Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

This is a case study of the Logan, a simple, sturdy, and modern-looking car developed and built by French automaker Renault and designed with a clear focus on world growth markets. This easy to understand case explains the Logan''s success and Renault''s international marketing strategy. Renault took over the Romanian automaker Dacia in 1999 to produce the Logan, reinforcing Renault''s presence on fast-growing automobile markets. The Logan went on sale first in Romania in September 2004. Logan''s operations expanded to three new production sites on three continents during 2005. Sales of the car picked up so quickly that, by the end of July 2006, the Logan reached forty-two countries with sales exceeding 300,000. Renault plans to begin production of the Logan in India and in Brazil in 2007. Logan''s rapid expansion in international markets is part of Renault''s profitable growth strategy. Graduate as well as undergraduate students will find this case interesting to study.
Location:
Industry:
Size:
Large - multinational
Other setting(s):
1999-2006

About

Abstract

This is a case study of the Logan, a simple, sturdy, and modern-looking car developed and built by French automaker Renault and designed with a clear focus on world growth markets. This easy to understand case explains the Logan''s success and Renault''s international marketing strategy. Renault took over the Romanian automaker Dacia in 1999 to produce the Logan, reinforcing Renault''s presence on fast-growing automobile markets. The Logan went on sale first in Romania in September 2004. Logan''s operations expanded to three new production sites on three continents during 2005. Sales of the car picked up so quickly that, by the end of July 2006, the Logan reached forty-two countries with sales exceeding 300,000. Renault plans to begin production of the Logan in India and in Brazil in 2007. Logan''s rapid expansion in international markets is part of Renault''s profitable growth strategy. Graduate as well as undergraduate students will find this case interesting to study.

Settings

Location:
Industry:
Size:
Large - multinational
Other setting(s):
1999-2006

Related