Nissans image in Europe 3/20/202221SWOT ANALISYS weakness Small market demands High price Unknown name Poor distribution network 3/20/202222SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker (HONDA) for local production 3/20/202223SWOT ANALI

12、SYS Direct competition with other Japanese car markers Deal with local and northern American car markers Threat 3/20/202224Suggestion: Focusing on the Bluebird3/20/202225Marketing PlanAllocate more marketing fund for Bluebird promotion such as ad., seminar & souvenir Improve brand recognition by

13、 ourselves instead of through distributors or dealersRecruit new dealers ASAP by favorite policyTrain current dealers of Upper-medium-sized car selling 3/20/202226New Micra3/20/202227New Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands, UK3/20/202228SWO

14、T ANALISYS Strength Fast growth market with high potential High productivity High quality with favorite price Only facing European competitors Higher competitive capability Distributorss experience of selling small cars Years of experience for local production 3/20/202229SWOT ANALISYS weakness Unfam

15、ous brand 3/20/202230SWOT ANALISYS Opportunity The lifting of the restrictions The construction of NETC The construction of Logistic Center 3/20/202231SWOT ANALISYS Threat Attract more attention among local competitors 3/20/202232Suggestion: Focusing on the New Micra 3/20/202233Marketing PlanRemaini

16、ng the advantage of high quality & low price Improving the training of the local dealersEnlarging the ad. to the southern European countries3/20/202234OPTION: Bluebird vs. New Micra 3/20/2022353/20/202236Decision: More marketing resources should be allocated to the New Micra 3/20/202237Four prin

17、cipal reasons 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 oneNo direct competition with other Japanese car makersCan extend the production line upwards later 3/20/202238The

18、New Micra marketing strategy ObjectiveProduct Price Place Promotion 3/20/202239The New Micra marketing strategy Objective To acquire market share as much as possible 3/20/202240The New Micra marketing strategy Product Low-priced and high quality supermini car 3/20/202241The New Micra marketing strat

19、egy Price Lower than that of local competitors 3/20/202242The New Micra marketing strategy Place To recruit new dealers by favorite policy Train the current local dealers 3/20/202243The New Micra marketing strategy Promotion To invest huge funds on advertisements stressing the features of the New Mi

20、cra To supply marketing funds to the local dealers on their own promotion activities 3/20/202244Subsequence & Recent 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

21、 are taking away share from Renault in the French, Italian, and Spanish market. The European automakers need to be on guard against such fierce competition. Business Week, (December 14, 1992)3/20/202245Subsequence & Recent Situation 3/20/202246Subsequence & Recent Situation 30%10.1%18.2%Market share in France, Italy, and Spain, 20003/20/20