Nissan Rogue Marketing Plan: A Competitive Analysis

This report analyzes the Nissan Rogue's marketing strategy in the competitive landscape of compact SUVs. It compares the Rogue to rivals like the Honda CR-V, Subaru Forester, and Toyota RAV4, highlighting its strengths in value for money, advanced technology, and safety features. The report concludes with a recommended marketing message emphasizing the Rogue's affordability and comprehensive features.

Brand/Competitive Analysis
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Table of Contents
Introduction................................................................................................................................3
Report.........................................................................................................................................4
Conclusion..................................................................................................................................7
Reference List............................................................................................................................8
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Introduction
Nissan is a Japan based automotive company that has been functioning in the industry from
1933. More than 80 years of being in the car manufacturing industry, the company has come
up with some of the best and efficient cars in the market. Serving in major portions of the
globe and covering most of the car make segments, Nissan has come up with its updated
crossover that is set to take on the likes of market giants Honda CR-V, Subaru Forester,
Mazda CX-5 and others. In this report, the aim is to highlight the marketing plan to be used
by Nissan in order to gain an upper hand over its competitors.
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Report
The first versions of the Nissan Rogue came up in the year 2007 and ever since its inception,
the company has came up with various updated models of the car due to its significant sales
figures and popularity. The company with this model has effectively earned several awards
and accolades.
Figure 1: Sales figures of Nissan Rogue for the last few years
Source: (sales et al., 2018)
From the above mentioned data, it can be seen that when compared to the previous years, the
sales figures of Nissan Rogue has experienced significant rise. This stands as a proof that the
target audience of the company has successfully managed to create significant perception
regarding the car make in their minds.
Figure 2: Sales figures of Honda CR-V for the last few years
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Source: (sales et al., 2018)
When compared to the sales figures of the Honda CR-V in the year 2018, it can be seen that
the Nissan Rogue has overtaken the sales of its rivals.
Coming to the attributes of the Nissan Rogue, the company has put special emphasis on
factors such as advanced technology, special safety equipments, valuable torque and a lot of
interior as well as boot space. When compared to the likes of the Toyota RAV 4, the Nissan
Rogue has an upper hand when it comes to fuel economy and seating capacity. However,
when it comes to driving pleasure and the car performance, the Toyota make overtakes its
Japanese rival. However, when it comes to safety equipments such as the number of airbags,
employment of ABS and child safety, the Rogue overtakes the RAV 4 by a significant
distance (Onar et al., 2016).
It has to be noted that the Nissan Rogue comes around at the price range of around $23000.
This is however the price of the entry level variant of the brand. The top variant of the Rogue
reaches the figures of more than $30000 (sales et al., 2018). Although the price is not
particularly newsworthy, it has to be noted that Nissan is loading a whole lot of features and
updates at a price which is not that high as and when compared to the likes of the Toyota
RAV 4. The entry level variant of the car comes in around $24000, almost $1000 more than
the Nissan make. The Mazda CX-5 is also priced higher than the Nissan Rogue. However, the
Subaru Forester is one of the cheapest options available in this segment of the crossovers and
SUVs. Due to pricing the car at a cost lesser than its rivals, the Subaru Forester has to
compromise on various features as well.
Various automobile experts and car reviewers have showered their praises on the Nissan
Rogue. They all are of the opinion that the company has successfully managed to maintain its
market in this section of the automobile industry with its Rogue (Choi, Oohashi and Noguchi,
2016). The car which is competing against the likes of the Honda CR-V, Subaru Forester,
Toyota RAV 4 and others has not only managed to survive, but has also managed to increase
its sales and build a better consumer base. The reviewers are of the opinion that the Rogue
has pros such as a spacious cabin, loads of advanced safety features, versatile cargo usage
and others.
The main aim of the marketers while promoting the Nissan Rogue shall always be to focus on
the concept of “Value for Money.” The reason for choosing this concept is the fact that the
company has successfully incorporated many features in the car at a price range which is very
reasonable and affordable. When compared to the likes of the Toyota RAV 4 and the Mazda
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CX-5, the Japan based company has managed to keep the price of its SUV marginally lower
than the others. Hence, they should reach out to their target audience using the message that
the car stands out, when it comes to value for money.
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Conclusion
In this report, the main aim has been to compare the Nissan Rogue against the likes of its
competitors such as the Toyota RAV 4, the Mazda CX-5 and the Subaru Forester. The
business report critically analyses various key factors of these cars and establishes Nissan’s
message that shall be used to promote the Rogue in the future.
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Reference List
Choi, J., Oohashi, G., & Noguchi, T. (2016). U.S. Patent Application No. 29/545,114.
Onar, O. C., Campbell, S. L., Seiber, L. E., White, C. P., & Chinthavali, M. (2016, June). A
high-power wireless charging system development and integration for a Toyota RAV4
electric vehicle. In Transportation Electrification Conference and Expo (ITEC), 2016
IEEE (pp. 1-8). IEEE.
sales, E., segment, M., segment, S., segment, C., segment, M., & segment, S. et al. (2018).
Nissan Rogue US car sales figures. Retrieved from http://carsalesbase.com/us-car-sales-
data/nissan/nissan-rogue/
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