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President

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Submitted By BillEllis
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Bill Ellis
Individual Assignment
Unit 2 – Marketing and Brand Management

Nissan is currently considering expanding its product line to introduce a new product. This product will complement the current products offered to consumers. The company would like to provide consumers with a differentiated innovation that will increase both sales of current products as well as the new product line.

Nissan is involved in the transportation industry, namely the sale of various automobile models. The company earmarks 4% of sales to research and development, which is high for the industry. With the high prices of fuel, environment concerns throughout the world, the rising costs of automobile production as well as the rise of automobile insurance rates, the ability to provide a targeted group of consumers with an alternative to the automobile would be a benefit to the company and its shareholders.

I am recommending that Nissan research the feasibility of producing electric scooters to complement the current product line. This product would appeal to the millennium generation in that it would provide them with affordable transportation, a new mode of travel that is not saturated in the USA and Canada, as well as a product that alleviates parking problems, pollution, and high costs. Currently in Canada, new drivers are required to wait 12 months before they can be road tested in order to obtain a driver’s license. This means that new individuals out of school that do not have a driver’s license must find alternative ways of transportation both to and from work and for social outings. The proposed product would be designed so that it meets the regulations that do not need an automobile driver license. The Insurance Corporation of British Columbia, Canada, does not require driver licensing for electric scooters. The company could sell consumers additional features such as

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