Case studie - Pestel Renault PDF

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Case studie - Pestel Renault...

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ANALYSIS OF THE MACRO-ENVIRONMENT 1. Gather as much information as possible on the factors and trends in the macroenvironment that may affect a company operating in the sector [the information can come from various sources: journals, newspapers, trade magazines, reports, publications of the Central Statistical Office etc. Students are required to provide the sources used – references !!].

Table 1. Trends and factors identified in the macro-environment. Areas of the macroenvironment

Political and legal environment

Trends/factors crucial for sector

●

● ● ● ● ● ● ●

Economic

Socio-cultural

Anti-pollution taxes that force French automakers to make vehicles that consume less fuel and reduce their greenhouse gas emissions Legislation increases waste disposal standards Introducing laws to encourage the purchase of less polluting cars and to penalize the most polluting Raising taxes on raw materials Increased security laws / Regulation of safety standards Threats of protectionism from the united states Protection by the government of the car manufacturing industry (industry representing 10% of French GDP) Crit’air stickers

●

In 2018, the global market grew by 9.2% and 17.4% for French brands alone.

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Decline in diesel (47.3% of vehicles sold), with petrol being favoured (47.6%) ⇒ it is explained by the increase of price and taxes at the pumps. Hybrid cars = 3.9% of sales Electric cars = 1.2% of sales

●

Foreign manufacturers decreases by 16% (between 2015 and 2017)

●

A lot of competitors ⇒ lack of visibility : PSA, RenaultDacia, Volkswagen (Volkswagen, Seat, Skoda, Audi and Porsche), Toyota and Lexus, Daimler (Mercedes, Smart), Ford, BMW, General Motors, Nissan, Volvo, Hyundai et FLA.

●

Increase in fuel prices, taxes on polluting cars, reduction in the scrapping premium and increase in taxes on the income of French households ⇒ leads households to delay the purchase of cars as much as possible.

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Main criteria for consumer choice: safety, design, comfort and guarantee. 42% of French people think it is important to buy French cars Consumers' choices vary according to their standard of living (SUV, city car, sedan) and family situation (single, family, elderly)

● ●

●

●

Technological

● ● ●

Environmental

Appearance of new propulsion modes (electric, hydrogen, hybrid, etc.) Car manufacturers are offering increasingly equipped vehicles with innovative solutions Many advances on the electric car, batteries with more autonomy, reduced charging time, installation of charging stations

●

Development of the autonomous car

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Consumers are looking for more energy-efficient and less energy-intensive products pollutants for the atmosphere. Fashion is green, and sports cars, as well as off-road vehicle is increasingly unwelcome. The installation of a "Crit'Air" sticker evaluating the pollution level of a vehicle makes it possible to prevent the circulation of vehicles with the pollutants or older ones during pollution peaks in some large cities.

●

Demographic

Overall, people living in the city centre, and more precisely in Paris within the city walls, do not own a car. This trend is becoming more widespread and the public transport option is increasingly being chosen by the French. The arrival of self-service electric cars, scooters, bicycles and scooters is increasingly attracting consumers. Economical in terms of energy and money, these are the so-called "cleaner" and more environmentally friendly means of transport. Similarly, public transport is increasingly being deployed in France, particularly in major cities. In addition, the uberization of the economy has allowed an economy to emerge more in sharing, which has led to the creation of sites and applications that promote carpooling. The creation of long-distance bus lines is also an alternative to the car over long distances, just like the train.

●

● ●

The increasingly late interest in learning to drive. In large cities, 70% of the driving school population is over 18 years of age, on average between 23 and 27 years of age The average age to buy a brand new vehicle is 56 in France 83% of French households have a car in 2014

3. Using Table 1, select 3 key trends that are the most important for your company. Describe in details their impact and implications for the sector and the opportunities and threats that they may generate for your company. Table 2. Key trends, factors and phenomena occurring in the macro-environment Trends

Impact on the sector and the company

reduce

●

Development of innovative solutions to reduce pollution

pollution related to the car

● ● ●

Adapting to new legislation Adapting to changes in consumer behaviour Focus more on the "green" image of their brand

●

Reduction in the market for internal combustion engines

● ●

Declining sales that can lead to a diversification of the automotive sector activities Develop a new consumer appeal (marketing, advertising, product)

● ●

Increased competition in the market Enhance industry efforts on corporate social responsibility

● ● ●

Innovation in futuristic products (flying car…) Innovation in autonomous cars Develop batteries for electric cars that are less polluting in their production phase

●

Develop of new propulsion modes (solar, hydrogen, etc)

1.

A

desire

to

manufacturing industry

2. Consumers are turning away from the personal car

3. General innovation in vehicle design, conception and production

4. Using the scenario method and the trends listed in Table 2, create scenarios of the environment states in a 5-year perspective for a company operating in the sector Table 2. Analysis of trends in the macro-environment - scenarios of the environment states Factors/trends in the macro-environment

Trend

Strength of influence

Probability from 0 to 1

from -5 to +5 A desire to reduce pollution related to the car

growth

manufacturing industry

stabilization

+5

1

+3

0,50

regression

Consumers

are

turning

growth

away from the personal car stabilization regression

General

innovation

in

growth

+4

0,90

vehicle conception, design and production

stabilization regression

Sources : - https://www.etudes-et-analyses.com/blog/decryptage-economique/marcheautomobile-chiffres-acteurs-consommateurs-05-11-2018.html - https://www.cadlog.fr/2017/01/27/les-3-facteurs-qui-font-de-lautomobile-le-secteuractuellement-le-plus-innovant/ - http://www.fiches-auto.fr/articles-auto/l-auto-en-chiffres/s-652-l-auto-et-lesfrancais.php - https://fr.wikipedia.org/wiki/Parc_automobile_français - http://cv.essec.edu/var/f/nv/eu/nveuK0ogxBlXMTLb7umGFae5AfInrQ6kSzUiq4svJ3_master.pdf...