Abstract
Nissan is a Japanese motor company that was founded in 19311. It operates in many countries and employs more than 185,000 workers around the world. Its 2008 sales was $1.52 billion USD, and Nissan produced 3,395,065 cars this same year. Nissan is part of the Japanese biggest automotive constructors with Honda and Toyota as principal competitors. In 2008, Nissan was the 6th automaker in the world.
In a global market environment, the automotive industry imposes a high competition. China manufacturers are rising in the world rank, environment issues and gas price make consumer's car vision change, the crisis lowest people's buying power. Those facts make the market change, and push the brands to be creative.
In the current financial crisis situation, Nissan's sales are impacted, such as its competitors. General Motors, not so long ago being close from going bankrupt, shows how things can change quickly. It can be an opportunity to win some market shares because some king of a new deal arrives. We can then wonder on the following issue: How is Nissan orient its marketing in order to win some sustainable market shares in the crisis context?
In a first part, I am going to go over the automotive market evolution before introducing Nisan in its competitive environment. And last but not least, I will submit a marketing strategy for the company.
