Table of Contents Executive Summary 3 1. Situational Analysis 4 1.1 SWOT Analysis 4 1.2 Industry Analysis 4 1.3 Competitor Analysis 4 1.4 Consumer Analysis 5 2. Opportunity Identification 6 3. Marketing Objectives 7 4. Marketing Strategies 8 4.1 Target Segments 8 4.2 Segment Selection 8 4.3 Positioning 8 5. Marketing Mix Decisions 9 5.1 Product 9 5.2 Pricing 9 5.3 Distribution 9 5.4 Communications 9 6. Implementation and Evaluation 11 6.1 Implementation 11 6.2 Evaluation 11 7. Cost-Benefit Analysis 12 References 13 Appendix 14

Executive Summary

The Nissan Leaf is the first to enter the all-electric vehicle market. However, due to the current recession and …show more content…

2. Opportunity Identification

From our analysis, we’ve concluded that the Nissan Leaf’s key issues are: 1) There is a lack of consumer awareness and understanding about all-electric vehicles. 2) Maintaining a large portion of market share when competitors launch their own models of all-electric vehicles next year. 3) There is a lack of infrastructure supporting all-electric vehicles.
To address these issues we will utilize the following opportunities:
Government Support
Partnering up with municipal and provincial governments is an opportunity for the EV market. For example, we can take advantage of the fact that Vancouver wants to become the greenest city in the world by partnering up with the City of Vancouver. Charging stations have already been setup, and the number is expected to grow (City of Vancouver, 2011). After Vancouver, Toronto is the overall, the 2nd greenest city in Canada (Siemens, 2011). In the United States, charging stations for EVs are being established across the country. We expect Los Angeles, New York City and Chicago to be the early EV adopters (Byrne, 2011).
The Economy
Since 1998, OPEC’s yearly basket price has been increased rapidly from $12.28, and reaches $107.47 in 2011 (OPEC, 2011). The rising oil price leads to increasing cost when driving gas cars. Because the Nissan Leaf uses electricity, consumers spend about 2/3 less than the average gas car driver on fuel. Because of the recession, and