Nissan Leaf Essay

3002 Words13 Pages
Table of Contents Executive Summary 3 1. Situational Analysis 4 1.1 SWOT Analysis 4 1.2 Industry Analysis 4 1.3 Competitor Analysis 4 1.4 Consumer Analysis 5 2. Opportunity Identification 6 3. Marketing Objectives 7 4. Marketing Strategies 8 4.1 Target Segments 8 4.2 Segment Selection 8 4.3 Positioning 8 5. Marketing Mix Decisions 9 5.1 Product 9 5.2 Pricing 9 5.3 Distribution 9 5.4 Communications 9 6. Implementation and Evaluation 11 6.1 Implementation 11 6.2 Evaluation 11 7. Cost-Benefit Analysis 12 References 13 Appendix 14

Executive Summary

The Nissan Leaf is the first to enter the all-electric vehicle market. However, due to the current recession and
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As a 100% electric car, Leaf’s direct competitors are hybrid and electric cars. Currently, hybrid vehicles dominate the alternative fuel vehicle market. The Toyota Prius is the most successful hybrid car by sales to date. According to IEA, types and number of alternative fuel vehicles available to consumers will increase significantly from 2011 to 2015 (Clark, 2011).
With sales of 20 000 units, Nissan Leaf is the world’s top selling electric car in 2011. Mitsubishi i-MiEV ranks second, with sales of approximately 17,000 units. Other auto manufacturers are also planning to release new electric cars in the near future.
Table #1: Direct competition from other electric cars

Model | Manufacturer | Launch Time in US | Leaf | Nissan | 2011 | Volt | GM | 2011 | i-MiEV | Mitsubishi | 2011 | Focus EV | Ford | 2012 | Smart Fourtwo EV | Chrysler | 2012 | Fit EV | Honda | 2012 | Rav4 EV | Toyota | 2012 |

1.4 Consumer Analysis
When buying a car, 76.5% of consumers in United States say that environmental friendliness and carbon footprint have at least a medium amount of influence on them (Figure 1). In 2011, purchasing an electric car or hybrid car became more frequent among consumers. The percentage jumped from 4.1% in 2009 to 8.9%, and is forecasted to be 17.2% in 2013 (Figure 2). The increasing willingness to make green choices is expanding the market of electric vehicles. As the first
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