日产汽车公司欧洲市场战略(英文)课件.ppt

1、2022-8-131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)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！NISSANs Opportunity&OptionOpportunity:Market Integration of the EC Option:Bluebird vs.New Micra2022-8-134Market Integration of the EC 2022-8-135France,Italy,Spain2022-8-136Bl

2、uebird vs.New Micra 2022-8-137BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 2022-8-138Background-Nissan Motor Co.,LtdNissan Motor Co.,Ltd 2022-8-139Background-Nissans European Market Penetration Survey Feature2022-8-1310Su

3、rvey-Export to Europe 0 0500005000010000010000015000015000020000020000025000025000019641964197319731978197836001630002400002022-8-1311Survey New-Car Sales in Major Southern European Countries,1987(000s of Units)0 02002004004006006008008001000100012001200FranceFranceItalyItalySpainSpainVW GroupVW Gro

4、upFord EuropeFord EuropeFiat GroupFiat GroupPeugeot GroupPeugeot GroupGM EroupeGM EroupeRenault GroupRenault GroupNissanNissanTotal JapanneseTotal Japannese2022-8-1312Feature Local Production in EuropeNissan Motor Iberica,SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK)NMUKNMISA2022-8-1313Trends in

5、 the European MarketTrends in the European MarketFranceItalySpain2022-8-1314 Trends in the European MarketTrends in the European Market FranceLarge Car MarketSupermini Class was the Largest SegmentPrice more sensitive than qualityPeugeot&Renault held 60%+market shareNissans marketing organization wa

6、s weakSales had been restricted2022-8-1315 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 performance was not strong2022-8-1316 Trends

7、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 experience in selling passenger cars2022-8-13

8、17 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 car industryThe bilateral import quotas imposed by Fran

9、ce,Italy,and Spain had to cease2022-8-1318Staff 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2022-8-1319BluebirdBluebird Introduction 1800cc Upper-medium

10、-Sized CarProduced by UMUK in 1986Regarded as a UK-made car in 1988SWOT ANALISYS Strength High profit margin per unit High experience curve&scale economyIndirect competition with major southern Euro car makersImproving Nissans image in Europe SWOT ANALISYS weakness Small market demands High price Un

11、known name Poor distribution network SWOT ANALISYS Opportunity Bilateral import quotas to be ceased after 1992 Only one other Japanese car maker(HONDA)for local production SWOT ANALISYS Direct competition with other Japanese car markers Deal with local and northern American car markers Threat Sugges

12、tion:Focusing on the BluebirdMarketing PlanAllocate more marketing fund for Bluebird 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 sell

13、ing 2022-8-1327New MicraNew Micra Introduction 1000cc1200cc Small-Sized CarPlaned to be Produced by UMUK in 1992Netherlands,UKSWOT ANALISYS Strength Fast growth market with high potential High productivity High quality with favorite price Only facing European competitors Higher competitive capabilit

14、y Distributorss experience of selling small cars Years of experience for local production SWOT ANALISYS weakness Unfamous brand SWOT ANALISYS Opportunity The lifting of the restrictions The construction of NETC The construction of Logistic Center SWOT ANALISYS Threat Attract more attention among loc

15、al competitors Suggestion:Focusing on the New Micra Marketing PlanRemaining the advantage of high quality&low price Improving the training of the local dealersEnlarging the ad.to the southern European countries2022-8-1335OPTION:Bluebird vs.New Micra Decision:More marketing resources should be alloca

16、ted to the New Micra Four principal 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

17、 upwards later The New Micra marketing strategy ObjectiveProduct Price Place Promotion The New Micra marketing strategy Objective To acquire market share as much as possible The New Micra marketing strategy Product Low-priced and high quality supermini car The New Micra marketing strategy Price Lowe

18、r than that of local competitors The New Micra marketing strategy Place To recruit new dealers by favorite policy Train the current local dealers The New Micra marketing strategy Promotion To invest huge funds on advertisements stressing the features of the New Micra To supply marketing funds to the

19、 local dealers on their own promotion activities Subsequence&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 are taking away share from Renault in the French,Italia

20、n,and Spanish market.The European automakers need to be on guard against such fierce competition.Business Week,(December 14,1992)Subsequence&Recent Situation Subsequence&Recent Situation 30%10.1%18.2%Market share in France,Italy,and Spain,2000 NissanRenaultPeugeotFiat1%Market Shares in France,1987 R

21、eview NissanRenaultPeugeotFiat0%Market Shares in Italy,1987 Review NissanRenaultPeugeotFiat1%Market Shares in Spain,1987 Review The Latest News Carlos GhosnCarlos Ghosn,the troubleshooter charged with reviving Nissan Motor Co.(NSANY),likes to be called the Icebreaker.Its a nickname he got from DaimlerChrysler Chairman Jurgen E.Schrempp for his skill at ignoring local business practices that stand in the way of making money.Enlightenment Determining a right market access strategy Concentrating consumers Modern marketing strategy is a key factor for successThanks