Importance of Effective Marketing Planning Process in Relationship to Nissan

This document discusses the importance of effective marketing planning process in relationship to Nissan. It explores the role of marketing in understanding consumer needs, setting fair pricing, and creating brand awareness. It also provides an overview of the current market for Nissan.

Marketing

TABLE OF CONTENTS
TASK 1 (LO 1, LO2).......................................................................................................................1
Importance of effective Marketing planning process in relationship to Nissan..........................1
Current Market.............................................................................................................................1
TASK 2 (LO3, LO 5, LO 6)............................................................................................................2
Market research and environmental/industry analysis................................................................2
Contemporary Marketing Techniques.........................................................................................3
Impact and Value of a Brand.......................................................................................................3
Need of controlling and measurement activities.........................................................................4
Benchmarking..............................................................................................................................4
Customer's engagement and value...............................................................................................4
Global Adaptions.........................................................................................................................4
Differentiate Between Marketing Campaigns.............................................................................5
TASK 3 (LO 4)................................................................................................................................6
Skills of Marketer........................................................................................................................6
Market Plan Summary.....................................................................................................................7
Market Overview.............................................................................................................................7
Competitor Profile.......................................................................................................................7
Marketing Objectives.......................................................................................................................7
Goals and Objectives...................................................................................................................7
Background Analysis.......................................................................................................................8
Mission statement........................................................................................................................8
Financial Analysis.......................................................................................................................8
SWOT ANALYSIS.........................................................................................................................9
Swot analysis of Nissan Company..............................................................................................9
About the Market...........................................................................................................................10
Customers......................................................................................................................................10
Target customers........................................................................................................................10
Customer profile........................................................................................................................10
Customer's needs and wants......................................................................................................10
Consumer behaviour..................................................................................................................11

COMPETITORS............................................................................................................................11
Competitor Analysis- Porter five forces model.........................................................................11
Supply network and supply chain management........................................................................12
Distribution and sales network..................................................................................................12
Social responsibilities and ethics...............................................................................................12
Marketing Strategy........................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

TASK 1 (LO 1, LO2)
Importance of effective Marketing planning process in relationship to Nissan
Here is a huge role of the effective marketing in the company. With the help of this
company easily able to achieve their objectives in specific time period. The marketing is the best
tool for the Nissan to build productive relationship with customers (Gleeson, 2019). There are
some major roles are discusses below which really helpful in achieve decided objectives.
Helpful in understand consumer’s needs: For the marketing operations the marketing team of
the company need to take market survey for understand basic needs of people The marketing
always need be run in effective manner for gain productive results from its activities. It plays big
role in deeply know the customers, and with this it gives great opportunities for the Nissan to
manufacture their cars on the basis of customers’ requirements.
Right and fair pricing: Currently the Nissan's big challenge is to control their higher prices on
electric cars. The marketing support to company to prepare and set and fair price for their cars
(Kotabe and Helsen, 2020). With the marketing term the company analyse the all market
conditions, in which it also completely know about their competitors. For pricing process the
company necessarily need to have proper knowledge of the market, like; what price offered by
competitors on same value car, etc. In the current time which car offered by the Nissan, actually
its price is really high (Moorman and Day, 2016).
Aware people about brand: On the basis on current climate change issue, here is a great
opportunity for the company to gain high attention in the market by aware people about climate
change (Boso and et.al., 2019).
Current Market
The United States is the top market in sales for the Nissan's Leaf from 2010 to 2018.
Then Japan, Norway, United Kingdom, France, Canada, China, Germany, Netherlands,
and Australia, etc. are comes under this list after US. The company highly succeed in gaining
large customer base in these countries. The Nissan say they put many efforts in development of
this car. In the initial stage of this car, Parent company Nissan runs lots of marketing campaigns
in the international market for highly promote this car (Morgan, Feng and Whitler, 2018).
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TASK 2 (LO3, LO 5, LO 6)
Market research and environmental/industry analysis
There are various external factors which affect the different strategies and policies of the
business and to identify these factors Nissan uses the PESTLE analysis in the business
operations.
Political: It includes the government imposes various rules and regulation on the
business for using the local resources to increase the level of GDP of the country. The Nissan
will apply the different policies and strategies. The negative effects of this factors is high rate of
taxes will reduces the profits of the company (De Mooij, 2018). Continuous changes in the
trends of the politics will also affects the business of the Nissan. Every country has their own
rules and regulations so it will affects to achieve the maximum profits from the sales of the
electric cars in the global markets.
Economical: To expand the business in the global markets Nissan consider the different
elements like rates of interest, demand, taxation, growth of populations and segment size. By
adopting the new and latest laws of taxation and makes their new cars in the markets. Stable
currency of the country is provides profits to the business. The business of the electric increase
when there is the high rates of the GDP of the country.
Social: This factors explains the direct effects of the society on the business activities of
the Nissan. Lifestyle, beliefs, attitudes, values and education level of the people living in the
society so Nissan keeps this factors in their mind while launching the electric cars in the market.
The positive effect of the social factors is that the production of the products and services as per
the needs and wants of the society will increase the customer base (Chernev, 2018).
Technological: There is the fast growing change in the technology so the business men have to
make changes as per the new technology. Nissan manufacture the electric cars by using the latest
technology will attract the customer and increase the sales of the cars in the international
markets. While the new technology requires lots of investment for the business so it creates
disadvantages sometimes for the Nissan.
Legal: In this factors government have various laws for the safety which protect the
workers of the Nissan. The advantages of legal factors are that the company will protect their
ideas and patent from the competitors by using the law of intellectual property (Wedel and
Kannan, 2016). Nissan have the social responsibilities towards their employees so they use the
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legal laws. But this law will affects the business of Nissan that they have tom sell the high
quality cars in the reasonable prices to the customer.
Environmental: By introducing the new electric cars in the market Nissan protect the
environment from the pollution. Diesel and petrol cars will affects the environment and also the
health of the people so these electric cars will gain the attention of the customer and increase the
market share of Nissan. To invest in the renewable energy require lots of money and support of
the government so it is quite difficult for the Nissan.
Contemporary Marketing Techniques
Currently there are various marketing techniques are developed for the businesses
recently. In which the Nissan also able to take advantages from these techniques by employ them
in its marketing operations. There are some major marketing techniques are discusses below:
Email marketing: With the help of this marketing technique the company is highly able to
aware people in the market about its electric car. In which the marketing team of Nissan need to
set a perfect and effective word message to send it through email. This step of the company will
put great impression on the people, and they get influence to visit Nissan's authorized stores
(Lehmann and Winer, 2019). This technique also helpful in build great relationship with
customers, because with this the company able to interact with customers.
Search Engine Optimization: The SEO (Search Engine Optimization) marketing technique is
also uses by many of the successful businesses in the world. The SEO basically facilitate to the
companies to increase the traffic on their official sites. With this the Nissan also able increase its
site visibility on the major search engines like; Google, Internet Explorer, Bing, Yahoo etc. It is
useful when people come on the internet for search something, in this situation the SEO push
company's website towards people.
Impact and Value of a Brand
Stakeholders are interested in the profit margin of the company such as creditors,
customer, government, employee, supplier of the company. Nissan is able to expand its profit
margin by maintaining brand image and customers loyalty. Impact and value of brand image
from the point of view of perspective is as follows:
Customers: Brand value help them in identifying its market position and its quality of product
that is offered to them (De Mooij, 2019). High image of company increases the market share and
retention of employee and adding new customer thereby help in increasing customer loyalty. It
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also helps in finding what distinguish the company from other competitor and put it at
advantages position in the market.
Government: The brand image and value is also important for the government as it help in
analysing that the company has followed all rules and regulation while operating its business
Employee: They are also interested in brand image of the company as it help in identifying
working environment of company, various benefits provide to the employee and its working
force. Good Brand image help in retention and loyalty of employee and increase efficiency of
employee thus able to provide quality services to its customer (Kaleka and Morgan, 2019).
Supplier: Company image help in identifying its policy and identifying whether the company
make payment on time or not. Nissan has good image thus it is easier get credit for purchase of
raw materials and thus company can effectively produce its product and make ensure continuous
supply of raw material from supplier.
Need of controlling and measurement activities
Benchmarking
Setting the benchmark for their products like in quality and pricing strategies. This helps
the companies to set their own standard in the market so that they can do for the self-
improvement in the products.
Customer's engagement and value
By doing continuously market research and monitoring the market condition it helps
them to gain the idea about the demands' and requirements of the consumers. Nissan can conduct
surveys online and offline in the public to know their opinions about the products. It will
motivate the people for their involvement (Morgan, Feng and Whitler, 2018).Also, the feedbacks
and reviews should be obtained by the company from its customers about their products and it
helps them to know the drawbacks.
Global Adaptions
Nissan is globally famous brand for its quality products. As they launch new products
electric cars they need to market it at international level. Also, they need to gather the
information about the needs of this product at global level. It must ensure that accessing their
products anywhere in the world is easier (Chernev, 2018).
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Differentiate Between Marketing Campaigns
It is included differentiate between Nissan's marketing campaigns in different
international markets called, the United Kingdom and the Netherlands.
Marketing Research: In the United Kingdom, the marketing team of the Nissan first cover the
marketing research process for knowing what kind of techniques use for different areas of the
UK. Then company start its marketing campaign in this country (Baker and Hart, 2016). In the
research process the marketing team of the company is identifying income status of the people,
different age groups, females which know driving, etc. On the basis of this research the team
start their marketing activities which comes under the marketing campaign.
In other hand, the company repeat this same market research process in the Netherlands
too, but in different manner. The company already knows about the leaving standard of people in
this country. In their marketing research the company only focus on understand what kind of car
design they like, what's their favourite colour in cars, etc. Then the marketing team is able to
show that design and colour car ads which people are mostly like in the Netherlands.
Budget: Preparation of the budget for marketing campaign is too necessary task for perfectly
cover all activities under campaign (Wirtz and Lovelock, 2016). In the United Kingdom the
company use more fund for its marketing campaign in the comparison of the Netherlands. The
reason behind different budget is the UK is bigger country than the Netherlands by population
wise.
The Netherlands is a small country of the Europe. In which the Nissan use lower budget
than United Kingdom. The marketing team of the company is always able to cover it's all
activities of the marketing campaign in small fund. The main objective of the marketing
campaign is to aware large number of the people, but in this country also has small population
base.
Marketing strategies
-Digital marketing: The Nissan perfectly know the role of digital marketing strategy in the
electric car market of the United Kingdom. In this country the company using all tools which
comes under the digital marketing, like; social media marketing, internet ads, email marketing,
etc. The Nissan use these all tools for its daily basis marketing activities in UK's marketing
campaign.
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In other hand the Nissan use this strategy in the Netherlands also but not like the UK
(Eagle, Hamann and Low, 2016). Here is marketing team of the company not use all tools of the
digital marketing on daily basis. The company prepared at specific schedule use these different
tools in different time period.
-Television advertisements: People in the United Kingdom are highly influence by watching
any company's ads on the Television. In which the Nissan also run its TV advertisements in this
country. The company highly succeed in put positive impact on UK's people through this type of
advertisements. People are really influenced for buying company's electric car Leaf after
watching its TV ads.
In the Netherlands also the Nissan runs its TV advertisements, but in this country the
marketing team of the company not show the big TV advertisements like United Kingdom. Here
is its ads only finish in 30 to 40 seconds. The marketing team sets the perfect ads which capable
for aware about brand's electric car in few seconds (Byrne, Kearney and MacEvilly, 2017). The
company always try to show some logical and meaningful TV ads in the market of Netherlands.
TASK 3 (LO 4)
Skills of Marketer
To conduct and operate all marketing activities in systematic way, the company necessarily need
to hire a highly qualified and skilful marketing manager within business environment. A skilful
manager will help to the company to achieve all objectives of the marketing which related to the
marketing term (Deepak and Jeyakumar, 2019). In the marketing operations a skilled manager
always put their many efforts to complete each task of the marketing. The company will gain
effective results from their marketing activities, if it has skilful marketing manager (Egeland,
2017). There are some major skills are discusses below which a marketing manager needed in
their marketing operations;
Teamwork skills: The marketing manager at Nissan is highly needed the teamwork skills at
their workplace.
Communication skills: In the marketing operations of the company, the manager of marketing
will interact with many people within company and outside company as well (Sanclemente-
Téllez, 2017).
Innovative skills: Marketing manager needed innovation skills at their workplace to innovate or
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develop new marketing strategies for the Nissan. Innovation skills make able to the manager to
find some effective ways of marketing which will highly impact to the company's business
environment in positive term (Alghizzawi, 2019).
Market Plan Summary
In this market planning of the Nissan there are the various goals and objectives which
helps to expand the business. The company is launching the new electric cars against the use of
the petrol and diesel vehicles. To gain the benefits of the competition and increase the market
share of the electric cars Nissan determines the skills of the marketers in this market plan. Nissan
explains the strength, weakness, opportunities and threats in there market planning which helps
to analysis the performance of the business.
Market Overview
In the market of UK people are more interested in the auto-mobile products so Nissan
have the advantages to achieve their goals and expand their business. Nissan covers larger share
of market in the UK and they have 4.33% in the car market of the UK. They have the greater
chance to increase the sales of the electric cars and products in the UK because they already
cover the larger share of market in the UK. Nissan expand their business with their new products
and services in the international market.
Competitor Profile
The competitors of the Nissan are the Ford, Toyota, Volkswagen etc. which are the top
brands of the auto-mobile and aloes have the larger base of customer. So to achieve the target of
the business and increase the market share Nissan have to manufacture the best quality cars
because they have the high competition in the international markets (Kotler and et.al, 2018)
. Toyota is famous for its electrical vehicles and low effects on the environment. And theses
always come with the new and innovative ideas in their electrical cars which divert the minds of
the customer.
Marketing Objectives
Goals and Objectives
Goal: To develop the most effective market plan for the company by using various marketing
tools and techniques for increasing the growth and market share of electric cars in Europe.
Objectives:
 To increase the market share of the company within European markets.
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 To generate huge customer awareness.
 To attracts the customers towards company’s electric cars.
Background Analysis
Mission statement
“Nissan is providing innovative and unique automotive products as well as services
which can deliver the superior and measurable values to all the customers of the world”
Business objective
 To offer the cars to customers with official warranty from manufacturer.
 To offer high quality and genuine parts.
 To offer the best quality customer care services to customers.
 To support the redevelopment of company.
Financial Analysis
Revenue: After manufacturing of the new electrical vehicles Nissan have to generate the 200000
£ of revenue from the sales of the cars. The growth and success of the new electrical vehicles in
the markets will be determined the timing, quality and quantity of the revenue.
Profits: To survive in the long run Nissan have to increase the level of the profits every year
which is approx. 50,000£. Profits are the life blood of the business so Nissan increases their sales
by attracting the people to increases the profits.
Operational efficiency: Nissan takes the advantages of their workforce effectively for the faster
growth success. Employees are important resources which leads the business towards the
achievements.
Capital efficiency: This analysis will helps to determine the return investors which are
generated from the sales and purchase of the electrical cars in the business of Nissan.
Liquidity: To cover the expenses of cash in the business operation Nissan will uses the liquidity
analysis which helps to generate the sufficient amount of cash i.e. 100000 £. This analysis helps
the business to measure the ability to maintain the cash.
Break even Cost charts
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A break even cost chart defined as the level of sales volume and total cost of production
is shown through plot the graph. This analysis helps to keep record of the sales and costs.
SWOT ANALYSIS
Swot analysis of Nissan Company
Swot analysis is done by the company to analysis its internal and external factors that
impact on the operations of Nissan Company. The analysis also helps in identifying different
opportunities available in environment and protects the company from various threats.
Strength: Nissan company strategies lies in providing eco-friendly and electric cars to its
customer thereby protecting the environment and ensuring health and safety of customer's.
Effectively operation of research and development department helps the company in effectively
updating technology and product of the company (Armstrong and et.al, 2018)
.
Weakness: Company functioning has adversely affected from numerous recall from US which
was the largest market for Nissan Company. Marketing and advertisement method used by the
company were not affecting thus result in poor awareness of brand among customers in the
market.
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Opportunities: Government rule and regulation, increasing awareness about conservation of
environment has provided opportunities to the Nissan Company to produce more electric car and
increase its market share. Due to improvement in U.S. Economy, company has an opportunity to
effectively expand it markets share in U.S. Automotive market.
Threats: Nissan is facing tough competition from traditional players in the market as well as
from existing competitors. There are many big players in international market with lots of capital
and budget, brand recognition that can easily and effectively expand their market share (Haider
and et.al, 2017). Nissan manufacturing is product in Japan, Thailand, China which are facing the
problem of natural disaster thus impacting the production process and reducing volume of
production and profit of the company.
About the Market
Customers
Target customers
Nissan target their customer on the basis of the segmented market in which there is the
high demand of the electric cars. As per the needs and wants of the people Nissan manufactures
the products which increases the sales and profits for the business. Nowadays the people are
more aware about the environment protection so Nissan gain the attention of the people in the
market. Those people who are more environment conscious and invest high in the auto-mobile
industry are the targeted customer of the Nissan.
Customer profile
The profile of customer in Nissan is on the basis of the targeted customer in which the
people are under-age group of the 25 to 50 which are very interested in the electrical cars. The
customer is mostly the males which have high interest in the cars and those who do not harm the
environment with the pollution.
Customer's needs and wants
According to the target customers, company need to identify their demands and
expectations. Product must satisfy their needs and wants. As they buy the products according to
their requirements, but company have to develop the needs for the electric cars by explaining the
Unique Selling Proposition (USP) of the products.
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Consumer behaviour
As consumers possess common habits like they do the comparison of the available
products about their pricing and qualities. If they find the affordable qualitative products in their
budget then they choose it (Baker and Saren, 2016). The product must meets to their
requirements and budget.
COMPETITORS
Competitor Analysis- Porter five forces model
Porter proposed five forces which help the business to take the competitive advantages.
Threat of Competitors: first force is threat of existing competitors’ in the industry. As Nissan
plans to produce a new product which is electric car, they have to face the competitors in the
sectors. Like Ford, Toyota, Tesla motors are already trying to take competitive advantage. So
they have threat from these brands.
Threat of Substitutes: second force is threat of substitutes, as there are various options available
of the product (Wirtz and Lovelock, 2016). Customers buy them easily and at affordable price.
These alternatives possessed higher risk for the company in terms to achieve success.
Threat of new Entrants: in automotive industry, there is great scope and opportunities for the
new entrants in this field. Due to increasing and differentiating demands of the vehicles in the
market, it pushes new entrants in this field. But it requires huge investments and strong liaising
to step into this industry, also they have to follow long procedures including governmental rules
and regulations for trade and tax policies (Zikmund and et.al., 2017). This involves lots of time
and investment, action plan and full proof strategies. So these barriers are not easy to cross. So it
lowers the risks of new entrants for the Nissan.
Bargaining power of Suppliers: fourth force is negotiation power of suppliers, it is dependent on
the number of suppliers of the raw material present in the industry. As the large number of
suppliers presents in lowers the bargaining power of them otherwise it is higher. Nissan has
moderate threat from the supplier's negotiation power.
Bargaining power of Customers: it is main force, as the customers are the end user of the
products. So the businesses have higher risks in the industry. Consumer chooses the products
according to their needs and affordability. If they find the substitutes or similar qualitative
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products of other brand they would choose that. Nissan have to consider the consumer behaviour
and consumer demands, so that they can place their product in the customer's mind.
Supply network and supply chain management
To gain the competitive advantage, Nissan must ensures that they have proper value
chain management. Like they have proper supply of raw materials and which help them to
maintain the inventory, and they supply against the demands in the market. If the demand is
increases they need to enhance the production of the products (Zikmund and et.al., 2017). They
need to manage the labours, strategies which enhance their productivity at low cost.
Distribution and sales network
Company needs to have strong distribution system as it increases their demands in the
market. Distribution channels like they give dealership, franchise, and agencies to sale their
products. They are able to provide information about the products to consumers, this helps to
enhance the reach towards potential buyers.
Social responsibilities and ethics
Company must ensure that their products would not harm the community. Company pays
towards their social responsibilities like they organise some charitable programmes to help the
needed people. Also, they work to motivate the education in poor people. Advertising the
products must be in limit and in ethical way.
Marketing Strategy
Product:
In the business of the NISSAN they introduce the new electric cars in the markets to increases
the sales and profits of the business in the market. New electric cars will provide a great
substitution of petrol or diesel based vehicles. The cars will consist of chargeable batteries for
achieving the functional attributes of cars. Electrical cars can be charged at various charging
stations which will be established by company at various locations across the country.
Pricing: Currently the Nissan's big challenge is to control their higher prices on electric cars.
Company should set fair price for their electric cars in the market (Kotabe and Helsen, 2020).
Company should analyse the all market conditions, in which it also completely know about their
competitors. For pricing process the company necessarily need to have proper knowledge of the
12

market, like; what price offered by competitors on same value car, etc. By knowing competitors
prices and people's income status, the company offer competitive price for its electric cars. As
current scenario electric cars are offered high price. Electric car are only affordable for high
income group people. So, competitive pricing strategy can be effective strategy for the
organisation to attract all income group customers.
Promotion:
Social media marketing: The social media marketing is become one of the finest ways of the
marketing nowadays (Morgan, Feng and Whitler, 2018). Currently most of the people in the
world are comes on the social media platforms, like; Facebook, Instagram, Twitter, Snap-Chat,
etc. They whole day and night attached with this social sites or apps. So, here is a great
opportunity for the Nissan to influence people through these social media platforms. In which the
marketing department of the Nissan responsible for systematically handle company's social
media pages on daily basis.
Internet ads: This is also very effective technique of the marketing which the marketing
managers at the Nissan need to employ in its operations. Currently on the internet there billions
of the sites are available (Venkatraman, 2017). Owners of these sites are providing facility to the
companies or businesses promote their brands on sites.
CONCLUSION
It can be concluded that here is great opportunities for the marketing department of the
Nissan to use different types of marketing techniques in their marketing operations. Effective
marketing plays great role in achievement of company's major objectives in the global market.
The marketing manager at the Nissan always need to use some effective skills in their marketing
activities for achieve positive results from these marketing operations. These skills of the
manager are very important in effectively manage its team and employees. The company always
need to provide best of the best quality cars to the customers for achieve good brand value in the
different market segments.
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