Page 69 - PRAGMATIC STRATEGY
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you've got a manufacturing base and a supply base set up, it is best to
produce and sell in one currency.
The initial market entry strategy of 1984 shows that Nissan recognized the
potential in the size of EU market and its potential for growth and expansion.
As of 1 January 2012, the population of the EU is about 503.5 million people
located in a geographically tight, integrated market.
Nissan would probably argue that as a result of the single-union agreement,
its workforce is much more flexible than at other world plants, and would
point to the fact that not a single minute has been lost to industrial disputes
at the Sunderland factory.
The final part of the answer is embedded in the time-line in the Market
Development Factors diagram which lays out Nissan’s journey as it built its
operations at Sunderland. Incorporated here is a time-line of the major
developments at the Sunderland plant. These elements are further developed
in the Time-line section where the objectives post 2013 and the factors which
have shaped and influenced them are explored.
Market Development Strategy Factors
