Marketing Report: Nissan's Strategies and Market Analysis

This report provides a comprehensive analysis of Nissan's marketing strategies, focusing on the electric car market. It begins with an overview of effective marketing planning and its importance for Nissan, highlighting the significance of understanding consumer needs, setting appropriate pricing, and building brand awareness. The report then delves into market research and environmental analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors impacting Nissan's business. Contemporary marketing techniques, including email marketing and SEO, are discussed, along with the impact and value of Nissan's brand from various stakeholder perspectives. The report also covers the need for controlling and measurement activities, such as benchmarking and customer engagement. It includes a detailed SWOT analysis of Nissan, analyzing its strengths, weaknesses, opportunities, and threats. Furthermore, the report examines customer profiles, competitor analysis using Porter's Five Forces, and marketing strategies, including a comparison of campaigns in different international markets like the United Kingdom and the Netherlands. The report concludes with a summary of key findings and recommendations.

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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