Beruflich Dokumente
Kultur Dokumente
Situation Analysis:
Nissan,
Problem Definition:
Central Idea of the problem is to define & decide the right balance
between managing cost and building demand, achieving the aggressive
sales target and the level of differentiation that would maintain the
customers relationship to the brand.
Analysis:
To create Nissan brand identity and restore financial performance, Carlos
Ghosn has created urgency inside Nissan for transformation and taken
following initiatives:
Creation of cross functional team (CFT), alignment of design,
engineering & marketing to build Nissan as corporate brand in NA
effective utilization of middle level manager & empowering people
High entrepreneur approach for unmet demand of customer by
creative Product Differentiation through STP
More investment in R&D
Positioning the Brand distinctly with more emotional connection with
customers to achieve better Brand loyalty.
SHIFT_ campaign for cultural change and emotional connection with
customer.
Evaluation of Alternatives:
Nissan has shifted from mass common market customer segment
to upper level niche player segment.
Alternatives
Creative Product differentiation
Segmentation,
Targeting
&
addressing the unmet needs of
the target segment
Positioning the Brand with more
emotional
connect
with
the
customers
Impacts/Effects
Achieved models ranging from Altima &
Titan involved cost in a competitive industry
A highly entrepreneurial approach that
leads to successful launch of Maxima,
Altima & Xterra.
Resulting
from
a
new
mode
of
psychographic survey & there evolved
SHIFT_,
Brand Identity: Bold & Thoughtful
Core Customer: Set their own standard and
maximize lifestyle
Brand Emotion: Total driving experience.
Brand Identity: High interior quality and
superior design.
Brand Altima:
Launched in China, Russia, Middle East & Taiwan.
Targeted customer were Passionate Curator having emotional
value
Attributes: Superior Interior Quality & innovative design
Benefit: Driving experience
Value: Maximizing life style
Recommendation of the Alternatives:
Implementation of Alternatives: