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Student Details
Student Number 2219729 Email P.N.GunasekaraWellappili@wlv.ac.uk

Assignment Details
Strategic Marketing 7MK032
Module name Management Module Code

For the Professor Ravi

attention of Dissanayake
Due date 17 May at 2pm (UK time) Dr Emma Edwards
(Module Leader)
Assignment title Strategic Marketing Plan for Nissan Electric Vehicles

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1
1. Executive Summery 4
2.1 Vision 5
2.2 Mission 5
2.3 Corporate Objectives 5
3. Situational Analysis 6
3.1 Introduction 6
3.2 Marketing Environment. 6
3.2.1. Micro Environment 6
3.2.2. Internal Factors 6
3.2.3. External factors 7
3.2.4. Micro Environment Issues 7
3.2.4. Micro Environment Issues 7
3.2.5. Porters 5 Forces on Electric vehicle sector. 9
3.3.1 Macro Environment 11
4. STP Process 13
4.1 STP Strategy. 13
4.1.2 Market Segmentation 13
4.1.2.1. Developing Segmentation profile for the Nissan leaf 14

4.2. Market Targeting 18

4.2.1 GE- Mackinsey Matrix Investment implication 18

4.3 Positioning Strategy of Nissan Leaf 19

5. Assessment of Nissan Leaf Marketing Mix 20
6. Budget 21
7.Control Measures and Evaluation 21
8.Conclution 24
9.References 25

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3
1.Executive Summery
Nissan Motor Co., Ltd was Established on December 26 in 1933, Nissan is
manufacturing, sales and related business of automotive Products over 90 years, based
in the Japan with extended over the many countries in the world. Nissan sells More
than 60 models of motor vehicles have been introduced to the market under the
Nissan, Datsun and INFINITY brands while generating Global revenue of 8.71
trillion yen. Nissan has major production and office facilities in Japan, the United
States, Europe, Mexico, South Africa, China the Middle East and the Southeast Asian
countries, as well as in other regions of the world. As an Asian country, in Sri Lanka,
The Associated Motorways(PVT)Ltd which is popularly known as AMW is the Sole
distributor of Nissan vehicles and genuine parts. A one-year strategic Marketing plan
has been developed for the Nissan electrical vehicles in Sri Lanka. Situational
analysis was done by utilizing SWOT and PESTLE models to Identify the Macro and
Micro Issues during the Market selection. New Target segment was identified by
Using STP Process. 7ps model utilized for reach the realistic and achievable
objectives of the marketing plan and control measures and evaluation method for the
marketing plan also developed here.
Following Assumptions were treated to developed the Marketing Plan Activity.
1.Goverment Regulations for the Imports to the Sri Lanka are in normal Condition.
2.Economic Situation in the Sri Lanka is normal Condition.

4
2.1Vision
Enrich people's lives and realize a cleaner, safer, and more inclusive world.

2.2Mission
As a company worthy of trust, Nissan provides unique and innovative automotive
products and services that deliver superior measurable values to all stakeholders.

2.3 Corporate Objectives

1.Driving innovation to enrich people’s lives.
2.By 2030, Nissan aims to extend its vehicle line-up with 23 new models including 15
new 100%-electric vehicles. Nissan is also working to make electrified vehicles more
competitive and attractive through investments in battery innovations and factories
around the world.
3.Nissan seeks to empower society by building on smart ecosystems and intelligent
vehicle technologies that can make mobility accessible to far more people. Alongside
the expansion of our vehicle-to-everything energy and battery recycling services,
Nissan’s aim is to redefine the role of the car.

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3. Situational Analysis
3.1 Introduction
Associated motorways (Pvt.) Ltd. Which is Mostly Known as AMW was started to
dealing with Nissan in 1957 been the Nissan's 2nd oldest distributor in Asia. AMW
concentrates on product and service development, while offering world renowned
automotive and related products and service brands to its valued customers. AMW
Auto-mall is the Sri Lanka’s largest trading and purchasing facility in Sri Lanka and
introduced highest number of multi brand shows rooms in to the various cities in Sri
Lanka. Strategic Marketing plan for Nissan electrical vehicle (Nissan Leaf) was
developed to market through AMW Sri Lanka.
3.2 Marketing Environment.
3.2.1. Micro Environment
3.2.2. Internal Factors
Nissan Sri Lanka’s management style, strategies, ownership, human resources
and rest of the things controlled by the Nissan were considered as the internal factors.
Analysis of strengths and weaknesses can be used to identify the resources,
capabilities, competitive advantages and core competencies of the organization.
(Bonnici & Galea ,2015)
Strengths Weaknesses

1. Effective R&D spending resulting into 1.Poor Marketing and advertising

the best-selling electric vehicle in the resulting to market awareness.

world 2.Limited Traveling Radius

3.Charging facilities.
2.Strong presence in the leading and
4.Price of Spare Parts. (Ex: Battery)
emerging automotive markets
5.Less Powerful.
3.Well-managed company’s operations.
.
4.Knowledgefull, Skill full &
Experienced human resources in
Automotive industry.

5. Service Stations & Show rooms.

6.Zero- Emissions of EV

7.Instant Power of EV Quiet Ride.

6
8.Low Maintenance Cost for EV’s.

9. Social Media Approaches for the

Marketing

3.2.3. External factors

According to the Bonnici & Galea (2015) external analysis could be used to identify
the market opportunities and threats by looking at competitors’ resources, the industry
environment, and the general environment for the Nissan Sri Lanka’s Electrical
Vehicles.
Opportunities Threats
1. Cost of Fossil powers 1. Unavailability of Charging points
2. “Go Green” concepts in society. in island wide.
3. Exponentially growing of demand 2. Availability of Petrol, diesel cars
for EV’s. which can ride long distances.
4. Comfortable vehicle for Family. 3. Hybrid cars. (Toyota, Suzuki)
5. Suitability for short distance 4. Increasing Competition-Other
running at urban area. EV’s (Hyundai Kona, Mitsubishi
6. Macro-Economic Benefits Mini Cab-MIEV)
(Avoiding net outflow of foreign
reserves.)
7. Government Regulations and
taxes for the Vehicles(Emission
Tests, Tax of Carbon)

3.2.4. Micro Environment Issues

Customers, Suppliers, intermediates, Competitors were Considered as the Micro
Environment factors of Nissan EV.
Micro Environment Issues Actions to be taken
Factor
Customer 1.Limited Traveling Radius 1.Facilities management
2.Charging facilities for the marketing demand.
3. Price of Spare Parts. (Ex: 2. Market selection.
Battery) 3. providing a Warranty

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 4. Attractive Age range of period.
customer. 4.leasing facilities
5.Customer Life cycle
urban or rural.
6.Target Society

Suppliers 1. Government rules Long term relationship

for the imports. through supplier
2. International agreements
economic level.
Intermediates 1. Promotions. 1.Supporting for
2. Lack of Knowledge Promotion services.
about EV’s 2.rewards for target
achievements.
Competitors 1. Indirect 1. Introduce Nissan’s
Competitors- Completive EV
Availability of models to the
Petrol, diesel cars market in future.
and Hybrid cars
which can ride long
distances.
2. Direct Competitors-
Availability of other
models with
different features.

Situational Analyses are providing Company’s New information as the potential

opportunities which can develop the Market share and financial performance could
have considered as the benefits of the situational analysis (Auto Car,2019). It also
provides the understanding about the market share and Precautions which can take to
avoid the loss of Market share.

8
3.2.5. Porters 5 Forces on Electric vehicle sector.
Porters 5 Forces Could Utilize to analyze the Micro Environment of Electric Vehicle
Sector in Sri Lanka. According to Porter, the five forces model should be used at the
line-of-business industry level; it is not designed to be used at the industry group or
industry sector level. An industry is defined at a lower, more basic level: a market in
which similar or closely related products and/or services are sold to buyers
Porter's Five Forces is using as a framework for analyze the competitive environment
of company. The number and power of a company's competitive rivals, potential new
market entrants, suppliers, customers, and substitute products influence a company's
profitability. (Investopedia, 2020). This model provides the understanding about the
sustainability of an organization at their different level of Profitability.

Figure 2: Porters 5 Forces

Force Impact Situation
Industry rivalry Medium More than 3 Brands have been Joined to the Electrical
vehicle market in Sri Lanka. They introducing multiple
choices of different features, EV and Hybrid Vehicles
(Electric and Fossil) by targeting different Market
segments.
Substitutes High Introducing Petrol, Diesel, Hybrid Vehicles with
various features, more travel radius and with including

9
 dual method of proportions.
New Entry High New Models of EV vehicles can be entered to the
market with further improvements and features due to
high demand in to the Market in future.
Supplier Low Electrical Vehicle Market Size in Sri Lanka was not
Bargaining grown as much as the world. Materials for electrical
Power vehicles are available as Necessary.
Bargaining Low Difference between the other EV brand prices and due
Power of buyers low government taxes increase the cost of switching to
different brand.

Fleming (2013) stated that Competitiveness for the electrical cars in the medium
category but it has the potential to strengthen the market demand and grows the
market then competitors will become to use aggressive marketing tactics.
Furthermore, when competitors realized that most of the customer are looking for “Go
Green” concepts and more concerned about the protection of the environment, the
Electric product market will be attracted and then begin to introduce new models in
luxury range and Competitive price. According to the both factors in above
Competitiveness for the EV will be created and it will be increase the profitability of
the manufacturer’s and bargaining power of buyers and Suppliers will be increased. In
Sri Lanka, EV adoption shows a higher rate compared to many other countries in the
world and the first EV in Sri Lanka reached in 2013, a Nissan Leaf model, which
captured the market rapidly (Jayasinghe and Ekanayake, 2018)

10
 Figure 2: EV Predictions up to 2022
3.3.1 Macro Environment
The components of the Macro environment are Political, Economic, Social,
Technology, Environmental and Legal factors. PESTEL analysis is tool to gain the
macro environment picture of an Industry.

Factor Impact Key Justifications

Political High 1. Government laws
2. Government Agencies.
3. Political Stability.
4. Political Ideology.
5. Government Priorities.

Economic High 1. Income

2. Prices
3. Debts
4. Credit availability
5. Inflation
6. GDP
7. Infrastructure Facilities
8. Foreign Exchanges
9. Aviation(airport, harbor)
Social Moderate 1. Population in Cities, Regions and Nations.
2. Age Distribution and ethnic mix
3. Educational Level
4. Household Patterns
5. Regional characteristics and Movement.

Technology High 1. Smart Cities.

11
 2. Online banking
3. Online Currency
4. Automation trend of the country

Ecological High 1. Climate

2. Natural disasters
3. Strategical Location
Legal Low 1. Labor Law
2. Consumer protection law
3. Company act
4. Tax Law

Accelerate and facilitate the adoption of massive EVs, replacing the current internal
combustion engine vehicle, several countries and local governments have issued
several policies, including tax reduction, incentives, and increase of supporting
infrastructures. (Oda, Et al, 2017). Sri Lanka Government policy have been
consistently supporting to less carbon dioxide Emission vehicles. By Introducing the
Emission test certificate and carbon taxes for the vehicles government forced to
peoples to shift for Electrical vehicles or semi EV (Hybrid) vehicles. EV’s have very
significant economic benefits including macroeconomic benefits such as avoiding the
net outflow of foreign reserves for fuel and microeconomic benefits such as local
business opportunities in Sri Lanka. According to Ali and Oda (2017), EVs has
gained intensive attention in the last decade due to its advantageous characteristics of
high energy efficiency, driving convenience, and lower environmental impact. The oil
reserves in the world are projected as depleting fast and therefore, alternatives for
fossil fuels are being explored for many years. Energy and transport sectors are the
biggest impacted sectors without fossil fuels (International Energy Outlook, 2018).
According to the above analysis Political, Economical, Technological and Ecological
Environment had the high impact to the Electric Vehicle industry.

12
4. STP Process
4.1 STP Strategy.
Today, the STP marketing model (Segmentation, Targeting, Positioning) is a familiar
strategic approach in modern marketing. It is one of the most commonly applied
marketing models in practice, with marketing leaders crediting it for efficient,
streamlined communications practice. STP marketing focuses on commercial
effectiveness, selecting the most valuable segments for a business and then
developing a marketing mix and product positioning strategy for each segment.

4.1.2 Market Segmentation - Identifying and profiling distinct groups of buyers

who differ in their needs and preferences compared to others.

Current Segmentation Profile of Nissans can be defining as follow.

Segmenting Segmenting variable Segmenting Profile

Base

Geographic 1. City 1. Main Cities in Sri Lanka

Demographic 1. Gender 1. Male and female

2. Age 2. Age 35-55

3. Occupation 3. Executive category

4. Income 4. Above Rs.80000

5. Social Class 5. Lower. Middle

Psychographic 1. Perceptions 1. Persons concerned about social

impact problems like damaging
2. Attitude the environment.
2. Looking at integrating Technology
3. Life Style as part of a Lifestyle
solution/Thinkers and innovators
and Peoples concern economic

13
 advantages.
3. Family Vehicle
Behavioral 1. Occasions 1. For home to office/ office to
home
2. Benefits
2. Low Maintenance cost and zero
cost for Fuel

As identified in the segment in profile for the Nissan leaf has focused their brand on
Lower and Middle class customer base in the Sri Lanka persons who looking for the
economical vehicle. Being Economic conscious and also an innovators are some of
the main factors that are seen in the psychographic profile of the consumer (pasley,
2012). They look for the Family Oriented Comfortable car with economical
advantage.
4.1.2.1. Developing Segmentation profile for the Nissan leaf

According to the Management study guide (2022) Steps in Market Segmentation as

below.
1. Identify the target market. The first and foremost step is to identify the target market.
2. Identify expectations of Target Audience.
3. Create Subgroups.
4. Review the needs of the target audience.
5. Name your market Segment.
6. Marketing Strategies.
7. Review the behavior.
8. Size of the Target Market.

Segment Age (D) Occupation (D) Life Cycle Benefits(B)

(P)

14
Segment 1 25-35 Executive Sport Sporty and Branded
years category oriented
Low Maintenance Cost.

Segment 2 25-35 Staff Category Sport Low Maintenance Cost.

Years Oriented
Low cost for fuel (Zero
in EV)

Sporty and Branded

Segment Age (D) City(G) Social Benefits(B)

Class(D)

Segment 3. 25-35 Colombo, Kandy, Lower & Durability

Years Galle,Kurunegala Middle
Sporty

Branded

Comfortable

Segment 4. 35-55 Colombo, Kandy, Lower & Durability

Years Galle,Kurunegala Middle
Economical

Comfortable

Low cost of
maintenance

Segmen Gender(D City(G) Social Benefits(B) Occasions(B

t ) Class(D )
)

15
Segmen Female Colombo, Lower Comfortable Day to Day
t5 Kandy, & Short
Galle,Kurunegal Controllable Distance
a Middle Rides.

Segmen Male Colombo, Lower Comfortable Day to Day

t6 Kandy, & Short
Galle,Kurunegal Controllable Distance
a Middle Rides.
Economical

Cost of
maintenance/Les
s

Segment Family life Income(D) Social Benefits(B) Life Cycle

Cycle(D) Class(D) (P)

Segment 7 Full nest 100000 and Lower Comfortable Family

above Middle Oriented
Economical

Low
Maintenance
Cost

Segment Family life Income(D) Social Benefits(B) Life Cycle

Cycle(D) Class(D) (P)

16
Segment 8 Bachelor 70000- Lower Comfortable Sport
100000 Middle Oriented
rupees Durability

Sporty

Economical

According to the above segmentation we were able to gather below advantages.

 Multiple segmentation for different profiles provides a good description about

the Market. (8 Segments were discussed above)
 Strategic advantage of using micro segmentation needs more variables and
approaches. (Age, Life style, Income etc.)
 Cross marketing opportunities available in micro segments rather main
segment. (Instead of considering to main segment we reach another market
segments, unknown markets)
 Product portfolio diversification needs to have differentiated target markets
needs different segments/profiles (Could able take proper understanding about
segment)
 Risk averse strategy: more segments based on different profiles to mitigate the
market risk (avoid risks, targeting the market with knowing about the
segment)

17
4.2. Market Targeting

Selecting most profitable or attractive segment or segments is called as market

targeting. Once the market targeting is done, company has to execute target marketing
strategy meaning offering a suitable marketing mix(BRAND) as per the requirements
of the target market.

Below factors were Examined to select a Target Market or Target markets.

Factor Measuring Factor

Market Size of the Market
Attractiveness(Profitability)
Growth rate of the market

Competition

Diversity of the Customer (income Diversity, Cultural Diversity,

Professional Diversity)

Less or no market barriers

Business Strength Financial Strength

Branding Strength

Experience

Technology

4.2.1 GE- Mackinsey Matrix Investment implication

Mackinsey’s General Electric Module introduced for seek the investment

opportunities. It can Use for select the target as below. Most Suitable, Selected
Segments from above mentioned segment (Segment 2,4,6,7) were analyzed through
the Matrix.

18
 INVEST/

GROW(S4,S7,s7,s

HIGH
6)
INDUTRY ATRRACTIVENESS (S6) SELECTIVIT
Y/

MEDIUM
EARNINGS(S
4)
(S2) (S1) DIVEST/

HARVES
LOW

T
HIGH MEDIUM LOW

STRENGTH OF THE BUISNESS UNIT

Figure 3: GE- MATRIX

According to the above analysis Segment 7 is the most Suitable Target Market.

4.3 Positioning Strategy of Nissan Leaf

Market positioning is Establishing and communicating the key distinctive benefit(s)
of the company’s market offering to each target.

Product positioning presents the benefits of your product to your target audience.
Companies conduct market research and hold focus groups to decipher who their
target audience is, based on the responses to questions and responses

According to the Tesla (2020) product positioning Strategy Perceptual maps are used
as a means of positioning products in the mind of the customer based on the value
proposition that is being created to the product characteristics and the marketing
activity. In the Automobile industry in Sri Lankan consumers doing Price and the
quality as the Fundamental evaluation.

19
 Quality
Performance High

Benz
BMW
Price- Economic
Price- Premium

Mitsubishi
Nissan

Quality Performance High

Figure 4: Perceptual Map

20
5. Assessment of Nissan Leaf Marketing Mix
5.1. Product
 Design Technology
 Useability
 Usefulness
 Solves Pain
 Value
 Quality
 Brand
 Warrany

Nissan Leaf’s two generations had been introduced to Sri Lankan Market which are
Nissan leaf Frist Generation(ZE0) and second Generation Nissan Leaf.

21
Figure 5: first Generation(ZE0)

22
 Figure 6: first Generation(ZE1)

Conclusion
23
The Promotional Strategy for the Nissan Leaf is Complicated as it Covers many areas
of concern like technological advancements, Consumer Faith, Saving Environment
and Provide Saving on fuel for Consumers. Nissan leaf have lot of benefits and
market opportunities being identified in the Sri Lanka Market. The Market Position of
the Nissans EV Environmental friendly, Comfortable and Economical Benefit will
increased the market demand for Low income consumers.

9. References

24
Nissan Global (2021) [online] Available at: https://www.nissan-global.com/ .
[Accessed 08th may 2022]
Nissan Sri Lanka (2022) [online] Available at: https://www.nissanlk.com/ [Accessed
08th may 2022]
Nissan Reports (2021) [online] Available at: https://global.nissannews.com/
[Accessed 08th may 2022]
Associated motorway (Pvt.) Ltd.(n.d)[online] Available at:
https://www.amwltd.com/about-us/ [Accessed 08th may 2022]
Bonnici, S.T & Galea, D (2015) SWOT Analysis[Online] Available at:
https://www.researchgate.net/publication/272353031_SWOT_Analysis [Accessed
08th may 2022]
Pallawala, R (2019) Opportunities and challenges to promote electrical vehicles in Sri
Lanka(online) Available at:
https://www.researchgate.net/publication/346464108_Opportunities_and_Challenges
_to_Promote_Electric_Vehicles_in_Sri_Lanka [Accessed 09th may 2022]
Auto car (2019) Tesla model 3. www.autocar.co.uk. [Online] Available at:
https://www.autocar.co.uk/car-news/industry-news/tesla-model-3-was-
uk%E2%80%99s-best-selling-new-car-december
Investopedia(2020) [Online] Available at:
https://www.investopedia.com/terms/p/porter.asp#:~:text=Porter's%20Five%20Forces
%20is%20a%20framework%20for%20analyzing%20a%20company's,products%20in
fluence%20a%20company's%20profitability. [Accessed 09th may 2022]
Five Forces Model (n.d) Based Upon Michael E. Porter’s Work [Online] Available at:
https://cdn2.hubspot.net/hubfs/125770/Michael_E._Porters_Five_Forces_Model_E-
Book_From_Wikipedia.pdf?t=1446668543121 [Accessed 09th may 2022]
Pasley, M., (2012) Nissan leaf U.S. Marketing Plan [online]Available at:
http://citadel.sjfc.edu/students/msp08699/webdesign/portfolio2/writing/nissan_leaf.pd
f [Accessed 12th may 2022]
Fleming, B.. (2013) 'Electric vehicle collaboration-toyota motor corporation and tesla
motors'. IEEE Vehicular Technology Magazine.

Jayasinghe ,D.H.J.A.E.A ,Wijecon,R. & Ekanayaka ,J.(2018) Impact of electric

vehicles on the operation of the Sri Lankan power system [Online] Available at:

25
https://cjs.sljol.info/articles/10.4038/cjs.v47i4.7554/galley/6053/download/ [Accessed
09th may 2022]
Oda, T., Aziz, M., T., Watanabe, Y., and Kashiwagi, T. (2017). Actual congestion and
effect of charger addition in the quick charger station: Case study based on the
records of expressway. Electrical Engineering in Japan, 198(2), 11-18.
Management Study Guide(2022) [Online] Available at:
https://www.managementstudyguide.com/market-segmentation-steps.htm [Accessed
on 12th may 2022]

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