scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 9,922
EXECUTIVE SUMMARY The marketing strategy of Renault Hungary aims to increase its market share by 10 and its sales revenues by 15 to 20 in all market segments throughout the year 2003 The objectives of the company can be achieved by introducing a new marketing strategy that is based on personalised interior and exterior design of the cars As the focus is on the new generation we have selected the following models from itsexisting portfolio Twingo Clio and Megane The repositioning accompanies a strong advertising campaign that is applied to attract new customers from competitors or to win new ones from the yet untouched potential target groups and to retain persistent customers by frequent commercials The most important tools included in the communication mix are television advertising and public relations In the PR campaign we organise contests exhibitions press conferences and special events in order to create a younger and more vivid image for Renault Besides the new idea of personalised interior and exterior design we continued focusing on traditional attributes such as safety and comfort The marketing plan consists of several elements that are provisional and perhaps negligible in case working with a tight budget The execution of the marketing strategy expects to have an impact on the way the younger generation develops opinion on Renault by the end of year 2003 TABLE OF CONTENTS EXECUTIVE SUMMARY1 TABLE OF CONTENTS2 ENVIRONMENTAL ANALYSIS4 PEST ANALYSIS4 Political - Legal4 Economic4 Sociocultural6 Technological7 INDUSTRIAL ANALYSIS8 PORTERS 5 FORCES MODEL8 Threat of entry8 Bargaining power of buyers9 Bargaining power of suppliers10 Threat of substitutes10 Competitive rivalry10 THE HUNGARIAN MARKET11 RENAULT IN HUNGARY11 SWOT ANALYSES12 Strength12 Weaknesses13 Opportunities13 Threats13 COMPETITOR ANALYSES13 MARKET RESEARCH16 TARGETING17 GEOGRAPHIC17 DEMOGRAPHIC18 PSYCHOGRAPHICS18 BEHAVIOURAL18 POSITIONING18 MARKETING OBJECTIVES19 MARKETING STRATEGY19 THE KEY ELEMENTS OF THE STRATEGY20 Emphasize Safety20 Superior interior design20 Spectacular exterior design21 ADVERTISING22 TV ADVERTISEMENTS22 Sporty22 Artistic23 Fancy23 FEATURING ELEMENTS IN ADVERTISMENTS24 Music24 Humour24 Similarity24 NEWSPAPER ADVERTISEMENTS24 BILLBOARD CAMPAIGN25
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA