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Assessment Brand Management
- Essay length: 5298 words
- Submitted: 23/01/2011
The first 200 words of this essay...
INDIVIDUAL WRITTEN REPORT ANALYSIS
I - Renault Plan 2009 5
II - Renault Findings 6
A) Profession 6
B) Strategic Business Unit 6
C) Renault's Models 7
D) World Market 8
III - Industry Environmental Analysis 9
A) External 9
? PESTLE Analysis 9
? Future Scenarios 10
B) Internal 11
? Porter's Five Forces 11
? Future Scenarios 12
C) SWOT Analysis 13
IV - Renault Plan 2009 Strategies 15
A) Innovation Strategy 15
B) Alliances & Acquisitions Strategy 15
C) Profitability Strategy 16
V - Resources and Capabilities 17
In order to manage its growth and resist well to the crisis, Carlos Ghosn, Renault CEO, established the "Renault Plan 2009" in 2005, namely an offensive strategy of international development which aims to become one of the first three world brands.
Indeed, having known some difficulty in the 80s, Renault today is one of the
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