Logan car: implementation on spain market

Résumé du document

The Logan car was a new concept developed by Renault in the car market in the year 2001. Its goal was to provide a new specific car in the market, with a cheaper price. At the beginning, this car was developed to reach the consumer target in Eastern Europe, in countries as Romania, Poland, and the Czech Republic. The concept, based on a product at a cheaper rate was introduced in order to answer to the needs of maximum consumers in these countries. We know the population can benefit from this concept even with low purchasing power, as Occidental Europe, and invest in a car. That is why this project aims at providing the specific needs of the consumers. Sales have been continually increasing since its commercialization in 2001. That is why, today the brand wants to tap into new markets in order to reach the expectations of people who don't have sufficient purchasing power to invest in cars. This report wants to make an analysis of the Spain market specificities to introduce Logan in it. Indeed, this market could represent a real growing potential for the firm, and the return on investment should be important, because of the actual issues with the purchasing power in this country.

Extraits

[...] The south of the country is not as well implement that North part. Substitutes The main substitutes for the Logan could be the public transport or two wheels machines as motorbike and scooter. Public transports are well developed in Madrid and Barcelona, but in smallest cities, many efforts are again to be realised. Indeed, most of public transport users are urban of big cities that mean, more over mainly people that lives in cities centres of big cities. The real competition for cars is today the scooters and motorbikes that like by people because of their utility and facility on urban strike. [...]

[...] Process Before to set up the Logan, the local management must be advice in order to prepare the employees. At the beginning, sales forces have to make reports on the expectations and problems encountered with the new consumers, to improve the different skills of commercialization in the future. The test period of the product can also permit to have concrete data on the feeling of the consumer with the Logan product. The after sale services are necessary in this process because it can deliver good information's on the different problems encounter by the customer after a certain period of using. [...]

[...] what's wrong? what's good? . [...]

[...] This was increased to 44% in 2002 (with Nissan taking a 15% stake in Renault). The idea was to establish a powerful bi-national group focusing on performance, while respecting the separate identities of the two companies. The group, committed to a long-term policy of profitable growth, aims to become one of the leading players on the global market The internationalization of the group continued with the acquisition of Samsung Motors in South Korea and the Romanian automaker Dacia This fusion allowed Renault to have an access to many markets in which Renault was far from having the advantage. [...]

[...] And finally, we are going to develop the best recommendations to implement a marketing plan for the Logan on this market, thanks to the description of the 7 p. Presentation of the company Renault The adventure began on December when Louis Renault took up a challenge to drive his A-type Voiturette up the steep Rue Lepic in Montmartre, Paris. The year after, Louis and his two brothers, Marcel and Fernand, set up the Renault Brothers company. Since 1899, the company has had a rapid growth, and a worldwide development. [...]