Renault

External analysis

Political Positive | Negative | * Security standard | French government wants to preserve employment in France | * Ecological standard | * End of reprise a la case | * | * Law against car in city center |

Economic Positive | Negative | * | * Global recession, less credit to by new car | * | * High penetration rate in developing country | | * Fluctuation in oil price | | * Cost of raw material | | * Purchasing power | | * Transport cost |

Sociologic Positive | Negative | * Change in the perception of cars (use of car) | * Rise of ecological awareness | * Importance of design and branding | * Traffic jam |

Technologic Positive | Negative | Hybrid motor technology | Infrastructures level (specifically for electric cars) | Eco fuel | Differences of car structures in different country. | Internet e-commerce | |

competitive rivalry within the car industry
The French car market as the all the western car market is a mature market with a slow growth perspective, and it is a highly competitive market. Due to technologic change about more ecological issues research and development will be a key success factor on this market.
There are about 45 car brand on the French market. Every year 2.1 million cars are sold in France this figure is stable since 2004.
There are two main leaders. The first one PSA group own 31.62% of market share 14.97% by Citroën and 16.63% by Peugeot. At the second position Renault group own 24.95% of market share 22.28% by Renault and 2.68% by Dacia.
Both groups have similar strategy based on sustainable development of cars and cars security, however PSA product had take a advance stage in product design.
All other brand own less than 4.8% of market share. The entire 39 foreign car manufacturers’ brands own 46.1% of market share.
The current international economic crisis has a