Arguably, there is every reason to believe that the Chinese economy by dint of its robustness escaped the global economic crisis unscathed thus sending a strong signal to the world that China is progressively taking control of the commanding heights of the global economy. It is against this background that we in Nissan Corporation remain convinced that the Chinese economy by all indications presents very sustainable prospects for our expansion into the international market. Our response to this opportunity is expressed in our resolve to hit the domestic Chinese automobile market with our innovative Nissan Altima.

We are entering the Chinese market with the full understanding of the contending dynamics on the market; to this end all aspects of our marketing communications plan will resonate from this knowledge (Picketon & Broderick, 2001). Indeed, a quick skim through the vast Chinese market reveals that the market is broadly stratified along two major market segments namely private and commercial customers. It is worth acknowledging that we have avoided the temptation to superficially lump the Chinese demographic structure into a homogenous whole, consequently disregarding latent market indicators. This provision has thus been incorporated into the needs of all the market segments in a manner that will allow the message to be crafted so as to reflect the ground realities in each of these segments.

To this end, the provisions that have been adopted for instance to address the needs of the private customers includes the intensive usage of a communications plan that revolves around dissemination channels such as conventional advertisement, public relations, print media, television and a host of others. At the heart of the communication plan is to highlight the innovative dimensions of the Nissan Altima to the customer. An innovation that is in tune with relevant contemporary and future projections of the state of the consumer’s craving for automobile products at all levels (Keynote, 2002).

The launch of the Nissan Altima in China will be the main precursor that will announce our presence on the local market. Interestingly, the launch is complemented by a tentative financial budget to facilitate the implementation process at all levels. Come to think of the fact that the automobile market in China is still in its budding stage and has the capacity to reach its fullest potential is in many ways a welcoming news for business. The good news also lies in the general state of the Chinese economy which is described in the opening paragraphs as being very healthy and robustness enough to encourage business in that market.