Gestion de la stratégie de marques : le groupe PSA à travers la marque Peugeot (2009)
Date de publication :
25/03/2009
Langue :
Anglais
Format :
.doc
Nombre de pages :
25 pages
Sommaire :
Sommaire
- Brand audit
- Company
- Customer
- Competitors
- Stakeholders
- Brand indentity
- Brand vision
- Brand scope
- Brand positioning
- Brand personality
- Brand essence
- Brand strategy
- Brand implementation
- Brand training and workshop
- Marketing communications
- Associations and alliances
- Corporate logo and design
- Brand equity
- Knowledge metrics
- Preference metrics
- Financial metrics
Résumé :
psa peugeot Citroën is a world-class European automobile manufacturer, supported by two generalist brands, peugeot and Citroën. psa is the Europe's 2nd largest carmaker with 13.8% market share.
Commercially located in 150 countries, the Group makes a third of its sales outside Western Europe and is expanding its business in high-growth markets, notably in China, South America and Russia.
The development of the psa peugeot Citroën Group is based on one strong principle: two brands, each with its own identity and specific values, share the same manufacturing, technological and administrative expertise.
psa peugeot Citroën is developing business in three other areas: automotive financing with "Banque psa Finance", automotive equipment with Faurecia, and transport and logistics with Gefco. But in this report, we will only focus on the manufacturing aspect of psa, and especially on the Brand peugeot. Indeed, our analysis will evaluate the group psa through the brand peugeot.
Commercially located in 150 countries, the Group makes a third of its sales outside Western Europe and is expanding its business in high-growth markets, notably in China, South America and Russia.
The development of the psa peugeot Citroën Group is based on one strong principle: two brands, each with its own identity and specific values, share the same manufacturing, technological and administrative expertise.
psa peugeot Citroën is developing business in three other areas: automotive financing with "Banque psa Finance", automotive equipment with Faurecia, and transport and logistics with Gefco. But in this report, we will only focus on the manufacturing aspect of psa, and especially on the Brand peugeot. Indeed, our analysis will evaluate the group psa through the brand peugeot.
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A propos de l'auteur :
Thomas D.
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