Nissan Motor Company Ltd: Marketing Plan
...industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver's buying habits like never before. The future generation of drivers will evaluate a car's performance and price just as much as its impact on global climate conditions and Nissan is responding to the challenge. By 2011, we're releasing a new line of clean diesel-powered vehicles, the Maxima and the Titan. Our diesel engines vary from the traditional black smoke spewing diesel engines of the past. Our engines are redesigned and run with an improved performance battery. For a little more than a conventional gas engine, consumers will have the choice to buy the advantage of a car that will give them more gas mileage, increased durability, cheaper fuel costs and above all, a cleaner burning alternative to gas. We at Nissan are committed to bringing customers the best product and the best automotive value (Cerritos Nissan, 2007). We will introduce our new line of vehicles in a multi-stage process focusing on our target consumer profile. We are looking for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report, which includes a SWOT analysis, will detail our marketing strategy including a description of how the marketing mix plays a key role in our roll out. We know that there are other automakers out there vying for our business; mainly GM, Chrysler, and Toyota to name a few, but we have a product that can outperform what those other companies offer. Nissan's long established industry presence combined with its expansive facilities internationally will allow us to face our competition head on. We expect to secure at least 5% of the alternative fuel automobile market within six years of our launch and even more within a decade. At Nissan, "we wish to exceed your expectations and earn your...
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