Le groupe Renault sur le marché russe

Étude de cas Économie & marchés Marchés étrangers

Date de publication :

04/03/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

42 pages

Niveau :

avancé

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Presentation
1. Global strategy of the company
2. Renault in Russia
Problem statement
Environment Analysis
1. Pestel framework
2. Five forces
3. Competitors
SWOT analysis
Scenarios
1. Best choice
2. Financial justification
Conclusions and recommendations

Résumé :

Solid and ambitious, the renault Commitment 2009 plan, revealed by Carlos Ghosn on February 2006, mobilizes the entire company around three strong key commitments : quality (position New Laguna among the Top 3 models in its segment, in terms of product and service quality), profitability (achieve an operating profit margin of 6% in 2009) and growth (sell an additional 800,000 units in 2009, compared to 2005).The ambition of renault is to become the most profitable European volume car company.

Now, this group owns plants all over the world. Indeed, renault is present in 118 countries. It has had worldwide dimension thanks to its alliance with Nissan, its acquisition of Romanian manufacturer Dacia, the creation of the South-Korean society renault Samsung Motors and its strategic partnership with AvtoVAZ in 2007.
Nowadays, renault brand is the most sold in France. renault is ranked in the ninth rank in the world for cars. renault was the most sold brand in Europe several years ago. It gave its European leadership in to Volkswagen.
renault group runs 3 brands: renault, the historic and emblematic brand of the group; Dacia, the first car Romanian brand, synonymous of modern models, robust and cheap, for new markets; and renault Samsung Motors, a Korean brand that offers quality, technology and services.

The household income in Russia is growing 10% a year. At the same time, car ownership stands at just 200 vehicles per 1,000 people, and is expected to increase 50% over the next three years. Vehicle sales grew by 36% in 2007. If the trend continues, Russia will overtake Germany as Europe's biggest market.
This explains why vehicle manufacturers are rushing to set up bases in Russia. A strategic choice made by renault in 1998.