Preparation of Six Page Analysis for CIM Case Study (Strategic Marketing in Practice)

The following frameworks would be useful to prepare an effective 6 page analysis for the CIM stage three case study.

The Strategic Framework
1) Current Situation = For example TWOS matrix

2) Corporate Direction = Ex. Vision, Mission and Objectives

3) Target markets

4) Marketing Objectives

5) Marketing Programs and Issues for Implementation

6) Control Systems

Analyzing External Environment

1) PESTEELE Analysis – (Political, Economic, Socio Cultural, Technological, Ethical, Environment, Legal, Education)

2) Porter’s Five Force Analysis

3) Competitor Analysis

4) Understanding Structure of the Market

5) Understanding Customer Needs and Behaviors

6) Consumer Buying Process

7) Competitive Strategies : -

Market War Fare
a) Market Follower Strategies

b) Market Leader Strategies

c) Market Challenger Strategies

d) Market Nicher Strategies

e) Market Pioneer Strategies

8) Segmentation, Targeting and Positioning (STP Approach)

Internal Environment

1) Value Chain

2) Balance Score Card

3) Profit Impact on Market Share (PIMS)

4) Marketing Control Systems

5) The Implementation Matrix

6) Organisation Culture Types

7) Positioning Maps

8) Stake Holder Analysis

9) Financial Ratios

10) Customer Relationship Management


* In addition you could concentrate on SWOT analysis, Brand Union, Key Account Management etc.

Nissan Presea

Insight to PreseaNissan

Presea was moslty a Japanese Domestic Model (JDM) vehicle and a compact car manufactured during 1990 to 2000. Most of the Presea cars were exported to Sri Lanka, Some Countries in South East Asia, Western and South Africa, New Zeland, Some Pats of Carribian and Russia. It competed with entry level luxury 4-door hardtop sedans that were popular in Japan during the 90s, notably the Toyota Carina, Toyota Ceres / Marino, Subaru Legacy, Mazda (Efini) MS-8, Honda Vigor sedan, and the Mitsubishi Emeraude.

Design - R10 (1990 - 1995)

The first model, R10 (Known as CT 1) was based on the B13 Nissan Sentra/Sunny platform. It shared many attributes with its sibling model, however, body panels and interior were done to a much higher specification. Interior fabrics matched those on the Bluebird, with standard features including automatic headlights, lighted keyslot, rear-illuminated instrument cluster, integrated sound-system, automatic climate control, digital temperature control, adjustable shoulder height seat-belts, 4-way adjustments and lumbar support for the driver's seat.

R 11 (1995 - 2000)

The R11 Presea (CT 2) launched in 1995 was slightly lengthened. In some countries including Japan, the venerable SR18DE with 125 hp replaced the 110 hp SR18D(i) engine, alongside with GA15DE and SR20DE engines. It still had the same drive-train as Nissan Sunny B14 (1994-1998) and the same frame-less door windows as the R10 Nissan Presea, although it was a little longer (4425 mm + 2525 mm wheelbase) wider (1695 mm) and taller (1325 mm). In August 1997, the Refina (F, L, S) was introduced unders the same platform.

Snap Shot of Presea

Manufacturer: Nissan
Production : 1990–2000
Assembly : Japan
Predecessor : Nissan Auster
Successor : Nissan Teana
Class : Compact
Body style(s) : 4-door hardtop
Layout : FF layout
Engine(s) : 1.5 L (GA15DE)
1.6 L (GA16DE)
1.8 L (SR18DE)
2.0 L (SR20DE)
Transmission(s) : 4-speed automatic and 5-speed manual
Related : Nissan Primera, NX Coupe, Nissan Pulsar, Nissan Sunny (B 13 & 14) Nissan Bluebird


(based on nissan presea club information and wikipedia)