Abstract
In this assignment we'll put together an international marketing plan for the launch of an electric car by the French car manufacturer Renault in the US market. I chose Renault because it's the French company which is the most in advance in the field of electric cars. Indeed, Renault has for objective to be the first car manufacturer to offer zero emission vehicles accessible to everyone. The electric cars market is booming, more and more car manufacturers are considering the electric engine as the most serious option to reach the zero emission level, and the recent technological advancements in this area could be the solution to the current environmental issues due to Carbon Dioxide emissions. Renault doesn't sell yet Renault-branded car in the US. However, the Renault group has already some serious landmarks on this market with its brand Nissan, which is very successful over there. The US could offer tremendous opportunities for the company in the electric cars market.
Indeed, apart some cities like New York where public transportation is very developed; most people use their cars for their daily commute, and it's a necessity because very often the distance is too big to be done walking, cycling and the public transportation is not developed over there. I've been studying in California for one year and I've seen that without a car you can't do anything, it takes hours just to go walking from downtown Los Angeles to the beach.
