We believe that the success story of this French but global-oriented company should be told and set as inspiration.

Monday, 13 October 2014

Peugeot's Internal Strengths and Micro-environment

We believe that the success story of this French but global-oriented company should be told and set as inspiration.

Peugeot Communication

 

  Peugeot is company with family values. It 's an old company therefore, it has a broad experience at conceiving and marketing cars.



Internal Strenghts

  • One of the CEOs, Jean-Martin Folz, imposes his vision: he focuses the ressources on the optimisation of the R&D, he broke the barriers between the marketing, the engineering and design teams.As he was fully aware that the motion power of Peugeots lies within the R&D he recenter the humanpower on the design department. Eventually the style of the cars has been refined.
  • Peugeot enhance its marketing force by centering the view on the intangible ressources. Nowadays, the answer to the customer needs after the purchase became the priority business.
  • As the supplier and the distribution are a key, Peugeot is supported by its own branches: Faurecia for Equipement and Gefco for transport.


Micro-environment

Analysis of the components of the micro-environment of PEUGEOT enterprise allows us to offer a diagnosis of the situation forces and assess the opportunities and threats for the company, and what is "negotiable" for her. 

This analysis includes 5 points:

  • The suppliers:

The main suppliers are:

Hutchinson -> performance of after-sales
Bosch -> value creation
Continental -> manufacturing excellence
Electritif -> program management
GMD -> production quality
AGC -> Logistic

  • The Marketing intermediaries:

As we know, marketers must work in harmony departments to create customer value and relationships. In this order, Peugeot has agreed a global strategic alliance with General Motors by sharing platforms and pooling purchases. As part of a capital increase with preferential subscription rights of approximately one billion euros reached in March 2012, General Motors became the second largest shareholder of PSA Peugeot Citroën, with 7% interest. PEUGEOT also goes on communication campaign for the tennis French tournament “Roland Garros”. The brand has always shown this commitment through special series, like the RG 205 in 1989 and 405, 106, 206, 306, 806 and 307 SW.


  • The competitors:

Our Competitors are major automotive brands such as: Toyota, Volkswagen, General Motors, Renault, Nissan.

  • Publics: 

We target all audiences especially the car enthusiasts. Our vision  is to conquer  National and international market.

  • The customers:

Here we are about 3M customers all over the world with 30% of market share only in France market.
 

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