320 EMM Manufacturing Business Organisations

Coursework no1

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SID: 2919203
Coventry University 2009-2010

Summary

Introduction P.3

1. Background to the Company P.4

2. Marketing / Product Analysis P.6

a) Market trend P.6

b) Environmental Analysis P.6

1. PESTEL P.6

2. SWOT P.8

3. PORTER’S FIVE FORCES P.9

4. ANSOFF MATRIX P.10

5. BCG MATRIX P.10

c) Positioning P.11

3. Competitor Analysis P.12

a) Strategic segments of the automotive sector P.12

b) But what are the advantages of PSA? P.12

c) The competitors on the French market P.13

4. Strategy P.15

5. Conclusion/ Recommendations P.16

Introduction

The automotive sector is a competitive hyper sector dominated by world giants almost in Oligopoly where numerous brands compete. Today we can notice that this sector becomes international. So the companies of the French sector become established in emergent zones with strong possibilities of expansion as South America (Mexico, Brazil, and Chile), Asia (China, India, and South Korea), the Eastern Europe (Russia, Poland).

In spite of the financial crisis and the continuous decline of the purchasing power the French automotive sector goes long after difficult year in 2008 with a decline of 14 % of the sales of new vehicle in November, 2008 with regard to November 2007. Indeed, the French market of the new passenger cars is in increase of 14, 1 % in September, 2009.[1]

Several factors allow to explain the crisis of the sector today in full questioning: the constant fluctuations in the price of the essence and the raw materials, the drying up of the credit which threatens henceforth the whole chain, crisis of confidence of the consumers which has the effect of lowering the request, without forgetting the new ecological standards which pull an increase of production costs. These constraints weigh on sales and margins, and oblige the actors to