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10Executive Summary Fresh from a takeover by French carmaker Renault Nissan is hitting worldwide automotive markets with bold management ambitious sales targeting and 28 all new models set to hi the scene in the coming years Competition in the Australian car retailing industry is at an all time high with major multinational carmakers eg the Volkswagen group putting big money into developing customer bases in Australia In order to survive and prosper as Nissan headquarters expects Nissan Australia will have to deal with the following specific environmental impacts Maintenance and growth of customer base and sales margins Survival and development under intense competition in a small market Providing products which suitable and consumable to the Australian market These specific environmental impacts do not occur in isolation Nissans new hierarchy from Renault is demanding strong performance across the board having invested hundreds of millions of dollars acquiring Nissan and developing new products Furthermore Nissan Australia lacks the say of larger markets such as the United States and Europe in determining product pricing availability and specification With a raft of new models on the way and the re introduction of parent company Renault to the Australian Market Nissan Australia is presented with some interesting marketing tools to develop the brand image This proves to be a promising approach however it is the view of this report that establishment of a local production arm in Australia would greatly benefit Nissan by allowing it to compete on price and deliver the products Australian customers want while establishing a Nissan culture in Australia 20 Introduction Theory on international business sees the so called six forms of separation as the major obstacle to a successful international business John Ries from the University of British Columbia sees differences in political situations natural environments currency and language differences and information separation combining with physical distances to make multi-national production and distribution of products very
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