The Marketing Intelligence

MARKETING
INTELLIGENCE

Marketing Intelligence 1
Executive summary
The market intelligence has a great role in gathering data from the external sources about the
specific market desired to enter. It is the first set of data which is analysed by the company
before making any investment decision. This report comprises the market intelligence of
Nissan. Nissan is a Japanese multinational automobile manufacturer. Nissan is a best-selling
electric vehicle all the time (Deschênes, et al. 2020). The increasing prices of fuel and the
impact of conventional fuel vehicles on the environment has created opportunities for Nissan
to produce electric vehicles. The electric vehicles market is having a great scope and
anticipated to reach 26,951,318 units by 2030. Moreover, the electric vehicle market has
perceived rapid evolution with the ongoing advancements in the automotive sector. The
report defines the significance of reliable market intelligence in assisting organisational
decision making along with assessing appropriate techniques to evaluate market size and
future demand. The significance of the comprehension of buyer behaviour has been analysed
comprising stages of the buyer decision process. Nissan also made use of primary and
secondary methods and sampling frames as an option of market research techniques. At last,
the market research technique has been evaluated for assessing customer satisfaction in terms
of success and practicality.

Marketing Intelligence 2
Contents
Executive summary..................................................................................................... 1
Introduction............................................................................................................... 3
Significance of reliable market intelligence in assisting organisational decision making.................5
Significance of understanding of buyer behaviour................................................................7
Value of various market research techniques......................................................................9
Evaluation of market research techniques for measuring customer satisfaction...........................10
Conclusion.............................................................................................................. 11
References.............................................................................................................. 13
Appendix................................................................................................................ 17

Marketing Intelligence 3
Introduction
The sensitivity of the government towards the cleaner environment has amplified the demand
for zero-emission vehicles. The car manufacturing companies are enthusiastically
encouraging the usage of electric vehicles for reducing releases. It has automatically caused
in the growth of electric vehicle sales. Nissan has advanced innovative products, approved
enlargement strategies and deliberated associations, partnerships, mergers and procurements
to attain power in the high growth electric vehicle segment. The electric vehicle sector is
anticipated to grow and to be bright. An electric vehicle makes use of one or more electric
motors for impetus. Electric power is the major source of energy in electric vehicles. There is
no presence of an internal combustion engine. The conventional automobiles are deliberated
to be one of the foremost reasons causing air pollution. Therefore, the government in the
different nations has imposed stringent emission regulations on the companies producing
vehicles. Most of the major nations have started offering incentives to the companies
producing electric vehicles by providing them with free charging facilities, tax exemption and
free parking.
Moreover, the electric car segment has been increasing speedily over the last 10 years. The
international stock of electric passenger cars crossed 5 million in 2018 which was an upsurge
of 63% from 2017. IEA new policies have integrated policies and measures which are
required to be put in place along with the effects of announced policies. On the other hand,
EV30 @30 Scenario represents a policy case characterised by a broader implementation of
EVs with EV30@30 campaign if it is practical to a comprehensive scale. This campaign was
launched at 8th clean energy mistrial in 2017 and fixed communal aspirational goal for all-
electric vehicle initiative (EVI) members.
The demand for electric vehicles has been overseen by an upsurge in demand for the fuel-
efficient, low emission and high-performance vehicles. Moreover, the inclination of lessening
in release due to severe guidelines and protocols in the different nations is fuelling to the
market growth of electric vehicles (List, et al. 2018). Although high manufacturing costs of
electric vehicles and low fuel economy confine to the growth of electric vehicle companies.
Other than this, technological developments in electric vehicles and positive government
ingenuities are anticipated to reveal several prospects for the evolution of stakeholders of
electric vehicle market like system integrators, engine manufactures, vehicle manufactures
and constituent providers (Arora, Shen and Kapoor, 2016).

Marketing Intelligence 4
There are various laws and regulations which have been ratified internationally by the nations
to monitor vehicular emission. For instance, China has approved discharge rules for the cities
relied on European stage V emission standards (Zhang and Gao, 2019). Korea and Taiwan
have implemented US based rigorous morals for gasoline vehicles whereas European based
ethics for diesel vehicles. Such features are anticipated to encourage the evolution of the
market in the coming period. The electric vehicle market has been segmented based on kind,
vehicle type and geography. The leading companies in the market have constantly
concentrated to widen their business in the developing nations (Mizuno, 2017). The
companies have constantly familiarized innovative solutions to widen their product portfolio.
The electric vehicles market has been anticipated to grasp 26, 951,318 units by 2030. It will
grow at a CAGR of 21.1% during the forecast period. The electric vehicle market globally
has perceived fast development with the constant advancements in the automotive sector. The
favourable government strategies and assistance in the rapports of grants and donations and
other fiscal assistances in the form of new car registration, carpool lane entrée, growing
vehicle range, improved accessibility of accusing infrastructure and active involvement by
automotive OEMs can drive international electric vehicle sales (Markets and Markets, 2019).

Marketing Intelligence 5
Significance of reliable market intelligence in assisting organisational decision making
The market intelligence is the external information gathered by the company concerning
specific market. It is initial set of data which has been analysed by Nissan before making any
investment decision. The research is a must in gathering facts and statistics about the
employees, customers and participants of the company. Based on such facts, Nissan can make
better managerial decisions. Nissan will be able to make knowledgeable decisions due to
reliable market intelligence (Zeff, 2016). The organisation can attain information concerning
crucial business areas, thereafter can analyse it and advance a strategy and allocate business
evidence. The market intelligence is requisite in all the steps and phases of the business
processes. It will assist Nissan in determining what customers want and further steps can be
taken to meet product requirements (Baccarella, et al. 2016). Nissan can make use of reliable
marketing intelligence to reach decision makers. The market intelligence has also a great role
in determining whether the products of the company will be accepted in the market or not.
Therefore, Nissan undertakes different business ideas and market opportunities which are
worth pursuing. The organisation will even narrow down the options and ensure to
concentrate on the ones which have the greatest potential for success. It even supports the
expansion of Nissan into the new markets (Li, et al. 2016).
The appropriate techniques to be used by Nissan for assessing market size and future demand
can be:
Predicting with disaggregate choice models: The demand models are assessed or a precise
context. These models can be used by Nissan to integrate into the dynamic simulation system
to enable modelling of significant feedbacks in demands because of the growth of electric
vehicles. The demand models can assist Nissan in predicting the behaviour of the entire
customers. The disaggregate model even uses a sample of observations from the population
(Li, et al. 2017).
High level view of the market: It can never be enough for Nissan to assess customers and
competitors. Nissan is also required to obtain a wide understanding of the market as a whole
along with the potential of success in the market. Nissan can ever hire a market researcher for
attaining overall picture of the market. It assists in stepping away from intra-company
thinking. The international electric vehicle market size was esteemed at $118,865 million in
2017. It was anticipated to reach $567, 300 million by 2025. It will lead to an increase in
CAGR of 22.3% in the period of 2018-2025 (Allied Market Research, 2018). It has been