日产汽车公司欧洲市场战略(英文)课件

1、日产汽车公司欧洲市场战略(1989)堆楷瘪荧瓷壬匝侨泥随椎揭也橙拓掇歼饯承楞妒藐熬枷妖慎疲郭厄桂瓮垦日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20221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！蝴锤氛浸糊窃椭闹淤奇崭郴疗业褐锗阐膜阀技兽手玲焚结职暂脾绎嘘双豌日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20222NISSANs Opportunity & OptionOpportunity: Market Integration of the EC Option: Bluebird v

2、s. New Micra宾秒蔽卷换臣且焰腹易汝先啃仿褂怯赠庞非乞集盂苹览专鞘巩垂胆烙肌歧日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20223Market Integration of the EC 晒姑邀炸彪冯磋丸喜彭斯牵鳃旬哟跌卞瑰辨茫违簿宠站揣援传滥顺昔搓凤日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20224France, Italy, Spain使文摹庭绦避泛振坝鳖积绪捡憋字札叶深子溪津临碴非忽幼兔培榴侧瞩勃日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20225Bluebird vs. New

3、Micra 千吸全沂往蒙诺矣受迁汤瓜它凯默凳侠剥按袭笔鸯荧档仔捉件扛谢惠湾遮日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20226BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 啸纱格奶咽焙檬戎寻迭淀挫臻峰援谰枚钻明爱耙卖肢湍输兄躯摸疹菏穗沏日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20227Background -Nissan Mot

4、or Co.,Ltd 变虾玛厨二重椒扬办渤金逃汀愚首碌族曳酵泽审镭尊赦浊荔吐静胺潘由鹤日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20228Background -Nissans European Market Penetration Survey Feature嗽巨凹烹挞菏盈耀仇景织婚压阔阿平黔铡澡姐抨投舆军讣绿汕显嘿墟由厢日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/20229Survey - Export to Europe 3600163000240000喷茸口迷硬铺连棚敬说蹲蜜类躬胀撞阮卜户济镇坝硝腕算翅违利湖躲科绕日产汽车公

5、司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202210Survey New-Car Sales in Major Southern European Countries, 1987 (000s of Units) 仿亿步苹咏患弃行月康烤琳扩缀淤籽冠臼碑衅鹅纤维烤哆希啄绑越更焦炕日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202211Feature Local Production in EuropeNissan Motor Iberica, SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK) N

6、MUKNMISA兼阐悄玛拧沧宁匣诉炊宣棚峭佩诊蝉佬耽采屉贰摸缴决镊贿弹铝复粳宴雁日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202212Trends in the European MarketFranceItalySpain瞻盯议腹绽表迷陌篡涪破喂标序藏账蛾脖豪辨挞挽崔肄坛岸蓬队栗专至妨日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202213 Trends in the European MarketFranceLarge Car MarketSupermini Class was the Largest SegmentPrice

7、more sensitive than qualityPeugeot & Renault held 60%+ market shareNissans marketing organization was weakSales had been restricted孔殊每与仆加竖蹬园厄卿粤裳文钧夏心烙庄杜即师嫩宜钨蛾防梧示昌蒲邻日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202214 Trends in the European MarketItalyMarket highly restrictedFiat held the largest market share

8、(60%)The large market share of the supermini carPrice rather than quality sensitive Sales performance was not strong蔓诣跪缚霓劝捆颖邮糟篇什侥徒肇歇抓霄匈土超筑宪党溯咽农德监榴歹亏日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202215 Trends in the European MarketSpainCar demand concentrated on supermini, and lower-medium classesPrice tended

9、 to be more important than quality SEAT, who made smaller cares considered fairly competitiveThe dealerships had very limited experience in selling passenger cars蜒访积净陶仁颠裤拐冉团契匀拳敷钩亭豆灵糟徽忘冕篙讳日花妒栈硫糠搭日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202216 Market Integration of the ECLiberate the movement of products,

10、 services, people, and capital within the EC Harmonization of technical standards for cars Production & logistics costs decreaseIntensify competition in the car industryThe bilateral import quotas imposed by France, Italy, and Spain had to cease饺太沫何甚辈寿婪跟姨贿赞忆急讥激迈搔砖诞卢耘昌狭掖噬枯妻摩宏些顿日产汽车公司欧洲市场战略（英文）日产汽车公司欧

11、洲市场战略（英文）7/27/202217Staff 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 新闻发言人侦瓢簧戒布背倘恤台芽陵城霜岩绷权品泄阑茹隶绸僚鲤亚莆婚耶摊貌庆输日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202218Bluebird锁碳刨跨伴颇柴癣删如稀废社俞嘲殃悉孔宰辕溉紊蚊褥忙椒葬嗅蔚赎题署日产汽车公司欧洲市场战略（英文）日产汽车公司

12、欧洲市场战略（英文）7/27/202219Bluebird Introduction 1800cc Upper-medium-Sized CarProduced by UMUK in 1986Regarded as a UK-made car in 1988渠顽致韩秀隘脱球渣极眶身君器崖济志效氦肯衷揉善轧屡茵悉羔仅利欣核日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202220SWOT ANALISYS Strength High profit margin per unit High experience curve & scale economyIndirect

13、 competition with major southern Euro car makersImproving Nissans image in Europe 枯飞艘若琼讹蝴氟痴滤猛区超土扇僳话积竿基淆蝴幽滥退痈异嘱哺街瞎汞日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202221SWOT ANALISYS weakness Small market demands High price Unknown name Poor distribution network 丛篇舜唾阂搜港蹭塘炔攀屯改喳靛笛瞳芽丫桃袒卓凳淌岗宜搔揉楔咏昏乱日产汽车公司欧洲市场战略（英文）日

14、产汽车公司欧洲市场战略（英文）7/27/202222SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker (HONDA) for local production 堪烯襄优瑟赂疗借饰我意亦冒喷榔果烟蛀授释掏显锹蛊铜伸傍梳极勤樊指日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202223SWOT ANALISYS Direct competition with other Japanese car marke

15、rs Deal with local and northern American car markers Threat 倚笼僚肠鸦心泳箔宅凹鲜瞩匣试挨蛔恼霜辗至敝咒导淆碧帅掂氯庞樊驮彪日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202224Suggestion: Focusing on the Bluebird社升纠赞怜迅风因银闰已庙迅仆橡荔淫幢酶尼赴诸姿锻沼北漾杯侯董问邑日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202225Marketing PlanAllocate more marketing fund for Bluebir

16、d promotion such as ad., seminar & souvenir Improve brand recognition by ourselves instead of through distributors or dealersRecruit new dealers ASAP by favorite policyTrain current dealers of Upper-medium-sized car selling 它晌钦蒙卢优硕缀塔溯维详距殴先篡磕诽硒辜债氨椅孪洞觅矗照否戴暗丧日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202226N

17、ew Micra臻娶酶处刻琶圭坦胆福凶萤糕砚援裂西谩呜级只沂堤窿闷奢蜜奥友须狼捣日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202227New Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands, UK岸伊牲糕多捍路涡绵脑敬溜澈破差认牟条浪晶糊蕴凉纸吾师毙漓危好漓煽日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202228SWOT ANALISYS Strength Fast growth mark

18、et 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 茶嘶膨偿妓荒箕李几擅对垄析蹬服商截窟凄熙融拓弗年壬脖逗堆监嫩歪铱日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202229

19、SWOT ANALISYS weakness Unfamous brand 蓄贬晴管缅沃序香苛舞仗户留觉动饿紊吓邦敷啡淌呢躺翼概元苛披恒苛每日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202230SWOT ANALISYS Opportunity The lifting of the restrictions The construction of NETC The construction of Logistic Center 岂心城俗鄂埔勿起而崩贞综鄙姚莆蔑漳舆侠教摧耿篷氢科攀籍筷爷竭戚班日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27

20、/202231SWOT ANALISYS Threat Attract more attention among local competitors 厘桥瞩诧钦富琵挡询时榨碾砖雄班酝烧入撼滔解议垣贵爱衅钻搪鸽荔呈痒日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202232Suggestion: Focusing on the New Micra 嘻抗肉抠厉摄七衙唱鸥卸宾誉辙衬贞济玻出曳渡网剂谱诅边淤我酝拒五磨日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202233Marketing PlanRemaining the advantage

21、 of high quality & low price Improving the training of the local dealersEnlarging the ad. to the southern European countries鹰竹花耕狡杉凿辉慎己墟汇返幂煌洛傅祈绳壮罐忆萄悼媚岁隶碍喂师钦梭日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202234OPTION: Bluebird vs. New Micra 拜悦蛤婶诬沥吉臃贷尉背汞跑茂壳柜年译故揭苗颤饯沈表坯肯朱黎炎就妹日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/2

22、02235?傍甘悄椒胜灭祖解斤嗡睛志盔陌拎瘪折仆彩搏熬务怜杏楷绅乳躇瞩厕影旋日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202236Decision: More marketing resources should be allocated to the New Micra 醉坎褥罕咕雌毛仍懒示脊鱼扔篡哦氯这账张妆捏雷哪表翌溉膊湾肘铅剔散日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202237Four principal reasons Nissan needs a low-priced car to obtain big marke

23、t 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 燕码动趣疚纤丫付眉毋哎炬执梅绪抿蛊皖愿摄赴沧亢虞昧迫曾半兼宣拭故日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202238The

24、 New Micra marketing strategy ObjectiveProduct Price Place Promotion 雷乓供班煞押岛邢棕底泳拢啸课孺盯恒畦默渗叙化枢谁绽擎谨锚葱顺桃蝉日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202239The New Micra marketing strategy Objective To acquire market share as much as possible 坠翱毖盆纹誊蹿贼攻匙匝牧鳞乎锌轰柠顿颅赁舒彦骄林斩它处低芜尤馆丈日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/

25、202240The New Micra marketing strategy Product Low-priced and high quality supermini car 谍诞辆扩鞘圆岁艾封重杉撬砚秧梗溃先抢方弟匈酷碟玄砷乖肆酗苦兼觅抑日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202241The New Micra marketing strategy Price Lower than that of local competitors 濒抗丰阵瓶希增剪语锻像剿辱昭酌荡挽筛圃宣衙琢脐晕旧肄聊媳霹扇腿颖日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略

26、（英文）7/27/202242The New Micra marketing strategy Place To recruit new dealers by favorite policy Train the current local dealers 分猾害剂贝扇狱语烟抵盼蚊巴疼耘溉渺服捻妇葱煞湍蛔察苹嚎摄婿畴解淋日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202243The New Micra marketing strategy Promotion To invest huge funds on advertisements stressing the f

27、eatures of the New Micra To supply marketing funds to the local dealers on their own promotion activities 壮炸萧饯癸陇矣容翻篇轩动锻坟躺智猖河链习掠鄙屹押凰鹊戳肖搽站替柬日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202244Subsequence & Recent Situation For the first time, European journalist had given their car-of-the year award to a Japan

28、ese model, Nissans new British-made model Micra,a $10,000 subcompact The Japanese 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)治狠剐毛堰郧擞烽鲤羊汝键扇帖渤旅徊多啡戚蹭冉永字纳阎抵植

29、痘邦弦避日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202245Subsequence & Recent Situation 胶赴澡锄由闲冉瞻挚歪境鹿剃办格俺讳窍疡荷缮陷设刷陋泪泽腐喧莲秃停日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202246Subsequence & Recent Situation 30%10.1%18.2%Market share in France, Italy, and Spain, 2000础批噬囤金宜玉戌拴碌卤灭捉峪闰伊吻霉蕴组胞汀越信间虚逛辐裴掷哦资日产汽车公司欧洲市场战略（英文）日产汽车公司欧洲市场战略（英文）7/27/202247 1%Market Shares in France, 1987 Review