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    Docs en anglais
    publié le 11/07/2012

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    Hybrid cars: Renault on the US Market

    Document de 20 pages au format WORD

    RÉSUMÉ

    International Marketing case study on hybrid cars and the Renault group strategy to enter the US Market with this new technology.

    AUTRES

    Extract:

    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:

    Introduction

    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
    2. Legal
    3. Cultural

    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

    Conclusion
    Bibliography

    20

    Docs en anglais publié le 11/07/2012

    9,00 €

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