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Case Title:

Nissan in America: The Troubled Strategy

Publication Year : 2006

Authors: G. Saradhi Kumar, Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: COS0029

Teaching Note:  Not Available

Structured Assignment:  Not Available

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After a turnaround that is worthy of being called a miracle, Nissan saw its sales slipping in the very important US market and lost a considerable market share. Lack of new models is said to have hampered the sales growth. The next model will be released in late 2006, by March of that year Nissan would have spent a year without releasing a new model – something unusual in the hypercompetitive automobile industry, where new models, at best, or variations in the old models, at worst, are common place. It is noted that by the time Nissan comes out with a new car, its market share would have fallen beyond recovery. Chief executive officer Carlos Ghosn, often referred to as the 'golden boy' of the automobile industry, is confident and advocates that there is no problem that cannot be solved by a good car. He might be right, indeed he has revived the fortunes of debt ridden Nissan by introducing two dozen new models since 1999. However, pessimists would say ‘miracles do not work often’.

Pedagogical Objectives:

  • To highlight the strategies adopted by Carlos Ghosn to revive Nissan

Keywords : Automobile industry in the US; Nissan; Nissan in America; Carlos Ghosn; Managing in Troubled Times Case Study; Nissan’s strategy in the US; Carlos Ghosn’s strategy

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