84986 documents répartis en 40 catégories
Masquer les catégories
Docs en anglais
publié le 11/07/2012
Document de 20 pages au format WORDTweeter
International Marketing case study on hybrid cars and the Renault group strategy to enter the US Market with this new technology.
Renault was created in 1898 by Louis Renault after more than 110 years of existence; today the group is the owner of three brands which are Renault, Dacia and Renault Samsung Motors. Renault is the most important brand of the group in term of sales; it represents 86% of the total sales of the group in 2009. Present around the world the French constructor is the third brand in Europe, which its first market with most of 66% of the sales made in this area. Member of several alliances, the group Renault signed in March 2009 one of the most important of its history, the alliance with Nissan called Renault Nissan Alliance. This Alliance had been signed in order to share and increase the performances of the both constructors and then reinforced the international development of them.
Then, after a failure on the US market Renault will try to enter again with a new technology, the hybrid and electric cars. The US market is an increasing market and then it represents a real opportunity for the international brands of cars. But this market is dominated by the “three big” which are GM, Ford and Chrysler.
We will see how Renault could enter in the US market with the hybrid/electric cars. Firstly, we will study the Renault history and strategy; secondly we will speak about the US market of hybrid car and the barriers to entry into. To finish we will see how Renault will enter in this increasing market.
1. Renault in the worldwide automobile market
1.1. History: from 1898 to 2008
The history of the group started in 1898 with Louis Renault thanks to the construction of a first vehicle over the brand Renault. In 1989 the both brothers of Louis, Marcel and Fernand, launched the company under the name “Société Renault Frères” and it was in 1903 that the real big story started with the development of the commercialization network and the opening of the first foreign subsidiary. The society changed another time its name after the death of the both Louis' brothers in 1909 and became “Société des Automobiles Louis Renault” (...)
Table of contents:
I) Renault on the Worldwide Market
A. History: from 1898 to 2008
B. Renault today
1. Renault as the owner of three brands
2. Overview of Renault on the Worldwide Marketplace
C. Renault-Nissan Alliance as a key of the future development of Renault
1. What is this Alliance?
2. Strategies of Renault for the future
3. Why and how the Renault-Nissan Alliance could be a help for the entry of the French constructor's hybrid cars on the US market?
II) The US market of hybrid cars
A. Market overview
B. Competition in the automobile industry in US
C. The barriers to entry
1. Economical and political
III) Renault and hybrid car on the US Market
A. National competitiveness
B. Strategy to entry and reasons why?
C. Marketing mix applied to the US Market
Docs en anglais publié le 11/07/2012
Docs en anglais publié le 01/11/2007
The U.S. government's response to the Great Depression and World War II represented a compromise between those who hoped to expand the powers of the state and American citizens' traditional distrust of the government. Evaluate the evidence for this statement.
Essay dealing with welfare reform in the US. Why was it so important to reform the welfare system in the US? How does the welfare system in the US compare to the French one? Thesis: Everybody should agree on this, welfare reform in the US is a good thing...
Docs en anglais publié le 06/05/2007
Essay on the use of cars in public transport. It explains how cars have managed to take an important place in today's societies, and the issues resulting of this fact. At a time where congestion problems are rising and expected to continue to grow, the issues...
Voir toutes les publications de cet auteur
Docs en anglais publié le 12/06/2013
English course concerning politics in South Africa, taken from the 2013 English degree program. We will look in particular at the reality of apartheid and the current situation. Extract: South Africa has long been associated...
Docs en anglais publié le 29/05/2013
This report focuses on segmentation and targeting critera to determine a consumer decision process in relation to purchase a Ben & Jerry's ice cream. Ben & Jerry's own a large share of the ice cream market but their positioning is clearly identifiable....
Docs en anglais publié le 29/05/2013
This report focuses on the digital strategy of Kusmi Tea, a gourmet Russian-style packaged tea brand, headquartered in France. The positioning of Kusmi Tea is clearly identifiable. It was found that the likely core target customer is a young woman, between...
Docs en anglais publié le 28/06/2010
History, background and reasons for the huge international success of Coca Cola. Extrait: Today, we will talk about a famous beverage, or we can say that it is more like a common phenomenon. If you are recognized as...
Cette présentation de type PowerPoint réalisée en anglais étudie les problèmes organisationnels, structurels, culturels et stratégiques soulevés par les fusions des deux groupes Renault et Nissan, et les actions...
Docs en anglais publié le 13/12/2007
Essay dealing with "Number 8", a short story written by Jack Ritchie. The first part introduces the two main characters: a mysterious narrator who is driving a car, and a young hitch hiker he picked up on the road. The setting is disconcerting: they...