Marketing Report: Nissan Motors - B2C and B2B Target Market Analysis

This marketing report provides a comprehensive analysis of Nissan Motors' marketing strategies, focusing on both Business-to-Consumer (B2C) and Business-to-Business (B2B) segments. The report begins with an introduction to Nissan Motors, its history, and its presence in the Australian market. It then delves into a segment evaluation, describing the potential B2C and B2B customer segments for Nissan. The report highlights the company's focus on innovation, sustainable development, and customer-centric approaches, particularly in relation to the Nissan LEAF electric vehicle. The B2C target description explores the features of the LEAF that appeal to consumers, such as its environmental friendliness, advanced technology, and safety features. The report also discusses the B2B target description, emphasizing the importance of understanding business demographics, relationship building, and tailored marketing messages. The report concludes by summarizing the key findings and implications for Nissan's marketing strategies. The report leverages various sources to support the analysis, including references to industry reports and academic articles. The report highlights the importance of segmentation and targeting in the automobile industry. The report provides a detailed analysis of Nissan motors marketing strategies for B2C and B2B segments.

4/3/2020
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MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Segment evaluation describing the range of potential B2C and B2B customer segments........2
B2C target description................................................................................................................6
B2B target description..............................................................................................................11
Conclusion................................................................................................................................13
References................................................................................................................................13

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Introduction
The automobile industry has faced changes in their business environment based on various
factors. Besides, there are many good changes in the industry that makes more business for
companies (Drive, 2017). In addition, Nishan motors have started their business in 1911 and
built their first Datsun car for only the Japanese market in the year 1914. Besides, Nissan
motors have created a good image in the whole world. It is a good way to spread business in
the global market. In the case of Australia, the company has opened in the year 1972
(Akturan & Tezcan, 2012). The company has created proper segments for car sales and
management. Besides the company has targeted fixed customers for better profit and revenue.
This report will discuss about the potential B2C and B2B customer segments. Moreover, this
report will discuss about the segments. Nissan motors have developed their business in
Australia based on the proper segments.
Segment evaluation describing the range of potential
B2C and B2B customer segments
The company has signed a contract with the Nissan Japan to manufacture for the new Nissan
LEAF, which is the first mass-market zero tailpipe emission all-electric car. It makes a huge
impact on the business of the company as well as secure jobs into the future as well (Al-
Weshah & Al-Manasrah, 2019).
The company has situated in the fourth position in the automotive group based on the
Renault-Nissan alliance. It has famous in the major world market including India, Japan,
Russia, the US, and Europe. The company has employed 192 highly skilled workers for
casting plants. The annual export value is $82.5 million. Moreover, the parts have distributed
in various countries including Thailand, Mexico, the UK, Japan, the USA, and many more.
The main aim of the company to make a positive impact on the world using its rich culture,
teamwork, diversity, and passion for innovative products in the automobile industry. The
company has created a vision to get success in their field. The company wants to enrich its
customers’ lives. The firm wants to share its profit between customers, shareholders,
employees, and dealers (Alton, 2017).

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The mission of the company is to provide unique and innovative products and services. It will
deliver measurable value to all the stakeholders. The company has focused on opportunities
and sustainable growth in the global market (Bailey, 2011).
The company has focused on the few mindsets, which areas:
Cross-functional environment for managing all the business processes. Cross-cultural has
used for empathy and other benefits. Diversity is the best place for managing businesses.
A transparent business environment makes a clear and simple culture. Besides, a learning
environment has created in the company as well. The company has used its resources for
better outcomes. Nissan has focused on opportunities and competition in the market.
The company has focused on the values, which areas:
INTEGRITY
The company has shown its integrity in front of its competitors as well.
HAVE A GO
Nissan has accepted changes for managing various things including all the possible
outcomes.
COMMITMENT
Most of the possible processes in the company has used for maximum outcomes.
UNITED
The company share its objectives, generate strength through trust and transparency, and work
as a team to deliver results.
PASSION
Nissan is believing in their passion and the company shown their pride and energy in their
work.
CUSTOMER FOCUS
The company exists because of its customers; the company keeps them in mind in everything
the company do.
AGILITY

MARKETING 4
The firm are proactive and alert. The company has focused on their data management and
other processes to manage business.
Furthermore, all the things matter a lot for the company in their growth. Most of the
companies have promised with their customers but not provide better quality. However,
Nissan has created a good image in the customer's mindset (Charlesworth, 2011).
Nissan LEAF is a new model with high rating features. It has based on the different factors, which
will change the market of the automobile industry. Most of the customers have focused on sustainable
development. Besides, there are many changes in the industry but it is a disruptive change in the
industry (Chesterton, 2020).
Most of the industries have faced such types of chainages that is related with sustainable
development. In addition, LEAF is a fully electric motor. Drive is range is 270 km. The car is
included ANCAP 5-star rating, which is good for the company. Apple car play has installed in the car,
which makes a better environment in the car. Besides, Android Auto has used for managing other
things in the car. The starting price is $ 53190 in Australia. The most important thing is e-powertrain
with 40 kWh lithium-ion battery (Djelassi & Decoopman, 2013).

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The sale of the vehicle is growing every year as per the above diagram. However, it has
decreased from the last year 2018. Thus, it is necessary to focus on the basic need of the
customers to manage sales of the vehicles. In addition, most of the vendors have focused on
other factors, such as technology, average, look, and many more (Drive, 2017).
Nissan has focused on the sustainable development and innovative technology that makes a
huge change in the vehicles, such as LEAF. LEAF has used intelligent auto headlights, which
are provided better driving experience and reduce risks as well (Fan & Tsai, 2010).
Besides, blind-spot awareness is necessary to avoid accidents and other issues. It is a good
way to impress customers. Moreover, the rear cross-traffic alert system has used for the
identification of other vehicles, which is necessary to manage all the things (Gangeshwer,
2013).
B2C target description
Consumers are providing huge profits to the company. Thus, they are considering the main
stakeholders of the company. Moreover, basic processes can be arranged based on the
consumer's requirements. LEAF is the best product for consumers, as it is an environmental-
friendly product (Gordon, et al., 2011).

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Moreover, there are many good features in the LEAF, which makes a huge impact on the
consumers. It is necessary to provide better products and services to consumers for a long-life
relationship. It makes a huge impact on sales of the company as well.
An Around-view monitor is a good feature of the LEAF, which attracts consumers. It
provides a better view of the locations using front and rear cameras. Most of the consumers
require safety in their vehicles. LEAF has provided emergency braking systems that make
secure drivers and passengers safe (Grossberg, 2016).
Besides, the intelligent cruise control system makes the distance between LEAF and other
vehicles to make all the things secure. It is a good feature of LEAF. Consumers can attract
from it as well. Lane intervention is a new feature in the LEAF that can warn about the lane
change and other things. Besides, the LEAF has used 110 kw power for all the operations and
torque is 320 Nm, which is good for a car. The most of important thing is zero emission of
CO2. This is the main reason to attract consumers, as everybody wants to secure future of next
generation.
The charging is easy at home as well. It has required 240v electric socket and it will charge in
7.5 hours. Thus, consumer can charge overnight and start a day with a full 270 km range. It is
based on the road and driving as well (IONOS, 2019).
The best feature of the LEAF is single-pedal driving, which is liked by most of the
consumers. It will improve the security of the drivers as well. However, second brake pedal is
available as well. The main aim of the company is making better things for the future and
more sustainable future. Number of consumers are interested in this technology because of its
feature. It has created a good image in their mindset (Kingsnorth, 2016).
Source: (Chesterton, 2020)

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Moreover, only 9% electrical vehicles are sales in the world. However, it will increase day by
day because of many features and advantages. The government has supported such types of
theologies as well. Consumers can get such types of innovation is low cost as well.
Source: (Chesterton, 2020)
Nissan has considered in the top ten car designers because of its different types of products
and services. It will increase the business of the company as well (Leduc, 2018).
Source: (Chesterton, 2020)
In case of Australia, the three main dealer of car sailing, which are Holden, Ford and Toyota.
However, Nissan has created a new image in the industry because of LEAF and other
products and services (Mazurek, 2012).

MARKETING 8
Source: (Chesterton, 2020)
In addition, Australia is not considered in the manufacturing process as per the car sales.
However, LEAF will change these statics in the next few years as well. It will improve the
data based on sales and purchase as well.
Source: (Chesterton, 2020)
the Australia has counted in second position in cars per capita after the US. However,
manufacturing is low in the scenario. It will increase in next few decades. It can be depended
on the sales as well (Morgan, 2015).

MARKETING 9
Source: (Chesterton, 2020)
LEAF sales are increasing in the rest of the world every year because of its features and
future demands. It will increase every year because of the high demand of consumers.
Source: (Chesterton, 2020)
The car sale is decrying in 2019 because of rules and regulations and less demand in the
market. Consumers have started processes for managing their traveling as well. It is a basic
concept that demand and supply makes a huge impact on the business as well (Nezamabad,
2011).

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B2B target description
The company has targeted its businesses around the globe, as technology has used for many
other products as well. The business can grow based on the various factors.
Source: (Chesterton, 2020)
There are many benefits of the consumer systems in the industry as well.
Source: (Chesterton, 2020)
Besides, advertising and marketing and selling efficiently in the commercial enterprise-to-
business realm require some of the identical abilities and messages that help promote
business-to-purchaser fulfilment (Nissan, 2020). Thus, it needs a rapport together with the
purchaser, a product that suits understandably in the purchaser's system and a message that

MARKETING 11
solutions the "why" of your suitability as a buying and selling partner. some of the many
approaches you can divide up a B2B target market, look to a set of enterprise demographics
as a manner of segmenting the populace (Patel, 2019).
The kinds of gives provide; offers you are making and the scale of the projects you undertake
relate without delay to the size of the B2B entity they want as a patron (Pomirleanu, et al.,
2013). To communicate with these corporations efficaciously in messages that resonate with
them, use their size as a key to the manner they phase them. With few exceptions,
corporations of comparable length have congruent processes to the volume or quantity of
merchandise they gather, the cycle on which they update what they buy and even a few
components of their procurement procedure. it could create applications and offers that in
shape specific enterprise sizes and marketing messages that signal their potential to healthy
up well with the scale of potentialities' agencies (Shukla, 2010).
Moreover, selling goods and offerings to B2C clients might also depend on articulating
product strengths and connecting your goods to a mental want. within the B2B world, making
a sale may rely on as a good deal for the ability to connect with large selection-makers as to
any other criterion (Todor, 2016). Besides, it could have the fine, most appropriate product
for the patron's workflow, but if any other vendor with a lesser product has a higher
connection within the consumer's organization, that supplier may also prevail. Cultivating
productive relationships and maximizing the value of the ones already have let you divide up
a list of potentialities based on who understand (Woschnick, 2019).
An emerging market section consists of consumers who take environmental elements under
consideration in their purchase selection of a vehicle. they're worried about the effect that
their automobile has at the herbal surroundings. Thus, that is the marketplace this is more
interested in hybrid or electric automobiles, or smaller automobiles with a decreased level of
gasoline consumption. it's miles crucial that the logo of the automobile has a reputation for
being environmentally involved (Wymbs, 2011).
Furthermore, Nissan has established a good market using LEAF and other products. It can
provide many opportunities in other markets as well. Besides, the company has selected for
better innovations in the automobile industry. It will be beneficial for customers and
companies as well. Thus, the company has developed research and development team for
innovations in their industry (Bailey, 2011). In addition, Nissan can get new opportunities
based on this project in the automobile industry as soon as possible.