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 relaunch of March, together with a brand new interior/structural
design, can cause a total revival of this once prevailing type of mini-car.
3. Solution
Represent the Vision and focus on the solution
In order to substantiate 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.
This proposal will develop the re-launch plan further based on:
1. a market analysis and evaluation,
2. a marketing strategy and implementation plan,
3. a detailed management plan, and
4. a well-calculated financial plan.
The proposal will present and discuss the re-launch plan with 4 sections:
1. market analysis and evaluation,
2. marketing strategy and implementation plan,
3. detailed management plan, and
4. well-calculated financial plan.
Back to the paper itself and how the paper develops into the solution (methodology)
The structure of this paper – promise and foretell the reader what will happen
thesis