The future electric car of Renault: 'Renault ZE', 2009
- The future Renault's electric car in its automobile industry
- The automobile industry
- Renault company
- Internal analysis of the group and position of ?Renault ZE? in the group brand's portfolio
- Analysis of the new product in its new market segment
- Segmentation of the market
- Competitive analysis
- Marketing strategy
- IMC Mix
- Communication & Creative Strategy
- Promotion Strategy
Renault is one of the major competitors in the automobile industry and its presence is evident in each continent of the world. From 2004-2007 the global automobiles industry has grown each year both in volume and value.
However in 2008, because of the world economic recession, the automobile industry’s growth rate decreased by 5.9 % in value and 0.5% in volume.
Indeed, automobiles have introduced an important value and convenience for people, but the same people have economic difficulties and also suffer from unemployment issues. Thus, they show up on their purchasing decisions during the period of economical crisis.
Moreover because of the world financial crisis, banks also offer credit to a few consumers to purchase automobiles. This factor is also a reason for decline in sales apart from the higher interest rate issues.
Finally, the World is becoming more and more concerned with the environmental and energy consumption issues, which are growing day by day but the efforts to reduce CO2 emissions isn’t enough.
[...] However, despite encouraging prospects for the emerging electric car market, a recent study has indicated that this market would represent only of the automobile market in 2025. It underlines the fact that the production costs are much higher than that of usual cars’, also that people who are always running could be possibly not ready to sacrifices demand for an electric car. Financial help of French government for ecologic cars Currently, the French government currently offers a bonus for the people who substitute their old car by a new one which is less pollutive, thus respecting gas emission restriction. [...]
[...] The car, in this case, is the extension of the car owner’s personality. So, regarding each segment the consumer will have many different roles offered by different competitors. He will take the decision to purchase a by analyzing study from different points including. That could include price, utility, design, brand image, and respect of the environment. But the final decision should be taken regarding the motivation of purchase of the buyer. Competitive analysis As we can see from the figure below Renault owns a good position in European automobile market that stands at the fourth position with of market shares. [...]
[...] USB The unique selling benefit of the new “Renault Zero Emission” consists on the fact that the brand will design an electric car for everybody. The customer who will purchase the electric car of Renault will get the benefit of free energy consumption. In addition, a product innovation which will create a car that produce no gas emission and use almost free energy, Renault will extend electric terminals for the recharge of batteries through a partnership signed in 2008 with “Electricité Electricite de France” which is the first European electricity provider. [...]
«Introduction. Understanding the car industry’s background. Renault going electric. Limited future perspectives for electric cars. Conclusion and recommendations.»
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