Nissan 2011 Annual Report Download - page 15

Strategically Responding to the Changing Market
Projected changes in the global auto industry in the next six years show that the total industry volume
(TIV) in emerging markets is expected to grow not only in the BRICs, or Brazil, Russia, India and China,
but also in ASEAN countries like Thailand and Indonesia, due to accelerated motorization in those
countries.
In the mature markets, the TIV is estimated to remain unchanged in Japan and to recover in North
America, one of our main markets, boosted by population growth. The TIV in the European market also
seems to be on the rise due to the economic recovery and increased demand in Eastern European
countries. Overall, the global auto market is expected to continuously expand.
Nissan has announced its new mid-term plan, Nissan Power 88, a roadmap for our growth from
2011 to 2016. In this plan, we aim to significantly increase our global market share from 5.8% in fiscal
2010 to 8%, grasping growing auto demand more effectively than our competitors.
One of our strategies to achieve this aggressive numerical target is increased sales power. This
means expanding the sales force to get more Nissan vehicles in the hands of our customers, as well as
increasing our service strength to boost customer satisfaction with their life with cars, and thereby to
create and strengthen bonds between them and the Nissan brand. Specifically, we want to expand the
sales network in terms of both quantity and quality and to provide people with more satisfying
experiences in every aspect where they come into contact with the Nissan brand, while also
responding adequately to the wide-ranging needs of customers in every market. It is essential in our
strategy to secure both quantity and quality simultaneously to ensure our targeted growth.
Sales Network Quantity
In the next six years, automobile demand is projected to expand at an accelerated pace, mainly in the
emerging markets. In order to quickly respond to changing market conditions, Nissan needs to create
sales bases in regions where customer needs exist. It is also important to secure service facilities for
vehicle inspection and repair, as well as human resources with customer service skills. We will expand
the quantity of our sales network by increasing the number of dealer outlets and service facilities.
Nissan currently has 6,000 major sales locations around the world. We will expand our retail network
to 7,500 outlets by 2016. To secure human resources to manage these dealerships, we will
aggressively attract leading investors and business managers with experience and high motivation by
showing them the potential of Nissan franchises. Utilizing our marketing and service know-how gained
in mature markets, such as those in developed economies, we will also build a system to appropriately
respond to customer needs.
Nissan’s Sales Power
Goals
Takao Katagiri Executive Vice President
In a period of expected worldwide expansion
for the auto industry, Nissan aims to
increase its sales volume and market share
globally, responding appropriately to the
varying needs of customers.
Strategies for Growth
Mid-term Plan
Performance Corporate Data Corporate Governance
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NISSAN Annual Report 2011