日产汽车公司欧洲市场战略（英文版）

日产汽车公司欧洲市场战略请柬尊敬的女士/先生：NISSAN欧洲公司将于今天晚上召开市场战略决策会议，敬请光临！NISSAN’sOpportunity&OptionOpportunity:MarketIntegrationoftheECOption:Bluebirdvs.NewMicraMarketIntegrationoftheECFrance,Italy,SpainBluebirdvs.NewMicraBackgroundNissanMotorCo.,LtdNissan’sEuropeanMarketPenetrationTrendsintheEuropeanMarketMarketIntegrationoftheECBackground--NissanMotorCo.,LtdBackground--Nissan’sEuropeanMarketPenetration•Survey•FeatureSurvey--ExporttoEurope0500001000001500002000002500001964197319783600163000240000Survey–New-CarSalesinMajorSouthernEuropeanCountries,1987(000sofUnits)020040060080010001200FranceItalySpainVWGroupFordEuropeFiatGroupPeugeotGroupGMEroupeRenaultGroupNissanTotalJapanneseFeature–LocalProductioninEuropeNissanMotorIberica,SA(NMISA)NissanMotorManufacturingUKLtd.(NMUK)NMUKNMISATrendsintheEuropeanMarketFranceItalySpainTrendsintheEuropeanMarket•France•LargeCarMarket•SuperminiClasswastheLargestSegment•Pricemoresensitivethanquality•Peugeot&Renaultheld60%+marketshare•Nissan’smarketingorganizationwasweak•SaleshadbeenrestrictedTrendsintheEuropeanMarket•Italy•Markethighlyrestricted•Fiatheldthelargestmarketshare(60%)•Thelargemarketshareofthesuperminicar•Priceratherthanqualitysensitive•SalesperformancewasnotstrongTrendsintheEuropeanMarket•Spain•Cardemandconcentratedonsupermini,andlower-mediumclasses•Pricetendedtobemoreimportantthanquality•SEAT,whomadesmallercaresconsideredfairlycompetitive•ThedealershipshadverylimitedexperienceinsellingpassengercarsMarketIntegrationoftheEC•Liberatethemovementofproducts,services,people,andcapitalwithintheEC•Harmonizationoftechnicalstandardsforcars•Production&logisticscostsdecrease•Intensifycompetitioninthecarindustry•ThebilateralimportquotasimposedbyFrance,Italy,andSpainhadtoceaseStaffofNissanEuropeCo.(Group14):沈战Nissan欧洲公司总裁李爱民Nissan欧洲公司营销副总裁胡南Nissan欧洲公司Bluebird产品经理张菁芸Nissan欧洲公司NewMicra产品经理王云会议主持人李军新闻发言人BluebirdBluebirdIntroduction1800ccUpper-medium-SizedCarProducedbyUMUKin1986RegardedasaUK-madecarin1988SWOTANALISYSStrength•Highprofitmarginperunit•Highexperiencecurve&scaleeconomy•IndirectcompetitionwithmajorsouthernEurocarmakers•ImprovingNissan’simageinEuropeSWOTANALISYSweakness•Smallmarketdemands•Highprice•Unknownname•PoordistributionnetworkSWOTANALISYSOpportunity•Bilateralimportquotastobeceasedafter1992•OnlyoneotherJapanesecarmaker(HONDA)forlocalproductionSWOTANALISYS•DirectcompetitionwithotherJapanesecarmarkers•DealwithlocalandnorthernAmericancarmarkersThreatSuggestion:FocusingontheBluebirdMarketingPlanAllocatemoremarketingfundforBluebirdpromotionsuchasad.,seminar&souvenirImprovebrandrecognitionbyourselvesinsteadofthroughdistributorsordealersRecruitnewdealersASAPbyfavoritepolicyTraincurrentdealersofUpper-medium-sizedcarsellingNewMicraNewMicraIntroduction1000cc~1200ccSmall-SizedCarPlanedtobeProducedbyUMUKin1992Netherlands,UKSWOTANALISYSStrength•Fastgrowthmarketwithhighpotential•Highproductivity•Highqualitywithfavoriteprice•OnlyfacingEuropeancompetitors•Highercompetitivecapability•Distributors’sexperienceofsellingsmallcars•YearsofexperienceforlocalproductionSWOTANALISYSweakness•UnfamousbrandSWOTANALISYSOpportunity•Theliftingoftherestrictions•TheconstructionofNETC•TheconstructionofLogisticCenterSWOTANALISYSThreat•AttractmoreattentionamonglocalcompetitorsSuggestion:FocusingontheNewMicraMarketingPlanRemainingtheadvantageofhighquality&lowpriceImprovingthetrainingofthelocaldealersEnlargingthead.tothesouthernEuropeancountriesOPTION:Bluebirdvs.NewMicraDecision:MoremarketingresourcesshouldbeallocatedtotheNewMicraFourprincipalreasonsNissanneedsalow-pricedcartoobtainbigmarketshareinS/EcountriesduetotheirpriceconsciousnessSegmentofSuperminicarmarketinS/EcountriesisthelargestoneNodirectcompetitionwithotherJapanesecarmakersCanextendtheproductionlineupwardslaterTheNewMicramarketingstrategyObjectiveProductPricePlacePromotionTheNewMicramarketingstrategyObjectiveToacquiremarketshareasmuchaspossibleTheNewMicramarketingstrategyProductLow-pricedandhighqualitysuperminicarTheNewMicramarketingstrategyPriceLowerthanthatoflocalcompetitorsTheNewMicramarketingstrategyPlaceTorecruitnewdealersbyfavoritepolicyTrainthecurrentlocaldealersTheNewMicramarketingstrategyPromotionToinvesthugefundsonadvertisementsstressingthefeaturesoftheNewMicraTosupplymarketingfundstothelocaldealersontheirownpromotionactivitiesSubsequence&RecentSituationⅠForthefirsttime,Europeanjournalisthadgiventheircar-of-theyearawardtoaJapanesemodel,Nissan’snewBritish-mademodelMicra,a$10,000subcompact……TheJapanesearetakingawaysharefromRenaultintheFrench,Italian,andSpanishmarket.TheEuropeanautomakersneedtobeonguardagainstsuchfiercecompetition…….BusinessWeek,(December14,1992)Subsequence&RecentSituationⅡSubsequence&RecentSituationⅢ30%10.1%18.2%MarketshareinFrance,Italy,andSpain,2000’NissanRenaultPeugeotFiat1%MarketSharesinFrance,1987ReviewNissanRenaultPeugeotFiat0%MarketSharesinItaly,1987ReviewNissanRenaultPeugeotFiat1%MarketSharesinSpain,1987ReviewTheLatestNewsCarlosGhosnCarlosGhosn,thetroubleshooterchargedwithrevivi