Relaunch the March
Introduction
March set the record high of car sales for Nissan within the four years
since its first launch sale in 1993. In 1993, Nissan claimed to be able to
dominate the local mini-car market with its unprecedented model of March, a
prototype with cuteness and pragmatic aspects altogether in it. Within the 4
years beginning from 1993, when the auto-market was refreshed long after the
war in Persian Gulf, local people all set their eyes and ears on whatever
published concerning March, especially when it was combined with Kitty, one
of the most popular icons in Japan. According to the magazine SuperAtuo,
March broke the record high of car sales for Nissan within only two years and
continued to soar high until it finally brought its sales record to 4.6 billion NTD
in Taiwan.
However, as its sales began to decline in 1998, the market chose to focus
on cars with greater power and strength. . . .
In addition to its record-setting history, focus should be anchored on
March’s influence on the local auto-market: It set up the possibility of forming
a mini-car market in Taiwan, particularly in its metropolitan areas. …….
It has found recently that a lot of drivers still keep their memories and
nostalgia for March. As reflected from the 3 major forums particular interested
in March and its driver, March, though cut off from the market for years, can
still trigger people’s desire to possess it, no matter they did own any March or
not.
Part of the market was led to the thought that March could be
re-launched and still account for a great share of the present market for
mini-cars.
It is true that March still exists in our lives as we can see them cruising
before us from time to time, either in urban areas or in countryside. Younger
generations may wonder why or how such a marvelous type of automobile
could be entirely omitted from the market as well as from the collective
memory of their previous generation. In fact, there is hope for March to reclaim
our favor for it. From the perspectives of consumers, sellers and the market as a
whole, March can still take over a great portion of the local mini-car market.
Consumers are still longing for cars as small as March; sellers are still looking
for ideal types of mini-cars; the market is still open for any mini-car to get into
it.
If March can successfully re-emerge in the market, the entire auto-market
might take a surprising turn. The responses as well reactions from the market
will be in line with our expectation. Any success of its re-launch can bring
substantial benefits to our company. A brand new interior/structural design,
which can link our March to recent developments with regard to GPS and
energy preservation, can provide easier access to our goal. The re-launch of
March, together with a brand new interior/structural design, can cause a total
revival of this once prevailing type of mini-car.
The objective of this proposal is to provide substantial grounds for the
re-launch plan of March in the coming year. In order to illuminate the idea for
the re-launch of March, this proposal shall contribute a great part to how it can
come with a brand new interior/structural design. This proposal will develop
the re-launch plan further based on a market analysis and evaluation, a
marketing strategy and implementation plan, sustained by a detailed
management plan and a well-calculated financial plan.