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Principles Of Marketing In Nissan Company - Case Study Example

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The paper "Principles Of Marketing In Nissan Company" provides a description of the product line offered by Nissan Motors Company Limited in the United Kingdom. It also presents the analysis of the environment in which Nissan is operating and identifies its major competitors…
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Principles Of Marketing In Nissan Company
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Download file to see previous pages Nissan faces tough competition as well as some serious environmental issues that ask the company to redefine its marketing strategies as well as production process to keep these align with the international standards of production and could also help in keeping its market position stable and competitive.
Nissan Motors Company Limited was established in 1933. The headquarter of the company is situated in Japan (Yu, 2000, p50). The company started its operating in America in 1960 and produced the first vehicle in 1966. In 1983, it started the global marketing of vehicles using the name tag of Nissan. The company continues to manufacture a wide range of vehicles for the customers in different countries and in 1989; it achieved the landmark of manufacturing its one-millionth vehicle (Armstrong, 1997, p132). It has been awarded the title of Best of the Best Company in 1997 by the environmental protection agency. Nissan took the initiative to start its manufacturing business in the UK in 1984 when it signed an agreement with the British government that allows the building of Nissan’s car plant in the United Kingdom. (Emily and Armstrong, 1992, p82)
Nissan started its UK operations under the name Nissan Motor Manufacturing UK Limited (NMUK) that is being owned and operated by its European division. In 1986, the construction of its first UK car factory was completed and first Nissan Bluebird was manufactured in that largest and most productive car plant of UK (Maskery and Mary, 2001, p6). The car factory is located in Sunderland, Northeast England. It also secured the position of largest car exporter in 2004 when 1 in 5 cars exported from the UK was manufactured in the Nissan’s UK car factory (NMUK). Nissan has invested over £2.4 billion in its UK manufacturing unit. The annual production of Nissan UK car factory is approximately 330,000. ...Download file to see next pages Read More
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