Abstract
The Logan car was a new concept developed by Renault in the car market in the year 2001. Its goal was to provide a new specific car in the market, with a cheaper price. At the beginning, this car was developed to reach the consumer target in Eastern Europe, in countries as Romania, Poland, and the Czech Republic. The concept, based on a product at a cheaper rate was introduced in order to answer to the needs of maximum consumers in these countries. We know the population can benefit from this concept even with low purchasing power, as Occidental Europe, and invest in a car. That is why this project aims at providing the specific needs of the consumers. Sales have been continually increasing since its commercialization in 2001. That is why, today the brand wants to tap into new markets in order to reach the expectations of people who don't have sufficient purchasing power to invest in cars. This report wants to make an analysis of the Spain market specificities to introduce Logan in it. Indeed, this market could represent a real growing potential for the firm, and the return on investment should be important, because of the actual issues with the purchasing power in this country.
