Renault marketing strategy

Résumé du document

Over the past few years, the automotive market has been through several changes. First of all, the fluctuation of gas prices motivates people not to take their car anymore to do usual journey, such as journey to work or other daily ones. This is why many cities have established new way of moving, by renting bikes and electric cars for instance.

Second of all, citizens become more and more aware of the environment destruction due to the emission of carbon dioxide and other polluting material. This is another reason for implanting new means to move such as bikes and other cars, which do not pollute the atmosphere. These main reason led car manufacturers to develop new technologies and new car models, much more ecofriendly and that would use less raw materials to work. Indeed, the new cars have to consume less gas because it is not interesting for people to buy gas cars anymore.

Actually, this kind of cars (electric and hybrid ones) have been existing for a long time, but they were way too expensive for the customers and not really handy. It was too difficult to charge them, too long, and people could not charge them anywhere and had to find a good place to do it, which was not really easy if they were not located in big cities. The main problem with electric cars is that they could not be driven for long distances because the batteries were running out of electricity really quickly.

Extraits

[...] Second of all, the US government has always been involved in the energy and nuclear industry, especially in the gas and oil industry, which could provoke a huge lobbying from Oil companies against electric and hybrid vehicles. The change rate is different from euro to dollars and could be a strike to the good exportation of the products range for Renault. The company has to sell its electric products at higher prices in the US to gain the same benefits in UE. [...]

[...] range of Renault is being sold pretty efficiently on the French market nowadays. I could know a high growth rate in America at first, because it is new and an innovative technology, moreover the brand do not have a lot of competitors at the moment, which offer the same wide range of products. Once the growth rate will reach the maturity, it will stabilize. Renault will need to keep innovating to always reinvent its products and be better than its competitors. [...]

[...] Renault has to be really careful about that because it they chose to distribute the products directly on the American territory, their sales teams needs to be working on the American way. HOFSTEDE'S MODEL This model is well known because it is official that two different cultures do not have the same perception and interpretation of things happening to her or various actions. This model enlights five different aspect of a unique culture: the power distance, the uncertainty avoidance, the masculinity, perception of time and individualism Power distance: French and American people are really different regarding their values and habits. [...]

[...] Finally, the company should be careful of trade barriers, law regulations and taxes that are not the same as in other countries. Cultural context HALL'S COMMUNICATION MODEL Low context and high context are used by Hall in his communication models to define and compare cultures between them. He uses several aspects such as time, communication, values, money etc. to define the culture and add it either in the low or high context category. American people are really punctual, professional, and put a lot in their business relationship. [...]

[...] But nowadays, a lot of companies are taking Renault into example which is a threat for the French company. Micro analysis As an international company already implanted in various country, Renault is really successful, especially for its French touch. Indeed, if the company outsources some of its production parts, the whole product is assembled in France or Europe. The company put of lot of money in research and development and can see the changes coming in the electric car industry. They innovate and propose to the customer a smart car with an original design (For instance, the Twizy). [...]