Marketing for Nissan the Automobile Company - Essay Example

? Marketing Plan for Nissan the Automobile Company – Part II ID Number & Total Numberof Words: 2,311 Executive Summary As part of the marketing plan for Nissan Z-sports car, this report will provide the readers with a clear environmental analysis using the PEST framework, competition analysis, and target customer analysis. Eventually, a SWOT analysis was conducted to identify internal and external factors that can affect the ability of Nissan to sell the 370Z. To effectively market this particular car model within the world market, branding and marketing mix (4Ps) related to 370Z were tackled in details. Basically, information presented on this report are useful in terms of enabling the company sell this product based on its target consumers’ specific needs and wants. Table of Contents Executive Summary ………………………………………………………………. 2 Table of Contents …………………………………………………………………. 3 1.0 Introduction ……………………………………………………………….. 4 2.0 Main Purpose and Marketing Research Objectives ………………………. 4 3.0 External Marketing Analysis ……………………...……………………… 4 3.1 Environmental Analysis ……………….………..………………… 4 3.1.1 Political Factors …………………..…………………….. 4 3.1.2 Economic Factors ……………….………………….….. 5 3.1.3 Social or Socio-demographic Factors …...……………... 5 3.1.4 Technological Factors ..…………………………...……. 6 3.2 Competition Analysis …………………………………….………. 6 3.3 Target Customer Analysis ……………………………….………. 7 4.0 SWOT Analysis ………………………………………………..…………. 7 4.1 Strength …………………………………….……………………… 7 4.2 Weaknesses …………………………………………………..…… 7 4.3 Opportunities ………………………………………………….….. 8 4.4 Threats ……………………………………………………………. 8 5.0 Marketing Programme …………………….……………………………… 8 5.1 Product ……………………………………………………….…… 8 5.2 Branding ………………………………………………………….. 9 5.3 Promotion ………………………………………………………… 9 5.4 Pricing ……………………………………………………………. 9 5.5 Distribution ………………………………………………………. 10 6.0 Implementation Schedule ………………………………………………… 10 7.0 Conclusion ……………………………………………………………….. 11 Appendix I – PEST Analysis ……………………………………………………… 12 Appendix II – SWOT Analysis ……………………………………………………. 13 References ……………………………………………………………………..… 14 – 17 Bibliography ……………………………………………………………………. 18 – 21 1.0 Introduction In preparation for the upcoming 2013, Nissan Z-sports car made a dramatic come back to the market with its 370Z (Star Motoring 2012). To enable the company increase its ability to sell this particular sports car model, a marketing plan will be presented on behalf of the company. 2.0 Main Purpose and Marketing Research Objectives The main purpose of this marketing research plan is to enable the company increase its total net revenue by up to 10% over the next 6 months after 370Z is sold in the market. The main marketing research objective is to apply different marketing theories in the case of Nissan. In response to the main purpose of this study, the following research objectives will guide the company on how they can successfully sell 370Z in the world market: 1. To conduct external marketing analysis related to environment, competition, and target customers; 2. To conduct a SWOT analysis to examine the strength, weaknesses, opportunities and threats that the company will be facing while selling the 370Z model; and 3. To examine related marketing mix related to product, branding, promotion, pricing, and distribution. 3.0 External Marketing Analysis 3.1 Environmental Analysis The automobile industry is strongly influenced by significan changes in the market trends. Michael Porter’s PEST framework was created to assist the marketing managers in analyzing the macro-environment of each industry. To determine exeternal factors that can either directly or indirectly affect the market potential of Nissan within the world market, this report will make use of the PEST framework. 3.1.1 Political Factors The legislations made by an international non-government organization could somehow create a significant impact over the development of global automobile industry. For instance, the EU Environmental policies and the policies of MARPOL requires the automobile manufacturing companies to voluntarily reduce the amount of carbon emission related to the use of cars (European Commission 2012). On top of the foreign policies, the local government’s legislation and policies with regards to promoting awareness on climate change, pollution, and waste management could also affect the players within the local automobile industry (The National Archives 2012; Parliament 2004). This explains why automobile companies are being challenged to create and develop new car models that are capable of producing low carbon emission. In general, high levels of taxes imposed on automobile products could affect the public consumers’ decision to buy expensive cars (Menon & Raj 2012). Since high levels of taxes will make automobile products more expensive on the part of the public consumers, a lot of them would simply purchase cars that are cheaper and more affordable (Kuwano, Zhang & Fugiwara 2005). 3.1.2 Economic Factors The continuous fluctuation of the interest rates will somehow create a significant impact over the public consumers’ decision to purchase a new car (Subadra & Murugesan 2010). Given that the interest rate is high, some of the public consumers would prefer to keep their money in the bank. When this happen, domestic demand for new cars would be tend to decrease. Likewise, high levels of unemployment rate or the presence of serious economic recession can significantly affect the willingness of the public consumers to purchase a new car. The public consumers’ willingness to purchase a new vehicle is highly dependent on their disposable income. Given that there is a high unemployment rate and high inflation rate, the public consumers’ disposable income would somehow decrease. Therefore, it is unlikely for the public consumers to consider buying a new car. With regards to the presence of tight market competition within the automobile industry, the public consumers will have more alternative products to choose from (Peterson & Michalek 2012). Therefore, tight market competition is considered as a significant factor that can affect the success of an automobile manufacturing company (Kew & Stredwick 2010, p. 8). 3.1.3 Social or Socio-demographic Factors Intervention coming from the Competition Commission tightens the market competition amongst the local and international automobile manufacturing companies. As a result, the public consumers are not only becoming more particular with the quality of service they receive from the automobile manufacturing companies but also becoming more particular with the product quality (Sharma & Patterson 1999). Through the use of the Internet, the public consumers are freely expressing their personal thoughts and opinion with regards to the quality of products and services they have encountered with their newly purchased vehicle. For this reason, manufacturers of automobile products are being challenged to further improve their ability to communicate and negotiate with their target customers whenever needed (Ball, Simo es-Coelho & Macha 2004). 3.1.4 Technological Factors Because of the on-going tight market competition within the automobile industry, a lot of manufacturers of automobile are investing on research and development (R&D). To compete in domestic and international markets, most of these companies are focused on investing on product innovations. By being able to invent cars using new technology, these companies are able to create competitive advantage as compared to its close competitors. Also related to the continuous improvements in technology, most of the automobile manufacturers are continuously selling and promoting their newly invested products through the use of the Internet. By creating a business-to-business (B2B) environment, the automobile manufacturers are able to increase their marketing and advertising efficiencies at a much lower cost. 3.2 Competition Analysis The number of sports car manufactueres around the world is quite high. In UK alone, companies that has successfully positioned its brand as a specialist of sports car maker include: Quantum Sportscars Ltd., Radical Sportscar, Sebring, TVR, and Ultima Sports. Likewise, Nissan is also competeing with other automobile manufacturers in this country. Among the other automobile manufacturing companies that manufactures ordinary vehicles include: AC, Aquada, Ariel, Ascari, Aston Martin, Bentley, Berkeley, Bristol, Brooke, Caparo, Caterham, Connaught Motor Company, Daimler, Eterniti Motors, Farboud, Ginetta, Grinnall, Invicta, Jaguar, JZR, Land Rover, Lea-Francis, Lister, Locost, Lotus, McLaren, Mini, MK Indy, Morgan, Noble, Nova, Prodrive, Rolls-Royce, Triking, Vauxhall, and Westfield (Chapman 1995, pp. 44 – 45). A perfect competition is pertaining to a market structure that is characterized by having a large number of product manufacturers because of the absence of barriers to entry (Hart 1980). Considering the number of existing automobile manufacturers around the world, it is clear that there is a perfect competition within this particular industry. 3.3 Target Customer Analysis The target customers of Nissan’s 370Z Coupe and Roadster are male individuals between the age group of 30 to 44 years old (PPA, 2012). Basically, the target customers for Nissan 370Z are the ones who are in search for modern, powerful, and exciting sports car at a reasonable price (Eileen Vocovic 2012). 4.0 SWOT Analysis 4.1 Strength Nissan Motor Manufacturing (UK) Ltd. has already been successful in penetrating the world market. It was in 1969 when 240Z was first introduced in the U.S. market (World Car Fans 2005). Over the years, the company managed to create brand awareness amongst its target customers. Therefore, one of the company’s strengths is having strong brand equity in the world market (Huber & Hermann 2001; Lau & Lee 1999). Another company’s strength is its ability to manufacture high quality and competitive sports car design. Ever since the first Nissan Z® model was introduced in the market back in 1969, the company managed to further improve the quality, safety features, and driving experience offered by its latest Nissan Z® model. For this reason, the company’s effort to introduce the latest 370Z model in the market creates something to look forward to on the part of the car racing enthusiasts. To succeed in the automobile industry, Bennett and Rundle-Thiele (2004) explained that automobile companies should not only focus on customer satisfaction. Instead, Nissan invested on R&D to enable the company manufacture a good quality sports car at a more affordable price. This increases the company’s ability to sell its 370Z on a faster pace. 4.2 Weaknesses Nissan will publicly sell its 370Z sometime in 2013. Up to the present, the company has been advertising this particular brand model online (i.e. company’s official website, etc.). This limits the number of people who could see the company’s advertising strategy. Therefore, one of the weaknesses of Nissan is the lack of aggressiveness in its marketing campaign. 4.3 Opportunity There are several external factors that can open new business opportunities on the part of Nissan. For instance, In times wherein the interest rate is low, people tend to purchase or invest their money on other things rather than keeping their money in the bank. Therefore, the company will have a higher chance of being able to sell 370Z to the target consumers in case the interest rate is low. 4.4 Threat Several threats could adversely affect Nissan’s ability to sell 370Z in the world market. One of the most obcious threat is the risk of high fuel prices. Since the market prices of fuel is volatile, a lot of people who could not afford to purchase a new car would tend to use the public tranportation rather than investing in their own vehicle. This factor could somehow negatively affect the company’s expected monthly or annual sales target. On top of the significant increase in the number of imported cars, another possible threat that Nissan could be facing is the sudden increase in the number of automobile manufacturers in the world market. Increase in the number of automobile manufacturers would mean more choices on the part of the public consumers. Instead of choosing to buy Nissan 370Z, the public consumers may end up purchasing a cheaper car model from other car manufactuerers. 5.0 Marketing Programme 5.1 Product In preparation for the upcoming 2013, Nissan Z-sports car made a dramatic come back to the world market with its 370Z (Star Motoring 2012). The 370Z is known for its low and aggressive Classic Z design, an outstanding sports performance, and revised suspension (Nissan 2012a). Basically, its Classic Z design gives the driver the benefit of a fast, comfortable, and stable driving. Depending on the car speed, this particular car model is also designed with an automatic sensor that will “blip” the engine. To give the public consumers an advance driving experience, the 370Z is manufactured with a V6 3.7 Litre engine (Nissan 2012a; ffrench-Constant 2009). This made the comeback of Nissan Z® as talk-of-the-town product by a lot of car-racing enthusiasts all over the country. 5.2 Branding Emotional branding has become a powerful paradigm for brand management (Zaltman 2003). Today, emotional branding is considered as a type of marketing communications which can be used in strengthening the development and long-term value of a brand (Norman 2004, p. 60). Emotional branding can make the public consumers experience a warm feeling and acceptance about a product brand in hope that it can improve not only their social status within community but also help improve their self-esteem and satisfy their future dreams (Atkin 2004). To benefit from effective emotional branding, Nissan should focus on determining how to get its target consumers interested in purchasing the new 370Z model (Thompson, Rindfleisch & Arsel 2006). 5.3 Promotion The increase the effectiveness of Nissan’s 370Z promotion, the company should consider customizing its marketing campaign based on the location and preferred communication medium of its target customers. Instead of investing large sum of money on television advertisements alone, the company should consider the use of other alternative forms of media available through the use of the Internet or mobile devices (Ovide 2012; Unni & Harmon 2007). 5.4 Pricing Despite the brand equity of Nissan Z® within the international market, the process of suddenly increasing the market price of 370Z could result to a significant decrease in the company’s expected sales and market shares (Hughes 2012). Therefore, the company should carefully analyze and determine the price level the company is willing to sell this particular car model in the market (Herrmann et al. 2007). As compared to Nissan’s competitors within the global sportscar industry, the selling price of Nissan 370Z is still relatively lower as compared to the market price of other high-end sports cars. For instance, Ultima Sports is selling its Ultima GTR model at the price of ?87,746 (Squidoo 2012). On the other hand, Radical’s SR3 SL is selling at the price of ?69,850 (Radical Sportscar 2011). Therefore, more people are expected to purchase Nissan’s 370Z as compared to other more expensive brands. (See Table I – Comparison of Sports Cars’ Market Prices below) Table I – Comparison of Sports Cars’ Market Prices Sports Car Manufacturer Sports Car Model Market Price Nissan Motor Manufacturing (UK) Ltd. 370Z ?29,975 Quantum Sportscars Ltd. XT250 ?15,995 Radical Sportscar SR3 SL ?69,850 Sebring SX ?4,135 + VAT TVR Tuscan Convertible ?45,825 Ultima Sports Ultima GTR ?87,746 Sources: Convertible Car Magazine 2012; Nissan 2012b; Quantum Cars 2012; Sebring 2012; Squidoo 2012; Radical Sportscar 2011 5.5 Distribution A lean manufacturing system focuses on developing efficient “scheduling, inventory, material handling, and work processes” (Wong, Wong & Ali 2009). By effectively managing the company’s supply chain and distribution system, a lean management system will increase the ability of Nissan to deliver a wide-range of products to its target consumers within the shortest possible lead-time (Shah and Ward 2007). 6.0 Implementation Schedule Part of the company’s weaknesses is related to advertising or promotion. Therefore, the implementation schedule should be set as follows: Action 1 Gather Nissan employees to discuss their options pertaining to the use of alternative form of media. Action 2 Develop a short-term and long-term advertising plan for Nissan. Action 3 Implement the agreed short-term and long-term advertising plan for Nissan Conclusion A marketing plan will not only increase Nissan’s ability to position its product in the market but also help in increasing the company’s ability to sell the 370Z model. Before the company can come up with an effective marketing plan, it is essential for the managers to carefully study both internal and external factors that can affect the company’s selling strategies. Appendix I – PEST Analysis Political Factors Domestic and international legislation on global warming and carbon emission will affect the automobile companies; and High levels of taxes imposed on automobile products will negatively affect the public consumers’ willingness to buy expensive cars. Economic Factors High inflation rate and unemployment rate will make demand for new cars decrease; The public consumers’ willingness to purchase a new vehicle is highly dependent on their disposable income; and The public consumers have more alternative products to choose from. Social or Socio-demographic Factors Intervention coming from the Competition Commission tightens the market competition; The public consumers are becoming more particular with the quality of products and services; The public consumers are more vocal with their individual opinion about the company’s product and services. Technological Factors Manufacturers of automobile are investing on research and development (R&D); Companies are focused on investing on product innovations; Automobile manufacturers are continuously selling and promoting their newly invested products through the use of the Internet (i.e. online B2B) Appendix II – SWOT Analysis Strength Strong brand awareness amongst its target customers; Ability to manufacture high quality and competitive sports car design; and Ability to sell good quality sports car at a more affordable price. Weaknesses Weak promotional or advertising activities; and Lack of aggressiveness in the company’s marketing campaign. Opportunities Low interest rates. Threats High fuel prices; Increase in the number of imported cars; Increase in the number of automobile manufacturers. References Atkin, D. 2004. ‘The Culting of Brands: When Customers Become True Believers’. In Thompson, CJ, Rindfleisch, A & Arsel, Z (eds) "Emotional Branding and the Strategic Value of the Doppelganger Brand Image", Journal of Marketing, vol. 70, pp. 50-64. Ball, D, Simo es-Coelho, P & Macha, A 2004. The role of communication and trust in explaining customer loyalty: an extension to the ECSI model. European Journal of Marketing, vol. 38, no. 9/10, pp. 1272-1293. Bennett, R & Rundle-Thiele, S 2004. Customer Satisfaction should not be the only goal. Journal of Services Marketing, vol. 18, no. 6/7, p. 13. Chapman, F 1995. Tales of Old Tonbridge. Brasted Chart: Froglets Publications Ltd. Convertible Car Magazine 2012, TVR Tuscan Convertible. viewed 1 November 2012, . Eileen Vocovic 2012. Number five: The Nissan 370Z. viewed 1 November 2012, . European Commission 2012, July 30. Reducing CO2 emissions from passenger cars. viewed 1 November 2012, . ffrench-Constant, A 2009, April 17. The Telegraph. Nissan 370Z review. The latest version of Nissan's Z car goes like a bullet from a gun and, fittingly, delivers a real bang for your buck. viewed 1 November 2012, . Hart, O 1980. Perfect competition and optimal product differentiation. Journal of Economic Theory, vol. 22, no. 2, pp. 279-312. Herrmann, A, Xia, L, Monroe, K & Huber, F 2007. The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, vol. 16, no. 1, pp. 49-58. Huber, F & Hermann, A 2001. Achieving brand and dealer loyalty: the case of the automotive industry. The International Review of Retail, Distribution and Consumer Research, vol. 11, no. 2, pp. 97-122. Hughes, S 2012. New Car Expert. What price for revised Nissan 350Z range? - Nissan 350z News. viewed 1 November 2012, . Kew, J & Stredwick, J 2010. Human Resource Management in a Business Context, 1st Edition. UK: CIPD. Kuwano, M, Zhang, J & Fugiwara, A 2005. Analysis of ownership behavior of low-emission passenger cars in local Japanese cities. Proceedings of the Eastern Asia Society for Transportation Studies, vol. 5, pp. 1379-1393. Lau, G & Lee, S 1999. Consumers? Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, vol. 4, pp. 341-370. Menon, B & Raj, J 2012. Model Development and Validation for Studying Consumer Preferences of Car Owners. International Journal of Marketing and Technology, vol. 2, no. 5, pp. 148-173. Nissan 2012a. 370Z. viewed 1 November 2012, . Nissan. 2012b. 370Z. viewed 1 November 2012, . Norman, D 2004. Emotional Design: Why We Love (or Hate) Everyday Things. Cambridge: Basic Books. Ovide, S 2012, June 28. The Wall Street Journal. Twitter's Mobile Ads Begin to Click. Majority of Revenue on Social Network Comes from Phones; One Advertiser Calls Results Staggering. viewed 1 November 2012, . Parliament 2004. Environmental Policy and Innovation. Postnote. No. 212. London: Parliament Office of Science and Technology. Peterson, S & Michalek, J 2012. Cost-effectiveness of plug-in hybrid electric vehicle battery capacity and charging infrastructure investment for reducing US gasoline consumption. Energy Policy, viewed 1 November 2012, . PPA 2012. Top Gear and Nissan 370z. viewed 1 November 2012, . Quantum Cars 2012. Factory Built. viewed 1 November 2012, . Radical Sportscar 2011, November 30. Radical SR 3 SL. Street-legal SL is the first Radical to meet European type approval. viewed 1 November 2012, . Sebring 2012. Sebring Kit & Factory Build Prices. viewed 1 November 2012, . Shah, R & Ward, P 2007. Defining and developing measures of lean production. Journal of Operations Management, vol. 25, pp. 785-805. Sharma, N & Patterson, P 1999. The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, vol. 13, no. 2, pp. 151-170. Squidoo 2012. Fastest Car in The World: Top List 2011-2012. viewed 1 November 2012, . Star Motoring 2012, February 8. Nissan 370Z refreshed. viewed 1 November 2012, . Subadra, S & Murugesan, K 2010. Consumer perceptions and behaviour: A study with special reference to car woners in Namakkal district. APJRBM, vol. 1, no. 3, pp. 37-60. The National Archives 2012. Climate change and pollution. viewed 1 November 2012, . Thompson, C, Rindfleisch, A & Arsel, Z 2006. Emotional Branding and the Strategic Value of the Doppelganger Brand Image. Journal of Marketing, vol. 70, pp. 50-64. Unni, R & Harmon, R 2007. Journal of Interactive Advertising. Perceived Effectiveness of Push vs. Pull Mobile Location-Based Advertising. 7(2). viewed 1 November 2012, . Wong, Y, Wong, K & Ali, A 2009. Key practice areas of lean manufacturing. Proceedings of the International Association of Computer Science and Information Technology, (pp. 267-271). Singapore. World Car Fans 2005, August 15. 36 Years of Nissan 350Z. viewed 1 November 2012, . Zaltman, G 2003. How Customers Think: Essential Insights into the Mind of the Market. In Thompson, C.J., Rindfleisch, A., and Arsel, Z. (eds) "Emotional Branding and the Strategic Value of the Doppelganger Brand Image". Journal of Marketing, vol. 70, pp. 50-64. Bibliography Atkin, D. 2004. ‘The Culting of Brands: When Customers Become True Believers’. In Thompson, CJ, Rindfleisch, A & Arsel, Z (eds) "Emotional Branding and the Strategic Value of the Doppelganger Brand Image", Journal of Marketing, vol. 70, pp. 50-64. Ball, D, Simo es-Coelho, P & Macha, A 2004. The role of communication and trust in explaining customer loyalty: an extension to the ECSI model. European Journal of Marketing, vol. 38, no. 9/10, pp. 1272-1293. Bennett, R & Rundle-Thiele, S 2004. Customer Satisfaction should not be the only goal. Journal of Services Marketing, vol. 18, no. 6/7, p. 13. Chapman, F 1995. Tales of Old Tonbridge. Brasted Chart: Froglets Publications Ltd. Convertible Car Magazine 2012, TVR Tuscan Convertible. viewed 1 November 2012, . Eileen Vocovic 2012. Number five: The Nissan 370Z. viewed 1 November 2012, . European Commission 2012, July 30. Reducing CO2 emissions from passenger cars. viewed 1 November 2012, . ffrench-Constant, A 2009, April 17. The Telegraph. Nissan 370Z review. The latest version of Nissan's Z car goes like a bullet from a gun and, fittingly, delivers a real bang for your buck. viewed 1 November 2012, . Hart, O 1980. Perfect competition and optimal product differentiation. Journal of Economic Theory, vol. 22, no. 2, pp. 279-312. Herrmann, A, Xia, L, Monroe, K & Huber, F 2007. The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, vol. 16, no. 1, pp. 49-58. Huber, F & Hermann, A 2001. Achieving brand and dealer loyalty: the case of the automotive industry. The International Review of Retail, Distribution and Consumer Research, vol. 11, no. 2, pp. 97-122. Hughes, S 2012. New Car Expert. What price for revised Nissan 350Z range? - Nissan 350z News. viewed 1 November 2012, . Kew, J & Stredwick, J 2010. Human Resource Management in a Business Context, 1st Edition. UK: CIPD. Kuwano, M, Zhang, J & Fugiwara, A 2005. Analysis of ownership behavior of low-emission passenger cars in local Japanese cities. Proceedings of the Eastern Asia Society for Transportation Studies, vol. 5, pp. 1379-1393. Lau, G & Lee, S 1999. Consumers? Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, vol. 4, pp. 341-370. Menon, B & Raj, J 2012. Model Development and Validation for Studying Consumer Preferences of Car Owners. International Journal of Marketing and Technology, vol. 2, no. 5, pp. 148-173. Nissan 2012a. 370Z. viewed 1 November 2012, . Nissan. 2012b. 370Z. viewed 1 November 2012, . Norman, D 2004. Emotional Design: Why We Love (or Hate) Everyday Things. Cambridge: Basic Books. Ovide, S 2012, June 28. The Wall Street Journal. Twitter's Mobile Ads Begin to Click. Majority of Revenue on Social Network Comes from Phones; One Advertiser Calls Results Staggering. viewed 1 November 2012, . Parliament 2004. Environmental Policy and Innovation. Postnote. No. 212. London: Parliament Office of Science and Technology. Peterson, S & Michalek, J 2012. Cost-effectiveness of plug-in hybrid electric vehicle battery capacity and charging infrastructure investment for reducing US gasoline consumption. Energy Policy, viewed 1 November 2012, . PPA 2012. Top Gear and Nissan 370z. viewed 1 November 2012, . Quantum Cars 2012. Factory Built. viewed 1 November 2012, . Radical Sportscar 2011, November 30. Radical SR 3 SL. Street-legal SL is the first Radical to meet European type approval. viewed 1 November 2012, . Sebring 2012. Sebring Kit & Factory Build Prices. viewed 1 November 2012, . Shah, R & Ward, P 2007. Defining and developing measures of lean production. Journal of Operations Management, vol. 25, pp. 785-805. Sharma, N & Patterson, P 1999. The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, vol. 13, no. 2, pp. 151-170. Squidoo 2012. Fastest Car in The World: Top List 2011-2012. viewed 1 November 2012, . Star Motoring 2012, February 8. Nissan 370Z refreshed. viewed 1 November 2012, . Subadra, S & Murugesan, K 2010. Consumer perceptions and behaviour: A study with special reference to car woners in Namakkal district. APJRBM, vol. 1, no. 3, pp. 37-60. The National Archives 2012. Climate change and pollution. viewed 1 November 2012, . Thompson, C, Rindfleisch, A & Arsel, Z 2006. Emotional Branding and the Strategic Value of the Doppelganger Brand Image. Journal of Marketing, vol. 70, pp. 50-64. Unni, R & Harmon, R 2007. Journal of Interactive Advertising. Perceived Effectiveness of Push vs. Pull Mobile Location-Based Advertising. 7(2). viewed 1 November 2012, . Wong, Y, Wong, K & Ali, A 2009. Key practice areas of lean manufacturing. Proceedings of the International Association of Computer Science and Information Technology, (pp. 267-271). Singapore. World Car Fans 2005, August 15. 36 Years of Nissan 350Z. viewed 1 November 2012, . Zaltman, G 2003. How Customers Think: Essential Insights into the Mind of the Market. In Thompson, C.J., Rindfleisch, A., and Arsel, Z. (eds) "Emotional Branding and the Strategic Value of the Doppelganger Brand Image". Journal of Marketing, vol. 70, pp. 50-64. Read More