Nissan 2013 Annual Report Download - page 17

NISSAN POWER 88
1Strengthening
brand power
To strengthen Nissan’s brand power, we will expand our strength in engineering
and production to the sales, marketing and ownership experience. We will raise
the level of interaction with our customers to create a world-class standard of
service that will build lasting relationships with every Nissan car owner. We
recognize that having a stronger brand will help close the gap with our top
competitors in every measurable area – from revenue generation to overall
opinion and purchase intention.
2Enhancing
sales power
Sales power in the mid-term plan refers to fully grasping the needs of customers
in each market and drastically raising sales volume and market share. In
emerging markets, we will focus on building a robust dealer network with market
positioning and staffing optimized to meet the needs of local Nissan customers.
In mature markets, where our dealer network is already established, we will take a
strategic approach to improve customer loyalty and improve sales efficiency by
increasing sales volume per outlet.
3Enhancing quality Nissan aims to make steady progress in improving product quality. During Nissan
Power 88, our aim is to raise Nissan into the top group of global automakers in
product quality and elevate Infiniti to leadership status among peer luxury
products.
4Zero-emission
leadership
Nissan has taken the lead as the all-time volume leader in dedicated electric
vehicle sales. Nissan’s EV lineup will include a light commercial vehicle and an
all-electric premium car, to be launched by Infiniti in the near future. Together
with our alliance partner Renault, we intend to put 1.5 million EVs on roads
worldwide by 2016. In addition, Nissan continues to take a leadership role in
every aspect from the development of batteries, chargers and vehicle lineup to
electric grid studies, battery recycling and the use of batteries for energy storage,
so that we will contribute to the establishment of sustainable mobility.
5Business expansion Regarding the 8% market share objective under Nissan Power 88, we estimate
that 35% of the growth in volume will come from mature markets and 65% will
come from emerging markets. We will achieve this through a steady tempo of new
product launches averaging every six weeks, a continued focus on growth
markets and the expansion of our Infiniti and light commercial vehicle businesses.
Investments in manufacturing capacity expansion, particularly in China, North
America, Brazil, Russia and India, will enable us to increase sales volume.
6Cost leadership We have been successful in reducing costs by 5% annually, due mainly to our
cross-functional monozukuri activities involving our supplier base. As our
production footprint is increasing globally, we will maintain this pace by
enhancing and deepening these activities in every Nissan production base across
the regions. Moreover, evaluating not only purchasing costs but also logistics and
in-house costs, we have set an objective to reduce total costs by 5% each year.
SIX TACTICS UNDER NISSAN POWER 88
ABOUT THE MID-TERM PLAN
Nissan is operating its business based on the mid-term plan, Nissan Power
88 for the fiscal years 2011 to 2016. “Power” derives its significance from
the strengths and efforts we will apply to our brands and sales. Our
commitment is to renew our focus on the overall customer experience,
elevating Nissan’s brand power and ensuring quality excellence for every
person who buys a Nissan car. “88” denotes the measurable rewards from
achieving our plan. We aim to achieve a global market share of 8% from
5.8% in 2010, and we aim to increase our corporate operating profit to a
sustainable 8% from 6.1% in 2010.
Nissan is implementing six tactics under Nissan Power 88:
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information on Nissan
Power 88.
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Together with a stronger brand, investments in products, technologies and global capacity, we aim
to achieve Nissan Power 88 and grow further.
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NISSAN MOTOR COMPANY ANNUAL REPORT 2013
NISSAN POWER 88
CORPORATE FACE TIME
CONTENTS
PERFORMANCE
MANAGEMENT MESSAGES
CORPORATE GOVERNANCE