Assessment Brand Management

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STRATEGIC MANAGEMENT

ASSIGNMENT II

INDIVIDUAL WRITTEN REPORT ANALYSIS

BY 200911488

CONTENTS PAGE:

Introduction 3

Summary 4

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

Discussion 19

Recommendations 20

Conclusion 21

Bibliography 22

Introduction

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