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.
[...] 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. [...]
[...] 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. [...]
[...] 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. The motives for exporting Before launching the electric car range in the U.S., it is important to identify all the reactive and proactive motives that could motivate the company to export its products abroad. Reactive motives: - The American car market is one of the biggest in the world, with 13-14 million units sold every yea[2]r. [...]
[...] They can also benefit from a huge used-car market. Micro level : In order to present the micro level environment, it is necessary to present the value chain of the company. Renault is an international company that is very well implanted in many countries, especially in France, where it has it's headquarter. The company's structure is what has made the company so successful. The production is made in many different countries in Europe, Asia and South America but most of the assembly is made in France and in Europe. [...]
[...] 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[1]. [...]
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