SWOT
Strengths within Nissan include: a successful alliance with Renault; well-managed company operations; a strong presence in the leading and emerging automotive markets and effective R&D spending resulting into the best-selling electric vehicle in the world. The Renault-Nissan alliance is owned by a joint company which ensures both companies use strategies that benefits both Nissan and Renault. The alliance will allow for both companies to negotiate better contracts, chances to enter new markets, sharing design/manufacturing costs and the ability to invest into new global projects which may benefits both Nissan and Renault. Nissans alliance with Renault has allowed them to increase its presence and market share within the automobile industry. Nissan is now successfully competing with the United States of America and is growing exceedingly in other countries such as China, Mexico and Brazil.
Weaknesses within Nissan include their poor marketing and advertising capabilities so they will not be reaching size audience that they would like too. The company has spent an excessive amount of money advertising and marketing their brand over the course of 2015, they spent a total of ¥342.2 billion Japanese yen or £2.337 billion pounds. Compared to other companies such as Hyundai, Audi and Honda who didn’t spend as much as Nissan they have grown a larger brand image for themselves compared to Nissan. Proof of this is that no major brand rating agencies mentioned Nissan within the