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NAME: VIVEK SHARMA M100700065
History1898 Louis Renault created company
1904 120 Dealers and 948 cars
1907 Plane engines
1913 10,000 cars
1944 Louis Renault dies
1959 Worlds 6th largest
1976 Renault Sport
1996 Privatised
2008 Partner with VAZ
Mission Statement
“ TO MAKE & SUSTAIN RENAULT AS THE MOST PROFITABLE
AND COMPETITIVE EUROPEAN VOLUME CAR COMPANY”
Change in Renault Logos
The first Renault logo, drawn in 1900 featured the three initials of the Renault brothers: Louis, Ferdinand and Marcel. In 1906, the logo changed to a front end of a car enclosed in a gear whee
Louis Renault was 21 when he made his first car in the backyard of his parent’s home. He soon got orders for cars, so in 1898, along with his brothers and friends, Louis opened the company Société Renault Frères in Boulogne-Billancourt, France
Review of 2008
Net income £599m +3.63% Market share Laguna top 3 800,000: 2005-2008 £4.2bn credit agreements Production vs Sales 9 new product launches
Global Corporate Strategy 1 of the top 3 car commercial vehicle
brands in Western Europe Present in 118 countries Aims to maintain a high level of
profitability to contribute positively to growth in the entire market
Market share grew 0.15% at the end of 2008
8 RCI BANQUE February 2009
Vehicle Volumes By Region (000’s)
2007
279283
2008
EuropeEurope
20082007
497
447
2007
AmericasAmericas
46
2008
47
43
2007
EuroMedEuroMed
2008
41
Asia AfricaAsia Africa
FranceFrance
2007 2008
3240
WorldWorld
20082007
898858
Differentiated Premium Price Stategy
Unit Cost & Unit Price (€)
Low HighVolume
Margin for Quality Player
Industry Cost Curve Premium Price
Prevailing Price
(Source: www.strategycompass.com, McNamee, 2004)
MARKETPRODUCTS
Sales Value (£millions)
Number 1 Competitor
Number 1 Competitor Sales
RMS Market Growth Rate%
Twingo 3,622 Astra 4,138 0.87 +2.2
Clio 3,137 Corsa 3,106 1.01 +2.6
Megane 2,872 Scirocco 2,578 1.11 +2.0
Laguna 1,587 Passat 2,384 0.67 +1.1
Espace 4,686 Picasso 3,869 1.20 +2.4
Koleos 1,247 Hilux 2,013 0.62 +3.3
Product Market Portfolio
Ansoff Matrix
Build/protect
• Megane Coupe• Clio
Product Development
• Megane Renaultsport• Clio• Scenic
Market Development
• Asian Market
Diversification
• Formula 1• Buses & HGV• Electric Cars
PRODUCTSNewExisting
Exis
ting
New
MAR
KETS
Porters 5 Forces
STRENGTHS
THREATSOPPORTUNITIES
WEAKNESSES
SWOT Analysis
Strategic Alliance
Global Operations
Strong Focus on R&D
Innovators
Renault Brand
Weak Operational Performance
Weak performance in key markets
Reliance on Western Europe
Economic Climate
Competitors
Fuel Fluctuations
Growing Asian Automobile Industry
New Model launches
Increasing demand for hybrid electric vehicles
PESTEL Analysis
ECONOMICAL
POLITICAL
LEGAL ENVIRONMENTAL
TECHNOLOGICAL
SOCIAL
PESTEL Analysis
POLITICALEU Emissions StandardsProduct development
ECONOMICALCredit CrunchRising Fuel Prices
SOCIALCommitment to Renault Good Code of ConductRelations with stake-holders
TECHNOLOGICALDevelopment & Implementation of technologiesDrive these technologies ahead
ENVIRONMENTALECO 2 SymbolDemand for HEV vehicles
LEGALSafety of vehiclesInvesting in R & D
PRODUCTS First-time buyers
Teens Professionals Family Fleet
Twingo
Clio
Megane
Laguna
Espace
Koleos
Defining the BusinessCustomers
Boston MatrixStars Problem Children
Cash Cows Dogs
Mar
ket G
row
th R
ate
0%2.0
2%
4%
1.0 0.01Relative Market Share
Megane
Clio
Laguna
Koleos
Espace
Twingo
Competitor Analysis Theory
Competitor Leader/ follower
Growth rate
Competition Goals Strengths Weaknesses
Follower Low Severe Dominance Quality Negative perceptions of brand
Leader High Severe Remain Dominant
Tailored Products
Bad publicity with certain product lines
Follower Low Severe Growth Targets price-driven customers
Identified poor after-sales service
Leader High Severe Remain Dominant
Partnered with BMW
Safety Issues
Financial Performance(million euros)2008 FINANCIAL RESULTS FEBRUARY2007 2008 Change
Revenues 40,682 37,791 -7.0%
Operating margin 1,354 212 - 1,142
in % of revenues 3.3% 0.6% - 2.7%
Other operating income & expenses - 116 - 329 - 213
Net financial income & expenses 76 441 + 365
Associated companies 1,675 437 - 1,238
Current & deferred taxes - 255 - 162 + 93
Net income 2,734 599 - 2,135
(Moulonguet, T. (2009) “Renault 2008 Financial Results”)
Future performance projections
Maximisation of Revenue Sources
Cost Reduction
Free Cash Flow Management
Review
Thank You