Report also tries to establish and compare the concepts of market orientation, production orientation and sales orientation and clarifies which one of these philosophies are used by Nissan. Contents Fundamentals of Marketing: Case Study Assignment - NISSAN 1 1. Nissan Profile 4 1.1 Company History 4 1.2 Objectives of the company 4 2. Company Orientations toward the Marketplace 5 2.1ntroduction 5 2.2 Comparative Analysis 5 2.3 Nissan Marketing Philosophy 7 2.4. Conclusion 9 3. Branding and Positioning of Nissan Leaf 10 3.1 Introduction 10 3.2 Branding 10 3.4Promotion Mix of Nissan leaf 12 3.5. Conclusion 13 References 14 1. Nissan Profile 1.1 Company History Nissan is established in 1933 with the name of Nissan Motor Co Ltd. Nissan is a pioneer in the manufacturing of automobiles industry. Nearly 70 years later, Nissan is known to be the world’s leading automakers in auto industry. Nissan has annual production of 2.4 million units. Nissan is covering 4.9 percent of the total global auto market. At domestic market Nissan sells around 774,000 vehicles on an annual basis and getting top position placing Toyota Motor Corporation at second rank. About 35 percent of Nissan's vehicles purchaser is Japan, 25 percent sold to United States and 20 percent covered by Europe. 1.2 Objectives of the company “Nissan” is mainly concerned with efficiency to seek the best performance among other auto selling companies and to maintain its long term position. As far as quality is concerned products are provided in accordance to customer’s needs (Holm, 2006). Company object is to provide environmental friendly products. That’s why company believes their cars are not only good for public but for planet as well. Ultimately it results in good profitable business. Another objective is to provide customers with maximum places to buy the products. That’s why the company planned to provide a dealership network of 1,500 outlets to 7,500 points of sale globally which will be achieved by the end of the plan. 2. Company Orientations toward the Marketplace 2.1ntroduction Important thing for any company to consider is to select a philosophy that Guides Company’s marketing efforts. Companies should have to take into account what weights be given to the interests of organisations, what value should be placed to customers and to what extent should the society be considered. Major competing marketing concepts through which organisations design their marketing activities are market orientation, production orientation and sales orientation (Broderick, 2005). 2.2 Comparative Analysis Companies always follow one of these marketing concepts. These are often very conflicting interests. Every organisation can adopt one or more than one concept at a time. 2.2.1 The Production concept It is that approach for designing marketing activities in which companies always tries to continually improve and refine their products on continuous basis. It is one of the oldest concepts existing in marketing and followed by many companies. It specifies the concepts that customers will prefer those products by companies which are easily and widely available in the market and are relatively inexpensive to purchase. Top management of companies that follows this concept will focus on achieving high level of production, more efficiency, low costs, and massive distribution of products (Guenzi, 2003). This strategy is normally adopted to get the maximum share and to dominate the market. Normally this concept is also
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