Nissan Competitive Strategy 2019 Marketing Paper and Presentation The instruction of the paper please see the Final paper file and Competitive Strategy 201

Nissan Competitive Strategy 2019 Marketing Paper and Presentation The instruction of the paper please see the Final paper file and Competitive Strategy 2019 PPT. The situation analysis, and disruptive factors are the paper I wrote before, you can read it before writing the paper. The Journey of Competitive Strategy This Term
? Peter Drucker: “A company has only two basic functions: innovation and marketing.” Internal Only – Its all about the Company
? The 4 P’s:
? Product, Price, Promotion, Place – Internal Only – what we (the company) do…
? Porter’s 5 Forces – Adds customers and other outside views…
? Competitors
? Customers
? Suppliers
? Substitutes
? New Entrants
? 4 E’s – Complete integration of internal and external factors
? Experience
? Exchange
? Evangelism
? Everywhere
1
Competitive Strategy
? Strategic Planning: Identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit and potential for growth.
? Developing a Competitive Advantage: Creates differentiation that is competitively
advantageous versus other entries in the space.
? Delivering Innovation: Creates and manages business processes that enable
constant change in a global environment.
Do it different…do it better
Summary of Strategy Paper Outline
? Logistics:
? 10-15 Page paper (can be more)
? Each student writes on his/her chosen Company
? Due via email on Friday 5/10 by 5pm
? Outline for paper follows
3
Summary of Strategy Paper
? Background and High level Overview (2-3 pages)
?
?
?
?
?
Company Chosen; Industry that company is part of…
Size, Growth Rate, Trends, Key Recent Events
Key differentiation – what makes your company different – today?
Key Opportunities & challenges in today’s marketplace
Your “Vision” for your company’s success in the future…how will it
succeed?
? Competitive advantage
? Market Industry Analysis (3-4 pages)
?
?
SWOT analysis
? Strengths, Weaknesses, Opportunities & Threats
Competitive analysis (Porter)
? Who are your current biggest competitors
? 5-factor review (or 4 E’s)
4
Summary of Strategy Paper
? Customer Analysis: (2-3 pages)
? Segmentation, Target Audience, and Positioning
?
?
?
Who are your customers today?
How will they change in the next 5 years?
How or will your positioning change in the future?
? Pricing & Distribution
? How are you priced vs. your competition?
? How will your distribution change?
? Brick & Mortar?
? Online?
? New products or areas of concentration?
? Based on your industry review…
5
Summary of Strategy Paper
? Measurement of your strategy’s future success: (1- page)
? Factors of measurement (don’t need financials, just
catagories)
?
Examples:
? Sales
? New products
? Margins
? New markets (geographic?)
? New customer segments
? Summary: (1-2 pages)
? How will your company be different in 5 years?
?
Competitive advantage…in the future
6
Competitive Strategy
Disruptive factor in car industry in 5-10 years
The automotive world has gone through numerous transformations within a relative
amount of time, starting from the steam powered automobiles to the most recent electric cars.
New business models have revolutionized the automobile industry, allowing for digitization
and automation to spark a great and disruptive difference in the industry (Gao, Kaas, Mohr &
Wee, 2016). These disruptive factors include autonomous driving, electrification,
connectivity and diverse mobility.
Autonomous driving will increasingly allow cars to become platforms that allow
drivers engage in other activities while the vehicle is in motion (Gao, Kaas, Mohr & Wee,
2016). In terms of mobility, Nissan will have to come up with ways to meet the clientele
demand and match customer expectations that in about 5 years may require the use of
smartphones to navigate the vehicles. Hence with such mobility, the future of Nissan in
market sales will be guaranteed.
Nissan had planned to launch its new electric car model, the Nissan leaf rumored to
have a sixty-kilowatt hour battery in Las Vegas last year. However, there were some delays
which according to the company’s manager, were accustomed by the need to educate the
users on how they should handle their plug-in cars. Consumers too want a variety of electric
cars, not only the Nissan leaf forcing the company to invest in other models if they are to
meet market demands.
Connectivity allows the consumer to get directional services such navigation maps
which currently have been a great leap of advancement as all cars being produced right now
have got GPS connectivity. However, this may change int eh near future, raising the need for
the company to be prepared (Gao, Kaas, Mohr & Wee, 2016). These are the disruptive factors
the Nissan company should take into consideration in order to provide high end motor
vehicles to its esteemed customers in the future.
Reference
Gao, P., Kaas, H., Mohr, D., & Wee, D. (2016). Disruptive trends that will transform the auto
industry. Retrieved from https://www.mckinsey.com/industries/automotive-andassembly/our-insights/disruptive-trends-that-will-transform-the-auto-industry
? Logistics:
? 10-15 Page paper (can be more)
? Company is Nissan
? Background and High level Overview (2-3 pages)
? Company Chosen; Industry that company is part of…
? Size, Growth Rate, Trends, Key Recent Events
? Key differentiation – what makes your company different –
today?
? Key Opportunities & challenges in today’s marketplace
? Your “Vision” for your company’s success in the future…how
will it succeed?
? Competitive advantage
? Market Industry Analysis (3-4 pages)
? SWOT analysis
? Strengths, Weaknesses, Opportunities & Threats
? Competitive analysis (Porter)
? Who are your current biggest competitors
? 5-factor review (or 4 E’s)
? Customer Analysis: (2-3 pages)
? Segmentation, Target Audience, and Positioning
? Who are your customers today?
? How will they change in the next 5 years?
? How or will your positioning change in the future?
? Pricing & Distribution
? How are you priced vs. your competition?
? How will your distribution change?
? Brick & Mortar?
? Online?
? New products or areas of concentration?
? Based on your industry review…
? Measurement of your strategy’s future success: (1- page)
? Factors of measurement (don’t need financials, just categories)
? Examples:
? Sales
? New products
? Margins
? New markets (geographic?)
? New customer segments
? Summary: (1-2 pages)
? How will your company be different in 5 years?
? Competitive advantage…in the future
Competitive Strategy
Situation Analysis- Nissan’s Electric Car
Nissan- A Leader in Electric Car Manufacturing
Nissan, a leading automobile manufacturer, has gained it a lot of attention for its electric
car program. Its headquarters are in Kanagawa, Japan. Nissan is essentially a subsidiary of
Renault, which is on a mission to offer unique and state-of-the-art automotive products and
services which provide measurable values to all its stakeholders (NISSAN MOTOR Co., 2019).
The company’s 2018 report states Nissan’s aim is to “lead the evolution” at least, as far as
sustainable development is concerned. Some of the technological tools that will aid in this
movement are; electric vehicles, driverless vehicles, and connectivity. Nissan has plans of
producing low-costing electric cars for the coming year and wants to increase the sale of
battery-powered cars to a third of the total.
A SWOT Analysis of Nissan
Strengths
Nissan’s electric car program enabled the car to be the leading electric car in the world.
The project, initiated in 2010, cost over $5.2 billion. To date, the company has managed to
produce over 250,000 electric car units since the inception of the project in 2010. The
company’s electric car production is as diverse as it is sustainable; the company produces over
eight different models of their electric cars. The company is one of the few automobile
manufacturers in the world to bulk produce such a vast majority of electric cars. It is only
second to Tesla, with zero emissions.
Nissan’s relationship with Renault, which dates as far as 1999, is the longest and most
progressive standing automobile alliance. This alliance has given the two companies the ability
to venture into new markets. Through it, the company has experienced success in its electric
car program competing in the U.S. and has expanded its market influence to Brazil, China,
Russia and Mexico (Jurevicius, 2016).
The success of Nissan can be attributed to its good management operations. Nissan’s aim
of increasing electric cars puts it in a better position as sustainable development has recently
gained a lot of popularity.
Weaknesses
The main weakness of the company, at least, as far as the electric car program is concerned,
is its pricing. The cost of a Nissan electric car is average $45,000. This price is in comparison
with, say, Toyota which sells its limited electric car units at an average of $25,000. Judging by
the cost of advertisement and the returns, Nissan has not gotten a fair deal. In spite of spending
342.2 Million Japanese yen, roughly US$2.85 million in advertising, it gained little to no brand
recognition (Jurevicius, 2016).
Opportunities
The company has been better placed by the growing demand for zero-emission cars models.
This effect is as a result of rising environmental concerns of petroleum prices and possible
extinction. It is approximated that come to the end of 2020, the demand for electric vehicles
will have increased to 7.5 million. Nissan, in partnership with Renault, plans to churn such 1.5
million vehicles by 2022 across the globe.
There is a large opportunity for Nissan’s growth and expansion, which is attributed to its
current 6.5% market share value. Its partnership has given it a top priority in this endeavor.
China and India have proven to be the most recent emerging market for automobiles due to
their population growth. Nissan has, therefore, set an 8% target in the market share.
Threats
Competition is the major threat to the success of Nissan’s foreseen success. Brands such
as BMW, Toyota Motor, Volkswagen, and Ford Motor are but a few of its international rivals
who are also developing and selling electric car models, especially for the first world market.
All of these companies have big brand recognition and huge budgets. The most recent Tesla’s
electric cars have a direct competition with Nissan’s electric car program (Jurevicius, 2016).
The global economy might not be in favor of Nissan in terms of its fluctuating currency
exchange rates. Given that most, almost half, of Nissan’s revenue comes from outside Japan,
it means that the company must convert these currencies to Japanese Yen before it can compute
its profits back in Japan. Since this is a factor that the company cannot control, it puts them at
risk because it cannot foresee the condition of the global economy.

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