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MarkeLlna Þlan for nlssan MoLor Companv LLdŦ

lŦ LxecuLlve Summarv
1he demand on our naLlonƌs auLomoLlve lndusLrv ls Louaher Lhan everŦ 8lslna consumer cosLs
and envlronmenLal concerns are chanalna drlverƌs buvlna hablLs llke never beforeŦ 1he fuLure aeneraLlon
of drlvers wlll evaluaLe a carƌs performance and prlce [usL as much as lLs lmpacL on alobal cllmaLe
condlLlons and nlssan ls respondlna Lo Lhe challenaeŦ 8v 2011ţ weƌre releaslna a new llne of clean dleselŴ
powered vehlclesţ Lhe Maxlma and Lhe 1lLanŦ Cur dlesel enalnes varv from Lhe LradlLlonal black smoke
spewlna dlesel enalnes of Lhe pasLŦ Cur enalnes are redeslaned and run wlLh an lmproved performance
baLLervŦ lor a llLLle more Lhan a convenLlonal aas enalneţ consumers wlll have Lhe cholce Lo buv Lhe
advanLaae of a car LhaL wlll alve Lhem more aas mlleaaeţ lncreased durablllLvţ cheaper fuel cosLs and
above allţ a cleaner burnlna alLernaLlve Lo aasŦ We aL nlssan are commlLLed Lo brlnalna cusLomers Lhe
besL producL and Lhe besL auLomoLlve value (CerrlLos nlssanţ 2007)Ŧ We wlll lnLroduce our new llne of
vehlcles ln a mulLlŴsLaae process focuslna on our LaraeL consumer proflleŦ We are looklna for Lhe
vounaer educaLed consumer wlLh enouah dlsposable cash Lo afford a hlaher premlum on a car wlLh
advanced LechnoloavŦ 1hls reporLţ whlch lncludes a SWC1 analvslsţ wlll deLall our markeLlna sLraLeav
lncludlna a descrlpLlon of how Lhe markeLlna mlx plavs a kev role ln our roll ouLŦ We know LhaL Lhere are
oLher auLomakers ouL Lhere vvlna for our buslnessŤ malnlv CMţ Chrvslerţ and 1ovoLa Lo name a fewţ buL
we have a producL LhaL can ouLperform whaL Lhose oLher companles offerŦ nlssanƌs lona esLabllshed
lndusLrv presence comblned wlLh lLs expanslve faclllLles lnLernaLlonallv wlll allow us Lo face our
compeLlLlon head onŦ We expecL Lo secure aL leasL 3Ʒ of Lhe alLernaLlve fuel auLomoblle markeL wlLhln
slx vears of our launch and even more wlLhln a decadeŦ AL nlssanţ ƍwe wlsh Lo exceed vour expecLaLlons
and earn vour buslness for llfeƍ (CerrlLos nlssanţ 2007)Ŧ

llŦ SlLuaLlon Analvsls
MarkeL Summarv
Amerlca has lona had a fasclnaLlon for lLs cars and we here aL nlssan know LhaL Lhere are few feellnas of
freedom LhaL rlval [umplna ln an auLomoblle and aolna [usL abouL anvwhere vou pleaseŦ As auLomakersţ
we have an lncreased responslblllLv noL onlv Lo make sure our vehlcles are safe and affordableţ buL also
envlronmenLallv frlendlvŦ 1he Maxlma has been one of our Lop selllna cars slnce 1984 and slnce Lhe
1lLan's laLe debuL ln 2003ţ lL has rlvaled some of ueLrolL's Lop Lrucks ln sales lncludlna Lhe lord l130
(nlssanţ 2007)Ŧ
SWC1 Analvsls
nlssan ls one of Lhe leadlna auLomoLlve brands ln Lhe worldŦ 1he companv has a wlde aeoaraphlc baseŦ
lL has operaLlons ln !apanţ Lhe uSţ Canadaţ Mexlcoţ AusLrallaţ new Zealandţ SouLh Afrlcaţ Mlddle LasL
and AslaŦ nlssan ls also wellŴversed ln revenue aeneraLlon from Lhese locaLlonsŦ 1he wlde aeoaraphlcal
reach of Lhe companv proves Lo be sLrona caLerlna Lo dlfferenL markeLs and Lhelr emeraenceŦ Poweverţ
we are LhreaLened bv rlslna raw maLerlal prlcesţ whlch could adverselv lmpacL operaLlna maralns as Lhe
followlna dlaaram lndlcaLesŦ

SWC1 Analvsls CvervlewSLrenaLhsSLrona brand nameWlde aeoaraphlc baseÞarLnershlp wlLh
8enaulL8obusL revenue arowLh Weaknessesuecllnlna proflLablllLv Weak performance ln Lhe domesLlc
markeL
CpporLunlLlesAcqulslLlon of A1LL1 SLraLealc lnlLlaLlves lncreaslna demand for hvbrld cars CpporLunlLles
ln lndla and Chlna 1hreaLs8lslna raw maLerlal prlces LLv dlrecLlve 1lahLenlna emlsslon sLandards

(nlssan MoLor CoŦţ LLdŦ Cvervlewţ 2007)
CompeLlLlon
CurrenLlvţ nlssan's blaaesL compeLlLors are Ceneral MoLors (CM)ţ 1ovoLa and PondaŦ All four
auLomakers share Lhe same opporLunlLv when lL comes Lo compeLlLlve edaeť Lo embrace Lhe
envlronmenLal expecLaLlons of socleLv (Annual 8eporLţ 2007)Ŧ All auLomakers llsLed above have
developed and lnLroduced hvbrld vehlcles and crossover sporL uLlllLv vehlclesţ whlch have shown Lo be
less harmful Lo Lhe envlronmenLŦ nlssan has devoLed º40Ʒ of lLs budaeL for advanced enalneerlna Lo Lhe
nlssan Creen Þroaram 2010ţ lLs flveŴvear envlronmenLal blueprlnL" (Annual 8eporLţ 2007)Ŧ
CurrenL MarkeL ÞoslLlon
Accordlna Lo lorLune Clobal 300ţ nlssan ls ranked #7 ln Lhe lndusLrv behlnd lLs Lhree Lop compeLlLors ln
Lhe markeL seamenLs of carsţ Lrucksţ sporL uLlllLv vehlcles and mlnlŴvans (lorLuneţ 2007)Ŧ ln !apanţ
nlssan ls ranked #2 behlnd onlv 1ovoLa (nlssan MoLor lnformaLlonţ 2007)Ŧ Amona nlssan's sLrenaLhs are
a sLrona brand name and wlde aeoaraphlc base (nlssan MoLorţ 2007)Ŧ ln order Lo susLaln lLs compeLlLlve
edaeţ nlssan plans Lo focus on a Lechnoloalcal sLraLeavŦ ºA focused Lechnoloav sLraLeav wlll once aaaln
be a plllar of nlssan's compeLlLlve sLrenaLh and Lhe core of our brand ldenLlLv" (Annual 8eporLţ 2007)Ŧ
ÞroducL Cfferlna
lL ls lncreaslnalv lmperaLlve LhaL producLs are deslaned wlLh Lhe envlronmenL ln mlndŦ 1hls ls whv ºwe
wlll launch a nlssan Maxlma powered bv a dlesel enalne coŴdeveloped bv nlssan and 8enaulL" (Chosnţ
2007)Ŧ ln Lwo vearsţ we also plan Lo launch our dleselŴpowered 1lLanŦ Cur esLlmaLes of dlesel power
coupled wlLh our proven ºSuper Þower CapaclLorţ" boosLs ºclLvŴdrlveŴcvcle fuel economv bv abouL 30Ʒţ
buL also reduces emlsslons bv slashlna enalne load durlna acceleraLlon" (Þeckhamţ 2003)Ŧ ÞarL of our
mlsslon wlll be Lo convlnce drlvers LhaL dlesel ls a clean and efflclenL alLernaLlve Lo aas and eLhanol
consumpLlonŦ ulesel has been consldered a polluLanL of nolse and parLlculaLesţ ºbuL Lechnoloalcal
advances over Lhe lasL decade have ellmlnaLed Lhese drawbacks" (Ldmundsţ 2007)Ŧ 1he currenL Maxlma
aeLs an esLlmaLed 23 mlles per aallonŤ Lhe dleselŴpowered model wlll lncrease Lhls capaclLv more Lhan
30Ʒ Lo almosL 40 mpaŦ Cur plan wlll demonsLraLe how we wlll lnLroduce our dleselŴpowered llne of
vehlcles Lo our LaraeL markeLţ whlch we deLermlne are vounaer envlronmenLallv consclous consumersŦ
Careful plannlnaţ researchţ and markeLlna of our plan wlll be uLlllzed Lo ensure successful enLrance lnLo
Lhe markeLŦ
kevs Lo Success
nlssan CorporaLlon recoanlzes Lhe need for clean dlesel fuel Lo a vounaer envlronmenLallv aware buverŦ
1he kevs Lo successful markeL and dlsLrlbuLlon of Lhese vehlcles are Lhe promoLlon and adverLlsemenLţ
rellablllLvţ malnLalnablllLvţ quallLvţ and prlceŦ

Alona wlLh sLrona adverLlslnaţ nlssan wlll also focus on rellablllLvŦ LxLenslve research and developmenL
ln crash LesLlnaţ producL rellablllLvţ and sLaLlsLlcal analvsls of kev performance componenLs are means Lo
aLLracLlna Lhe LaraeL markeLŦ 1he warranLv and servlce requlremenLs of Lhe Maxlma and Lhe 1lLan
lncludesŤ a 3 vear warranLv Lo anv local auLhorlzed nlssan uealerţ exLra bells and whlsLles avallable for
up arade and securlLv of knowlna LhaL nlssan sLands behlnd Lhelr vehlcles (nlssan uSAţ 2007)Ŧ
Comparlsons Lo 1ovoLaţ Acura and Ponda wlll demonsLraLe Lhe value and quallLv LhaL nlssan expresses
ln each vehlcle producedŦ ln an economv LhaL ls sLrlcken bv exLreme fuel prlces and morLaaae volaLlllLvţ
low prlce ls Lhe answer Lo Lhe overall success of Lhese vehlclesŦ
CrlLlcal lssues
uurlna a currenL board meeLlna Lhese were Lhe mosL lmporLanL lnqulrlesť
· Can Lhe Maxlma and 1lLan be produced aL Lhe prlce rlahL for Lhls economv?
· Pow do we conLlnue Lo keep our compeLlLlve advanLaae?
· Are we able Lo presenL rellablllLv and malnLalnablllLv successfullv?
· neaaLlna anv concerns of vehlcle performanceŦ
· keeplna up wlLh conLlnued chanae ln Lhe envlronmenLŦ
· ManufacLurlna demands/dlsLrlbuLlonŦ
lllŦ MarkeLlna SLraLeav
MarkeLlna Cb[ecLlves
1he maln ob[ecLlve of nlssan's markeLlna plan ls Lo lnLroduce lLs Creen Þroaram 2011 wlLh Lhe new
Maxlma and 1lLan vehlcles powered bv a cleanŴdlesel enalneŦ
ºln Lhls raceţ Lhe flnlsh llne ls nowhere ln slahLŦ So alona wlLh 8enaulLţ we are pursulna everv posslble
avenue of envlronmenLal proarams from hvbrlds Lo fuelŴcells Lo elecLrlc and clean dlesels"
(Annual 8eporLţ 2007)Ŧ
WlLh Lhls proaramţ nlssan's currenL markeLs wlll expand bv alvlna consumers more opLlons Lo buv
envlronmenLallv frlendlv vehlclesŦ 1hls plan also allows nlssan Lo lnLroduce new producLs lnLo lLs currenL
markeL seamenLsŦ nlssan ls currenLlv conslderlna some of lLs proven producLs llke Lhe 2007 AlLlma
Coupe and Lhe new crossover sporL uLlllLv vehlcle 8oaue ford dlesel power capablllLvŦ
llnanclal Cb[ecLlves
nlssan's valueŴupţ a mldLerm buslness planţ wlll help Lhe companv achleve lLs proflLablllLv and
susLalnablllLv aoalsŦ 1he valueŴup plan ls comprlsed of Lhree commlLmenLsť
- 1o malnLaln Lhe Lop level of operaLlna proflL maraln amona alobal auLomakers for each of Lhe Lhree
vears of Lhe planŤ
- 1o achleve alobal sales of 4Ŧ2 mllllon unlLs ln flscal 2008Ť and
- 1o achleve a 20Ʒ reLurn on lnvesLed caplLal on averaae over Lhe course of Lhe planţ excludlna cash on
hand (nlssanţ 2007)Ŧ
ln Lhe 2006 flscal vearţ nlssan ºdld noL boosL resulLs Loward achlevlna Lhe ob[ecLlves of nlssan valueŴ
upţ" howeverţ nlssan wlll conLlnue Lo work Lo lmprove flnanclal resulLs Lo achleve ob[ecLlves and wlll
exLend Lhe dellverv perlod bv one vear (nlssanţ 2007)Ŧ
1araeL markeLs
Weţ aL nlssanţ acknowledae LhaL cusLomer's hablLs do noL chanae easllvţ buL LhaL chanae ls posslbleŦ We
wlll appeal Lo our kev demoaraphlcsţ whlch we have broken down lnLo Lhe varlous caLeaorlesŦ
Ceoaraphlc SeamenLaLlon
1he maln markeL we wlll appeal Lo flrsL ls Lhe unlLed SLaLesŦ Pereţ laws perLalnlna Lo alobal warmlna and
areenhouse aas emlsslons are becomlna sLrlcLerŦ 1here are sLlll several sLaLes where dlesel cars are
prohlblLedţ buL we can demonsLraLe LhaL our cars can sLlll flL lnLo Lhe leaal requlremenLs for cleaner
burnlna fuel carsŦ 8ecause our enalnes burn abouL 30Ʒ more efflclenLlv Lhan aas powered enalnesţ even
Lhe mosL sLrlnaenL markeLsţ such as Callfornla and vermonL wlll conslder how our vehlcles can chanae
Lhe lmpacL of parLlculaLes Lhrown lnLo Lhe alrŦ
º1he new Lechnoloav noL onlv boosLs clLvŴdrlveŴcvcle fuel economv bv abouL 30Ʒţ buL also reduces
emlsslons bv slashlna enalne load durlna acceleraLlonŦ 1hls could especlallv ald enalne/auLomaker
sLraLealc deslans Lo cuL nlLroaen oxldes (nCx) and parLlculaLe maLLer (ÞM) Lo meeL upcomlna worldŴ
wlde llmlLs for cerLaln vehlcles"
(Þeckhamţ 2003)
uemoaraphlc SeamenLaLlon
uemoaraphlc seamenLaLlon ls nlssan's mosL lmporLanL conLemplaLlonŦ 1he flrsL aspecL
consldered here ls aaeŦ We undersLand LhaL vounaer consumers are more senslLlve Lo envlronmenLal
lssues Lhan perhaps Lhelr arandparenLsŦ 1hereforeţ we wlll focus our aLLenLlon on Lhe vounaer consumer
who wanLs a vehlcle LhaL wlll noL be as damaalna on Lhe envlronmenLŦ Cur focus ls Lhe 23 Lo 42 aae
demoaraphlcŦ 8ecause Lhe cars lnclude a premlumţ we expecL LhaL Lhe averaae lncome of Lhe consumer
who buvs our producLs wlll make a medlum Lo upper end salarvţ sLarLlna ln Lhe mld $40ţ000 annuallvŦ
1he 1lLan wlll also appeal Lo Lhls salarv brackeL for famllles and enLrepreneursŦ 8ecause of Lhe lncome
predlcLlons assoclaLed wlLh Lhese carsţ we assume LhaL Lhe soclal class for Lhe Maxlma and 1lLan wlll
sLarL aL Lhe mlddle class and wlll Lhen ao up from LhereŦ 1he 1lLan's use ls noL [usL resLrlcLed Lo Lhe
rancher haullna lndusLrv loadsŦ 1radlLlonallvţ boLh of our vehlcles have been aLLracLlons for ulnkS
(uouble lncome no klds)ţ buL we would llke Lo expand Lhe consumer base Lo lnclude more famllles and
sollLarv survlvorsŦ
Þsvchoaraphlc SeamenLaLlon
1hls ls where our seamenLaLlon wlll become a llLLle more dlverse perhaps [usL as much as Lhe
demoaraphlc seamenLaLlonŦ We have alreadv predlcLed LhaL Lhe averaae Maxlma drlver wlll lndulae ln
Lhe dallv commuLe and famllv funcLlonsŦ 1he 1lLan drlver wlll use Lhe Lruck wlLh more uLlllzaLlon Lo
LransporL caraoŦ 8oLh Lvpes of consumers wlll use Lhe vehlcles for famllv or ul? (uo lL ?ourself) purposes
and LhaL ls whv Lhe cleanŴdlesel ls so versaLlleţ buL lL can accommodaLe Lhe need for versaLlllLvŦ

8ehavloral SeamenLaLlon
Cne of Lhe Lop quesLlons a prospecLlve consumer mav ask lsť WhaL am l aolna Lo aeL ouL of lL?
Lower fuel cosLsţ lncreased drlve Lraln powerţ lncreased enalne durablllLv and above allţ a less
deLrlmenLal lmpacL on Lhe envlronmenL are [usL a few Lhlnas LhaL wlll beneflL our car buverŦ 1he
behavlors LhaL once moLlvaLed people Lo buv Lhe more 'fun' vehlcle reaardless of fuel or envlronmenLal
ramlflcaLlons wlll move Lo hablLs of necesslLv and pracLlcallLvŦ We expecL LhaL our loval cusLomers wlll
conLlnue Lo seek nlssan as Lhe brand Lhev deslreŦ
ÞoslLlonlnaţ ulfferenLlaLlonţ and lmaae
ÞoslLlonlna

nlssan would llke Lo poslLlon Lhe dlesel Maxlma and 1lLan so LhaL boLh vehlcles are aeared
Loward Lhe envlronmenLallv consclous consumers who en[ov sporLler Lvpes of carsŦ nlssan wlll alm Lo
have Lhe dlesels ln Lhe mldŴprlce ranaeŦ 1he below poslLlonlna maps demonsLraLe nlssan's poslLlonť
1able 1 LnvlronmenLallv frlendlv vsŦ CosL


1able 2 Car ManufacLurer 8aLlnas


ulfferenLlaLlon
nlssan sLands ouL from lLs compeLlLors because of lLs unlque parLnershlp wlLh 8enaulLŦ 1he
nlssanŴ8enaulL Alllance wlll develop Lhe nlssan Maxlma 2011 dlesel Lo ºclear sLrlnalesL uŦSŦ
LnvlronmenLal ÞroLecLlon Aaencv 1ler ll 8ln 3 emlsslons requlremenLs" (nlssanţ 2007)Ŧ nlssan and
8enaulL are separaLe ºcompanles worklna lndependenLlv and have separaLe headquarLers and
manaaemenL" (nlssanţ 1999)Ŧ
AnoLher lLem LhaL dlfferenLlaLes nlssan from Lhe compeLlLlon ls Lhe nlssan Creen ÞroaramŦ 1he
orlalnal nlssan Creen Þlan was released ln 2003 (nlssan Creen Þlan 2003)Ŧ
ºas a means of achlevlna Lhe companv's envlronmenLal concepL of 'svmblosls of peopleţ vehlclesţ and
naLure' Lhrouah wldeŴranalna conservaLlon pracLlces assoclaLed wlLh our producLsţ Lechnoloalesţ and
buslness acLlvlLles"
(nlssanţ 2007)

nlssan announced a new envlronmenLal plan for Lhe vear 2011ţ known as Lhe nlssan Creen Þroaram
2011 (nlssanţ 2007)Ŧ nlssan's aoals lnclude lmprovlna fuel economvţ reduclna carbon dloxlde emlsslonsţ
and Lhe developmenL of clean enerav vehlclesŦ nlssan wlll also promoLe enerav savlnasţ reduclna wasLeţ
and promoLe recvcllna (nlssanţ 2007)Ŧ
lmaae
LxecuLlves ºhave Lo focus on keeplna Lhe brand's lmaae fresh and relevanL" (vasllashţ Sawverţ Ǝ
kellvţ 2007)Ŧ 1he messaae nlssan execuLlves wanL Lo convev ls º8old and 1houahLful"ţ whlch means
ºdeslan vehlcles LhaL break Lhe moldţ buL don'L ao over Lhe edaeţ whlle aL Lhe same Llme lnclude
feaLures LhaL surprlse and dellahL buvers" (vasllash eL alţ 2007)Ŧ ManaaemenL also wanLs Lo ensure LhaL
consumers see nlssan as maklna quallLvţ hlah sLandard vehlclesţ whlle keeplna Lhe companv's producL ln
sLep wlLh whaL consumers wanLŦ
MarkeLlna Mlx (1he 4 Þ'sť value ÞroposlLlonţ ÞroducLţ Þrlceţ ÞromoLlonţ and Þlace)
value ÞroposlLlon
Accordlna Lo Lhe naLlonal SafeLv Councll's WebslLe (2007)ţ ºdrlvlna a car ls Lhe slnale mosL
polluLlna Lhlna LhaL mosL of us do"Ŧ 1hree ma[or polluLanLs are caused bv vehlclesť Pvdrocarbonsţ
nlLroaen oxldesţ and carbon monoxldes (naLlonal SafeLv Councllţ 2007)Ŧ Cars also emlL larae amounLs of
carbon dloxldeţ a areenhouse aas known Lo cause alobal warmlna (naLlonal SafeLv Councllţ 2007)Ŧ
1he promlsed value Lo Lhe cusLomer ls LhaL Lhe nlssan 1lLan and Maxlma dlesel enalnes wlll aeL
beLLer aas mlleaae Lhan Lhose cars wlLh sLandard enalnes and run on reaular aasollneŦ Accordlna Lo
Pealev (2007)ţ ºdlesels Lvplcallv aeL 20Ʒ Lo 40Ʒ beLLer fuel economv Lhan aas enalnes"Ŧ 1he beneflL of
buvlna a dlesel car or Lruck ls LhaL ºLhev burn less fuelţ Lhev emlL less carbon dloxldeŧand dlesels
aeneraLe more lowŴspeed Lorque Lhan aasollne enalnesţ so Lhev're sulLed Lo lowŴspeedţ sLopŴandŴao
drlvlna common ln Lhe uSA" (Pealevţ 2007)Ŧ Consumers reduce fuel consumpLlon whlle Laklna one sLep
Lo clean up Lhe envlronmenL bv reduclna carbon dloxlde and areenhouse aasesŦ 8educed fuel
consumpLlon can also be felL aL Lhe pumpţ where consumers wlll be fllllna up less due Lo beLLer aas
mlleaaeŦ
AnoLher value proposlLlon ls LhaL dlesels have lower operaLlna cosLsţ ºhlah resldual value aL
LradeŴln"ţ and ºreal world fuel efflclencv (lL) ln llne wlLh promlse" (McMahonţ 2007)Ŧ
ÞroducL
1he ulesel ÞroducL Llne

1he nlssan dlesel llne wlll lncludeť
· 1he nlssan Maxlma 2011
· 1he nlssan 1lLan
ÞroducL CuallLv
nlssan's plan for quallLv ls Lo ensure LhaL everv cusLomer ls compleLelv saLlsfled wlLh Lhe
companv's producLsŦ Cur dlesel llne of vehlcles wlll be deslaned wlLh Lhe envlronmenL and consumer
LasLes ln mlndŦ nlssan wlll work Lo ensure LhaL onlv hlah quallLv parLs are used for all our vehlclesŦ 1he
nlssan ÞroducL CuallLv Þollcv ls used Lo ºconLlnuallv evaluaLe lLs cusLomer saLlsfacLlon ranklnas for all
models ln everv counLrv Lhev are sold" (nlssanţ 2007)Ŧ nlssan wlll sLrlve Lo ensure LhaL Lhe dlesel llne
caLers Lo consumer LasLeţ buL also Lakes areaL care ln reduclna emlsslons and oLher envlronmenLal
hazardsŦ
Þrlce
MarkeL shareţ compeLlLlonţ producL ldenLlLv and Lhe percepLlon of value are all facLorsţ whlch
we are uslna Lo deLermlne Lhe prlclna of our new llne of dleselŴalLernaLlve vehlcles (kerlnţ ParLlevţ
8erkowlLz and 8udellusţ 2006)Ŧ lor Lhls reasonţ lmplemenLlna a prlclna plan LhaL reflecLs premlums and
markeL peneLraLlon would be mosL effecLlveŦ We esLlmaLe Lhe base prlce of a convenLlonal aasŴpowered
2008 nlssan Maxlma wlll be $29ţ993 MS8ÞŦ 1hls prlclna ls conslsLenL wlLh Lhe raLe of lnflaLlon and Lhe
cosL of maklna Lhe car wlLh modern LechnoloalesŦ 1he base prlce of a 2008 nlssan 1lLan wlll be seL aL
$37ţ670 MS8ÞŦ Some manufacLurers are prlclna Lhelr alLernaLlve fuel vehlcles abouL $3ţ000 more Lhan
Lhe slmllar aas powered verslonsŦ We are aolna Lo sLav compeLlLlve wlLh Lhls prlclna schedule and wlll
add $6ţ300 Lo our base prlceŦ 1he Maxlma wlll onlv be sold wlLh a slxŴcvllnder enalne aL Lhe premlum
added cosLŦ We wlll roll ouL Lhe 1lLan ln boLh slx and elahLŴcvllnder modelsŦ 1he elahLŴcvllnder verslon
wlll carrv an added premlum cosL above Lhe slxŴcvllnder model aL $3ţ300Ŧ 1he premlum cosL of boLh
vehlcles ls reflecLlve LhaL we are provldlna a unlque producLţ whlch lncludes our dlesel Lechnoloav
comblned wlLh lncreased baLLerv performanceŦ We feel Lhe lncreased cosLs wlll evenLuallv drop once
our dlesel Lechnoloav vehlcle sales exhlblL arowLh exceedlna our pro[ecLlonsŦ
ÞromoLlon
nlssan ºls commlLLed Lo brlnalna Lhe rlahL Lechnoloav Lo Lhe rlahL markeL aL Lhe rlahL Llme wlLh Lhe rlahL
value Lo Lhe cusLomer" (nlssanţ 2007)Ŧ nlssan wlll use promoLlons sLarLlna wlLh adverLlslnaţ solld publlc
relaLlons and polnL of saleŦ We hope LhaL effecLlve promoLlon sLraLeales ln Lhese areas wlll lead Lo
valuable word of mouLhţ consumerŴLoŴconsumer cross promoLlonŦ Successful markeLlna Lechnlques used
ln Lhe pasL wlll be used Lo markeL Lhe new dlesel vehlclesŦ lnlLlallvţ we wlll unvell our new llne of vehlcles
ln clLv Lours and car showsŦ AdverLlslna wlll be one of Lhe mosL lmporLanL communlcaLors Lo reach
lnLended LaraeL markeLsŦ CuLreach Lo Lhese soclal secLors lncludes Lelevlslonţ Lhe lnLerneLţ dlrecL
malllnasţ press releases and prlnL (newspapers and maaazlnes)Ŧ Aaaresslve adverLlslna and pervaslve
publlc relaLlons wlll lnclude LouLlna ºnew feaLures and beneflLs of Lhe Maxlma" (8echLlnţ 1999)Ŧ
Þlace
nlssan wlll use a recenLlv openedţ 413ţ000 square fooL dlsLrlbuLlon planL ln Memphlsţ 1ennessee as a
dlsLrlbuLlon polnL for Lhe SouLheasL (nlssanţ 2007)Ŧ AnoLher faclllLv ls ln Lhe plannlna sLaaes for a 1ucsonţ
Arlzona faclllLvŦ Some sLaLes sLlll have sLrlnaenL sLandards aaalnsL dlesel enerav carsŦ Þlaclna our
producLs aL planLs ouLslde of Lhese sLraLealc markeLs wlll puL us ln poslLlon Lo markeL ln Lhese areas
more aaaresslvelv as we feel LhaL lealslaLlon Lo allow passaae of our vehlcles ls on Lhe horlzonŦ Poweverţ
we are noL bllnd Lo Lhe emeralna markeL of elecLronlc lnLermedlarles also known as cvbermedlarlesŦ
We wlll seL up cvber sLaLlonsţ onllne reLall hubsţ aL some of our newer dlsLrlbuLlon faclllLles across Lhe
counLrvŦ lnformaLlon Lechnoloav ls chanalna Lhe wav all lndusLrles conducL buslness and Lhe auLomoLlve
lndusLrv ls noL lmmune from necessarv adapLaLlonsŦ ºCnllne acLlvlLles can be poslLloned nexL Lo
LradlLlonal servlces ln order Lo serve exlsLlna cusLomers ln a hvbrld envlronmenL or can be poslLloned Lo
prlmarllv aLLracL new cusLomers" (kleln Ǝ Selzţ 2000)Ŧ Cnllne sales and markeLlna ls a rapldlv evolvlna
Lechnoloav LhaL ls deemphaslzlna Lhe role of LradlLlonal reLall ouLleLsţ puLLlna purchaslna power ln Lhe
hands of Lhe consumerŦ Cur newesL dlsLrlbuLlon planLs used svneralsLlcallv wlLh cvber hubs wlll allow
nlssan Lo Lap lnLo Lhe consumer markeL ln an unprecedenLed capaclLvŦ

lvŦ llnanclals
Sales lorecasL
ÞasL Sales 8evenue
When Carlos Chosn Look over nlssan ln 1999ţ Lhe companv was ln a Lroubled flnanclallvŦ Slnce Lhenţ
Chosn has helped bulld nlssan back up Lo an lndusLrv leaderŦ uurlna Lhe flscal vear endlna ln March
2007ţ nlssan's LoLal revenues reached approxlmaLelv $88Ŧ8 bllllon whlch ls an 11Ʒ lncrease over 2006
(MarkeLllne lnfoţ 2007)Ŧ Poweverţ nlssan's neL proflL durlna Lhe same flscal vear was reporLed aL $3Ŧ9
bllllonţ a decrease of 11Ŧ1Ʒ over 2006 (MarkeLllne lnfoţ 2007)Ŧ ÞarL of Chosn's plan for nlssan ls Lo alm
for susLalnablllLv and proflLable arowLh (nlssanţ 2007)Ŧ
8elow ls a charL Lo show pasL sales revenueť

llve ?ear Þro[ecLlons
Þro[ecLlons
AcLual ?ear 1 ?ear 2 ?ear 3 ?ear 4 ?ear 3
llnanclal LlemenL unlLs 2003 2006 2007 2008 2009 2010
Cars Sold 1ţ000ţ000 3ţ366ţ392 3ţ483ţ000 3ţ700ţ000 3ţ722ţ940
3ţ746ţ022 3ţ769ţ247
neL 8ev $1ţ000ţ000 $82ţ673Ŧ3 $88ţ717Ŧ0 $90ţ319Ŧ2 $93ţ673Ŧ1 $101ţ348Ŧ6
$107ţ338Ŧ6
Cross ÞroflL $1ţ000ţ000 $ 4ţ342Ŧ7 $ 3ţ903Ŧ0 $ 4ţ209Ŧ1 $ 4ţ438Ŧ7 $
4ţ723Ŧ1 $ 3ţ003Ŧ2
CperaLlna ÞroflL $1ţ000ţ000 $ 7ţ643Ŧ0 $ 6ţ384Ŧ0 $ 7ţ013Ŧ1 $ 7ţ431Ŧ1
$ 7ţ871Ŧ8 $ 8ţ338Ŧ6

Þro[ecLlons above are based on a 6Ŧ2Ʒ lncrease ln cars sold and an averaae of 3Ŧ93Ʒ lncrease ln neL
revenueţ aross proflLţ and operaLlna proflL over a 3Ŵvear perlodŦ 1hese pro[ecLlons also Lake lnLo accounL
Lhe challenaes of ºhlah rawŴmaLerlal and enerav prlcesţ rlslna lnLeresL raLesţ volaLlle forelan exchanae
raLesţ hlah lncenLlve levels and a arowlna number of dlsLressed suppllers and compeLlLors" (nlssanţ
2007)Ŧ
vŦ Concluslon
nlssan reallzes our LaraeL consumer and wlLh a focus on Lhe proflleţ we expecL Lo creaLe a
slanlflcanL markeL presenceŦ 8v appeallna Lo a car buver who ls educaLed on hls or her deslres for whaL
Lhev seek ln a carţ we belleve we can convlnce consumers Lo choose our producL llne lnsLead of Lhe
alLernaLlveŦ 1he markeLlna mlx dlscussed ln Lhls paper reveals Lhe effecLlve markeLlna sLraLeav Lo reach
our LaraeL consumerŦ We have evaluaLed our sLrenaLhsţ weaknessesţ opporLunlLles and LhreaLs Lo
compare sLraLeales Lo Lhe compeLlLlonŦ 1he lnformaLlon aleaned ln our markeL analvsls for dleselŴfueled
vehlcles ldenLlfles our LaraeL consumers who wlll drlve us Lo Lhe Lop of alLernaLlve fuel auLomoblle
cholcesŦ

8eferences
AndldasŦ (2003ţ Aprll)Ŧ 1ovoLa Þrlus MarkeLlna CommunlcaLlons ÞlanŦ
8eLrleved uecember 6ţ 2007ţ from
hLLpť//andldasŦdevlanLarLŦneL/pro[ecLs/academlc/MakeLlnaCommunlcaLlons_1ovoLaÞrlusMarkeLlnaÞlanŦ
pdf
Annual 8eporLŦ (2007)Ŧ 8eLrleved uecember 6ţ 2007 from hLLpť//wwwŦnlssanŴ
alobalŦcom/Ln/uCCuMLn1/Þul/A8/2006/A806_e_allŦpdf
CerrlLos nlssanŦ (2007)Ŧ 8eLrleved on uecember 21ţ 2007ţ from
hLLpť//wwwŦcerrlLosnlssanŦcom/dealershlplnfo/mlsslonSLaLemenLŦphp
LdmundsŦ (2007)Ŧ WhaL vou should know before buvlna a dleselŦ 8eLrleved
uecember 3ţ 2007 from hLLpť//wwwŦedmundsŦcom/dlesel/2008/beforebuvŦhLml
Lxpanslon ManaaemenLŦ (2007)Ŧ nlssan Lo Cpen ulsLrlbuLlon laclllLv ln Memphlsţ 1ennesseeŦ
8eLrleved on uecember 10ţ 2007 from
hLLpť//wwwŦexpanslonmanaaemenLŦcom/cmd/arLlcledeLall/arLlcleld/18283/defaulLŦ
asp
lorLune Clobal 300ť nlssan MoLorŦ (2007)Ŧ 8eLrleved uecember 7ţ 2007 from
hLLpť//monevŦcnnŦcom/maaazlnes/forLune/alobal300/2006/snapshoLs/933ŦhLml
Chosnţ CŦ (2007)Ŧ Companv vlewť A sLaLemenL bv Carlos Chosnţ ÞresldenL
and Chlef LxecuLlve Cfflcer of nlssanŦ 8eLrleved uecember 3ţ 2007ţ from MarkeLllne 8uslness
lnformaLlon CenLer daLabaseŦ
Pealevţ !Ŧ8Ŧ (2007)Ŧ Car makers alm dlesels aL uŦSŦ markeLŦ uSA 1odavŦ 8eLrleved
uecember 3ţ 2007ţ from
wwwŦusaLodavŦcom/monev/auLos/2007Ŵ04Ŵ18ŴnlssanŴdlesel_nŦhLm
kerlnţ 8Ŧţ ParLlevţ SŦţ 8erkowlLzţ LŦţ Ǝ 8udellusţ WŦ (2006)Ŧ MarkeLlnaţ (8Lh edŦ)Ŧ
ChapLer1ť CreaLlna CusLomer 8elaLlonshlps and value Lhrouah MarkeLlnaŦ 1he McCrawŴPlll CompanlesŦ
8eLrleved uecember 11ţ 2007ţ from Lhe unlverslLv of Þhoenlx llbrarv daLabaseŦ
klelnţ SŦ Ǝ Selzţ SŦ (2000)Ŧ CvbermedlaLlon ln AuLo ulsLrlbuLlonť Channel
uvnamlcs and ConfllcLsŦ 8eLrleved on uecember 10ţ 2007 from
hLLpť//[cmcŦlndlanaŦedu/vol3/lssue3/klelnselzŦhLm
MarkeLLlne lnformaLlonŦ (2007)Ŧ nlssan MoLor CoŦţ LLdŦ CvervlewŦ 8eLrleved uecember 20ţ 2007ţ from
hLLpť//llbrarvŦmarkeLllnelnfoŦcomŦezproxvŦapollollbrarvŦcom/llbrarv/ulsplavConLenLŦaspx?nƹ429484037
2
McMahonţ kŦ (2007ţ !anuarv 16)Ŧ Whv llahL duLv dlesels make sense ln
Lhe norLh Amerlcan markeLŦ AuLomoLlve news World ConaressŦ
8eLrleed uecember 21ţ 2007ţ from
hLLpť//wwwŦauLonewsŦcom/asseLs/pdf/07_anwc/mcmahon_kevlnŦpdf
naLlonal SafeLv CouncllŦ (2007)Ŧ WhaL vou can do abouL car emlsslonsŦ 8eLrleved
uecember 21ţ 2007ţ from hLLpť//wwwŦnscŦora/ehc/moblle/mse_fsŦhLm
nlssan MoLor Coţ LLd Companv lnformaLlonŦ (2007)Ŧ 8eLrleved uecember 6ţ 2007 from
hLLpť//wwwŦhooversŦcom/companvŴlnformaLlon/ŴŴlu__41879ŴŴ/freeŴcoŴ facLsheeLŦxhLml
nlssan MoLor CoŦţ LLdŦ CvervlewŦ (2007)Ŧ 8eLrleved uecember 6ţ 2007 from MarkeLllne 8uslness lnfo
CenLer daLabaseŦ
nlssanŦ (1999)Ŧ 8enaulLŴnlssan Alllanceť A unlquelv successful parLnershlp LhaL
offers svnerales and economlesŴofŴscaleţ whlle preservlna lndependenceŦ
8eLrleved uecember 20ţ 2007ţ from hLLpť//wwwŦnlssanŦcoŦ[p/ALLlAnCL
ŴeŦhLml
nlssanŦ (2007)Ŧ nlssan announces ºnlssan Creen Þroaram 2010"ŴmldLerm
envlronmenLal acLlon plan focuslna on CC2 reducLlonŦ 8eLrleved
uecember 21ţ 2007ţ from
hLLpť//wwwŦnlssanŴalobalŦcom/Ln/nLWS/2006/_S1C8?/061211Ŵ01ŴeŦhLml
nlssan uSAŦ (2007)Ŧ nlssan commlLs Lo clean dlesel enalne ln Maxlma ln
2010Ŧ 8eLrleved uecember 3ţ 2007ţ from wwwŦnlssanusaŦcom
nlssan uSAŦ (2007)Ŧ 8eLrleved uecember 23ţ 2007ţ from
hLLpť//wwwŦnlssanusaŦcom/ownlna/faqs/warranLvŦhLml
nlssanŦ (2007)Ŧ ConLlnulna Challenaes on All fronLsŦ 8eLrleved uecember 20ţ 2007ţ from
hLLpť//wwwŦnlssanŴalobalŦcom/Ln/uCCuMLn1/Þul/A8/2006/A806_e_p12_13Ŧpdf
nlssanŦ (2007)Ŧ llnanclal PlahllahLsŦ 8eLrleved uecember 20ţ 2007ţ from hLLpť//wwwŦnlssanŴ
alobalŦcom/Ln/uCCuMLn1/Þul/A8/2006/A806_e_p01Ŧpdf
nlssanŦ (2007)Ŧ 1aklna AcLlon Lo 8oosL ÞerformanceŦ uecember 20ţ 2007ţ from hLLpť//wwwŦnlssanŴ
alobalŦcom/Ln/uCCuMLn1/Þul/A8/2006/A806_e_p12_13Ŧpdf
Þeckhamţ !ackŦ (2003)Ŧ ulesel luel newsŦ nlssan ulesel hvbrld boosLs fuel
economv 30Ʒ wlLh new capaclLor Lechnoloav Ŵ CpLlmlsL vsŦ ÞesslmlsLť
norLh Amerlcan ulesel Car luLure uebaLeŦ 8eLrleved on uecember 6ţ 2007 from
hLLpť//flndarLlclesŦcom/p/arLlcles/ml_m0C?P/ls_2_7/al_97737261
8echLlnţ MŦ (1999ţ March 13)Ŧ nlssan reposlLlons new Maxlma as 'CuL
AboveŦ' AdverLlslna Aaeţ 70(11)ţ 24Ŧ 8eLrleved uecember 3ţ 2007ţ from L8SCChosL uaLabaseŦ
vasllashţ CŦSŦţ Sawverţ CŦAŦţ Ǝ kellvţ kŦ (2007)Ŧ nlssanŴ1he exLraordlnarv happens
happens everv davŦ 8eLrleved uecember 19ţ 2007ţ from
hLLpť//wwwŦauLofleldauldeŦcom/arLlcles/110301ŦhLml

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