Abstract
“As the crisis has evolved, Nissan has remained focused on the recovery, guided by our corporate recovery plan. Although our company is still operating in crisis mode, Nissan is on track toward a complete recovery. In fiscal year 2009, we returned to profitability after losses in the prior year.” Those are the words of Carlos Ghosn, President and Chief Executive Officer of Nissan PLC group. He said the automotive industry crisis of 2008–2010 was a part of a global financial downturn.
The crisis affected European, American and Asian automobile manufacturers. Even if figures are not good as they used to be, Nissan managed to recover and to make profit again. Some companies in this market have not managed to do the same. We can for example speak about General Motors, the world's second largest automaker. $ 50 billion has been given by the American government to help this important firm to avoid bankruptcy. The principal question today is to understand how Nissan managed to keep its business afloat and what they are going to do to find back the income they had in the past.
To answer to this question, we first have to analyze the firm in its universality, when and where does it born? What are their competencies? Who are the shareholders? Then we will have to talk about the automotive market: What has happened over the last few years? Who are the competitors? Those two parts will help us to answer to our previous question, and to study the strategy of the firm: What are the strategies of Nissan, and what does its strategy looks like today. To finish we will try to know if its strategy has been good thanks to the result of the firm.
