International marketing car industry
- Introduction
- Prioritize the reactive and proactive motives for exporting this product abroad and discuss the most critical barriers to the process of exporting
- Examine the company's international competitiveness at the macro, meso and micro levels. What are the characteristics of the benchmarking program needed to measure performance, key success factors and core competences against competitors?
- What economic and political barriers would impact the export of cars to the United States?
- What influence would culture have on the international marketing strategy? Use the models of Hofstede and Hall as points of reference
- What type of market entry modes should the French car manufacturer consider? Explain you reasons
- What would be the limitations of acquisition as an entry strategy?
- Explain how exchange rates and inflation may affect the way you price the product
- Explain how personal selling may differ in the US from how it is used in France
- What type of international marketing controls will the company require?
If a French car manufacturer like Peugeot would like to launch a hybrid car on the American market, it has to know that it could be hard and there is few studies to know in order to be better and do not fail. An electric car is a really particular car that is not appreciates by everyone. If a company would like to launch that kind of product around the world, it has to know how people consume, what they like, what they want and how they feel.
In a first part I will explain the reactive and proactive motives for exporting this product abroad. Then I will show you the company’s international competitiveness at the macro, meso and micro levels. Then the economic and political barriers will be show. In the fourth part, I will explain what kind of influence can have the culture on the international marketing strategy. Then in different part I will show you: the different types of entry modes that Peugeot should consider, the limitations of an acquisition, the International Product Lifecycle for a hybrid car, the effects of the exchange rates and inflation for that kind of product for and exchange between France and USA.
[...] Regarding to the Government, France government is here to help French car manufacturer in order to not fail and to be always present in the international market. For the company’s international competitiveness at the meso level, I will need to use the Porter’s five forces below: New entrants: According to the new entrants, we can speak about the new competitors like Honda who wants to launch a hybrid car on the market. Buyers: the buyer is more and more aware to the power of their car. [...]
[...] Describe the International Product Lifecycle and its implications for the electric / hybrid car models? The International product life cycles is showing us the diffusion of an innovation in a foreign country. The Product lifecycle helps us to understand that the Demand in the native country need to grow before hope to export it. In the International product lifecycle we can find 5 steps that are all important to know: development, introduction, growth, maturity, decline. In the first one, Peugeot try to develop its hybrid car in order to be the most competitive and in order to attract a lot of people. [...]
[...] That is why the French manufacturer of car will need to take care about those exchange rates which could be followed by inflation and a demand decrease. The inflation is really important in economy. We need all the time to be focus on that. It may affect the way we price the product if we want to continue to be competitive with the competitors. The general inflation will be follow by an increase of our product’s price in order to follow the market fluctuations. [...]
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