Análisis del Lanzamiento de automóviles eléctricos/autónomos. Diseño de un Plan Global para la empresa Nissan

Abstract

Nos encontramos al inicio de la revolución del coche eléctrico. Durante varios años este vehículo ha sido introducido en España, integrándose progresivamente en nuestra cultura y nuestro mercado. El coche eléctrico ha tenido que superar muchos obstáculos para llegar al lugar en el que está, pero finalmente parece que la sociedad se está dando cuenta de que este coche es vital para reducir la contaminación y para crear un futuro sostenible. El Nissan Leaf es el líder de este movimiento en nuestro país, sin embargo, la marca japonesa no ha realizado un lanzamiento masivo para consolidarse en España. En este trabajo analizaremos la situación en España respecto al coche eléctrico y como el Nissan Leaf puede expandirse en España desde la perspectiva del marketing. Se propondrá un Plan de Marketing Internacional, en el que incluiremos un marketing mix. Además, tras un análisis de los distintos factores que pueden afectar a las ventas de este vehículo, se propondrá una estrategia para este relanzamiento. Por último, se analizarán líneas de investigación futuras, fundamentales en el mercado del vehículo eléctrico debido al avance a pasos agigantados de la tecnología y la dependencia de esta de vehículos como el Nissan Leaf.

We are at the beginning of the electric car revolution. For several years this vehicle has been introduced in Spain, progressively integrating itself into our culture and our market. The electric car has had to overcome many obstacles to get where it is, but finally it seems that society is realizing that this car is vital to reduce pollution and to create a sustainable future. The Nissan Leaf is the leader of this movement in our country, however, the Japanese brand has not made a massive launch to establish itself in Spain. In this paper we will analyze the situation in Spain regarding the electric car and how the Nissan Leaf can expand in Spain from a marketing perspective. I will propose an international marketing We are at the beginning of the electric car revolution. For several years this vehicle has been introduced in Spain, progressively integrating itself into our culture and our market. The electric car has had to overcome many obstacles to get where it is, but finally it seems that society is realizing that this car is vital to reduce pollution and to create a sustainable future. The Nissan Leaf is the leader of this movement in our country, however, the Japanese brand has not made a massive launch to establish itself in Spain. In this paper we will analyze the situation in Spain regarding the electric car and how the Nissan Leaf can expand in Spain from a marketing perspective. I will propose an international marketing plan, in which I will include a marketing mix. In addition, after an analysis of the different factors that can affect the sales of this vehicle, a strategy for this relaunch will be proposed. Finally, we will analyse future lines of research, which are fundamental in the electric vehicle market due to the rapid advances in technology and the dependence on vehicles such as the Nissan Leaf.