Analyse strategique renault
2955 mots
12 pages
Corporate StrategyAssignment 3: Renault
1
A)
Describe the French automotive industry
and its main features
In 2008, in terms of value, France represents 14.1% of the European automobile market. On the other hand, in terms of value, Germany represents 20.2% of the European automobile market. But this simple comparison hides some differences in terms of strategy. For example, French automobile manufacturers dominate the market with international players generally doing less well in France. On the contrary, German automotive industry is well-spread all around the world, and keeps a luxurious and strong brand image.
To clearly define the whole industry, we have to distinguish the automotive aftermarket from the automotive manufacturing industry. The automotive aftermarket includes service parts, wear & tear parts, mechanical parts, tires, crash repair and consumables & accessories. But it’s not the most significant side of the French automotive industry. We’re going to focus on the second kind of industry: the automobile manufacturing industry. It covers all global sales of new cars and light commercial vehicles. The country’s automobile manufacturing market has remained relatively unscathed following a period of economic downturn in Europe. The leading sector in terms of volume is the passenger cars sector, and domestic automobile manufacturers such as Renault and PSA dominate the French market.
2
The competitive panorama
On the current French automotive markets the main automotive manufacturers are PSA Peugeot Citroen and Renault. The French automotive industry lived a really bad period due to the crisis. In order to avoid bankruptcy the French government had even implemented a support plan in order to enable the survival of the French automotive industry and made them a loan of 6 billion Euros. Even if the crisis is finished the revival of the automotive industry will not take place before 2011.
PSA was formed through a merger