日產(chǎn)汽車公司歐洲市場戰(zhàn)略

1、2022-2-161日產(chǎn)汽車公司歐洲市場戰(zhàn)略日產(chǎn)汽車公司歐洲市場戰(zhàn)略(1989)請請 柬柬尊敬的女士尊敬的女士/ /先生：先生： NISSANNISSAN歐洲公司將于今天歐洲公司將于今天晚上召開市場戰(zhàn)略決策會議，晚上召開市場戰(zhàn)略決策會議， 敬請光臨！敬請光臨！NISSANs Opportunity & OptionOpportunity: Market Integration of the EC Option: Bluebird vs. New Micra2022-2-164Market Integration of the EC 2022-2-165France, Italy, Sp

2、ain2022-2-166Bluebird vs. New Micra 2022-2-167BackgroundNissan Motor Co.,LtdNissans European Market PenetrationTrends in the European Market Market Integration of the EC 2022-2-168Background -Nissan Motor Co.,LtdNissan Motor Co.,Ltd 2022-2-169Background -Nissans European Market Penetration Survey Fe

3、ature2022-2-1610Survey - Export to Europe 0 0500005000010000010000015000015000020000020000025000025000019641964197319731978197836001630002400002022-2-1611Survey New-Car Sales in Major Southern European Countries, 1987 (000s of Units) 0 02002004004006006008008001000100012001200FranceFranceItalyItalyS

4、painSpainVW GroupVW GroupFord EuropeFord EuropeFiat GroupFiat GroupPeugeot GroupPeugeot GroupGM EroupeGM EroupeRenault GroupRenault GroupNissanNissanTotal JapanneseTotal Japannese2022-2-1612Feature Local Production in EuropeNissan Motor Iberica, SA(NMISA)Nissan Motor Manufacturing UK Ltd.(NMUK) NMUK

5、NMISA2022-2-1613Trends in the European MarketTrends in the European MarketFranceItalySpain2022-2-1614 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 shareN

6、issans marketing organization was weakSales had been restricted2022-2-1615 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

7、was not strong2022-2-1616 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 experience

8、 in selling passenger cars2022-2-1617 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 industr

9、yThe bilateral import quotas imposed by France, Italy, and Spain had to cease2022-2-1618Staff of Nissan Europe Co.(Group 14):沈沈 戰(zhàn)戰(zhàn) Nissan歐洲公司總裁歐洲公司總裁李愛民李愛民 Nissan歐洲公司營銷副總裁歐洲公司營銷副總裁胡胡 南南 Nissan歐洲公司歐洲公司Bluebird產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理張菁蕓張菁蕓 Nissan歐洲公司歐洲公司New Micra產(chǎn)品經(jīng)理產(chǎn)品經(jīng)理王王 云云 會議主持人會議主持人李李 軍軍 新聞發(fā)言人新聞發(fā)言人2022-2-1619Blu

10、ebirdBluebird Introduction 1800cc Upper-medium-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

11、ANALISYS weakness Small market demands High price Unknown 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

12、 local and northern American car markers Threat Suggestion: 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 favor

13、ite policyTrain current dealers of Upper-medium-sized car selling 2022-2-1627New 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 pric

14、e Only facing European competitors Higher competitive capability 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 Logist

15、ic Center SWOT ANALISYS Threat Attract more attention among local 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 countries2022-2-1635OPTION:

16、Bluebird vs. New Micra Decision: More marketing resources should be allocated 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 direc

17、t competition with other Japanese car makersCan extend the production line 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

18、and high quality supermini car The New Micra marketing strategy Price Lower 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 advertisement

19、s stressing the features of the New Micra To supply marketing funds to the 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,

20、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)Subsequence & Recent Situation Subsequence & Recent Situation 30%10.1%18.2%Market shar