Importance of Effective Marketing Planning Process in Relationship to Nissan

MARKETING

TABLE OF CONTENT
TASK 1- LO 1 & LO 2....................................................................................................................1
Question 1....................................................................................................................................1
Importance of Effective Marketing Planning Process in Relationship to Nissan .......................1
Current Market ............................................................................................................................1
TASK 2 (LO 3, LO 5, LO 6)...........................................................................................................1
Question 2....................................................................................................................................1
Market Research and Environmental Analysis............................................................................1
Contemporary Marketing Techniques.........................................................................................3
Impact and Value of Brand..........................................................................................................3
Benchmarking..............................................................................................................................4
Global Adaptations......................................................................................................................4
Differentiate Between Marketing Campaigns.............................................................................5
TASK 3 (LO 4)................................................................................................................................5
Question 3....................................................................................................................................5
Skills of Marketers.......................................................................................................................5
Market Plan Summary.....................................................................................................................6
Market Overview.............................................................................................................................6
Competitor's Profile.....................................................................................................................6
Marketing Objectives.......................................................................................................................6
Goals and Objetives.....................................................................................................................6
Background Analysis.......................................................................................................................7
Financial Analysis........................................................................................................................7
SWOT Analysis...............................................................................................................................8
SWOT Analysis of Nissan Company..........................................................................................8
ABOUT THE MARKET.................................................................................................................9
CUSTOMERS..................................................................................................................................9
Target Customers.........................................................................................................................9
Customer Profile........................................................................................................................10
Customer's Needs and Wants....................................................................................................10

Customer's Behaviour................................................................................................................10
COMPETITORS............................................................................................................................10
Competitor's Analysis- Porter's Five Forces Model..................................................................10
Supply Network and Supply Chain Management......................................................................12
Distribution and Sales Network.................................................................................................12
Social Responsibilities and Ethics.............................................................................................12
Marketing Strategy.........................................................................................................................13
Marketing Mix of Nissan Company..........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

TASK 1- LO 1 & LO 2
Question 1
Importance of Effective Marketing Planning Process in Relationship to Nissan
Marketing is a process which focuses on customer's need and wants to increase their
satisfaction and make them loyal to business firm. Market planning is very essential aspect
which helps business to understand all the internal and external market factors present in
business environment to formulate effective strategies and increase the growth of firm with
different opportunities available in market. It also helps to identify the substitute products
available to customers in market which help to determine pricing policies of product and
services. Nissan have analysed the importance of Marketing as it is a strategic action taken by
business organization to increase the growth by improving sales with help of advertising and
promotional activities.
Current Market
Nissan Motors also identifies that the major car manufactures like, Tesla Inc.,
Volkswagen group which are also investing in the electric car segments to secure their future of
business. Companies are providing passenger and commercial vehicle types for customers
according to needs and wants. Nissan also evaluates that leading car manufacturers in UK is also
having wired and inductive charging technology which is increasing their customer base. Market
players also provides accessories to modify the cars according the customer’s needs and wants
which will increase the satisfaction level and increase their market shares in UK.
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TASK 2 (LO 3, LO 5, LO 6)
Question 2
Market Research and Environmental Analysis
Political Factors
Political factors are those which identify the involvement of government activities in the
operation of business (Khanh and Akerib, 2019). This also impacts the policies and strategies of
business which decrease the productivity in market to compete. Nissan identifies political
stability of UK after Brexit as it can impact the sales of business and also discourage investors to
invest in Nissan. Company also have opportunities to innovate their cars in hybrid technology
and electric cars due to changes in environment rules and regulations of UK government. Nissan
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Illustration 1: Illustration 1: PESTLE
ANALYSIS
Source: Matrix Pestle: Definition and
resources, 2020.

needs to understand trade policies and taxation policies as it can impact the cost and decrease
profitability of company (Matrix Pestel: Definition and resources, 2020).
Economic Factors
Economic Factors are those which indirectly impact activities of business organization.
Nissan Motors have to analyse tax rates, foreign exchange rates, interest rates of financial
institutions. This helps to identify all the marketing strategies with can increase the economic
activity of Nissan and provide activities which help to increase the sales of new hybrid cars
(Karczewski and et.al., 2019). Customer segment is analysed and it also helped to understand
that customer demand for electric cars is increasing which also provides opportunity to grow
business in new segment.
Social Factors
Social factors are those factors which are impacted by cultural values, beliefs, ideology,
languages of customers in decision-making process. Nissan needs to analyse preferences, income
level, standard of living of customers to make effective strategies for increasing sales of electric
cars and also understand customer's behavioural pattern towards the brand vision. This helps to
increase the profit margins of company with better sales and also develop technologies according
to needs and wants of customers to increase their satisfaction.
Technological Factors
These factors are responsible to identify alternative substitutes to business to decrease
cost and increase profit margins and improve the quality of products and services. Nissan is also
analysed that electric car will also reduce the fuel emission in the environment and help company
to invest in future so that it can survive in competition (Evtimov, Ivanov and Sapundjiev, 2017).
It will also help company to improve the quality of products and services by producing efficient
batteries which improves the long travels of customers.
Legal factors
Laws are evaluated in this factor which help to evaluate the potential growth of company
and motivates to develop effective products and services with rules and regulations. Nissan have
analysed that formulating policies like employment laws, this factors also helps to increase trust
of customers due to lawful nature of business. Company have to identify all the intellectual acts
to protect the innovations and creations to achieve competitive advantage in UK.
Environmental Factors
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