Renault's presence in the Japanese market dates back to the 1950's, where about 50,000 cars were sold. However, the import of cars to the Japanese market declined considerably during the 1960s. It was not until 1994 that Renault saw its sales increase in Japan with the signing of a contract with a new importer.
Following the policy of strategic development in Asian countries, Renault will look at the feasibility of launching the Twingo in Japan. Japan has a total area of 377,835 square kilometers, which gives it a relatively small territory. Its population density is very high. This population is concentrated in particular on an axis of Tokyo-Hiroshima. Japanese life expectancy is relatively higher than the rest of the world.
[...] Renault will therefore focus on the strengths of the Twingo and highlight its qualitative aspects such as safety, comfort, refinement etc. The message conveyed must be clear and accurate. As seen earlier in the distribution policy, television advertisements are a means to implement communication. In addition, advertisements in women's magazines would add to its reputation. Secondly, business partnerships with Kenzo and other brands would help launch limited editions (example, the Twingo Kenzo) Displaying adverts in the crowded underground passageways can also be a good way to reach many potential consumers. [...]
[...] For consumers, the Twingo small car will be a product suited to women, and characterized by its originality, taking into account the constraints of security which are very important to the Japanese. The model aims to create a desire and attachment among the consumers. The Twingo will be pitched against other models in the market for Midgets, and will need to differentiate itself by virtue of its exterior and interior design, roominess maneuverability and a sense of "Zen" about the use of the vehicle. [...]
[...] Finally, to break the image of "gadget car, the Twingo will need to reduce unnecessary gadgets emphasizing on high standard and more responsive equipment which is essential in the eyes of Japanese consumers. Examples are the ABS braking system, dual air Bag, air conditioning, power steering, central locking, child protection etc. In all these characteristics the product must comply with regulatory constraints in force in Japan. Safety and reliability is a paramount concern in this country. o Price (price) One of the essential elements of the marketing mix is price. [...]
[...] Also, the social phenomena seem to be conducive to the entry of the Twingo in the Japanese market. It will also depend on the attraction of Japanese to Western culture. By contrast, threats can easily be identified. These will be unfavorable to the launch of the Twingo. Japan is characterized by a highly competitive automotive market because Japanese manufacturers are very competitive (this is witnessed by the phenomenon of assembling vehicles made overseas by Japanese manufacturers and re-importing them). In addition, Japan was the # 1 producer and the worlds leading exporter of automobiles in 1993. [...]
[...] As seen earlier in the product policy, the manufacturer may establish a series of Twingo partnerships with French luxury brands. An example is the Twingo Kenzo. Such products therefore justify a higher price segment for the Midgets. A higher price is a guarantee of quality in the minds of consumers. o Distribution (Place) It is obvious that Renault will initially use its existing distribution network of exclusive stores and independent dealers. Japanese distributors are also major players in the marketing of the Twingo. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
