Abstract
This case study is an international marketing plan for the launch of an hybrid car by a French car manufacturer in the US market. This very actual topic is in the center of the sustainability matter that each company is now trying to develop. Cars pollute, and the war against global warming is became a priority. In France, the government created some financial help in order to promote this trend. In the US, the hybrid car market is much more developed than in France. How can we mix these two characteristics in order to build a strong international marketing plan?
Reactive motives means changing a strategy or developing a product after seeing others (competitors) doing so. This is a passive behavior which can be positive if oriented in a "fast follower" strategy or negative if oriented as a strategy which aims to get into the market in order to take a discrete market share. Proactive motives means to initiate changes in order to introduce a new product or a service on a market.
