Business Strategy Report: A Deep Dive into Nissan UK's Strategy

This report provides a comprehensive analysis of Nissan UK's business strategy, encompassing various aspects of strategic planning and market positioning. The report begins with an introduction to the company, its mission, vision, objectives, and core competencies. It then delves into the formulation and effectiveness of strategic planning techniques. A significant portion of the report focuses on the strategic positioning of Nissan UK, utilizing SWOT, PESTLE, and stakeholder analyses to assess its internal strengths and weaknesses, external opportunities and threats, and the influence of various stakeholders. Based on these analyses, the report proposes a new strategy for Nissan. Further, the report explores alternative marketing entry strategies and justifies the selection of a specific strategy. The roles and responsibilities of personnel involved in strategic implementation are outlined, along with an analysis of resource requirements and the contribution of SMART targets to strategy implementation. The report concludes with a summary of the findings and recommendations for Nissan UK's future strategic direction.

Business strategy
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BUSINESS STRATEGY
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Business strategy
Table of Contents
Task 1...................................................................................................................................... 3
Introduction:............................................................................................................................. 3
1.1Mission, vision, objectives and competencies of the company:..........................................3
1.2 Planning and formulating strategies:..................................................................................4
1.3 Effectiveness of the strategic planning techniques:...........................................................5
Task 2...................................................................................................................................... 5
2.1Strategic positioning of Nissan UK concerning the SWOT analysis:...................................5
2.2. PESTLE analysis:............................................................................................................. 6
2.3. Stakeholder analysis:........................................................................................................8
2.4. New strategy for Nissan:...................................................................................................8
Task 3...................................................................................................................................... 9
3.1 Alternative strategies relating to the marketing entry:........................................................9
3.2 Selection of strategies:.....................................................................................................11
Task 4.................................................................................................................................... 11
4.1 Role and responsibilities of personnel charged with strategic implantation:....................11
4.2 Analysis of the estimated resource requirements for implementing a new strategy for
Nissan UK:............................................................................................................................. 12
4.3 Evaluate the contribution of SMART targets to the achievement of strategy
implementation for Nissan UK:...............................................................................................13
Conclusion:............................................................................................................................ 13
Reference list:........................................................................................................................ 15
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Task 1
Introduction:
Nissan Motor Company is well known Japanese multinational automobile company. The
head quarter of the company is located in the city of Yokohama (Nissan, 2017). The
company is popularized due to its unique innovative strategy and stylish range of cars. It is
widely acclaimed for its combustion control of engine, zero emission facility of its vehicle, and
fuel-efficient strategy.The company is placed in the third position due to its sales amount and
revenue recovering its operational profit. Car manufacturing is a complex function that
involves strategic planning, productivity and marketing. The functions are determined by its
accuracy, strength, determination, effective planning, as there is no chance for errors in its
prevalence. Nissan the well known car manufacturing company, therefore, cannot take the
risks of such chances as the outcome needs to adhere in producing first class quality fulfilling
the demands of the people across globe (Andre et al. 2017). The paper discuses the
marketing strategy of the company, and how the implementation of the strategies have
helped in giving the company global acclamation. The paper focuses on the external and
internal influences that affected the company’s growth and development.
1.1Mission, vision, objectives and competencies of the company:
The strategic planning of the company is very much essential to develop the market plan in a
proper way and to help in the company growth in the global market. The Nissan Company
based in UK has some of the strategic planes that help the company to achieve the market
value and along with that with the help of the strategic planning is gaining the faith and
consideration of the customers. The company aims at providing the best value to the
customers the sustainable process of the company products and services will give the direct
view to the market insight. The sustainable growth of the company will lead it towards the
long-term growth. The company is focusing on to make the enduring contributions to social
development as a valued and trusted member of the society (Yim et al. 2015). To change
and enrich the people’s life the company is strategizing the value for them. Nissan company
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is doing the business with a view that they will provide the social service that includes, taking
care of the environment by doing the business, support and create agreed value for
education and most importantly serving the humanitarian relief when it will necessary
(Whittington, 2016). The social contribution is the most effective thing for them and they work
based on that sense to provide best service to the customers with a relation to the social
value. The company believes in creating the efficient service for the customers and catering
the customer and the acknowledgement about every information of the company and thereby
they wants to sell their products.
1.2 Planning and formulating strategies:
The company will formulate the new strategies and it will help the company to bring
popularity and growth to the organization. Forecasting the value and the marketing objectives
for the company is the main essential thing and the company before starting business, and to
serve the service to the customer the company needs to look at the strategic value of the
market as well as the market itself. The formulation of strategies has started from the insight
that customers are the main consideration for them and they need to serve the best service
to the customers. Not only by providing, the best service but the company also needs to look
at the strategic and effective pricing of the products. The customers avail the services when
they will be happy with the service providence (Albrechts, 2013). The employees of the
organization and the marketing people need to know that they have to strategize the entire
plan because of the customer preferences and effective pricing. The voluntary participation
of the employees as well as the management team will help the company to get the best
place in the customers’ eyes and also bring growth to the market. The marketing capabilities
of the company and the objectivities that the company wants to achieve by the help of
measurable, realistic planning the company can achieve growth. Objectives of the company
will direct it towards the motivation and in future, it will accomplish anything within a certain
period of time. Strategies are the main game plan for the company and the successful
strategy formulation will bring the competitive advantages that the competitors cannot initiate
easily. The specific actions and the tactics will help the company to reach out to the larger
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base of the customers. Nissan UK company is sustain its value in the market and the
advantage in the competitive market by developing each day innovative in the market. The
mega brand is focusing on creating the brand value to the customer’s mind. The marketing
plan of the company is another necessity for reaching up-to the desirability of the customers.
The marketing plan will help the company to allocate the resources and divvy up the tasks
that the employees need to involve for the company to meet the market objectives. In this
process the market penetration, product development, diversification is very necessary
(Abdallah, and Langley, 2014). In the planning and formulating the strategies, the product
development strategies are cordially related.
1.3 Effectiveness of the strategic planning techniques:
The strategic planning tools and the effectiveness are very much important. The company
can put the essence mental approaches and the procedures to apply to develop effective
strategic planning. The relevant identification of the company strategy and the
implementation of the same will help the company to achieve the mission and goal. The
strategic planning can do the performance analysis of the company and by the performance
analysis of the company it will get to know that what other initiatives the company need to
take to reform the company strategies. The internal efficiencies are also important factor in
the effectiveness of the strategic planning techniques (Floros, 2015). The common indicators
that incorporate repetition rates, promotion and drop rates, percentage of the selling of the
products, efficiency of the services and the input and the output of the marketing plans. The
external efficiency of the company is related to the investment of the company. Analysis of
the management capacity is another indicator for the entire process for the effectiveness of
the strategic planning process. Analysis of the management capabilities will describe the
process regarding the cost and financing of the company. The main and the final step of the
entire process include the sector analysis from the existing sources of information that the
company gathers from the customers’ feedback as well as from the market orientation.
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Task 2
2.1Strategic positioning of Nissan UK concerning the SWOT analysis:
The company is the fastest developing brand known for its utilization of innovative
technologies and equipments. Nissan is widely known as the leader of zero emissions and of
its brand awareness and reputation it has earned due to several factors across globe. The
company’s major strengths are its sales and distribution process and its financial growth and
performance worldwide. Nissan has been able to expand and flourish worldwide due to its
unique style and design of models that has gained huge successes for instance in India.
Weaknesses:
Nissan’s major weakness is its decrease in sales value in the home market. As examined, its
weaknesses have been few with little trouble in product recalls.
Opportunities:
Nissan has been fostering multiple opportunities with the increase in demand for the zero
emission vehicles due to which the Company has gained global brand success especially in
the Indian markets. The growth of the Zero emission vehicles is popular as it is
environmental friendly gaining public support and acclaim. It has gained expansion in relation
to its partnership strategy with Renault and Avtovaz.
Threats:
There are few threats in relation to the productivity of Nissan that follow rise in price of the
raw materials and economic diversification and fluctuations. However, the major threat of
Nissan being the competition faced by other automotive companies globally such as Honda,
Hyundai, Ford Toyota and others. The competition has raise due to the technological
excellence and innovation. Even though, the threats are relatively but needs appropriate
attention affecting the Nissan’s productivity and performance.
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2.2. PESTLE analysis:
Political factors:
Political factors determine political rules, policies and security affects Nissan in changing their
business strategic plan and decision making process. The change in the political
atmosphere, trends and decisions have adverse affect on Nissan Company. For efficient
productivity, Nissan needs to adhere to the fulfilment of government’s regulations (Ayub et al.
2016). Changes and variations made in the law and policies by the government affect the
mode productivity and development for Nissan. In addition, a change in labour law, taxes,
and internal marketing policies affects the distribution of its automotive products and services
and affects the sales and marketing process.
Economic factors:
It is important for Nissan in keeping an analysis of the process of auditing and how the
company is affected by the recent taxation change and taxation law and far have the
company adapted to it. In addition it is important for the company to evaluate the GDP of the
country they are operating in and the measures taken in balancing the margin of investment.
Nissan is a dynamic company promoting its distribution of innovative automotive products
across globe (Dang et al. 2014). Different countries vary in culture, desires and interest, and
Nissan seems to fulfil the demands of millions of people. The popularity has been identified
through their unique and innovative measurable values in satisfying the needs of the
customers while handling every change and updates. They earn profitable income in and
around the one hundred and ninety countries they are working currently.
Social factors:
Nissan is chained in multiple distribution process in various cultured countries meeting the
demands of the millions. Similar efforts are being made in other countries like India, China
etc. It is therefore important for the Nissan Company in evaluating the opinion of different
consumers regarding the products. Since the company is operating in developing countries
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like India, it is important in meeting the budget and expectations of the people, especially in
reaching out to the middle class family.
Technological factors:
Being one of the largest automobile firms, technological advancement and equipments help
in higher standards of productivity. The company uses machinery for fast delivery system
and improving the quality of product. In addition, Nissan needs to adhere to the
manufacturing of vehicles using advanced technologies and use of information technology in
generating smooth operations meeting the competitive impacts (Santos and Laczniak, 2015).
Environmental factors:
Nissan being large manufacturing firm is important in focusing on the management of
environmental and energy efficiency and manufacture zero emission vehicles causing no
harm to the environment. It needs to ensure the well being of nature and environment in and
around by abiding the laws and rules in regards to environmental safety (Nomoto, 2016).
Legal factors:
Legal factors ensure the safety and management of environmental safety. In addition, the
important legal factors include the protection of its confidential agreements; designing of its
vehicles should be under strict copyright action (Dang et al. 2014). The company needs to
ensure in maintaining and abiding the laws and rules in regards to long term investment.
2.3. Stakeholder analysis:
Nissan’s corporate social responsibility has been designed in meeting the objectives of
Nissan and interests of its stakeholders. The stakeholders are an important component of the
Nissan Group of company, as the affect the company’s social, political and economic
pressure. In maintain the company’s popularity and demand it is important address and
analyze the needs and requirements of the stakeholders. This will help in developing and
modifying automotive products and ensure the sustenance of long term investment. In
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meeting the requirements of the stakeholders and enhancing healthy relationship the
company can achieve its worldwide success and will be able to become a global automotive
leader in future (Sukitsch, Engert and Baumgartner, 2015). The various problems faced by
the stakeholders can be assessed and addressed by through corporate social responsibility
policies and programs while prioritizing their demands and in accordance meeting the
customer’s satisfaction. The company needs to analyze the top priorities including
employees, stakeholders, customers, investors and fulfill their needs and resolve any issue.
2.4. New strategy for Nissan:
Nissan has been approving new strategies while meeting customer demands and
satisfaction. One of the main strategies is to evaluate and conduct communication with the
customer’s post the sales experience. The feedbacks help them in understanding of the
customer’s personal choices and maximize customer retention. As examined Nissan will be
able to launch eight modified models of cars by the year of 2021,that will give a boost to their
market and sales revenue (Nissan, 2017). The modifications are kept in meeting the global
demands that will help the company in reaching to global mass and their interest. With its
various unique models such as hatchbacks, luxury cars, sedan models, SUVs that appeal
and encourage the different segments of customers. It has been strategizing in fixing its price
in relation to the functions of its various models while pressing reasonable and logical prices
to every range of models. With its dealing and distribution channel, Nissan will place strategic
dealership network that will strengthen its market position. In relation to its promotional
activities, Nissan tends to advertise and campaign through various ways with the utilization of
print media, television, online sources, social media, and attempting to indulge with charity
events that will foster its promotions of the upcoming range of models (Andre et al. 2017).
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Task 3
3.1 Alternative strategies relating to the marketing entry:
The company Nissan has a global value in the market and they are strategically fulfilling the
customer desirability by providing the best services through products to them. The leading
growth of the company is wide and large and day by day, it is evaluating in the market and
capturing the market area to a great extent. The company is adopting the global strategies
with consideration to the changing customer preferences as the growth of the emerging
countries are getting large with time (Sahin et al. 2016). The diverse green technologies and
the shift towards the smaller cards give the company a strategic start towards the marker
area. The company is focusing more on the customers’ need, connection with the
government for the easy pass of the legislation process, the IT changes to the automobile
society as the technological advancements are the main enforcement for the company. Other
than that, the company is focusing on the human resource management so that the
employees of the company stay satisfied and they can serve better way to the customers as
well. The investment procedure of the company is the most essential thing that the company
has taken into consideration (De Baerdemaeker and Bruggeman, 2015). The Nissan
Company UK has put the main stress to capitalize on partnerships and focusing on the local
resources. The partnership of the company strategizes the value of the marketing skill and
adopts the techniques in more efficient way. The partnership process inculcate share
investments, capitalize on local insights, complement technologies to use in the market and
to create the market value and most importantly they have put an enforcement on the
capitalization of the local talents. It has various other branches like in India, Indonesia,
Russia, South Africa. The company maintains the policy for the complementarily, synergy,
alternative ways of marketing and promoting their company and the offset policy.
The alternative strategies relating to the marketing entry of the company comprises of the
certain values that the company need to consider. In the relation to that factor when the
company enters into the market then the company, consider various options linked with the
cost, risk and the degree of control, which can be exercised over time. One of the strategic
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decisions in internal business for this company is the mode of entering the foreign market
(Bostrom et al. 2017). The market entry of the company strategy is a planned method so that
in small amount of time the company can receive attention from the customers. Delivering
goods or services for the target market and distributing them with proper allocation. The
import and the export services are also important in this regard. The process of importing and
export services will refer to establishing and managing contracts in a foreign country so that
the population can get the acknowledgement of the company products and the services
(Sharpe et al. 2015). The three processes in the alternative strtaegi9es related to the
marketing of the company, sourcing and investment and control. The marketing entry
strategy reffers to the process of exporting, licensing, franchising, joint venture, contract
manufacturing, mergers and acquisitions, fully owned manufacturing facilities, counter trade,
turkey contracts and the involvement of the third country location. There are some of the
advantages that incorporated with the entire process, those are freedom of employment,
proven products and services, proven trade markets and the reduced risk of failure.
3.2 Selection of strategies:
Nissan Company has some of the global strategies that they have incorporated in the
marketing procedure and for that process; the customers are get attracted to that products.
The company strategy has become the prominent aspect for the company. The selection of
strategies has done by the help of the market positioning, effective marketing and pricing
strategy and most importantly fulfillment of the customer need. The selection of strategies for
nay organization is very important to bring growth for the company as the human resource
management team and the marketers will help in that entire process. The human resources
director of the company will choose the planning and will implement t5he same in the
business process so it can work properly in the marketplace (Mäntysalo et al. 2015). The
knowledge and abilities and most importantly the skill of the employees, the marketers and
other department will help the company to grow positively in the market. The traditional
selection methods with the consideration of the skill, ability and knowledge will analyze every
department, lists all the requirements of the company, and determine success of the
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company. Outsourcing is another important criteria in this context as the selection strategy
that human resource departs need to adopt for giving the positions of the employees as per
their expertise. The most common strategy is to hire the skilled employees for the entire
business process (Pindolia et al. 2014). The multistage selection strategies will help the
company to visualize the bigger picture of the organization as it will use the multidimensional
success approach for the organization. The conjunctive selection strategies will help in
multiple assessments of the organization and from the initial stage to the processing and
implementing; the entire thing will help the company to achieve a strategic standpoint for
itself.
Task 4
4.1 Role and responsibilities of personnel charged with strategic
implantation:
With the changing overview of the company, the organization needs to keep a relation to the
keeping pace with changing environment. As the present day environment is very much
adopting for the organizations and by using the dynamic environment, changing for the
organization will put a strength and sometime weakness for the marketing criteria.
Sometimes the organization can face the difficult situations to operate in the business
(Bachmann et al. 2016). The personnel when get changed within the internal and external
environment of the organization then it needs to consider the circumstances and the
business cooperation take the help from the management to strategize every plan so that the
customers get a value within the organization. The organization needs to minimize
competitive disadvantages like those that the company needs to merge itself in the marker to
give a strategic standpoint of the appropriate business (Albon et al. 2016). The organization
need to have clear sense of strategic vision and sharp focus on the company goals and
objectives for the sustainable development and for the establishments of proper market base
and sustain in the market for a long time with reference to the future values. As the
employees are the key components of the company so the organization needs to motivate
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them so they can work hard for the company and the motivation policy make them more
confident to fulfill any work by utilizing their skill (Lipan et al. 2015). Strengthen the decision
making policy will popularize the principles of the strategic management and will find smooth
cooperation of the strategic management. Other than that, the organization by utilizing the
efficient and effective way of implementing actions for the better result will put the success
factors for the organization (Karepova et al. 2015). By achieving the maximum harmony and
synchrony, the organization can expect a good result that is obtained from the viewpoint of
the economical and strategic process. The understanding of the internal and external
environment will classify the organization to gain the opportunities and that will be marginal.
The levels of strategy that is corporate strategy, business strategy, functional strategy and
most importantly the operating strategy will incorporate with the total process will help the
organization.
4.2 Analysis of the estimated resource requirements for implementing a
new strategy for Nissan UK:
The company that is Nissan UK by implementing in the process that turns strategies and
plans into actions in order to accomplish strategic objectives and goals are essential to gain
the market and the attention of the customers. The company adopts some of the critical
plans that will document as the estimated resources for the company. The estimated
resource for the company is very high and to implement in the strategic planning will need
the supervision of the experts and the management (Bachmann et al. 2016). With the help of
the higher management process the company can achieve the success factors by allocate
the resources in proper manner. The estimated resources that will require for the whole
process are the ownership strategy that is the procedure that the management team is very
much straightforward and can take any decision based on the current market view (Cardinal
et al. 2015). Furthermore, the company will require planning for the advertisements that need
to reach out to the customers at the right time and the information of that plan will catch up
the mind of the customers. Not only through the advertisement process but also through the
management can take help from the employees to promote the in store offers in order to do
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that the employees need to be very well knowledgeable. Effective pricing helps to fetch the
customer attention and Nissan company will put the main consideration to that factor and
after that they will plan entire pricing policy in a way that will help the company’s profit as well
as the company will get the positive attention of the customer.
4.3 Evaluate the contribution of SMART targets to the achievement of
strategy implementation for Nissan UK:
Usually the successfully implementation of a strategy in the organization is because the
objectives and targets are clear and SMART. The SMART target will help the company to
contribute in the successful implementation of strategy. SMAET target means specific,
measurable, area-specific, realistic, and time-bound. The specific target means to indicate
the target population who will avail the services from the organization, measurable mans how
many will be targeted in that process. Area-specific indicates the geographic location of the
target population or community for that product, realistic takes an account in the account
existing resources and has the support of the target population or community involved in the
organization.
Conclusion:
From the above study it is understood that Nissan is a rising company recognized for its
strengths. The company has been successful in building global business culture. In the
recognition of its influencing factors Nissan has been acclaimed for being the second largest
among the automotive industry in exporting. Nissan has been facing global competition,
through its effective planning and strength in meeting the challenges and changes in social
and economic factors have resulted in expanding its performance and sustain its
development and market integrity. With the global trends and effects of globalization Nissan
need to be prepared in meeting the upcoming challenges and threats from the global
environment. With the expansion of industries in its luxury segment, Nissan need to ensure
its functioning and implement its strategies in meeting the global market. Nissan can expand
its product range in accordance to the increased market share of car products and car sales
and revenue collection. As examined the opportunities emerging in the industry of the car
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industry, Nissan needs to invest more in enhancing and integrating it’s the production
capacity in the coming years by introducing new models and modifying the existing models.
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