Nissan's Marketing Mix: Activities, Stakeholders, and Value Creation

This report provides a detailed analysis of Nissan Motor Company's marketing mix. It begins with an introduction to the marketing mix, outlining its four key components: product, price, place, and promotion. The report then delves into the activities and phases of marketing, including mission setting, situation analysis, marketing strategy development, implementation, and control, as well as evaluation and modification. It examines the role of the marketing mix in creating value for consumers, emphasizing the importance of understanding customer needs and preferences, and adapting marketing strategies accordingly. Furthermore, the report explores the influence of various stakeholders, including customers, employees, and competitors, on Nissan's marketing activities. It highlights how customer preferences, employee input, and competitive strategies shape the company's marketing approach. The report concludes by summarizing the key findings and providing insights into Nissan's overall marketing strategy and its effectiveness in the automotive market.

MARKETING MIX

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1A ........................................................................................................................................1
Activities and phases of marketing ............................................................................................1
Role that marketing plays in creating the values for consumers.................................................3
Engagement and their influence of Stakeholders on the marketing activities of Nissan............5
TASK 1B.........................................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing Mix is the set of tools and techniques that an organization uses to achieve it's
marketing objectives in the chosen marketplace. It consists of four levels of marketing decision
that are product, place, price and promotion. It is a strategy that a firm use to develop a product
that is offered to the customers. The objective of this strategy is to produce the right product,
offering at the right cost at the accurate place with exact promotion strategy. Nissan Motor
Company is a Japanese multinational automotive vehicle manufacturer. The company has it
headquarter in Nishi-ku, Yokohama, Japan founded in December 1933. The company deals in
Automobiles, commercial vehicles, luxury vehicles etc. Nissan is world's largest electric vehicle
maker with a worldwide sale of 320000 plus vehicles as in April 2018. The report includes the
activity and phase of marketing that includes the role of marketing mix, the role marketing plays
in developing value for consumer. Customers, Employees, Competitors and Suppliers that has a
influence on the marketing activities of Nissan(Stead Mand Hastings 2018).
TASK 1A
Activities and phases of marketing
Marketing process:
Mission:
Mission describes the reason behind existence of the firm. Before beginning, leaders has to plan
or set the goals or the objectives to find the way of running the business as it gives direction. For
some employees, it works as an aspiration or a motivation, and for others it works as the specific
goals to achieve. Mission should be specific, realistic, and measurable and should be meet in the
particular time i.e., it should be time bounded. Nissan has well planned its mission for future
benefits.
Situation analysis:
After setting the goals and objectives,Nissan company is researching about its market position
and its competitors. This includes analysis of customer demands, business strengths and
weaknesses in comparison to its competitive companies. It looks into the opportunities of
increasing its market value and business, the external factors that are affecting its working and
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creating obstacles for increment of the company so that they can overcome their weaknesses, and
can remove obstacles from their way(Wu and Li 2018).
Marketing strategy:
Knowing the marketing position, organisation can now actually strategies the running process of
the business by understanding the needs of the customers. They can decide the products they are
offering and their price value accordingly so that they can increase their number of sales
meanwhile increasing earnings of the firm targeting customers from the multiple locations. This
also involves advertisement and the promotion of product, deciding the distributing channels for
creating perfect brand image. Nissan has created a strategy for running of its business, by
deciding right products, place, and its prices.
Implementation and control:
Moving forward from planning, its necessary to implement the planned marketing strategies into
the business. This involves purchasing or the manufacturing the products, time organisation for
each strategy, and executing all the marketing strategy in the firm. Nissan has already
implemented all the planned strategies in its business.
Evaluate, modify, repeat:
Following execution of the marketing strategies, company need to evaluate its working practices,
its development, and the already defined goals and the objectives. This also involves
modifications of ongoing process and strategies that are implemented in the company. Nissan is
continuously evaluating, modifying the ongoing practices in the organisation.
Role of the marketing mix:
Product:
Product it helps in the targeting the customers and in creating the brand name and image. If the
company is using good and unique quality products, it will increase number of sales meanwhile,
its earnings. Nissan company has chooses best quality products(Haider and et.al., 2019).
Price:
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It is very important part of the marketing mix strategy and is necessary to create a perfect price
for product, because if the price will be affordable, and product will be good, customers will
directly get attracted by the products which leads into high sales. Nissan has decided the right
and affordable prices for its products.
Place:
Deciding the perfect place for establishing the firm by keeping in mind the higher demands of
products in that area is actually an important part of marketing. If product is selling at the right
place, than its demand will be higher, hence it will lead into high profits to the company. Nissan
has researched for its product demand and chooses the best location for selling its products.
Promotion:
After deciding product, its prices, and places where it will be sell, there should be promotion of
the products, that is informing targeted crowd about the quality, features and all the necessary
product details. Nissan is promoting its products using multiple channels(Ashraf and Bhalla,
2018).
Role that marketing plays in creating the values for consumers
Marketing plays a vital role in the marketing a company's product and services. The basic
function of marketing is to create a need for the product. Identifying the customers for your
products. Understand the customers needs and desires as the company will be making products
to satisfy their wants only. So it is important to know what their choice and preferences are, what
product they prefer. So Nissan has to identify it's target customer's, whom they will focus on how
to approach them. In accordance with (Paniandi and et.al., (2018) stated that the products or
services offered to the consumers should be satisfying their needs. Nissan offer such products
that are suitable for their target customers. They manufacture such automobiles that fits their
target buyers. Once the company manufactured the product now they have to attract the
individuals towards it, so that their products and services are out in the market and draw the
customer's attention. Nissan advertise their products through every available media in the market.
Giving advertisement in the newspapers, magazines, promoting it through social media. The
company target people according to certain income group like middle class or high class. They
decide for which income group they have to develop the product for. For Example- there is high
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income group people who can afford both Sports car as well as X UV's. But they will be
differentiated on the basis of speed and comfort, if the customer wants speed they will prefer
sports car and if they need comfort they will choose X UV's. So this is simple to understand
what the consumers want, what they actually carve for, just give what they actually thought off
and they will always be your customers. Apply any strategy to attract them towards the product,
target them, give them additional benefits so that they remain on the top list always.
Now the company can add value only by satisfying the customers with their offerings.
Nissan make the desired product and make it addressable to the right individual at the right
period of time. After the product is being developed and launched in the market, the next thing
analysed is the customer's satisfaction with the product and services delivered. And to see that
the commodity addresses the needs and wants of consumers. The key to know that the customer's
are satisfied is by making sure that the customer's felt benefited after they use the product that
means the product should be worth that makes the customer's blissful with the value they receive
for what they have invested in it. As per the views of (Haider and et.al., (2019) it is stated that
the people will really be satisfied with the product when they actually hold the worth equal to the
money given and the goods are different from that of other companies product. As in consumers
also there is a sense of competition. They try to compete with other individuals. They want a life
style from which others got attract to it and they desire for it.
Finally, the customers are satisfied with the products and services. They are happy with
the commodity offered to them. Now the point is to retain those customer's and giving them
reasons to hold on to the company and they keep coming back to the firm. Nissan is maintaining
their quality of the cars that will attract the customer's towards the brand. This stage refers to
maintaining the relation with the customers, providing them with benefits and advantages to their
regular customers or to them they know that the people have potential to buy from them. Nissan
work on their after sale services, they address all the issues their customer's face immediately so
that they remain satisfied and happy with the services and their after experience is also good.
Nissan picked all the new opportunities to develop the market and to satisfy their consumers. The
company's customer experience is also good as they work on improving their services. Nissan
work on improving customer loyalty and enhancing the business. Marketing can create value for
customers by producing such commodity that the customer desire, putting the price that is worth
for the customer's to take it and providing quality products.
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Engagement and their influence of Stakeholders on the marketing activities of Nissan
CUSTOMER'S: Customer's are the focus of center for the organization. Their every move and
marketing will be based on the customer's. If there is any change in the consumers tastes and
preferences, the marketers needs to update their strategies accordingly. If the person wants the
modern products the company aims to provide this to the customer's. This happened few years
back to Nissan when customers start using the social media and they prefer the apps to see to the
advertisement, so the company moved from the old method of advertisement(newspapers and
TV's) to the new form of online advertisement. Company has to move in the direction of the
customers. Customer's compare every small thing in different brands, whether it is the price of
the product or the quality of the commodity. Customer's demand influence from current trend
prevailing in the market. They keep on changing and so the consumers preferences change. And
with this the firm needs to alter their strategies to capture or attract them. Modifying their
techniques will help the company to achieve their goals and objectives on time. Customer's
wants to get a total of best experience from starting to end and includes after sale services that
means the customer's issues are handled with utmost concerns.
EMPLOYEE'S: Employee's are the assets of the organization. For example: if they undergo
brainstorming session and they like the idea of face to face publishing or advertising this will
effect the company's marketing strategies now. The company has to follow those techniques that
the employee's think is suitable for the company, as they are one's who interact with the
consumers so they know what will make an impression on them or what will influence them to
buy the product. Employees can even resist change. They prefer not working to hard for the
organization. They like easy and comfortable working so they will say no to any change that will
bring them out of their comfort zone. So in this case either the marketing strategy will be
changed or they will be provide training for adopting the new strategies(De Mooij 2018).
COMPETITORS: Competitors are the external forces that needs to attended seriously. Changes
in their strategies should be analysed properly and if find attractive can be implemented by the
others. If the promotional strategy of the rival firm is more effective to attract the customer's and
influence them to buy the product and services of that company, it can be used by the other
organization. For example: Hyundai used celebrity endorsement for promoting their cars in the
market, So Nissan also made changes in their promotional strategies and used celebrity
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endorsement to promote their cars as they find it very effective and it increases the sales of their
cars and thus increasing the profits of Nissan.
SUPPLIERS: They have the bargaining power, they can have the control on the supply of raw
material. If they asked for more portion in the profits, so the company has to change or alter their
strategies. And as the company depends on the suppliers to get the raw material they are intend
to listen to them and their demands. Possibly the suppliers will think of their benefits and the
company will think of their benefits so to balance the situation the firm has to comply with the
mutual decisions.
INVESTORS: They have control over the management of the company. Company will make
the strategies after analyzing all the scenes, but can changed by the shareholders and investors of
the company as it can be possible that they don't like the marketing strategies that is currently
followed by the company. As they are one's who are investing their money in the company so
they can obviously make changes in the techniques that are followed by the organization.
These all are the stakeholders that can influence the marketing strategies that Nissan has
made. So Nissan has to look after all the aspects to see whether they don't affect the company
adversely(Trinh and Nguyen 2019).
TASK 1B
During this study I analysed that Nissan has used social media and marketing campaigns
as the communication tool to address the consumers and to spread the awareness among them.
To reach to the customers they used social media to promote their products as the company
analyzed that during the modern world people are using internet and social platforms to promote
everything. I evaluated that Nissan is using celebrity endorsement to support and encourage the
sales of their company. They analysed that their competitors like Hyundai have used this strategy
to advance their sales and to advertise their cars. By using these strategies the company increased
the sales and thus earn profits. This strategy attracted many customers as they got influenced by
the advertisement. I also got to know that the company worked to increase the value for its
customer's by initially analyzing the market and customer needs and then targeting the selected
market and then working on satisfying their wants and the value of the product. And finally the
company has worked on retaining the customers by providing best after sale
services(Eneizan ,Abdulrahman and Alabboodi 2018). It was seen by me that the company's
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after sale services are very good that the customers are happy with the brand. Any issue came to
the customers was simply handled by the employees at Nissan(Armstrong and et.al., 2018).
CONCLUSION
From the above report is has been concluded that marketing mix is the set of tools and
techniques that an organization uses to achieve it's marketing objectives in the chosen
marketplace this report was based on the marketing fundamentals of Nissan Motor Company
which is a Japanese multinational automotive vehicle manufacturer. This file has highlighted
about the Processes and stages of marketing including the role of the marketing mix of Nissan
Motors and The role of marketing of Nissan Motors in creating value for customers. Along with
this files has also discussed about the stakeholder engagement and their impact on the marketing
activities of an organization which include the customer, employees, investors, suppliers and the
competitor of the Nissan Motors. At the end the files has highlighted about the reflection of the
tactical communication tools used to generate awareness and interest in the project.
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REFERENCES
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