Renault in Japan

Table of Contents

Summary--------------------------------------------------------------------------- Page 2

Introduction----------------------------------------------------------------------- Page 3

I/ Marketing Environment---------------------------------------------------- Pages 4 to 7

A/ The Economy---------------------------------------------------------------- Page 4

B/ The Technology------------------------------------------------------------- Page 5

C/ The Culture------------------------------------------------------------------- Page 6

D/ The Society------------------------------------------------------------------- Page 7

II/ Marketing Positioning------------------------------------------------------ Pages 8 to 12

A/ Competition------------------------------------------------------------------ Page 8

B/ Segmentation---------------------------------------------------------------- Page 9

C/ Competitive Advantage---------------------------------------------------- Pages 10 & 11

D/ Positioning------------------------------------------------------------------- Page 12

III/ Marketing Mix--------------------------------------------------------------- Pages 13 to 16

A/ Product----------------------------------------------------------------------- Pages 13 & 14

B/ Distribution------------------------------------------------------------------ Page 15

C/ Pricing------------------------------------------------------------------------- Page 16

D/ Promotion-------------------------------------------------------------------- Page 16

Conclusion------------------------------------------------------------------------- Page 17

Sources------------------------------------------------------------------------------ Page 18

Summary

Japan is a country is a strong technology level. Despite the crisis Japan stays one of the most important markets in the automobile. The car is a true investment; the Japanese driver requires a high level of equipment. This imperative has made Japanese cars famous for their standard equipment.

Japanese companies have conducted expansionist's tendencies because the country doesn't have any raw material on its ground, so it depends on its neighbor countries in Asia. The country is also looking for outlet out of its local market, which explains the development of Japanese cars all around the world, since the 80's.

In 1967, Japan became the 2nd car manufacturer in the world. After copying, Japanese catch up with the technology lateness and created its originals conceptions. Since 1980, Japan is the first car manufacturer and exporter in the world.

This tradition of car manufacturing makes difficult for foreign manufacturers to establish in Japan.

Women aged 35 to 50 years but especially women aged 20 to 35 years represent the main target clientele of the Twingo. It is suitable for active women, by its size, its comfort and livability. The Twingo is also a car alive, colors and look different from Japanese cars. Some of the men aged 20 to 35 years can also enter the target clientele of the Twingo. These kids are like the women of the same age open to the outside world and seek to differentiate themselves.

When Renault has an advantage with its "French touch" and its merger with Nissan, but Japanese brands have a big advantage in Hybrid cars and are going to have another advantage this year, by realising electric cars, two years before Renault.

The Twingo, a small minivan versatile livability-space and unparalleled scalability exceptional, has emerged with its bold aesthetic combined with the intelligence of the concept summed up in its slogan: "Invent the life that goes with ". If Renault wants to sell its Twingo, the French company will put his car as Small Car and not as a Midget.

Besides many models of cars which turned out to be successful on the Japanese market, Renault and Nissan companies developed a common baby using their unique technologies, creating an efficient and effective diesel engine, which will meet expectations of both the diesel and gasoline engine fans. The engine will most certainly become a hit in the Japanese car market.

Today, through its network of dealers, Renault goes further in the service rendered to the client; with "New Distribution" Renault is implementing the "built-to-order" to build within the vehicle that reduces the customer wants exactly; with Renault.com site, which functions as a generator of business for the network, while Renault is available to the client to prepare his or her purchase.

In this difficult market, Renault has chosen to use advertising and moreover sponsoring to promote its image on the Japanese territory.

Introduction

Renault is a French automaker producing cars, cans, buses, tractors, and trucks, and in the past, autorail vehicles. Due to its alliance with Nissan, it is currently the world's fourth largest automaker. Headquartered in Boulogne-Billancourt, Renault owns the Romanian automaker Automobile Dacia and the Korean automaker Renault Samsung Motors. The Lebanese-Brazilian Carlos Ghosn is the current CEO. The company's most successful car to date is the Renault Clio, and its core market is France. The company is known for numerous revolutionary designs, security technologies and motors racing.

For the Analysis of our company's marketing strategies, we choose Japan. Moreover, our business unit is the Twingo. The segment the most important