Abstract
The last couple of years, the car market have seen many changes. Gas prices have significantly increased and people became much more aware of the deterioration of the environment. This led to the development of new technologies. Carmakers around the world started to develop new car models that were more eco-friendly that consumed less gas like hybrid cars. Electric cars have been existing for a long time, but the problem was that they were too expensive to build and not convenient at all. They were too long to charge, finding a charging place was complicated and the cars couldn't stand long distances as the battery ran out of electricity very quickly. Today, we have made a lot of progress in that field, as car companies have invested a lot in the development of new technologies. Renault is one of the car companies that believe the most in the electric car market. It has done a lot of research and development and has recently launched the Z.E. range composed of four electric cars .
Today, Renault is the leader in the electric car market and is planning to continue developing its business by releasing its Z.E. car range on new markets. The French car maker therefore needs to enter the American market as it is one of the most important car markets in the world. In order to successfully export our electric cars on the U.S. soil, it is essential to create a good international marketing plan. This paper will first present the different factors that motivate Renault to export its products in the U.S., the different barriers that it could face and the influence of the culture on international marketing. We will then do an environment analysis by studying the company's international competitiveness at the macro, meso and micro level. Finally we will present the marketing plan to enter the American market.
