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STRATEGIC MANAGEMENT – AN OVERVIEW
Concept Application Questions.
Nissan Sunderland.
Vision: “Enriching people’s lives”.
Mission: “Nissan provides unique and innovative
automotive products and services that deliver
superior measurable values to all stakeholders in
alliance with Renault.”
Our stakeholders include customers, shareholders, employees, dealers, suppliers, as well as the communities where we work and operate.
Read this short case study and then answer the questions that follow.
In April 2012 Toshiyuki Shiga, the chief operating officer of Nissan, revealed that
a new medium sized car will be built in Sunderland in the North East of England.
This is part of the firm's on-going expansion and will once again give them a
foothold in the mainstream medium segment of the European car market.
Nissan established its Sunderland plant in 1984 with a £40 million UK Government
grant, acceptance for a single union, and the expectation that efficiency gains
would offset any exchange rate problems. In addition, The UK also had a very
flexible labour market, and a lack of regulation compared with Europe. Production
began two years later, with total investment since then reaching £3.3 billion. More
than 6.4 million cars have been built at the factory, with 80% of production
exported to 97 markets worldwide. Nissan is now the UK's biggest car exporter.
Nissan markets its vehicles mainly under two brand names i.e. ‘Nissan’ and
‘Infiniti’. Infiniti is the luxury car division of Nissan and works as a separate
subsidiary.
Nissan will inject £317 million into the Sunderland plant and the UK Government's
Regional Growth Fund will give £9.3 million.
Mr Shiga said:
