Grand Livina Marketing Plan Essays

Words: 3653
Pages: 15

EXECUTIVE SUMMARY

Nissan Grand Livina is the latest product of Nissan, launched on April 2007. It is projected as the "people's car", which fulfills the needs of the customers: an economical, wide-spaced vehicle with reasonable price. The objectives of the marketing plan is aligned with Nissan's objectives, which are being one of the Top 5 car manufacturers in Indonesia, increasing profit, and expanding market share.

This plan describes the situation which is currently dealt with, including market share, channels, STP, and SWOT analysis; also designing strategies to achieve the 2008 objectives, which are selling 24,000 units of Grand Livina as a part of the 40,000 units Nissan vehicles and expanding Nissan's market share from 1.8 %
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At the moment, Nissan's company structure is:
• PT Nissan Motor Indonesia as the sole agent
• PT Wahana Wirawan as Sales Operation (Join distributor)
• PT Indomobil Trada Nasional as Sales Operation (Retailer)
• PT Auto Euro Indonesia as the sole agent for Renault

III. Nissan Grand Livina
Grand Livina started from a market study which discovered that Indonesia automotive industry was dominated with MPVs and the people liked to travel in groups, whether with friends or family. Based on the macro economy, the people mostly afforded to buy medium MPVs, with a Rp200 million price range or Rp140-200 million, three-row vehicles.
All of the data was sent to Japan as the starting point for the product planning. The Japanese researchers continued to collect data to find out the unmet needs of potential consumers. On the other hand, Nissan Indonesia's representatives went to Japan to see the design and sketches, listening to the presentation, and giving inputs on its shape and form to fit Indonesia's market trend. At that moment, most consumers were looking for a three-row vehicles, high ground clearance, and high AC temperature.
As a follow-up, the designer created a clay model, which was presented to