Grand Livina Marketing Plan

EXECUTIVE SUMMARY

Nissan Grand Livina is the latest product of Nissan, launched on April 2007. It is projected as the "people's car", which fulfills the needs of the customers: an economical, wide-spaced vehicle with reasonable price. The objectives of the marketing plan is aligned with Nissan's objectives, which are being one of the Top 5 car manufacturers in Indonesia, increasing profit, and expanding market share.

This plan describes the situation which is currently dealt with, including market share, channels, STP, and SWOT analysis; also designing strategies to achieve the 2008 objectives, which are selling 24,000 units of Grand Livina as a part of the 40,000 units Nissan vehicles and expanding Nissan's market share from 1.8 % to 6.8 %.

COMPANY BACKGROUND

I. Nissan Motor Co., Ltd.

Nissan Motor Co., Ltd., began with Kwaishinsha Motor Works which started its premier car productions in 1914, named DAT. This company went through various names: Kwaishinsha Motorcar, DAT Motorcar, Jidosha-Seizo, and Nihon Sangyo which was known by "Ni-San". The name Nissan Motor Co., Ltd., was officially used on June 1, 1934, with its founder Yoshisuke Aikawa.

Nissan marketed vehicles under the brands Nissan and Datsun until 1983, when Datsun collapsed. The ranking for Nissan was slowly surpassed by Honda. When the financial problems emerged in the 1990s, a French manufacturer, Renault, purchased enough stocks to control Nissan and put Carlos Ghosn as the president and CEO.

Under Ghosn, who introduced Nissan Revival Plan (NRP), Nissan was back in business and named the most spectacular corporate turnarounds in history for its success gaining the highest level of profit in company history and revitalized Nissan and Infiniti's models dramatically. This achievement catapulted Ghosn's name in Japan and the story of Nissan became a part of popular culture. Besides that, Nissan was proclaimed as one of the most prestigious vehicle manufacturer in the world through the machines VG and VQ V6, which included in Ward's 10 Best Engines for 12 years in a row since the award was given.

II. PT Nissan Motor Indonesia

1. 1960s

Nissan was officially entering Indonesia in 1969 by the name Datsun via PT Indokaya which was founded by H. Abdul Wahab Affan and his brothers. The type of vehicles they produced was pick-up, multi purpose (jeep) and sedan with the average production of 750 units/month which were marketed in Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Bali, Lampung, Bengkulu, Palembang, Padang, Balikpapan, Ujung Pandang, Medan, and Menado.

2. 1970s

In 1974, PT Indokaya produced Datsun Sena which contained 75 % local content to obey the government's suggestion in running localization program for four-wheel vehicles. Average production was 250 units / month.

3. 1980s

On April