Nvestigation and Analysis of Nissan Motor Co. Ltd Marketing Strategies in Terms of Its Effectiveness on the Uk Automotive Market

-------------------------------------------------

Investigation and analysis of Nissan motor co. ltd marketing strategies in terms of its effectiveness on the uk automotive market

Report

HND Business year 2

* Table of Contents

Acknowledgements 2

Executive Summary 3

1 Primary Sources of Information 4

1.1 Structural Changes 4

1.2 Customers’ Needs and Expectations 6

2 Secondary Source of Information 9

2.1 Goals and Aims of Nissan UK 9

2.2 Marketing strategies used by the company 10

2.2.1 Analysis of key characteristics of marketing concept 10

2.2.2 Analysis of Marketing Theory (7Ps) 12

2.2.3 Market segmentation and targeting 15

2.2.4 Distribution networks of Nissan UK 16

3 Analysis of effectiveness of current marketing strategies 17

3.1 Cost leadership 18

3.2 Alliance marketing 19

3.3 PESTEL Analysis 19

3.4 Unique Selling Point 20

4 Conclusions 21

References 22

*

Acknowledgements

I would like to take this opportunity and thank Mr Brian McGonigal who was the main lecturer throughout the HND Business year 2 course. He is an extraordinary person with great personality. A huge amount of support and guidance was provided by Mr McGonigal through the whole course and this has been extremely appreciated. Moreover, I would also like to thank the other lecturers Mrs Charlotte Ates, Mrs Elaine Armitage and Mr Douglas McAdam who have also put a large effort and support into the course.

The course itself was very interesting and intense, and thanks to my colleagues also exciting. I would like to thank them for an interesting journey, their motivation and support through the year in difficult moments.

Finally I would like to thank all the participants who contributed in gathering important information for the purpose of this report. Without their help and commitment creation of this document would be impossible.

*

Executive Summary

This report has been created as a part of HND Business Year 2...