Nissan Motors Essay

Company Introduction : Nissan Motor Company Ltd (Nissan) is Japanese Company engaged in the automotive industry worldwide. The Company, including its associated brands, designs, produces and sells more than 3.7 million passenger cars and commercial vehicles in more than 190 countries. The Company is engaged in manufacture and sale of passenger automobiles, as well as the supply of automobile parts. Major overseas market for Nissan included Europe, North America, Africa, New Zealand and China. The Company’s major production sites are located in Japan, with additional facilities located in the United States, Mexico, the United Kingdom and Spain. In 1999, the Company established an alliance with Renault SA, a French automobile manufacturer. The alliance is designed to achieve profitable and balanced growth for the two partners through the creation of a bi-national group. Nissan (Japan) is amongst the top three car manufacturers in Japan and the top five in the world. As well as its cars, pickups and sports utility vehicles, the company also has an interest in heavier vehicles and equipment such as vans, trucks, buses, components, aerospace, industrial machinery and marine equipment. STP 1) Segment * Nuclear families in the Hatchback segment 2) Target Group * Upper middle class executives 3) Positioning * A simple small car which would make life better for the owner SWOT Analysis * Strength: 1.Nissan Micra/ March available in India, China, Australia, Japan, UK, Canada and other countries 2. Micra known for reliability, excellent build quality, and user friendliness 3.Strong brand name Nissan enhances brand credibility and presence 4.Excellent advertising and branding. * Weakness: 1.Small car has space issues 2.Limited dealership and servicing when compared to competitors. * Opportunity: 1.Fast growing automobile market 2.Increasing purchasing power parity 3.Use the strong global brand presence 4.Need to work on bringing hybrid and eco-friendly models. * Threats: 1.Intense competition 2.Government regulations and increasing fuel prices 3.Improvement in public transport.