International marketing plan for a French car manufacturer - publié le 03/09/2013

Résumé du document

First, I think that the most important motive is the opportunity offered by the American market. Indeed, even if I can't find any numbers of that, I'm sure that there are more cars per capita in the US than in France. This specificity of the North-American car market offer a great opportunity for any car manufacturer. Also, general awareness grows all industries to rethink their production systems in order to reduce their impact on the environment.

In the USA, even if the roaring car culture holds a central place in the culture, more and more drivers are turning to green vehicles (electric or hybrid). Also, oil prices continue to rise, in a gloomy economic situation. So, many users turn to hybrid and electric vehicles both by moral concern, but also for economic reasons.

The second motivation is the search for profits. As we can see through the news, the automotive market in France is more than inert. Sales of new cars decreased from month to month, and some manufacturers are starting to include downsizing or plant closures (we
can think of the PSA plant located in Aulnay sous Bois, north of Paris).

Extraits

[...] The peak sales is marked by the stage of maturity. During this period, the product is known and appreciated by the public, so that the development decrease, while sales stay constant, thereby increasing margins achieved. Finally, people are beginning to get tired of the product, either because of habit, or because of the development of new products that better meet new expectations Figure 7 : International Product Life Cycle (ONKVISIT & SHAW, 1993) Study the life cycle of a product from an international perspective allows to realize a product may know full expansion in a country or a continent, while it begins its maturity or decline in its another part of the world. [...]

[...] The ideal situation would be a joint venture, thereby reducing the risk by two, or search for a company that works in the area on which the manufacturer wishes to enter. In a second step, the manufacturer should the question of integration. In fact, when a company acquires or merges with another, there is redundancy of services & low management, sales This implies downsizing, either in one or the other company. This could be bad for the U.S. buys a foreign company and a local company returns a portion of its employees. [...]

[...] Stability is something enjoyable for customers. However, only sell dollar at a fixed price, it includes some risk to the seller. Indeed, if the dollar were to weaken too much compared to the euro (with a rate of exchange as of 1.5 in 2008), the seller would earn less euro for a constant dollar amount. - quote price in currency of exporter's country : export in euro would have the opposite effects than previously announced. This would lead to non-constant prices, which would disturb the minds of Americans. [...]

[...] (2012, April 5). March 2012 Dashboard. Retrieved from Hybridcars.com: http://www.hybridcars.com/news/march-2012-dashboard-44059.html Boursorama. ( 13). PSA Charts. Retrieved from Boursorama: http://www.boursorama.com/bourse/cours/graphiques/historique.phtml?symbole=1rPU G CULLEN, J. B. (1999). Multinational Management : A Strategic Approach (2nd ed.). Cincinnati: South-Western. [...]

[...] Indeed, transportation networks of large cities grow more (we can think of the Grand Paris project) to decongest city centers. Also, people are turning more and more towards 2 wheels, faster, and to reduce the time wasted in traffic jams. Finally, networks of motorists are set up everywhere in France and in the world (sharing) to reduce the number of vehicles the U.S., the fastest way highways are reserved for vehicles where there is more than one passenger in a country where the car is king). [...]