Renault Case Study d1n7iqsz6ob2ad cloudfront net

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1 Introduction,2 History of Renault,3 Analysis of external influences. 3 1 PESTEL,3 2 Renault decisions the last 10 years. 4 Strategic approach,4 1 Business level strategy,4 2 Corporate level strategy. 4 3 Global level strategy,5 Level of strategy success. 6 Performance measures,6 1 Performance frameworks,6 2 Balance Scorecard.
7 Conclusion,8 Strategic recommendations,9 References. 1 Introduction, In February 1899 Renault was created by The Renault brothers Louis Marcel and Fernand. assisted by two friends Thomas Evert and Julian Wyer At the end of World War II the. company was nationalized largely caused by the alleged collaboration with the Nazi enemy. Renault is privatized again in the 1990s in order to revive its brand after the disastrous. decade of 1980, Renault used car racing to promote its products and diversify across many sectors Its history. has been marked by many social conflicts that today represent an act that will remain in the. French social history, The Renault group designs develops manufactures and sells private cars It sells vehicles. under three main brands Renault Renault Samsung and Dacia. Present in the world Renault sells its vehicles in 118 countries and manufactures these ones. in 18 countries closer to its markets especially in growth regions such as Russia India and. China Renault com 2014 a, In 1999 the Renault group took a participation in the Japan automaker Nissan and.
gave birth to the Renault Nissan Alliance The Nissan group is owner 15 of Renault capital. Conversely Renault group is also the first shareholder of Nissan group with 44 of capital. Should be noted that within the group Nissan is both the most efficient 4 9 of global. market share against 4 1 for Renault Samsung and Dacia the most productive and the. most profitable It is also presents through all global market contrary to Renault mainly in. With the most dynamic growth happening outside Europe Renault s competitive. edge hinges more than ever on close relations with local customers Renault com. This report will focus on four areas involved in strategic management external. environment implementations strategies the success of these strategies and. performance measurement After critical analysis each sections challenges and. trends that have occurred over a period of not more than 10 years recommendations. will be made for future strategies Academic theory is used throughout to answer. questions to support knowledge,2 History of Renault. At the end of the 19th century Louis Renault and his brothers Marcel and Fernand. made a bright idea and an intelligent entrance into the new world at the time automotive. was emerging of the motor car Due to motor racing and their A type Voiturette they. launched an outstanding string of wins which allowed brothers to quickly make a name for. themselves, From 1905 the young factory received an order for 205 taxis and adopted mass production. techniques Few years after the Renault factory was renamed to Louis Renault Automobile. Company due to his death and embraced Taylorism Renault com History of Renault. History and Culture About Renault 2014 b, During the First World War Renault Brothers Company built trucks stretchers. ambulances shells and even the famous FT17 tanks Nevertheless despite their. contribution to the final victory Renault assessed the gap between European automobile. manufactures and American factories The United States in particular with Ford had already. entered the consumer era The mass production of inexpensive vehicles permitted to more. people to buy cars and thus allow repercussions on the national economy the path for. Renault was still long, During the economic crisis of 1929 and all negative repercussions that it generated. the firm tried to control costs in order to weather this scourge. Nevertheless over the Second World War Louis Renault considered the conflict with. Germany as a mistake and decided to join the German cause Accordingly the company was. nationalized in 1945 becoming the R gie Nationale des Usines Renault Renault com. History of Renault History and Culture About Renault 2014 b. In France the post war led to the emergency of a fabled competition between Citroen. and Renault From 1945 the Renault brothers company implemented new production sites. and modernized its plans Between 1950 and 1975 Renault failed to conquer the American. market However the international expansion of Renault was launched Renault com. History of Renault History and Culture About Renault 2014 b. Their first large success came with the 4CV the little everyman s vehicle especially. discreet and inexpensive According to Renault small cars were the best way to revive the. country s automotive industry Its mass production which began just after its launch. continued up through 1961 Renault 2014, The firm developed both in the automotive market and in rally racing Renault launched the.
Renault 16 the first voiture vivre car for life in English and continued to follow up the. victories in motor racing, The 1980 s symbolized the ascension of the company Renault grown up and. launched two new upmarket models Renault 25 and Espace The interest of Renault in. motorsports grown up and the group entered Formula 1. Financially The Renault factory knew a difficult period during which it was losing hugely. money The company put up yet drastic cost cutting policy and led by Georges Besse. returned to profit in 1987, In mid 1992 at a critical period Louis Schweitzer took the helm of Renault and. relaunched completely Renault by means of major changes Renault tried a merger with. Volvo but this one was dropped in 1993 After this fail Schweitzer requested the French. government to proceed with privatization The privatization of the company in 1996 marked. an important milestone in its history The French state became a minority shareholder The. French government s stake in Renault today stands at 15 7 1 Renault entered in. Nissan capital in 1999, Successes in Formula 1 and the constant launch of innovative vehicle like Laguna. or M gane raised the Renault brand s profile, After the Renault Nissan alliance the group acquired Samsung Motors and Dacia and was. becoming an international leader on the automotive market. Thanks to Dacia Renault was able to jump emerging markets Renault 2014. Carlos Ghosn took over from Louis Schweitzer and in 2008 soaked Renault in the. electric vehicle in particular by presenting a prototype fuel cell positioning the firm in a. positive momentum, In 2011 the first electric vehicles accessible to all are launched Kangoo ZE and Fluence.
Z E followed by Twizy and ZOE,3 Analysis of external influences. 3 1 PESTEL, We will use a clear PESTEL in order to analyse the external influences over the last. 10 years and see how the organisation has responded to the external changes. Political Factors Political decisions have a strong effect on automotive companies. and especially a company as Renault, French public authorities have granted cash for clunkers and Bonus Malus on low. emission cars which have particularly foster Renault. In addition some loans have been granted by the French government to French. brands 3 billion for Renault, Economic factors Renault s environment is competitive and oligopolistic. The business climate and the economic situation are unfavourable We can watch a. deterioration of householders purchasing power and the lower growth market. The French automotive market suffers from overcapacity. In terms of economy the development of emerging countries is an opportunity. Nevertheless this development corresponds also with the appearance of new. competitors, Sociocultural factors Customers seem to have modified their attitude against the.
automobile, Increasingly European people are ready to buy a low cost car The automobile seems. to be popularized but expectations have also evaluated Renowned cars have now. less and less looked for and standing style and comfort are not wanted. Expectations are especially the security and reliability Customers are looking for. reduce their budget in the automotive field, The search for products more thrifty in terms of energy is also becoming a priority. Journal no date, Technological factors Technological environment is constantly changing. R D takes an important place in this field, Main evolutions and progresses concern the engine of the future Renault made the. choice of electric cars These evolutions concern as well as the mode of production. than products themselves, Ecological factors The environmental deterioration the crude oil scarcity the.
emission of greenhouse gases is problems that Renault and other automotive brands. have to confront the situation, Legal factors Automobile companies face up to legal constraints relating to safety. standards pollution, Employment law is also a constraint However it may be different according to the. country of implantation,3 2 Renault decisions during the last 10 years. Renault s strategy has changed over the years and external changes The last. 10 years Renault set up different strategies with various purposes. In early XXI century Renault undertook an ambitious policy of. internationalization marked by targeted implantations in emerging countries and. several alliances, Concluded in 1999 the Renault Nissan alliance is surely the better marketing. stunt realized by Renault over last 30 years The alliance is nowadays the third. largest global automotive producer Ghosn 2012 Pollard 2011. In 1999 the French firm bought out Dacia first Romania carmaker and. modernized its facilities With this takeover Renault wanted to mix the simplicity the. robustness and the modernity with a very competitive price And therefore achieve a. long term purpose which aims to continue expand into new markets especially. emerging markets Ghosn 2012, In 2000 in the same logical that above the group took over the automotive.
arm of Samsung Group Renault Samsung Motors became so the first European. manufacturer to break into the South Korean market Renault group continued and. succeeded its objective of global expansion Ghosn 2012. In 2010 cooperation is put up between Renault Nissan and Daimler AG the. Smart designer Therefore the new four seat Smart model and the future Renault. Twingo will make from architecture developed jointly The firm aims also a strategy of. Renault is now turned towards the future Its strategy named Renault 2016. Drive the change In his meeting the 10 February 2011 Carlos Ghosn the. chairman and CEO of Renault Nissan was discovering new strategies for Renault. This construction allows us to benefit from long term strategic prospects ensuring. continuity in the operational decisions and to define measurable and precise priorities. for the next years said the CEO Ghosn 2012 Renault 2010 Financial results. New strategic plan 2012, Renault wants to ensure its leading position on the European car market by. two key goals, The growth of the group with a sales target of over 3 million vehicles in. The generation of free cash flow including by accumulating operational. free cash flow of at least 2 billion Renault 2010 Financial results. New strategic plan 2012,4 Strategic approach, An organisations strategy is an overall approach or general pattern of behaviour. for achieving an organisations purpose Witcher and Chau 2010 p8 We can use it. to describe the Renault strategy by examine three different levels business level. corporate level and global level,4 1 Business level strategy. A business level strategy aims to maintain a competitive advantage The. professor Michael Porter shows four strategies cost leadership differentiation cost. focus and differentiation focus By the launch of the low cost car Logan Dacia and its. internationalization the Renault s business level strategy is a cost leadership For. example Renault has been present in Romania, Briefly the Dacia Logan is small family car renowned thanks to its low cost which is.
produced jointly by the French brand Renault and its subsidiary Dacia of Romania Due to. the Logan program it is easier for the middle class to own a car Renault by meeting its. initial objectives might establish a position in growth economies. From 1960s Renault and Dacia started working together After forty years of interruption. Renault took the company over in 1999 with a majority stakeholder In space of a few years. Dacia which was on one s last legs has been completely relaunched by Renault Nowadays. Dacia symbolizes the international success of Renault Specializing in robust economical. models Dacia designs vehicles primarily for new markets. Since joining the European Union in 2007 Romania became a mature economy for the. automotive market Indeed in 2010 there were 5 million passenger cars in Romania for 22. million inhabitants So this country is at the heart of Renault s international ambitions. Renault com Renault in Romania 2014 c, In Romania and in other countries like India Brazil or Argentina Dacia gives the middle. classes the possibility to buy a new vehicle with more safety and more comfortable mobility. In 2006 Renault opened design centres in three sites Bucharest Pitesti and Titu These. ones permitted to Renault to commercialize the Logan in all European markets turkey. Algeria Ukraine the Middle East and even Central Africa Renault com Renault in. techniques Few years after the Renault factory was renamed to Louis Renault Automobile Company due to his death and embraced Taylorism Renault com History of Renault History and Culture About Renault 2014 b During the First World War Renault Brothers Company built trucks stretchers

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