Nissan Marketing Strategy – Marketing Strategy of Nissan: Established in 1933, and with its headquarters located in Japan Nissan was established as a firm that operates and sells marine and automotive equipment. In March of 2016, more than 160000 employees work within the company’s global operations.
Within the automobile market, it has a 6.5 percent market share in March 2016 and is aiming to increase it to 8percent. At present, it offers items that include passenger cars, SUVs, and Sports vehicles that are part of the automotive business sector.
Nissan Kicks SUV has been named “2017 SUV of the Year “(by the Inter-American Federation of Automotive Journalists).
Nissan At A Glance – Marketing Strategy of Nissan
Company : Nissan Motor Co., Ltd.
CEO: Makoto Uchida
Founder: Yoshisuke Aikawa | Masujiro Hashimoto | William Gorham | Rokuro Aoyama
Year founded: December 26, 1933, Yokohama, Kanagawa, Japan
Headquarters: Nishi-ku, Yokohama, Japan
Annual Revenue: US$90.863 billion
Profit | Net income: US$−6.173 billion
Number of employees : 136,134
Products & Services: Automobiles, luxury vehicles, commercial vehicles, outboard motors, forklift trucks
Nissan Fun Facts: Nissan started in 1911 when it was originally founded under the name Kwaishinsha Motor Car Works by Masujiro Hashimoto. Three years later, the company produced its first car, the DAT, which was an acronym of the three investing partners’ surnames.
Marketing Strategy of Nissan
Nissan’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Nissan? Let us discuss.
Segmentation, Targeting, Positioning – Nissan Marketing Strategy
Nissan utilizes a combination of demographic and geographical segmentation variables to comprehend the various groups of customers who have specific requirements and desires.
The differentiating targeting method is employed by Nissan to identify the needs of customers and deliver products and services that meet the requirements of customers.
It has established itself as a business that is focused on customer comfort and a provider of quality for the price automotive services and products for its customers.
Nissan Mission Statement
“To provide unique and innovative automotive products and services that deliver superior measurable values to all stakeholders”
Nissan Vision Statement
“To Enrich Lives of the communities”
“Innovation That Excites”
Competitive Advantage – Marketing Strategy of Nissan
Strategic Partnerships and alliances Its significant Renault Nissan alliance is one of the most successful alliances which over 17 years has helped both companies become the fourth top-selling alliance sales organization. The other alliances it has are that are with Daimler, Datsun, Infiniti, and Lada. These alliances help Nissan in achieving synergies in various functions, from production to sales and distribution.
Being active in over 150 nations across the world with its brands as well as those alliances helps the company with the improvement of its processes as well as various aspects of services delivery channels.
BCG Matrix – Nissan Marketing Strategy
Nissan deals in two major businesses i.e. automotive manufacturing, sales, and distribution as well as marine manufacturing.
The company’s automotive business, through its brands as well as those of alliances, is highlighted within the BCG matrix. BCG chart and marine manufacturing are major question marks on the BCG matrix.
Distribution Strategy – Marketing Strategy of Nissan
Nissan employs various levels of the strategy of distribution for making its products available to end-users. Channels like showrooms owned by the company dealers, DSA ( direct selling agents) and authorized service centers resellers, and websites for e-commerce websites are aiding Nissan in making its items available to final customers.
Brand equity – Marketing Strategy of Nissan
Nissan is ranked 70th on the list of Forbes the world’s top significant brands in May 2016. Based on the market capitalization method, the company is valued at $43 billion.
Competitive Analysis – Nissan Marketing Strategy
In a competitive automotive market, Nissan competes with a truck, passenger car, and marine companies.
The automotive and meta-market are crowded with businesses taking each other’s market share. Companies such as Honda, Toyota, Chevrolet, Mitsubishi, Skoda, Volkswagen, and Suzuki are the principal competitors to Nissan that compete in various segments like SUVs, hatchbacks, and sedans.
Market Analysis – Marketing Strategy of Nissan
Because of the changing regulations and volatile fuel prices, technological advancements in the business, and federal regulations and regulations, the automotive industry, in general, is confronted with the problem of slow growth and fierce competitors within the sector.
The developing countries, such as those Asian countries are showing positive growth rates as markets evolve due to the increase in income levels, and buying power.
Customer Analysis – Nissan Marketing Strategy
A potential customer of Nissan is the middle-income segment of people with an age between 25 and 45 seeking an affordable family car. While SUVs are suited to the budget of the middle-income group, the sedans, and hatchbacks that are offered by Nissan in its markets are designed to be used by customers who are in the group 35-45 years old.
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