Nissan Motor Company Ltd: Marketing Plan Essay

4302 Words Jun 18th, 2008 18 Pages
Marketing Plan for Nissan Motor Company Ltd.
I. Executive Summary The demand on our nation's automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits like never before. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions and Nissan is responding to the challenge. By 2011, we're releasing a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our diesel engines vary from the traditional black smoke spewing diesel engines of the past. Our engines are redesigned and run with an improved performance battery. For a little more than a conventional gas engine, consumers will have
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Current Market Position
According to Fortune Global 500, Nissan is ranked #7 in the industry behind its three top competitors in the market segments of cars, trucks, sport utility vehicles and mini-vans (Fortune, 2007). In Japan, Nissan is ranked #2 behind only Toyota (Nissan Motor Information, 2007). Among Nissan’s strengths are a strong brand name and wide geographic base (Nissan Motor, 2007). In order to sustain its competitive edge, Nissan plans to focus on a technological strategy. “A focused technology strategy will once again be a pillar of Nissan’s competitive strength and the core of our brand identity” (Annual Report, 2007).
Product Offering
It is increasingly imperative that products are designed with the environment in mind. This is why “we will launch a Nissan Maxima powered by a diesel engine co-developed by Nissan and Renault” (Ghosn, 2007). In two years, we also plan to launch our diesel-powered Titan. Our estimates of diesel power coupled with our proven “Super Power Capacitor,” boosts “city-drive-cycle fuel economy by about 50%, but also reduces emissions by slashing engine load during acceleration” (Peckham, 2003). Part of our mission will be to convince drivers that diesel is a clean and efficient alternative to gas and ethanol consumption. Diesel has been considered a pollutant of noise and particulates, “but technological advances over the last
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