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).

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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).

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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

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observed that the electric vehicles are obsessed by an accumulator system by electricity from
indicting station deployments or can be charged with the self-charging devices like
reformative braking systems, turbochargers and others. The technological developments in
electric vehicles and government ingenuities anticipate revealing various prospects for the
evolution of the electric vehicle market (Yuan, et al. 2017).
Use of data and models: Nissan needs to analyse the growth and performance of companies
in the same industry. It has been found that organisations with sustainable profit growth used
a methodical and disciplined approach to widen the boundaries of business into the adjacent
space. It has been observed that some companies widened from one geographical market to
others, whereas other companies applied a prevalent business model to the adjacent segments.
Nissan can make use of a proprietary economic model known as the Dynamic Energy
Efficiency Policy Evaluation Route (DEEPER). This model assesses how vehicle standard
changes influence interrelationships between fifteen sectors of the economy (Raji, et al.
2019).
Adjacent opportunities: Chasing adjacent opportunities can also be a winning strategy. If
Nissan views analyse the growth and performance of the competitor companies, it is found
that such companies used a systematic and well-organized approach to expand their
operations (Yuan, et al. 2017). Some companies by producing electric vehicles have widened
from one market to another. On the other side, some other companies have applied a
prevalent business model to the adjacent segment (Lévay, Drossinos and Thiel, 2017). For
instance, Toyota used the same channels to reach the same customers within the same
marketing framework and added huge sales.
Business environment factors: The environmental factors will be considered by Nissan while
decision making. The electric cars are higher in efficiency than fuel or gas-powered. Such
vehicles reduce the reliance on fossil fuels. Electric cars also necessitate less maintenance.
These cars are also deliberated as one of the sustainable forms of transportation. There are
some factors which should be considered well to wheel emissions (Boretti, 2016). Nissan
believes in producing low carbon, energy-saving and intelligent electric vehicles to lessen its
environmental influence. The increase in the advancement of the electric vehicle industry,
Nissan is required to pay more attention to the purchasing behaviours along with the
intentions concerning electric vehicles. There are also some other business factors to be
considered by Nissan such as technological developments, geopolitical shifts, government

Marketing Intelligence 7
regulations, trade policies, economic indicators, social and cultural norms (Abdelhamid, et al.
2016). For example, many nations have implemented earlier forms of European or United
Nations Economic Commission for Europe (UNECE). On the other side, some nations have
assumed more advance guidelines based on current European and US regulations. Therefore,
Nissan is supposed to follow such rules while producing electric cars as these rules vary from
nation to nation (Sabbagh, et al. 2016).
Significance of understanding of buyer behaviour
The trend of electric vehicles has been around even before the initiation of the 20th century.
The gas prices have greatly influenced the purchase decision of the customers and they have
become interested in purchasing hybrid electric vehicles. The procedure of buying a vehicle
is considered complex and there is great involvement of consumer decision. The buyer
behaviour for the electric vehicles encompassed reduced preservation, better conduct and
abridged air pollution (Yavarifar, et al. 2019). The B2B process in the case of Nissan starts
with the need for recognition. Although the information search and alternate assessment steps
are more prescribed and organized in the business buying procedure. The B2B buying
process necessitates planning and formality. The stages identified in the buying decision
process from B2B comprises:
Recognition of need: The organisational need can be solved by acquiring a good or service.
The customers generally drive this stage but others can serve the role of initiator.
Description of the need: The group of people can be brought together to reach the buying
decision. Some parameters can be enabled to find out what needs are required to be
purchased. Nissan in this segment finds out what needs are required to be purchased along
with the features in electric vehicles (Kuang, et al. 2018).
Search for the potential buyers: In this stage, Nissan looks for the suppliers to produce
electric vehicles. The suppliers will provide 70-80% of the parts of electric vehicles. Nissan is
already sourcing from 5,000 suppliers. The company need to maintain the quality of each
component to increase the quality of the electric vehicles.
Complete responses to requests for proposal (RFP): The qualified suppliers are even asked
for RFP. It is an invitation for submitting a bid to supply the product. RFP summaries what a
vendor can provide in terms of the product. The buyer’s problems are focused and offers are
adopted to solve the problems (Dwaikat, et al. 2018).

Marketing Intelligence 8
The proposals are evaluated and suppliers are selected: The vendor is selected after reviewing
RFPs. The RFPs are assessed if the members settle on the criteria and the significance of
each. The prices are important to Nissan such as discount and dollar stores (Abdelhamid, et
al. 2016).
Order routine is established: This stage puts together actual order. It comprises the anticipated
time for delivery, agreed-upon price, quantities, warranties and returns policies. The order
can be made by Nissan on paper, online and electronically (Figenbaum, 2017).
The stages of B2C viewpoint includes the following:
Problem recognition: The problem recognition is put before the purchase taking place by the
customers. The customers need to have a reason to buy electric vehicles. It creates an
opportunity for companies like Nissan. The company need to provide car specifications and
fulfil the reasons for the customers to purchase electric vehicles (Adetunji, Rashid and Ishak,
2017).
Information search: The customer search begins after the identification of the problems. The
issue leads to looking for a solution. The issue of pollution led customers to go for electric
vehicles. Nissan can establish brand of clienteles as an industry expert in the precise field.
Assessment of alternatives: The customers go through the research before making a final
purchase. The customers compare the brand with other leading brands as well (Sabbagh, et al.
2017). Nissan needs to focus on the marketing and keep the site for the assessment of
alternative stage.
Purchase decision: This step sets the game in the marketing procedure by offering an intellect
of security along with prompting customers to purchase an electric vehicle for the first time
(Holland, et al. 2019). If the customers walk from the purchase then they should be bringing
by retargeting them.
Purchase: After the creation of the need, research is accomplished and the customer decides
to make a purchase. In this stage, Nissan needs to keep marketing simple and brand’s
purchase procedure should be tested online.
Post-purchase evaluation: The process does not close with the completion of purchase
because customers decide after the purchase whether they are satisfied or not. The customers

Marketing Intelligence 9
satisfied with the purchase of the car are likely to make the next purchase from the same
company only (Alqasa, Ho and Isa, 2017).
Value of various market research techniques
The market for electric vehicles is continuing to rise on a global scale. Such vehicles can
reduce the impact of carbon emissions from vehicle transportation during the coming period.
The customers expect from Nissan to make available more models of electric cars. Such
vehicles operate on alternate fuel sources like ethanol or biofuels. The demand for electric
vehicles is overseen by an upsurge in demand for high performance, fuel effective and low
release vehicles. The technological advancement in such vehicles is likely to reveal various
prospects for the development of stakeholders of the electric vehicle market (Andersen,
Krogh and Torp, 2017). Nissan prefers to meet the desires and needs of the customers and
offer valuable information concerning electricity vehicles. Nissan can make use of market
research techniques to Various market research techniques available to Nissan are:
Primary data: Nissan can make use of raw data or primary data collected at source. The
primary research needs to design and conducted by Nissan itself. Such information will be
obtained by Nissan through observation, experimentation and surveys. Primary data for
Nissan is the most valuable research method. It answers to the specific questions along with
the relevant issues. The primary sources comprise industry experts from the automobile
industry specialised in the electric vehicles comprising device manufacturers, suppliers,
component manufacturers, distributors and more. Nissan can attain qualitative and
quantitative information through its resources such as vice presidents, CEO, marketing
directors, technology and innovation directors (Candelo, 2019). The primary research can be
used by Nissan to discover whether customers will prefer the electric vehicles to be medium
ranged or high range. The research conducted by Nissan can generally assist in reducing risks
linked with the new product. Although research cannot take the risk away completely. As a
tool of primary data, Nissan can make use of the interview method, questionnaires, surveys,
observation and focus group. The surveys can be really helpful to Nissan in attaining an
inordinate deal of precise evidence. The surveys can comprise open ended or close ended
questions. The respondents are asked to choose answers from the brief list. A person is not
restricted to the options listed in the open-ended questions and the respondent also do not get
prejudiced by viewing a list of replies. Although open-ended questions are generally pranced
by the persons and coding them can become quite a trial (Hu, Wu and Schwanen, 2017). The
surveys to be genuine require response of at least a hundred persons as precision is important.

Marketing Intelligence 10
Moreover, questionnaires can be effective for Nissan. The questionnaires comprise the
specific questions to be asked from the larger number of people. Nissan can prepare a
questionnaire of 16 questions including appropriate options for the respondents to select from
(Talay, Akdeniz and Kirca, 2017).
Secondary sources: The secondary research can be used by Nissan to attain information
which has been already used by someone. Such information is published in the newspapers,
articles, journals, company website, social media and more. Nissan can know about the
market share and the relevant information about the electric vehicles from the published
information. The secondary data available is completely appropriate and suitable to conclude.
Nissan can attain sales data, financial data, and storage data concerning electric cars globally.
The government statistics are widely available which can be used by the company. Such data
has more chances of reliability (Tseng, et al. 2016). The government statistics can be widely
accepted online. Moreover, the company websites also contain a high level of accuracy along
with the relevant information.
Evaluation of market research techniques for measuring customer satisfaction
The trends representing approval of the electric vehicles have expressively augmented in the
last years and caused changes not only in the automotive industry but normally in the
business and society. This report emphases on the papers which were published between
2011-2019. The studies from earlier years have majorly focused on the electric engineering
facet of the research area (Lora and Tribioli, 2019).
The questionnaires are little inflexible for Nissan as it is not conceivable to ask follow-up
questions. So, Nissan can make use of perceptions from attention groups and interviews to
advance questionnaires which comprise precise questions. These questions can be asked to a
great number of people. If sampling error is found then the sample size of thousands or more
responses can help the company in narrowing down 95% assurance interval for the
percentage of the target market. The range of 17-21% can be quite more meaningful.
Nissan is required to undertake some questions while conducting market research. The
marketing research should not only be custom-made when it worth the cost. Therefore, the
research should only be utilised in making precise decisions size should the product be?
Should the product be launched? Should the company opt for completive pricing or price
skimming strategy? On the other hand, secondary marketing research can be more effective
for Nissan to use (Taylor-West, Saker and Champion, 2018). The company even does not

Marketing Intelligence 11
need to invest a substantial amount along with the time. Nissan can easily attain market
information through the information provided through different sources. These sources even
yield more information which can be attained through the primary sources (Kenno and Free,
2018). It has been also observed that the secondary source of information is having chances
of more accuracy as it has been used and modified by several people. The secondary
information is provided through the international agencies and government is likely to be
given more genuine results than the surveys. The secondary sources are even assisting in
understanding the market concerns more appropriately.
Through market research company can attain competitive landscape, proposed production
values of the specific product through the market players.
Conclusion
The report has appropriately provided size and trends in the market for the electric vehicle.
The role of the market intelligence in assisting organisational decision-making organisational
decision making has been properly justified. Moreover, the significance of understanding
buyer behaviour comprising phases of the buyer decision procedure has been justified from

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B2B and B2C viewpoint. The accessible options of the market research techniques have been
stated such as primary and secondary methods. Out of this, secondary market research is
more convenient for Nissan to use. Nissan has been recommended to advance its marketing
strategies through the points given below:
 Nissan is having worldwide operations, but in the case of electric vehicles, the
company is having limited options. Therefore, Nissan is recommended to have wide
operations for the distribution of electric vehicles.
 Nissan majorly focuses on the age groups of 30-50 years. The company is
recommended to focus on the young age groups for electric vehicles.
 Nissan is recommended to go for lower pricing strategy to widen its market share in
the electric vehicle segment as well. This way the company can even gain fast
response. It will lead to low profit margin initially but later the company can increase
its margins subsequently.
 Nissan is even recommended to restrict the number of dealers to guarantee the supply
of minimum units.
 The company is recommended to produce more models of electric vehicles so that
models can match the requirements of different customer category. There should be a
variation based on price, product quality, engine and more. This way Nissan can
target to all customer categories and can generate greater benefits.

Marketing Intelligence 13
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Appendix

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