Table of Content
1.0 Introduction 2
2.0 Critical Analysis of Nissan 4
2.1 Market Activities and Results of Nissan 4
2.2 Analysis of Environmental Forces 7
2.3 Response to Environmental Changes 11
2.4 Strategy to Changing Marketplace 13
2.5 Evaluation of Company’s Marketing Strategy 15
3.0 Conclusion 16
Being founded in Japan, Nissan is perceived as a prestigious automotive manufacturer in the country. Nissan was established in 1933 via a takeover of operation from a company called Tobata Casting Co. Ltd. in Jun, 1934. However, as to Nissan’s operation practice in Chinese market, it could be found that it is in 2003 that Nissan established a branch aiming to conduct multinational operation in Chinese government (Terpstra et,al., 2012). Up to now, it is calculated that Nissan has about 11 types of vehicles in Chinese market, ranging from ordinary types to classical types. Even though Nissan enjoys a good reputation because of its quality and price, however recently due to political relationships between China and Japan, people have witnessed a consistently decline in sales performance of Nissan in Chinese market. It is reported that ever since 2014, Nissan has a poor sales performance (Supeková, 2014). However, apart from the declining sales performance of Nissan in Chinese market, on the contrary, in Chinese market, there is a growing demand for vehicles. It is predicted that up to now, Chinese vehicle market has kept an increasing rate of 3.65% in terms of vehicles (Hao et,al., 2011). Specifically, the following chart would be demonstrated to show a clear growth trend of Chinese vehicles from 2000 to 2013:
Chart1: Growth Trend of Chinese Vehicles from 2000 to 2013
Source: China Association of Automobile Manufacturers, 2013.
From the above chart, definitely, it could be found that there is a growing demand for vehicles in Chinese market, which is supposed to bring huge market potential for vehicles companies, such as Volkswagen and Nissan as well as Honda.
Under the prospective marketing situation, however, what’s sale performance of Nissan in this increasing trend? Clear evidence could be found from two perspectives: on one hand, it could be found that in terms of sales performance of Nissan in Chinese market, Nissan does not occupy absolutely advantages compared with other brands such as Volkswagen and Honda (Wang, et,al., 2011). Specifically, the following chart2 would be applied to demonstrate a clear understanding:
Chart2: Ranking List of Sales of Vehicles in 2013 Source: China Association of Automobile Manufacturers, 2013.
Meanwhile, on the other hand, sales performance of Nissan in 2014 could be demonstrated as followings:
Chart3: Sales Performance of Nissan in 2014 Source: China Association of Automobile Manufacturers, 2014.
From the above chart, clear evidence could be found that in Chinese market Nissan has a relatively poor sales performance. Additionally, in Chinese market, according to relevant report, compared with the same period in 2013, Nissan has witnessed a 12.7% decrease in sales performance (Lyu et,al., 2014). Therefore, as a result, particular attentions should be paid on research of marketing environment based on which it is hoped that countermeasures and recommendations could be provided.
Based on the above considerations, however, in this research paper, a well-through-out market environment analysis would be provided. During the analysis process, there would have analysis of marketing activities and results, different environmental forces and critical evaluation of marketing strategy of Nissan. In addition, there would have recommendations and suggestions provided for further development of Nissan in Chinese market.
2.0 Critical Analysis of Nissan
This part would critical analyze market situation and operation of Nissan in Chinese market over the last three years. In