Report On

Nissan
Submitted to: Sabrina Rahman
Course: Global Marketing
Sec: A

Prepared by:
Name
Munna, Amit Iqbal
Parvez, Md Injamul
Huque
Talukdar, MD. Nahiyan
Jakir
Rahman, MD. Mahfuzur

ID
14-26351-1
13-24631-2
13-24926-3
12-22496-3

Introduction:
Nissan Motor Company Ltd is a Japanese multinational automobile manufacturer headquartered
in Nishi-ku, Yokohama, Japan. Since 1999, Nissan has been part of the RenaultNissan Alliance,
a partnership between Nissan and French automaker Renault. As of 2013, Renault holds a 43.4%
voting stake in Nissan, while Nissan holds a 15% non-voting stake in Renault. Carlos Ghosn
serves as CEO of both companies.
A Nissan Dealership in Patiala, India. Nissan Motor sells its cars under the Nissan, Infiniti, and
Datsun brands with in-house performance tuning products labelled Nismo. Nissan was the sixth
largest automaker in the world behind Toyota, General Motors, Volkswagen Group, Hyundai
Motor Group, and Ford in 2013. Taken together, the RenaultNissan Alliance would be the
worlds fourth largest automaker. Nissan is the leading Japanese brand in China, Russia and
Mexico.

Introduction
Masujiro Hashimoto founded the Kwaishinsha Motor Car Works in 1911. In 1914, the company
produced its first car, called DAT.
The new car's name was an acronym of the company's investors' family names:

Kenjiro Den

Rokuro Aoyama

Meitaro Takeuchi

It was renamed to Kwaishinsha Motorcar Co., Ltd. in 1918, and again to DAT Jidosha & Co.,
Ltd. (DAT Motorcar Co.) in 1925. DAT Motors built trucks in addition to the DAT and Datsun
passenger cars. The vast majority of its output were trucks, due to an almost non- existent
consumer market for passenger cars at the time. Beginning in 1918, the first DAT trucks were
produced for the military market. At the same time, Jitsuyo Jidosha Co., Ltd. produced small
trucks using parts, and materials imported from the United States.
In 1926 the Tokyo-based DAT Motors merged with the Osaka-based Jitsuyo Jidosha Co., Ltd.
a.k.a. Jitsuyo Jidosha Seizo (established 1919 as a Kubota subsidiary) to become DAT Jidosha
Seizo Co., Ltd Automobile Manufacturing Co., Ltd. in Osaka until 1932. From 1923 to 1925, the
company produced light cars and trucks under the name of Lila.
In 1931, DAT came out with a new smaller car, the first "Datson", meaning "Son of DAT". Later
in 1933 after Nissan took control of DAT Motors, the last syllable of Datson was changed to
"sun", because "son" also means "loss" () in Japanese, hence the name "Datsun"

Story of Being Global

Nissan Motor Co. Ltd soon merged with other businesses, and in 1935, it finished the
construction of its first full-service manufacturing plant, where it began producing trucks at a
faster clip. Government subsidies helped to kick-start the business, as the company began

building engines, airplanes, and trucks for the Japanese military. By the Second World War,
Nissan was the countrys fourth largest automobile maker.
By the 50s, Nissan had decided to make a foray into the global automobile market, and thus
began showing its cars in numerous shows around the world. In 1952, the company entered into
an agreement with the Austin Sevens to assemble 2,000 Austins and sell them in the Japanese
auto market under the trademark of Austin.
This agreement gave Nissan the rights to use Austins patents. Therefore, Nissan was able to use
these patents for the development of its own engines. From 1953 to 1959, the company had built
more than 20,700 Austin cars.

SWOT Analysis
Strengths
Following are some of the major strengths of company:

Strong Brand image

Variety of Automobiles being produced.
Local Production of cars / low cost of production.
Financially Nissan is a strong company.
High Quality products.

Weaknesses
Following are some of the weaknesses of the Product and company:

Currently Nissan has low share in market.

Nissan next is currently being launched in two varieties only.
Nissan has small distribution network currently.

Opportunities

Following are some of the opportunities which Nissan can avail in future to increase its market
share:

Increased awareness of people.

Improved economic condition of people.
Increased population/consumption
Increased media influence on people.
Increased market demand.

Threats
Following are some of the threats which may be faced in the future:

High competition in the market.

New Entrants can also add to the competition.
Presence of other brands in the market and their infrastructure.

Marketing Strategies
Product

Nissan is a full time car manufacturer and a international corporation.

Nissans produces electric cars, sports cars, SUVs, minivans, and trucks in locations
around the world

Place

Nissans distribution channel consists of dealerships, online, and car shows.

Customers are able to build their own Nissan on Nissans web-page.

Price:

Pricing varies because they have both used and new automobiles.
Customers are able to lease or buy their automobiles.
Nissan offers low interest financing during holiday months.

Their prices also varies based on the location of their dealership.

Promotion

Nissan primarily uses television as its main medium for advertising.

Seasonally they offer different promotions

Other Marketing Strategies

Positioning

Sponsorship with Heisman and NCAA Football as well as a football program.

Branding: attitudes, performance, quality and style.

Campaigns

I Lost My Keys! Guerrilla style marketing campaign aimed at young and hip

generation that appreciates.

SHIFT - The Way You Move, Highlights brand evolution, shifting closer to current

campaign ideals.
Innovation for All, Old and Current campaign, creating brand image of innovative and
cutting-edge products.

Nissan Corporate Hierarchy

The Nissan Motor Corporation was established in the year 1933. The company is of Japanese
origin and Aikawa Yoshisuke is the founder of the company. In the 1980s, the company exhibited
poor performance and by the end of 1998, the company was on a verge of bankruptcy due to the
declined sales and poor margins.
The company was in debt of an amount more than twenty million dollars. The company was
under extreme pressure from the creditors. While making efforts for the resurfacing and coming

out of bankruptcy, in the year 1999, Nissan made a professional alliance with Renault, which is a
company of French origin. In this article, we will discuss the Nissan corporate hierarchy that is
prevalent today.
The common strategic management structure of Nissan and Renault was founded on 28th march,
2002. Nissan holds about fifteen percent of the Renault shares and Renault holds about 43.4
percent shares of Nissan. Currently, Nissan manufactures vehicles in twenty countries of the
world including Japan. The company offers its products and services in more than 160 countries
worldwide. The company basically deals in the manufacture of automotive products and marine
equipments. Currently, the company has 155,099 employees working on a consolidated basis and
28,403 employees working on a non-consolidated basis.
The Nissan corporate hierarchy consists of different levels of executives and committees, which
are as follows:

The Alliance Board

The Alliance Board is composed of executive committee members of both the companies namely
Nissan and Renault. However, both the companies remain independent in their top management.
The function of the Alliance Board is to validate the respective strategic business plans of
Renault and Nissan. The board takes decisions on the common activities, and monitors the
combined progress.
Steering Committees
The Steering Committees manage the common programs and activities, prepare decisions and
recommendations to be submitted at the Alliance Board meeting. They also monitor the
implementation of the decisions of the Alliance. In addition, they manage the Cross Company
Teams, Functional Task teams and the Task Teams.
Cross Company Teams
The Cross company team is a group of people with expertise in different areas, but working
towards a common goal. This group includes professionals from different existing department of
the organization such as the Finance department, Operations department, Marketing department
and the Human Resource department. The group requires information from all levels of
management. The group has to take various types of decisions such as the strategic decisions,
operational decisions and the tactical decisions.
Functional Task Teams
The role of the Functional Task Teams is to support the regular activities of the Alliance bodies,
to optimize the strategies in times of need and to make recommendations regarding the variation
in strategies.
Task Team: The Task Teams are at the introductory level of the Nissan corporate hierarchy. The
teams conduct the projects of the alliances and also support the Steering Committees with the
specific tasks.

Conclusion

Nissan Company has performed well for the last few years as evidenced by the financial results
and its production. The sales, profits and revenue in the company have increased for the past few
years. The increase in sales, profit and revenue is as a result of the strategies implemented in the
company. Nissan Company has different kinds of strategies. The business strategy in the
company is cost leadership strategy. The company has focused on offering affordable, reliable
and quality cars to its consumers. The cost leadership strategy has enabled the company increase
its market share.