日產(chǎn)汽車公司歐洲市場戰(zhàn)略1/2/20241請(qǐng)柬尊崇的女士/先生：NISSAN歐洲公司將于今天晚上召開市場戰(zhàn)略決策會(huì)議， 敬請(qǐng)光臨！1/2/20242NISSAN’sOpportunity&OptionOpportunity:MarketIntegrationoftheECOption:Bluebirdvs.NewMicra1/2/20243MarketIntegrationoftheEC1/2/20244France,Italy,Spain1/2/20245Bluebirdvs.NewMicra

1/2/20246BackgroundNissanMotorCo.,LtdNissan’sEuropeanMarketPenetrationTrendsintheEuropeanMarketMarketIntegrationoftheEC1/2/20247Background--NissanMotorCo.,Ltd

1/2/20248Background

--Nissan’sEuropeanMarketPenetration

SurveyFeature1/2/20249Survey--ExporttoEurope

36001630002400001/2/202410Survey–New-CarSalesinMajorSouthernEuropeanCountries,1987(000sofUnits)1/2/202411Feature–LocalProductioninEuropeNissanMotorIberica,SA(NMISA)NissanMotorManufacturingUKLtd.(NMUK)

NMUKNMISA1/2/202412TrendsintheEuropeanMarketFranceItalySpain1/2/202413TrendsintheEuropeanMarketFranceLargeCarMarketSuperminiClasswastheLargestSegmentPricemoresensitivethanqualityPeugeot&Renaultheld60%+marketshareNissan’smarketingorganizationwasweakSaleshadbeenrestricted1/2/202414TrendsintheEuropeanMarketItalyMarkethighlyrestrictedFiatheldthelargestmarketshare(60%)ThelargemarketshareofthesuperminicarPriceratherthanqualitysensitiveSalesperformancewasnotstrong1/2/202415TrendsintheEuropeanMarketSpainCardemandconcentratedonsupermini,andlower-mediumclassesPricetendedtobemoreimportantthanqualitySEAT,whomadesmallercaresconsideredfairlycompetitiveThedealershipshadverylimitedexperienceinsellingpassengercars1/2/202416MarketIntegrationoftheECLiberatethemovementofproducts,services,people,andcapitalwithintheECHarmonizationoftechnicalstandardsforcarsProduction&logisticscostsdecreaseIntensifycompetitioninthecarindustryThebilateralimportquotasimposedbyFrance,Italy,andSpainhadtocease1/2/202417StaffofNissanEuropeCo.(Group14):沈戰(zhàn)Nissan歐洲公司總裁李愛民Nissan歐洲公司營銷副總裁胡南Nissan歐洲公司Bluebird產(chǎn)品經(jīng)理張菁蕓Nissan歐洲公司NewMicra產(chǎn)品經(jīng)理王云會(huì)議主持人李軍新聞發(fā)言人1/2/202418Bluebird1/2/202419BluebirdIntroduction1800ccUpper-medium-SizedCarProducedbyUMUKin1986RegardedasaUK-madecarin19881/2/202420SWOTANALISYSStrength

HighprofitmarginperunitHighexperiencecurve&scaleeconomyIndirectcompetitionwithmajorsouthernEurocarmakersImprovingNissan’simageinEurope1/2/202421SWOTANALISYSweakness

SmallmarketdemandsHighpriceUnknownnamePoordistributionnetwork

1/2/202422SWOTANALISYSOpportunity

Bilateralimportquotastobeceasedafter1992OnlyoneotherJapanesecarmaker(HONDA)forlocalproduction

1/2/202423SWOTANALISYSDirectcompetitionwithotherJapanesecarmarkersDealwithlocalandnorthernAmericancarmarkers

Threat

1/2/202424Suggestion:

FocusingontheBluebird1/2/202425MarketingPlanAllocatemoremarketingfundforBluebirdpromotionsuchasad.,seminar&souvenirImprovebrandrecognitionbyourselvesinsteadofthroughdistributorsordealersRecruitnewdealersASAPbyfavoritepolicyTraincurrentdealersofUpper-medium-sizedcarselling1/2/202426NewMicra1/2/202427NewMicraIntroduction1000cc~1200ccSmall-SizedCarPlanedtobeProducedbyUMUKin1992Netherlands,UK1/2/202428SWOTANALISYSStrength

FastgrowthmarketwithhighpotentialHighproductivityHighqualitywithfavoritepriceOnlyfacingEuropeancompetitorsHighercompetitivecapabilityDistributors’sexperienceofsellingsmallcarsYearsofexperienceforlocalproduction

1/2/202429SWOTANALISYSweakness

Unfamousbrand

1/2/202430SWOTANALISYSOpportunity

TheliftingoftherestrictionsTheconstructionofNETCTheconstructionofLogisticCenter

1/2/202431SWOTANALISYSThreat

Attractmoreattentionamonglocalcompetitors

1/2/202432Suggestion:

FocusingontheNewMicra1/2/202433MarketingPlanRemainingtheadvantageofhighquality&lowpriceImprovingthetrainingofthelocaldealersEnlargingthead.tothesouthernEuropeancountries1/2/202434OPTION:Bluebirdvs.NewMicra

1/2/202435?1/2/202436Decision:

MoremarketingresourcesshouldbeallocatedtotheNewMicra1/2/202437FourprincipalreasonsNissanneedsalow-pricedcartoobtainbigmarketshareinS/EcountriesduetotheirpriceconsciousnessSegmentofSuperminicarmarketinS/EcountriesisthelargestoneNodirectcompetitionwithotherJapanesecarmakersCanextendtheproductionlineupwardslater

1/2/202438TheNewMicramarketingstrategyObjectiveProductPricePlacePromotion

1/2/202439TheNewMicramarketingstrategyObjective

Toacquiremarketshareasmuchaspossible

1/2/202440TheNewMicramarketingstrategyProduct

Low-pricedandhighqualitysuperminicar

1/2/202441TheNewMicramarketingstrategyPrice

Lowerthanthatoflocalcompetitors

1/2/202442TheNewMicramarketingstrategyPlaceTorecruitnewdealersbyfavoritepolicyTrainthecurrentlocaldealers

1/2/202443TheNewMicramarketingstrategyPromotionToinvesthugefundsonadvertisementsstressingthefeaturesoftheNewMicraTosupplymarketingfundstothelocaldealersontheirownpromotionactivities

1/2/202444Subsequence&RecentSituationⅠ

Forthefirsttime,Europeanjournalisthadgiventheircar-of-theyearawardtoaJapanesemodel,Nissan’snewBritish-mademodelMicra,a$10,000subcompact……TheJapanesearetakingawaysharefromRenaultintheFrench,Italian,andSpanishmarket.TheEuropeanautomakersneedtobeonguardagainstsuchfiercecompetition…….

BusinessWeek,(December14,1992)

1/2/202445Subsequence&RecentSituationⅡ

1/2/202446Subsequence&RecentSituationⅢ

30%10.1%18.2%MarketshareinFrance,Italy,andSpain,2000