TEAM 4:

Mejía Xicoténcatl Paola Guadalupe

Balderrama Vázquez María Aglaeth
Perales Soberanes Jorge Augusto
Pérez Reséndiz Sergio
Sierra Barrientos Nahúm
Olvera Valdés Vanessa Montserrat

INTERNATIONAL MARKETING AND PROMOTION

Design of strategies for the adaptation of the product to the international market
Import Export Rules

Practice Report

Advisory Professor: Ernesto Báez Ugalde

INTRODUCTION

The product strategy for the Nissan X-Trail Platinum Plus 2 Row is essential for its
success in the national and international automotive markets. To achieve this, it is
crucial to consider aspects such as the target market, competition, product value
proposition, price, distribution, and promotion. Additionally, the product must meet
the standards and demands of the foreign market, offering unique benefits such as
the Flexi-Board system and the Around View Monitor camera system. The
combination of price and quality, along with an effective distribution and promotion
strategy, are key to its success.

DEVELOPMENT

Product strategy
Before getting into how to prepare a product strategy, it is necessary to be clear
about the points that must be taken into account:

 Target market
 Competence
 Product Value Proposition
 Price
 Distribution strategy
 Promotion strategy
 Follow-up plan

The first step in starting to export is to identify the product that will be sold in
foreign markets. To develop an export project, it is necessary to ensure that the
company can export and carry out a self-analysis of its products in a global
framework. It is also necessary to determine whether a product or a range of
products meet the requirements and needs of its customers abroad. The right
combination of price/quality and exportable offer is the perfect key to access any
overseas market.

In this regard, the five priority elements to be met are:

Volume requested by the customer.

Market & Competition Analysis:

Market Segmentation: This segment includes families looking for a spacious and
versatile vehicle for daily passenger and cargo transportation, individuals who
enjoy outdoor activities such as camping, hiking, biking, and other recreational
sports, individuals who live in urban areas and require a compact and
maneuverable vehicle to navigate city traffic, and drivers who highly value safety
features and advanced technology in a vehicle such as the Nissan X-Trail
Platinum Plus 2 Row Pickup Truck.
Market Demand: Market demand for the Nissan X-Trail Platinum Plus 2 Row
Pickup is strong and steady, driven by its versatility, comfort, and reputation for
reliability. Its spacious, configurable design makes it appealing to a variety of
consumers, from families to active adventurers, while its advanced technology and
safety features meet the demands of modern buyers. In addition, market trends,
such as the growing preference for compact SUVs and the importance of safety
and fuel efficiency, further support its appeal, positioning it as a competitive option
in its segment.

Direct and indirect competition: In terms of direct competitors, it stands out

against other popular compact SUVs such as the Toyota RAV4, Honda CR-V,
Mazda CX-5, and the Ford Escape. These vehicles offer similar features in terms
of interior space, versatility, technology, and performance capability, leaving
consumers with several options within the same category. On the other hand,
indirect competition comes from other vehicle segments within the same brand
and from other manufacturers, such as sedans and hatchbacks. Although not
directly comparable in size and functionality, these models may appeal to potential
buyers who are looking for options in the same price range or with specific
preferences in terms of style or specific features. In this competitive context, the X-
Trail must stand out for its unique attributes and value proposition to secure its
position in the market and maintain its appeal to a wide range of consumers.

Positioning: Focuses on offering a unique combination of versatility, advanced

technology, safety, and convenience to meet the needs of a wide variety of
consumers. As a compact SUV, the X-Trail is positioned as the ideal companion
for both active families looking for space and functionality and adventurers who
want to explore without restrictions. It stands out for its spacious and configurable
design, which allows it to adapt to various situations and charging needs, as well
as for its advanced technology, which includes features such as the Around View
Monitor camera system and Bluetooth connectivity. In addition, its focus on safety,
with features such as automatic emergency braking and lane-keeping assist,
distinguishes it as a reliable and safe choice for drivers and passengers. In a
competitive market, the X-Trail is positioned as a leading choice that balances
performance, comfort and innovation, offering a riding experience that goes
beyond the ordinary and fits modern lifestyles.

Strengths and weaknesses: The Nissan X-Trail Platinum Plus 2 Row Pickup
features a number of strengths that position it as an attractive option in the
competitive compact SUV market. Among its strengths is its spacious and versatile
design, which offers generous interior space and an adaptable seating
configuration to meet various passenger and cargo needs. In addition, the X-Trail
features advanced technology, including safety features such as automatic
emergency braking and blind-spot monitoring. Its reputation for reliability and
durability is also a strength, backed by Nissan's build quality and long-term
customer satisfaction. Some potential weaknesses of the X-Trail could include a
smaller towing capacity than some competitors and less flashy aesthetics in
certain markets. Additionally, in an ever-evolving market, keeping up with
emerging trends and technologies can be an ongoing challenge for the X-Trail,
although Nissan has demonstrated a strong capacity for innovation in the past.
Overall, the X-Trail's strengths outweigh its weaknesses, making it a solid and
competitive choice in its segment.

Market Trends: Automotive market trends are exerting a significant influence on

the Nissan X-Trail Platinum Plus 2 Row Truck. Among these trends, the growing
demand for electric vehicles and the increased concern for environmental
sustainability stand out. While the X-Trail is currently offered with internal
combustion engines, Nissan could consider electrification options in future trims to
accommodate this emerging trend and meet the demands of environmentally
conscious consumers. In addition, digitalization in the automotive sector is
generating an increased demand for connectivity and technology integrated into
vehicles. The X-Trail is well-positioned to capitalize on this trend with its spacious
and configurable design, making it suitable for both urban living and outdoor
adventures.

Quality of the product required in the target market.

Unique benefits of our product:

The X-Trail Platinum Plus 2 Row offers a Nissan-exclusive Flexi-Board load divider
system, allowing for greater versatility in cargo space. These dividers can be
adjusted and configured in different ways to suit a variety of loading needs. The
ability to adjust the rear seats on the X-Trail allows for greater flexibility to optimize
cargo space or passenger space as needed as well, they come equipped with
Nissan's Around View Monitor camera system, which provides a 360-degree view
around the vehicle for easy parking and maneuverability in tight spaces. The X-
Trail can offer an eco-friendly driving mode that helps optimize fuel efficiency and
reduce emissions. The X-Trail can come equipped with a hill ascent and descent
assist system that helps the rider maintain control on steep terrain. Here are some
unique benefits that the Nissan X-Trail can offer compared to other trucks in its
category.

Offer a competitive price and reasonable utility.

Setting a price

Camioneta Nissan X-Trail Platinum Plus 2 Row

$192,900.00
The clear guarantee on time of delivery.

Distribution strategy

A distribution strategy for the Nissan X-Trail in the U.S. could be based on the
following points:

1. Dealer Network: Establish a network of dealers at strategic points

throughout the country, ensuring broad and accessible coverage for
customers.
2. Localized Marketing: Implement localized marketing strategies in each
region to adapt to the specific preferences and needs of local consumers.
3. Online Sales: Offer the option of online purchase for those customers who
prefer this method of acquisition, facilitating the transaction and delivery of
the vehicle.
4. Strategic Alliances: Establish alliances with related service companies,
such as insurance companies, to offer complete service packages to
buyers.
5. Customer Service: Ensure excellent customer service, both in sales and
after-sales, to foster customer loyalty and generate positive
recommendations.
6. Events and Fairs: Participate in automotive events and fairs to publicize
the vehicle and generate interest among potential buyers.
7. Special Promotions: Carry out special promotions and discounts on key
dates, such as Black Friday, to encourage purchases.
8. Inventory Management: Implement an efficient inventory management
system to ensure vehicle availability at dealerships.

These strategies can help Nissan maximize the distribution of the X-Trail in the
U.S. and reach a greater number of potential customers.

Promotion strategy

Paid advertising, either through radio or television Posters

  Advertisements displayed online (e.g., on Google or social media)
 Television or radio

Content Marketing

 Blog Posts
 Videos
 Social Media Posts
 Email newsletters
 Podcasts
 Documentation with specifications or reports
 Content created to improve SEO (search engine optimization)

Overall, the promotional strategy for the pickup should focus on maximizing the
visibility, interest and sales of the product in international markets. To achieve this,
various marketing and promotion tactics are used.
First, digital advertising is employed through paid ads on platforms such as Google
Ads and popular social networks, highlighting the key features and benefits of the
van. In addition, content marketing campaigns, including demo videos and
customer testimonials, are created to educate the public on the advantages of
choosing the Nissan X-Trail. The strategy also includes hosting exclusive launch
events at authorized Nissan dealerships, where customers can take test drives and
receive special purchase offers. Participating in international auto trade shows
provides another opportunity to showcase the product and network with potential
buyers and dealers. In addition, strategic alliances are established with influencers
and celebrities in the automotive field, as well as with local companies, to amplify
the promotion of the product and offer joint promotions. Finally, incentive programs
and promotions, such as special discounts and bonuses, are implemented to
stimulate demand and close sales.
Together, these promotional tactics seek to generate greater attention, credibility
and demand for the truck in international markets, thereby strengthening Nissan's
position in the premium crossover vehicle segment.

After-sales service required.

Scheduled Maintenance: To ensure optimal vehicle operation, a regular

maintenance program is offered that encompasses thorough checks of the car's
key systems. These programs are tailored to the specific needs of each model,
ensuring that the brand's quality and safety standards are met. In addition, it offers
the possibility of scheduling service appointments conveniently, with highly trained
personnel and using original parts to maintain the vehicle's warranty.

Extended Warranty: To support the quality and reliability of the vehicle, an

extended warranty is offered that goes beyond the standard warranty. This
warranty covers a wide range of vehicle components and systems, providing
additional peace of mind and protection to owners. In addition, a fast and efficient
service is offered for the resolution of claims under warranty, thus minimizing any
inconvenience for customers.

Roadside Assistance: To attend to emergencies anytime, anywhere, a 24-hour

roadside assistance service is offered. This service includes assistance in the
event of breakdowns, tire changes, fuel delivery, among others, guaranteeing the
mobility of customers at all times. In addition, telephone advice is offered to
resolve minor mechanical issues, providing peace of mind and security to
homeowners.

Personalized Customer Service: To resolve doubts and problems quickly and

efficiently, personalized customer service is provided. A team of trained
professionals is available to meet the needs of clients in a timely manner. In
addition, open and transparent communication is encouraged, ensuring a positive
experience for owners.

Software Updates: To improve vehicle performance and safety, regular software

updates are offered. These updates are done remotely or at the dealership,
ensuring that the vehicle is always up-to-date with the latest safety features and
improvements. In addition, expert technical advice is provided to ensure that
updates are performed correctly and securely.

Preparation of a follow-up plan

Satisfaction Surveys: Conduct periodic surveys to assess customer satisfaction
and collect feedback to improve service.
Regular Contact: Maintain regular contact with customers to ensure they are
satisfied with their vehicle and to offer additional assistance if needed.
Special Offers: Offer special promotions or exclusive discounts for customers who
wish to upgrade their vehicle or purchase additional accessories.

Owner Events: Host exclusive events for 2024 Nissan X-Trail owners to
strengthen the user community and provide information on vehicle maintenance
and care.

Implementing these services and follow-up strategies will help maintain a positive
relationship with customers and foster loyalty to the Nissan brand.
CONCLUSION
In conclusion, developing a product strategy for exporting is a fundamental step in
the internationalization process of a company, it involves the proper adaptation and
positioning of the product in foreign markets, considering the specific needs and
preferences of customers in each target country. In this conclusion, the importance
of this process is highlighted and its key benefits are highlighted.
First, a well-designed product strategy allows companies to take advantage of
overseas market opportunities. Each country has its own culture, regulations,
consumer preferences, and local competitors, so it's critical to adapt the product to
meet local demands and stand out from the competition. By understanding the
needs of the target market and adjusting the product accordingly, businesses can
maximize their chances of success abroad and increase their international sales.
In addition, developing a product strategy for exporting contributes to the
construction of a solid and differentiated brand image in international markets.
Consistency in product quality, design, packaging, and other attributes reinforces
brand perception and builds trust among foreign consumers. This is especially
important in a highly competitive global environment, where brands must stand out
and offer added value to capture attention and build customer loyalty. Another key
benefit of a product strategy for exporting is value chain optimization and
operational efficiency. By tailoring the product to local requirements and
preferences, companies can minimize production, logistics, and marketing costs,
allowing them to offer competitive prices in the international market. In addition,
this adaptation can help avoid legal or regulatory issues related to quality, labeling,
health and safety standards, which can arise when exporting products without due
consideration of local regulations.
Establishing a product strategy for exporting is essential to take advantage of
global opportunities, build a strong brand, meet the needs of the target market and
optimize operational efficiency, by taking into account the specific characteristics of
each market and adapting the product accordingly, companies can increase their
international competitiveness and achieve sustainable growth on the global stage.

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