The Renault Group: A new international strategy - the Logan Project in Romania - the « low-cost » automobile...

Docs en anglais | 21 pages | 07-03-2008 | Format : | Note : Non noté |

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Résumé

(...) The Renault Group is a global player. Its expansion within 118 countries has enabled the company to reach a higher amount of consumers and to enhance its overall performances. Expanded internationally is then a decisive aspect of its strategy. "The Group reported a 1.7% rise in worldwide sales, with more than 2,500,000 vehicles sold." (Renault.com, 2006) While successfully managing its leadership in Europe and a general good implementation in well-developed countries, the stake for Renault-Nissan is now to focus on and penetrate new markets: the emerging ones. Its targets are Western Europe, Russia, Morocco, Colombia or even Iran. "Outside Western Europe, the Group grew sales on many markets, including Turkey, North Africa, Mexico and South Africa. In the medium term, it is considering moving into China and India." (Renault.com, 2006) To effectively manage these objectives, Renault has opted a specific strategy supported by its alliances with Nissan, and acquisitions of Dacia and Samsung Motors. (...)

Table of contents:

I) Overview of the Renault Group

1. Brief history of the company
2. Its activity and scope of operations
3. Financial situation
4. The profitable growth strategy

II) International expansion strategies

1. Macro and micro environments
2. Company's issues
3. Foreign market entry modes

III) The Logan project in Romania: a "low cost" strategy aiming at emerging countries

1. The Renault-Dacia collaboration in Romania
2. The Logan project
3. The issues of this "low-cost" strategy
4. The future of the Logan worldwide

References and Bibliography

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