Renault marketing plan

Résumé du document

The last couple of years, the car market have seen many changes. Gas prices have significantly increased and people became much more aware of the deterioration of the environment. This led to the development of new technologies. Carmakers around the world started to develop new car models that were more eco-friendly that consumed less gas like hybrid cars. Electric cars have been existing for a long time, but the problem was that they were too expensive to build and not convenient at all. They were too long to charge, finding a charging place was complicated and the cars couldn't stand long distances as the battery ran out of electricity very quickly. Today, we have made a lot of progress in that field, as car companies have invested a lot in the development of new technologies. Renault is one of the car companies that believe the most in the electric car market. It has done a lot of research and development and has recently launched the Z.E. range composed of four electric cars .

Today, Renault is the leader in the electric car market and is planning to continue developing its business by releasing its Z.E. car range on new markets. The French car maker therefore needs to enter the American market as it is one of the most important car markets in the world. In order to successfully export our electric cars on the U.S. soil, it is essential to create a good international marketing plan. This paper will first present the different factors that motivate Renault to export its products in the U.S., the different barriers that it could face and the influence of the culture on international marketing. We will then do an environment analysis by studying the company's international competitiveness at the macro, meso and micro level. Finally we will present the marketing plan to enter the American market.

Extraits

[...] For the distribution of its vehicles, Renault should open its own car dealerships in famous streets of big cities in order to develop its brand image. It should also make some partnerships with other car retailers all around the country. In order, to integrate the American car market more easily, Renault needs to establish an alliance with an American car company. This will help the company avoid problems with the American competition, the government and be more accepted by the local customers. [...]

[...] - The two cultures have a very different perception of time. The American culture focuses a lot on the future, whereas the French is more oriented on their past. This can be explained by the fact that France is a very old country, with lots of history. They are proud of their culture. America doesn't have as much culture and therefore is much more focuses on development. Hall's communication context analysis: As Hall set it at first in his communication context analysis, the terms “high context” and context” can be used to define and compare different cultures. [...]

[...] by spending a lot in marketing and communication. The strategic plan The marketing plan : Now that we know more about the business structure of Renault and its key success factors, we are able to establish a strategic plan in order to invade the American car market with Renault's Z.E. car range. As we have seen before, Americans are found of big cars. The problem is that the Z.E. cars are not very big and therefore can't attract all Americans. [...]

[...] Renault needs to sell its car at higher prices in the U.S. in order to make the same amount of benefits in Europe, which makes it less competitive and less attractive for American customers. - The shipping costs are also an important barrier as it is very expensive to transport cars from Europe to the U.S. - It is also riskier to export products this far. The cars have much more chances to deteriorate or break in the transportation. - Renault will also have to be careful of trade barriers and taxes (tariff barriers). [...]

[...] Hofstede's model: The Hofstede's model is known for stating that different cultures can have different perceptions and interpretations of things. The model identifies five different aspects of a culture. We will use them to study the difference with the French culture. - Power distance: French people and American people are different in their values and principles. Americans are considered as polite but like to keep a certain distance between them. - Uncertainty avoidance is much more present in the U.S. than in France. [...]