Established in 1933, Nissan Motor Co., Ltd. was a pioneer in the manufacturing of automobiles. Nearly 75 years later, Nissan has become one of the world's leading automakers, with annual production of 2.4 million units, which represents 4.9 percent of the global market.
In the1980's Nissan witnessed a flourishing period. Their automobiles included high-performance luxury sedans that featured electronic control, variable split four-wheel drive, four-wheel steering, an 'intelligent' engine, and a satellite navigation system, as well as other technological innovations. During the late 1980s, Nissan evaluated future consumer trends. From this analysis, Nissan predicted that consumers would prefer a car with high performance, high speed, innovative styling, and versatile options
By the start of the next decade, however, Nissan's fortunes began to decline. Profits and sales dropped; quelling hopes that the 1990s would be as lucrative as the 1980s.When Carlos Ghosn was named COO of Nissan in 1999 the company was running out of gas and careening towards bankruptcy. Eighteen short months later, Nissan was back in the black, and within several more years it had become the most profitable large automobile company in the world.
New strategies, under the leadership of Carlos Ghosn now the President of Nissan motors were put into place to turn around the company's fortune. The company is now looking at consolidating its position and driving for further improvements in its core business in 2013 and beyond.
TASK 1
You are a new marketing trainee appointed at NISSAN UAE (Dubai & Northern Emirates). As a part of your management training you are required to do a presentation demonstrating your understanding of the concepts of marketing process, segmentation, targeting and positioning.
To complete this task you need to include the following points in your presentation:
1.1 Explain the various elements of the marketing process
1.2 Evaluate the benefits and costs of a marketing orientation for Nissan UAE
2.1 Describe Macro and Micro environmental factors which influence marketing decisions.
2.2 Propose segmentation criteria to be used for two products in different markets
2.3 Choose a targeting strategy for a selected product
2.4 Demonstrate how buyer behaviour affects marketing activities in two different buying situations
2.5 Propose new positioning for a selected product/service
Compare the influence of Macro environment on two organisations
Evaluate how Macro environmental factors, over a specified future period, may impact on the business activities, strategy, internal structure, functional activities and stakeholders of Nissan UAE
Task 2
You have also been tasked with reviewing the current NISSAN -UAE marketing mix as well as making recommendations for a revised marketing mix to 2 different segments. Conduct a marketing audit and report on the following:
3.1 Explain how products are developed to sustain competitive advantage
3.2 Explain how distribution is arranged to provide customer convenience
3.3 Explain how prices are set to reflect organisation's objectives and market condition
3.4 Illustrate how promotional activity is integrated to achieve its aims for the target market
3.5 Analyse the additional elements of the extended marketing mix
4.1 Plan marketing mixes for two different segments in consumer markets
4.2 Illustrate the differences in marketing products and services to organisations rather than consumers
4.3 Show how and why international marketing differs from domestic marketing
M2- Analyse how promotion is integrated with the rest of the marketing mix of the organisation to achieve its marketing aims and objectives
D2 - Predict the possible limitations and constraints for the proposed marketing mixes for two different segments in consumer market