Abstract
In this report, we will analyze a very strong competitive company in order to identify the factors behind the success of its products. We decided to choose the Logan of Renault. This choice stems from the desire to present a French car and to examine the launch of a new concept car from its creation to its commercialization.
Firstly, the presentation of Renault's history will include its type of business, the size and the market developments. Then, the current marketing strategy employed by the company will be explained according to the market and product analysis. The content of this part will include the market trends, the Logan's positioning, the SWOT analysis and the marketing communication.
We will conclude with the recommendations for the future strategies that Renault should adopt.
The adventure began on December 24,1898, when Louis Renault took up a challenge to drive his A-type Voiturette up the steep Rue Lepic in Montmartre, Paris. The year after, Louis and his two brothers, Marcel and Fernand, set up the Renault Brothers company. Since 1899, the company has had a rapid growth. It was through racing, that the Renault brand became well known. Those victories were the most effective form of advertising and direct marketing that the brothers could have wished for.
