Marketing plan for the launch of a hybrid car by a French car manufacturer in the US market

Résumé du document

This case study is an international marketing plan for the launch of an hybrid car by a French car manufacturer in the US market. This very actual topic is in the center of the sustainability matter that each company is now trying to develop. Cars pollute, and the war against global warming is became a priority. In France, the government created some financial help in order to promote this trend. In the US, the hybrid car market is much more developed than in France. How can we mix these two characteristics in order to build a strong international marketing plan?

Reactive motives means changing a strategy or developing a product after seeing others (competitors) doing so. This is a passive behavior which can be positive if oriented in a "fast follower" strategy or negative if oriented as a strategy which aims to get into the market in order to take a discrete market share. Proactive motives means to initiate changes in order to introduce a new product or a service on a market.

Extraits

[...] Hybrid car sales: Lots of options, few takers. Retrieved from CNN Money: http://money.cnn.com/2011/09/30/autos/hybrid_car_sales/index.htm Figure Major motives for starting export 4 Figure Exportation external risks 5 Figure Euro-Dollar exchange rate 5 Figure Hybrid car sales from 2002 to Figure Total Hybrids in the USA: 1,152,206 (July 2008) 6 Figure States with the highest Hybrid sales 7 Figure Metropolitan areas with the highest hybrid sales 7 Figure US Hybrid market historical sales (1999 - 2009) 8 Figure Hofstede dimensions - comparison between France and USA 10 Figure 10: Product lifecycle 10 Figure 11: Green marketing strategy 11 Figure 12: Porter's diamond 12 Figure 13: Porter's five forces 12 Figure 14: Value Chain 13 Hollensen, S. [...]

[...] Figure US Hybrid market historical sales (1999 - 2009) Entry mode What type of market entry modes should the French car manufacturer consider? Explain your reasons? The French manufacturer can consider the joint-venture as a good entry mode in the US market. Joint venture means to build an equity partnership between two or more partners. This could help our French manufacturer to build a complementary technology or management skills which can lead to new opportunities, otherwise, R&D and global operation costs can be shared. Furthermore, developing a joint venture with a company already entered in the market can increase the development process. [...]

[...] Explain how exchange rates and inflation may affect the way you price the product? Market size 6 Customer demand Competitive analysis Entry mode 8 a. What type of market entry modes should the French car manufacturer consider? Explain your reasons? 8 b. What would be the limitations of acquisition as an entry strategy? 9 c. What type of international marketing controls will the company require? International Marketing environment 9 a. What influence would culture have on the international marketing strategy? 9 b. [...]

[...] The green trend is now mainstream. The consumers are conscious of the threat of global warming. Price is also part of the benchmark. We must take care of the customer's perception and his ability to pay. The positioning is here important; the benefits customers will gain thanks to the hybrid technology must not be equal to a difference in the price with a traditional car. The advantages have to be clear. Bibliographie THE HOFSTEDE CENTRE. (2012). Retrieved from http://geert-hofstede.com/ Hollensen, S. (2010). Global Marketing. [...]

[...] ibid Valdes-Dapena, P. ( 30). Hybrid car sales: Lots of options, few takers. Récupéré sur CNN Money: http://money.cnn.com/2011/09/30/autos/hybrid_car_sales/index.htm Hybridcars. ( 20). December 2009 Dashboard: Year-End Tally. Retrieved from HybridCars: http://www.hybridcars.com/hybrid-sales- dashboard/december-2009-dashboard.html ibid THE HOFSTEDE CENTRE. (2012). [...]