If a French car manufacturer like Peugeot would like to launch a hybrid car on the American market, it has to know that it could be hard and there is few studies to know in order to be better and do not fail. An electric car is a really particular car that is not appreciates by everyone. If a company would like to launch that kind of product around the world, it has to know how people consume, what they like, what they want and how they feel.
In a first part I will explain the reactive and proactive motives for exporting this product abroad. Then I will show you the company's international competitiveness at the macro, meso and micro levels. Then the economic and political barriers will be show. In the fourth part, I will explain what kind of influence can have the culture on the international marketing strategy. Then in different part I will show you: the different types of entry modes that Peugeot should consider, the limitations of an acquisition, the International Product Lifecycle for a hybrid car, the effects of the exchange rates and inflation for that kind of product for and exchange between France and USA.
[...] Regarding to the Government, France government is here to help French car manufacturer in order to not fail and to be always present in the international market. For the company's international competitiveness at the meso level, I will need to use the Porter's five forces below: New entrants: According to the new entrants, we can speak about the new competitors like Honda who wants to launch a hybrid car on the market. Buyers: the buyer is more and more aware to the power of their car. [...]
[...] Describe the International Product Lifecycle and its implications for the electric / hybrid car models? The International product life cycles is showing us the diffusion of an innovation in a foreign country. The Product lifecycle helps us to understand that the Demand in the native country need to grow before hope to export it. In the International product lifecycle we can find 5 steps that are all important to know: development, introduction, growth, maturity, decline. In the first one, Peugeot try to develop its hybrid car in order to be the most competitive and in order to attract a lot of people. [...]
[...] What influence would culture have on the international marketing strategy? Use the models of Hofstede and Hall as points of reference. Hofstede According to Hofstede: “Culture includes systems of values; and values are among the building blocks of culture”. If the French company wants to launch a hybrid car in the United States market, it will need to take care about the American culture that could have an influence on the sales. The culture of a people, or a person is based on three characteristics: - We learn our culture by our own, in our global life. [...]
[...] What type of market entry modes should the French car manufacturer consider? Explain you reasons. If a company would like to launch a product on a new market like Peugeot with the hybrid car, we have to know that the decision of the way to enter in the market could have an impact on the results. There is four kind of strategy for an expansion into a foreign country like the United States: - Exporting - Licensing - Joint Venture - Direct investment Exporting is considered like the direct sale in a foreign country. [...]
[...] What type of international marketing controls will the company require? In the International marketing, we know that each country market is different: the strategy to attract people and the controls will vary depending of the country we are focus on. The difference about language and culture could also cause intercultural problem. In order to be prepared to all those differences, International marketing controls will need to be applied. In order to succeed to touch all the target they want, the French company will need to find how to attract American people, how they purchase? [...]
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