Past information and forecast Nissan has high hopes for the Leaf, its fully electric, zero-emissions

model launched in the second half of 2010. As of July 2012 the company had sold around 32,000 Leafs worldwide.The electric vehicle market is growing dramatically based on a variety of factors. First factors is the consumer interest in fuel economy due rise in fuel prices will lead to the increase of transportation cost. Furthermore, government supports the electric vehicle market by giving incentives to manufacturers, other industry players, and consumers to decrease pollution of earth. Auto manufacturers eager to establish themselves in a growing market and brand their companies as green in order to compete with each other in the electric vehicle, showing that they can develop innovative products. Regulations at the state and federal level that give significant advantage to these products as some state restricts amount of carbon dioxide emitted from a vehicle. http://www.baum-assoc.com/Pages/EVForecast.aspx Resources and Constraints In terms of resource, Nissan has many years of expertise with lithium-ion batteries and high voltage electric-system technology in the development of fuel-cell vehicles. Nissan has developed unique knowledge in the EV space with over 15 concepts and production models introduced over the last 65 years. Furthermore, Nissan has five Sustanable mobility plant that produces 200000 batteries annually and 150000 Nissan Leaf cars annually. They invested more than $1.7 billion per plant. It also consist of 13000 employees that handles the production of the batteries and cars. http://umtri.umich.edu/content/Brendan.Jones.Nissan.Marketing.PT.2012.pdf In terms of constraints, Nissan is facing production constraints just when the domestic market for new automobiles is expected to reach a record 1.2 million units this year."Following current market conditions, we are seriously studying plans to expand production," Takayuki Kimura, president of Nissan Motor (Thailand) Co, said yesterday. The Nissan Manufacturing Thailand (NMT) plant rolls out 220,000 vehicles per year, while 40,000 Nissan pickup trucks are assembled at the Mitsubishi Motors Laem Chabang plant.The market is undergoing a "boom" due to the government's first-car-buyer scheme, Kimura said, adding that the situation would continue for several months. Nissan wants to capture 10 per cent of the local market, or 120,000 units, and then increase its share to 15 per cent by 2016.It also exports the Thai-made March city car to Japan and other markets. "We can't produce every model in Japan and there's an opportunity for more models to be imported from Thailand," said Toshiyuki Shiga, chief operating officer of Nissan Motor Co. http://www.nationmultimedia.com/business/Nissan-mulls-expansion-as-output-hits-limit30189437.html

Objectives Nissan organizational goals consist of the following which is to create:

electric and fuel cell vehicles that are attractive, fun-to-drive cars with the appealing benefit of zero emissions; global entry cars that make mobility more accessible and affordable for all; and Innovative technological advances that are good for the environment, enhance safety, improve dynamic performance or provide greater life-on-board satisfaction. In other words, the Nissan Leaf fits the companys goals and also the personal objectives of the decision maker as it is an all-electric vehicle entering an expanding green vehicle market. As automakers scramble to create the latest eco-friendly technology, Nissan must differentiate the Leaf as an affordable green option for cars. http://www.nissan-global.com/EN/COMPANY/MESSAGE/MESSAGE/ Buyer Behavior Buyer behavior was determined using several key variables that relate to the Leaf and its functionality. Attitudes concerning environmentally friendly products, pollution, and automotive preferences were evaluated across gender, age, and household income levels to narrow the desired audience. With the target firmly established, the aforementioned attitudes were cross-referenced with personality types, media usage, and car buying habits to identify the targets pain points and focus their thoughts and behavior. Demographics Hybrid vehicle purchasers are 73 percent more likely to have graduated college plus and 114 percent more likely to have a post graduate degree (MRI Plus, 2008). More than 40 percent of those who own a hybrid vehicle have a household income between $75,000 and $149,999, and their 42 percent more likely to have a professional occupation (MRI Plus).

Psychographics

Members of the target audience are active individuals who value their families and leisure activities. Although they are concerned about accomplishments and moving forward in their occupation, they are more likely to cherish social events and spend time with their families. They value health and fitness, and are more likely than other demographic groups to take risks and seek original experiences. Individuals in the target market take advantage of their time and fill their day with various activities. They seek information and are interested in international events. They are constantly moving around for their children, and often make decisions with their families in mind. Rationale White, middle-to-upper-class mothers in this age group who are concerned about car pollution are informed early adaptors. They are willing to pay a premium for environmentally friendly products and consider themselves smart green consumers. They are more interested in cars functionality and safety than its engine displacement and horsepower. Children influence these women, and they demonstrate a particularly high degree of advertising receptivity (SMRB). Automotive Buying Habits Women in the target age group are more likely than their male counterparts to be the most influential decision makers. They are 56 percent more likely than their male counterparts to make the decision to buy a car for the family, and they often buy cars brand new (SMRB). http://www.slideshare.net/jawachter/media-plan-nissan-leaf Legal Environment To protect the local automotive industry, a number of import restrictions were imposed on foreign vehicles. With more than half a million sales per year, Malaysia is the biggest market for automobiles in South-East Asia. For a long time Malaysia's government has protected its auto industry fromforeign competition by introducing an Asian material content policy, which included imposing high tariffs as well as non-tariff barriers. "National autos", those manufactured by Malaysian producers such as Proton and Perodua, benefit from preferential treatment compared to "nonnational" autos.

Economic environment The Malaysian government currently provides incentives to consumers to buy hybrid or electric cars to help spur on demand and as mentioned above, hybrid and electric cars actually become more price competitive. At the time of writing, there is no import duty and excise duty on hybrid vehicles with engine sizes under 2.0L until Dec 31, 2013. The Government is therefore trying to encourage the purchase of more hybrid and electric cars

which help reduce Malaysias carbon footprint from fuel bill reductions and lower CO2 emissions. http://savemoney.my/malaysia-hybrid-car-buying-guide-do-hybrid-cars-save-you-money/ Marketing and Technological Skills The Leaf will launch two major sales promotions that will resonate with the target and generate word-of-mouth buzz. The two promotions include a national integrated sponsorship in network television as well as a nationwide test drive event marketing partnership with the Four Seasons Hotel & Resort. http://www.slideshare.net/jawachter/media-plan-nissan-leaf