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.
[...] What type of international marketing controls will the company require? Let's take the marketing mix as a support in order to answer this question: - Product: The product must be conforming to the law. In its whole construction and structure - Price: To the price must be applied taxes - Place: Cars have to be transported and sold under certain conditions - Promotion: advertising follows different rules than in Europe International Marketing environment What influence would culture have on the international marketing strategy? [...]
[...] But in reality there is no particular barriers for the importation of cars in the USA, furthermore, as we can see after, hybrid cars are quite healthy in this part of the world. Explain how exchange rates and inflation may affect the way you price the product? Exchange rate fluctuation is a main issue in international trade. As we saw during the last years the euro/dollar rate changed a lot. It impacts on every steps of the project. From the raw materials to the final customer service prices have to stay equal even if we observe this fluctuation. [...]
[...] Marketing plan for the launch of a hybrid car by a French car manufacturer in the US market Introduction 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. [...]
[...] 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. [...]
[...] Marketing strategy Customer service 11 a. Explain how personal selling may differ in the US from how it is used in France? Competitive advantages 12 a. The company's international competitiveness at the macro, meso and micro levels b. What are the characteristics of the benchmarking program needed to measure performance, key success factors and core competences against competitors? 13 Bibliographie 14 Must know before considering exporting Prioritize the reactive and proactive motives for exporting this product abroad Reactive motives means changing a strategy or developing a product after seeing others (competitors) doing so. [...]
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