Publications
Publications
- August 1989 (Revised November 1994)
- HBS Case Collection
Nissan Motor Co. Ltd.: Marketing Strategy for the European Market
By: John A. Quelch
Abstract
Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing plant in the United Kingdom, Nissan has to decide how to allocate marketing and production resources among the different models in its line.
Keywords
Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe
Citation
Quelch, John A. "Nissan Motor Co. Ltd.: Marketing Strategy for the European Market." Harvard Business School Case 590-018, August 1989. (Revised November 1994.)