In the current competitively cutthroat market scenario, any company hoping to sustain itself in the long run has to constantly adapt to the changing needs of the market. Competition is increasingly fierce in every sector with globalization playing no small part in this trend. Of course, while this phenomenon has its own advantages, the battle between companies is gaining new heights. Therefore, it is important and necessary for any business to communicate both internally and externally.
This allows it to convey messages that are paramount to its activities and exude a certain image of its products, services and more generally of itself. To this end, we chose to study the external communication strategy of Renault Trucks. Thus, we will discover via this record how the company operates; following an overview of the company, we will study its communication policy and conclude with some recommendations.
Renault Trucks is a company specializing in the manufacture and sale of utility-type (Master and Mascott) and heavy trucks (Midlum, Kerax, Premium and Magnum). Since 2001, Renault Trucks has been a part of Volvo Group, and is currently the leading European manufacturer of heavy trucks and the second largest globally.
In Lyon, in 1906, Marius Berliet built his first truck; meanwhile, at Billancourt, Louis Renault finished his first self-propelled utility vehicle. Renault became the first brand to offer this type of vehicle, now commonly known as the tractor. With new designs and inventions sprouting up everywhere, the race was on, and Renault strove to improve its product (wood gasifiers, diesel).
In 1978, Renault and Berliet merged together to become Renault Vehicules Industriels, the only French manufacturer of heavy trucks. In 1983, the company sought to develop a powerful international group, which justified its acquisition of Dodge Europe in 1983. In 1990, the band successfully tackled the acquisition of the legendary American brand of Mack Trucks. Subsequently, in 2001, it became part of the Volvo Group and the following year, it took the name Renault Trucks International.
The company in figures:
-Workforce of 16,000 employees
-Turnover of 7,033 million euros
-1,350 dealers in Europe
-150 dealers/distributors in France
-350 service outlets in France
All tasks comprising the manufacture and assembly of the trucks are carried out in different centers: Limoges (assembling trucks for military use), Blainville sur Orne (assembly of cabins), Venissieux (engine assembly and spare parts) Bour-en-Bresse (truck assembly). The headquarters is located in Saint Priest in the Rhone.
Tags: Competition, Saint Priest, Limoges, Blainville sur Orne, Renault Trucks International, French manufacturer¸ Volvo Group
[...] Furthermore, Renault Trucks has also introduced a corporate communication policy for all employees. Medium of communication Among the available media, Renault Trucks uses only three. First, it uses the written press through magazines such as ‘Truck Driver', ‘France Routes' and ‘Optimum'. Renault Trucks also communicate through the audio media up to twice a year for major events. It broadcasts its messages especially via Europe RTL, to Cherie Fm for all commercial vehicles as well as highway trucks plying different routes. [...]
[...] Press releases and conferences are only used for launching new products (eg press release dated 15/09/09: "Renault Trucks is preparing the future and opens new facilities in Blainville," or "The commitment of Renault Trucks, actions, proposals for the environment News releases are in turn used for any other themes like the 30/10/2009 in which the Renault Kerax was recognized as the 'best commercial vehicle 2009' Technical communication vehicles Renault Trucks uses the lobby on two levels; creating partnerships with various associations of craftsmen, such as SEB, and for all heavy-duty vehicles by partnering with driving schools. [...]
[...] First, we utilized the issues raised by the current situation on the environmental front to enable Renault Trucks to increase its profile by jumping on to the bandwagon of companies battling against the degradation of our planet. Indeed, the automotive sector being among the most affected by the different legislations, Renault Trucks should build a more positive image of itself. To do this, we thought of organizing different events with clients, funders, investors, etc to whom representatives of Renault Trucks presented new projects such as trucks with new technological advances, the "green lorries"; all these projects meet the stringent environmental standards. [...]
[...] We suggest that Renault Trucks perform all these international recommendations, as the main customers of commercial vehicles are drivers who are present in several countries for their trade. Finally we really encourage Renault Trucks to continue its current communication policy as it is very effective. Conclusion To settle this issue, we can say we were pleasantly surprised to see that the company we chose,Renault Trucks, has allowed us to learn many things.In fact, during our interview with Ms. Leclerc, Director of Communication Operations, we discovered a lot of aspects of its mode [...]
[...] To execute this, Renault Trucks uses a variety of communications agencies including the three main ones are Publicis, Spirit Communication and Makheia. In addition, to meet its communications operations, Renault Trucks works with different providers as Space for exhibitions, EBS or Promo+ for New Year gifts to staff and customers. How does it communicate? 1.Its pure technical communication Regarding media advertising, the corporate communications department and marketing service elaborated its strategy dissemination in the Trucks Driver magazine that employs a informative tone. [...]
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