Marketing Plan Report: Nissan's UK Market Strategies Analysis

This report provides a comprehensive marketing analysis for Nissan, focusing on its strategies within the UK market. It begins with an overview of the importance of effective marketing planning and examines the current market landscape, including the rise of electric vehicles and competitor activities. The report then delves into market research and environmental analysis, utilizing the PESTLE framework to assess political, economic, social, technological, legal, and environmental factors impacting Nissan's operations. Contemporary marketing techniques such as relationship, industrial, and social marketing are discussed, along with the impact and value of the Nissan brand. Benchmarking and global adaptation strategies are also explored. Furthermore, the report differentiates between marketing campaigns in Poland and the UK, highlighting differences in research methods, budgeting, and marketing techniques. The final section analyzes the skills required of effective marketers and provides a market plan summary, including a market overview, competitor analysis, marketing objectives, and a SWOT analysis. The report concludes with a detailed examination of the target customers, customer profiles, needs, behaviors, and competitor analysis using Porter's Five Forces Model, supply chain management, and marketing mix. The report emphasizes the significance of adapting to environmental changes and governmental regulations to secure Nissan's market position.

MARKETING

TABLE OF CONTENT
TASK 1- LO 1 & LO 2....................................................................................................................1
Question 1....................................................................................................................................1
Importance of Effective Marketing Planning Process in Relationship to Nissan .......................1
Current Market ............................................................................................................................1
TASK 2 (LO 3, LO 5, LO 6)...........................................................................................................1
Question 2....................................................................................................................................1
Market Research and Environmental Analysis............................................................................1
Contemporary Marketing Techniques.........................................................................................3
Impact and Value of Brand..........................................................................................................3
Benchmarking..............................................................................................................................4
Global Adaptations......................................................................................................................4
Differentiate Between Marketing Campaigns.............................................................................5
TASK 3 (LO 4)................................................................................................................................5
Question 3....................................................................................................................................5
Skills of Marketers.......................................................................................................................5
Market Plan Summary.....................................................................................................................6
Market Overview.............................................................................................................................6
Competitor's Profile.....................................................................................................................6
Marketing Objectives.......................................................................................................................6
Goals and Objetives.....................................................................................................................6
Background Analysis.......................................................................................................................7
Financial Analysis........................................................................................................................7
SWOT Analysis...............................................................................................................................8
SWOT Analysis of Nissan Company..........................................................................................8
ABOUT THE MARKET.................................................................................................................9
CUSTOMERS..................................................................................................................................9
Target Customers.........................................................................................................................9
Customer Profile........................................................................................................................10
Customer's Needs and Wants....................................................................................................10

Customer's Behaviour................................................................................................................10
COMPETITORS............................................................................................................................10
Competitor's Analysis- Porter's Five Forces Model..................................................................10
Supply Network and Supply Chain Management......................................................................12
Distribution and Sales Network.................................................................................................12
Social Responsibilities and Ethics.............................................................................................12
Marketing Strategy.........................................................................................................................13
Marketing Mix of Nissan Company..........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

TASK 1- LO 1 & LO 2
Question 1
Importance of Effective Marketing Planning Process in Relationship to Nissan
Marketing is a process which focuses on customer's need and wants to increase their
satisfaction and make them loyal to business firm. Market planning is very essential aspect
which helps business to understand all the internal and external market factors present in
business environment to formulate effective strategies and increase the growth of firm with
different opportunities available in market. It also helps to identify the substitute products
available to customers in market which help to determine pricing policies of product and
services. Nissan have analysed the importance of Marketing as it is a strategic action taken by
business organization to increase the growth by improving sales with help of advertising and
promotional activities.
Current Market
Nissan Motors also identifies that the major car manufactures like, Tesla Inc.,
Volkswagen group which are also investing in the electric car segments to secure their future of
business. Companies are providing passenger and commercial vehicle types for customers
according to needs and wants. Nissan also evaluates that leading car manufacturers in UK is also
having wired and inductive charging technology which is increasing their customer base. Market
players also provides accessories to modify the cars according the customer’s needs and wants
which will increase the satisfaction level and increase their market shares in UK.
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TASK 2 (LO 3, LO 5, LO 6)
Question 2
Market Research and Environmental Analysis
Political Factors
Political factors are those which identify the involvement of government activities in the
operation of business (Khanh and Akerib, 2019). This also impacts the policies and strategies of
business which decrease the productivity in market to compete. Nissan identifies political
stability of UK after Brexit as it can impact the sales of business and also discourage investors to
invest in Nissan. Company also have opportunities to innovate their cars in hybrid technology
and electric cars due to changes in environment rules and regulations of UK government. Nissan
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Illustration 1: Illustration 1: PESTLE
ANALYSIS
Source: Matrix Pestle: Definition and
resources, 2020.

needs to understand trade policies and taxation policies as it can impact the cost and decrease
profitability of company (Matrix Pestel: Definition and resources, 2020).
Economic Factors
Economic Factors are those which indirectly impact activities of business organization.
Nissan Motors have to analyse tax rates, foreign exchange rates, interest rates of financial
institutions. This helps to identify all the marketing strategies with can increase the economic
activity of Nissan and provide activities which help to increase the sales of new hybrid cars
(Karczewski and et.al., 2019). Customer segment is analysed and it also helped to understand
that customer demand for electric cars is increasing which also provides opportunity to grow
business in new segment.
Social Factors
Social factors are those factors which are impacted by cultural values, beliefs, ideology,
languages of customers in decision-making process. Nissan needs to analyse preferences, income
level, standard of living of customers to make effective strategies for increasing sales of electric
cars and also understand customer's behavioural pattern towards the brand vision. This helps to
increase the profit margins of company with better sales and also develop technologies according
to needs and wants of customers to increase their satisfaction.
Technological Factors
These factors are responsible to identify alternative substitutes to business to decrease
cost and increase profit margins and improve the quality of products and services. Nissan is also
analysed that electric car will also reduce the fuel emission in the environment and help company
to invest in future so that it can survive in competition (Evtimov, Ivanov and Sapundjiev, 2017).
It will also help company to improve the quality of products and services by producing efficient
batteries which improves the long travels of customers.
Legal factors
Laws are evaluated in this factor which help to evaluate the potential growth of company
and motivates to develop effective products and services with rules and regulations. Nissan have
analysed that formulating policies like employment laws, this factors also helps to increase trust
of customers due to lawful nature of business. Company have to identify all the intellectual acts
to protect the innovations and creations to achieve competitive advantage in UK.
Environmental Factors
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Nissan also need to understand all the factors which can impact the environment as
electric cars will help to protect the environment by reducing carbon emission of fuels (Cardwell,
2016). Due to increasing concern of global warming it is very essential for company to think
about future environment and invest in survival of competition.
Contemporary Marketing Techniques
Contemporary marketing is very essential as it helps to increase the relations with
customers and also helps to promote products in every industry effectively.
Relationship Marketing
Nissan uses this technique of marketing to increase customer relations to retain them in
company and increase sales and profit margins. With the help of understanding the needs and
wants to satisfy the customers it increases the relation between company and customers. It is the
most important marketing to increase the sales of electric car in market.
Industrial Marketing
Nissan uses this marketing to increase the sales of their cars in by increasing the number
of dealer in the market (Candelo, 2019). To increase the sales company also provide various
offers and schemes to business to motivate them.
Social Marketing
Nissan is using this marketing technique as it helps to change customer behaviour in long
term. It helps to increase the knowledge of customers about the importance of electric cars and
benefits of them to increase the sales of company in long run.
Impact and Value of Brand
Brand value is the commercial value of products and services of a company which is
offered to customers. Brand value is interrelated with goodwill and brand equity of company
which helps to increase customer's willingness to pay for particular product. This helps to
facilitate growth and expansions with strategic investment in market. Maintaining brand value is
also important as it can impact the value of cars and decrease profit margins with diminishing
growth in UK market (Kumar, 2019). As brand value is intangible asset it has to be potential to
grow and satisfy the stakeholders of Nissan to improve opportunities to increase sales of electric
cars in market.
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Customers
Brand value helps to increase customer base as it gains the trust of customer on
company's products and efficiency. Nissan has high brand value which increases customer
satisfaction to purchase cars which have better after sales services and better technologies.
Investors
Nissan has analysed its brand value as it helps to increase the creditability of company to
increase its capital. Investors are motivated to invest their funds in company due potential growth
in future which also increase the opportunities to increase profit margins. Brand value also
deceases the risk of loss on investment.
Suppliers
High brand value of Nissan helps to provide effective business to its suppliers and also
helps to improve the opportunities of suppliers to grow in market and expand their business to
gain better profit margins.
Benchmarking
Benchmarking is the process of identifying the standards of company to increase the
performance by comparing the benchmark as base. Nissan is using net promoter score (NPS)
which helps to identify the customer satisfaction score after the sales of products. Company also
determine the score a month after the sale of cars as it will show proper satisfaction of customers
and help to increase quality of company. Nissan is using feedbacks of customers to understand
the issues and problem faced in cars to reduce technical faults and increase the efficiency of
manufacturing units to launch electric cars without any previous issues and faults.
Global Adaptations
Nissan has analysed the impact of global warming on the environment which have
impacted the government sustainability policies (Studeny and et.al., 2017). This also helps
company to increase survival by increasing the sales of electric cars and promote green
environment to customers. It helps to reduce carbon dioxide fuel emission form petrol and diesel
cars. This increases the market share of Nissan in the market and also helps to gain trust of
customers to make them loyal to company.
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Differentiate Between Marketing Campaigns
Nissan has adopted different marketing strategies in Poland and UK due to different
factors which increase the sales of their cars.
Marketing Research
Nissan has identified the change in government policies and taxation laws in Poland and
with the secondary research approach it helped company to understand the market segmentation
of country to develop effective marketing techniques to increase sales of Nissan cars in Poland
(Baines and et,al., 2017). Whereas Nissan have used primary research method in UK to identify
the customer needs and wants to increase the sales of electric cars.
Budgeting
Nissan has raised their funds with help of receiving investment from financial institutions
and also Renault which has partnered with company in Poland to increase the market share and
also provide effective prices to customers. Nissan has gained subsidies on the production of cars
which runs on electricity and other alternatives to reduce fuel emission in country. The major
capital is used in research and development of new technology for electric car segments to
increase satisfaction of customers in UK.
Marketing Techniques
Nissan uses co-branding and direct selling marketing techniques to increase the sales of
their products. Whereas in UK cause marketing and word of mouth advertising strategies is more
effective to increase the sales of electric cars in market.
TASK 3 (LO 4)
Question 3
Skills of Marketers
Nissan has appointed effective marketing manager in UK which has effective skills to
increase sales of electric cars in market.
 Marketer has effective interpersonal skills to understand the customer's behavioural
patterns and also convince them to be loyal customers of Nissan.
 Marketer also has the effective knowledge about how to formulate effective strategies to
increase the sales in market (Hisrich and Ramadani, 2018).
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 Communication skills helps to promote the features of cars and provide brief education to
customers to provide clear understanding to make effective decisions in buying products
of Nissan.
 Marketer of Nissan also has proper knowledge about innovative technological tools and
equipment’s which helps to improve efficiency of marketing strategies.
 Marketers are also having the skills to manage the marketing teams effectively and
promote the brand in market.
Market Plan Summary
This market plan provides a detailed analysis for Nissan to increase its electric cars sales
in market and also protect environmental rules and regulations of government. With external and
internal factors analysis it helps to develop effective marketing plan and improve growth
projections of Nissan. It also helps company to determine customer’s behavioural pattern to
formulate effective planning and marketing research and increase customer's satisfaction.
Market Overview
UK is facing many challenges in auto mobile sector due to changes in governmental rules and
regulations which has impacted the sales of diesel cars adversely. Government have reduced
carbon-dioxide emission of cars due to increase in global warming and it also forced all the car
manufacturing to develop innovative techniques to decrease fuel emission of cars.
Competitor's Profile
Nissan has to analyse market competitors and also determines the strategies and
innovative technology used by the electric manufacturing companies. Tesla Motors, Toyota are
the major competitors of Nissan in Electric Cars Sector. Tesla has very high priced electric cars
which increases the opportunities for Nissan to decrease the cost of production to increase sales
and grow market share in UK.
Marketing Objectives
Goals and Objectives
 To increase 30% sales of electric cars within a financial year.
 To Evaluate opportunities available in the market to grow market share in UK.
 To provide customer experience and satisfaction.
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Background Analysis
Nissan is a car manufacturing company which was established in 1933 Headquartered at
Japan. Due to vision of Nissan, expanded its business across many nations and established their
bases successfully (Wells and Weinstock, 2019). It also helped to promote the sales of cars with
diesel but shortly The Company is innovating its products due to changes in environmental
policies of government in UK and promoting electric cars in market. Due to high pricing of
electric cars customers are not willing to purchase electric cars and focused on diesel cars. This
created an emergence to formulate innovative marketing strategy plan to increase sales of
electric cars in UK.
Financial Analysis
Electric cars are cheaper for customers than other fuel alternatives and have increased the
sales of electric cars in UK (Wei and et.al., 2019). Nissan have to analyse the financial costs
which helps company to generate effective strategies to increase sales of electric cars in UK
market.
Marketing cost £5000
Promotional Cost £4000
Research and development Cost £3000
Production Cost £27500
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Service Cost £9000
Delivery Cost £1500
Total Budget £50000
Production
Nissan have analysed that to increase the sales of electric cars in UK the estimated cost to
produce cars in the available resources will be around £27500 which will also include all the
hidden costs.
Marketing
Marketing cost for increasing the sales of Nissan electric cars is estimated to be around
£5000 and it will help company to increase the quality of cars with effective feedbacks of
customers.
Sales
Expected sales of electric cars according to the objectives of Nissan can be 500 cars in
financial year which.
Revenue
Nissan is projecting their annual revenue generation of electric cars to be around £80000
which will help to achieve their objectives and increase the efficiency of the company.
SWOT Analysis
SWOT Analysis of Nissan Company
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This analysis helps to understand the internal factors of Nissan Motors to identify all the
opportunities and threats based on the strengths and weaknesses of the company. This analysis
also helps to increase information to formulate effective marketing strategies to achieve
objectives and profit maximization of company (Jurevicius, 2016).
Strengths
 Company have effective market research approach which help to increase the efficiency
of the marketing strategies.
 Company have large market share in petrol and diesel segments of cars.
 Nissan also have powerful brand value which helps to increase profit margins and gain
trust of customers (Parenden, Sahupala and Rahangmetan, 2019). This also helps to
increase the sales of Electric cars in the same market.
 Nissan is also known for its innovative technology which improves customer base of
company and receives better information of customer's needs and wants to satisfy them.
 There are large numbers of loyal customers of Nissan due large range of options provided
by the company.
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Illustration 2: SWOT ANALYSIS
(Source:Jurevicius, O., 2016)

 Company have also collaborated with potential companies which provide higher capital
to compete in market.
Weaknesses
 Nissan is not effective in hiring potential employees with ethics and moral to promote
company. There are many technical issues reported by customers in cars which also impact the
goodwill of Nissan.
Opportunities
 Increase in environmental concerns Electric cars is in demand and it will increase the
sales of company (Musonera and Cagle, 2019). Nissan also have opportunity to merge with existing players which helps to increase the
size and capital of company to increase the quality of operations and also improve the
efficiency of cars in large customer base.
Threats
 Due to increase the environmental concerns many competitors are investing in hybrid
technology as it can impact the sales of Nissan due to high competition.
 Nissan also have threats from increasing public transport in the country which can also
discourages customers to but their personal cars. Increasing traffic congestion on roads
also impact buying behaviour of customer.
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ABOUT THE MARKET
CUSTOMERS
Target Customers
Nissan is using demographic segmentation in UK to reach every customer and increase
the customer’s base of the company (Boretti, 2016). Marketing strategies of Electric cars needs
to be done according to age, income level, gender, religion of customers to promote the sales of
company and achieve its objectives. Nissan also have to analyse efficiency of target customers
and market trend which can impact sales of company due to external and internal factors or
marketing strategies of competitors in same market. It is also very essential to provide effective
brand voice and brand value of company to attract maximum customers and increase sales.
Customer Profile
Nissan have to adopt customer profiling approach which helps to increase the efficiency
of selecting proper customer segment to sell their cars and increase satisfaction. Customers
which are environment lovers and also belong to high social class will lie under Nissan’s
customer profile. Nissan also have to identify those customers who want low maintenance cars.
Customers which are living in urban setting are preferred by Nissan electric charging hubs will
not be available in small towns which can discourage customers.
Customer's Needs and Wants
Customer needs and wants are very important aspect of marketing strategy which help
customer's to identify and buy right products and services to increase satisfaction level in
exchange for the given prices (Bhalla, Ali and Nazneen, 2018). Nissan identifies that customer
want to purchase cars which have excellent quality of exteriors and interior material. After
services should also be effective and customers should not be neglected, customers also need
schemes and offers which help them to make loyal customers of company. Nissan also provide
home test drive to customers which also help to get a personal experience about all features
which are provided in car in given prices. Customers need and wants are low priced car with
high features which can increase the satisfaction.
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Customer's Behaviour
Customers have many factors which are very important for cars to fulfil before they buy
them. Nissan needs to understand all the behaviours of customers which increase their
satisfaction level with premium quality of cars (Arora, 2017). Company have analyses that
consumers are more influenced by their friends and family members who suggest buying
particular car. Company also analysed that men are more particular about quality and features
and females need comfort and stylish design of car.
COMPETITORS
Competitor's Analysis- Porter's Five Forces Model
Porter's five forces model is a framework which helps to identify business competition in
market. This model helps to evaluate strengths and weaknesses of business to compete in market
and achieve competitive advantage (Syafrian, 2020). Nissan has adopted this model to analyse
the potential threats of competition which can impact the growth planning of company.
Threat of New Entrants
Nissan is having low threat of new competitors in market due to high product range of
company which a new competitor cannot attain. It discourages new competitors to enter the new
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market due to high capital investment in manufacturing cars and competing with Nissan as the
company has effective economies of scale to lower prices of cars.
Bargaining Power of Customers
Bargaining power of customers of Nissan is low because of large distribution channel
which provides less threat of customers to decrease the prices. Due to premium quality of cars it
is helps to increase profit margins. The company has unique quality of technology which binds
the customers to the company and reduces the bargaining power of customers.
Bargaining Power of Suppliers
Due to high quality standards Nissan procure quality material from its suppliers which
are trusted. This increases the power of suppliers as they have the power to increase the prices of
components which are very essential to manufacture cars. It increases the cost of production and
impact profit margins of Nissan. Nissan has to develop its own manufacturing units in
collaboration which reduce the power of suppliers.
Threat of Substitute Products
Nissan is one of the leading car manufacturer in UK market which also increases risk of
substitute products due to high competition. Nissan have moderate to low risk as company is
launching new electric car cars segments which decreases the threat and also attract new
customers to company.
Threat of Rivalry
Nissan is having high risk of competition of rivalry as they are also investing in electric
car segments to compete in the market (Yuhazri and et.al., 2018). Nissan have successfully
decreased this threat by collaborating with Renault to increase the market share and increase the
sales of both companies in UK.
Supply Network and Supply Chain Management
Supply chain is the connectivity between business and its suppliers to increase the
distribution of products in market. Nissan also have to adopt effective Supply network to reduce
the time of production and increase the economies of scale to fulfil the demand of market.
Supply chain network helps company to evaluate the journey of raw materials from beginning to
end. This also allows Nissan to identify the key suppliers to collaborate and increase the
efficiency of supply network (Madhani, 2018). Supply network helps to understand the
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behaviour of end consumers to implement effective changes to increase their satisfaction.
Electric car helps to reduce cost of fuel and also helps to motivate customers to be more attracted
towards technology in same price range.
Distribution and Sales Network
It is the interrelationships of warehouses and transport companies to receive and send the
products to desired destination on time. Transportation companies are the middle man of Nissan
and authorized dealers which are responsible to sale Nissan cars to End customers. It is very
essential for Nissan to manage the distribution channel to understand the demand of market and
also produce and procure raw materials according to demand to reduce cost and increase profit
margins. In order to increase the sale of electric cars in UK, Nissan have to increase the number
of dealers and increase the distribution channel to decrease the cost.
Social Responsibilities and Ethics
Nissan has focused on sustainable development of clean energies in the market to educate
customers and satisfy stakeholders to maintain trust on the company.
Corporate Governance
Nissan has effective management to ensure the transparency in the activities of company
to all of their stakeholders (Bennett, 2016). Company also has the effective policies which help
to keep business legal and fair in term of laws.
Environment
Nissan aims to protect environment by reducing fuel emissions and developing
innovative technologies to support sustainable mobility.
Safety
Nissan is also actively participating in understanding the issues faced by customers to
ensure health safety. Company also focuses to develop new technologies to reduce the errors and
technical faults to protect lives of their customers.
Economic Contribution
Nissan also focuses on the improving the sales of company to contribute the economic
growth of country and provide better development opportunities for citizens of country (Barnes,
2016).
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Quality
Nissan also ensure the high quality of products all over the world to ensure the brand
value and customer base of company.
Employee
Employment opportunities are increased with increased market share. Nissan also ensure
job security and health and safety of employees.
Philanthropy
Nissan also helps to educate society with help of campaigns, advertisings about the social
issues to support citizens increase their standard of living.
Marketing Strategy
Marketing Mix of Nissan Company
Nissan has analysed the effective marketing strategy to increase the sales of electric cars
in market. Company also identified different factors increase the efficiency of marketing.
Product
Nissan offers new technological products to customers in the market which helps to
increase the sales and satisfaction level (Kotabe and Helsen, 2020). Nissan have identified the
sales of electric cars improves product margins of customers and also attract them due to cause
marketing technique.
Price
Nissan can increase the price of their products due to launching of new car segment
which increase the product differentiation for customers. This also increases customer base and
make them loyal to the company without any threat.
Place
Nissan emphasized on providing franchisee and authorized dealerships across UK market
to increase product penetration in market. Company also focused on location of dealerships
which are near to manufacturing units to reduce cost of transportation and damages in transit.
Promotion
Nissan do not focus much on advertising their products as company believes in quality
which can attract customers automatically. Social responsibility activities also increases brand
image of company to self-promote its products in market and mouth publicity.
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CONCLUSION
This report helped to understand the marketing strategies and factors which were
analysed to attain market share of Nissan. This report discussed the role of effective marketing of
Nissan which helped to attain their objectives effectively. It also helped to evaluate external and
internal market with help of SWOT analysis. With the effective understanding of competitive
analysis Nissan increase its market share to sales electric cars. This reported also highlighted
information about customer needs and wants which helped Nissan to develop effective products
and services to satisfy them. With the help of corporate social responsibility company also
gained trust of stakeholders and was able to satisfy them effectively to foster the growth of
electric cars in UK market.
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