Case studie - SWOT Renault PDF

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Case studie - SWOT Renault...

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ANALYSIS OF THE COMPANY 1. Analyse the resources of the company using SWOT analysis: a) diagnosis of internal conditions –the strengths and weaknesses of the company Analyse the company's resources (intangible assets – e.g. knowledge, skills, tangible assets – e.g. technologies, financial resources) and competencies (production, marketing and distribution, management). Based on the information gathered, fill in Table 1. Table 1. SWOT analysis of the company [strengths, weaknesses]. Factor [features, resources, competences]

Character of the factor [strength or weaknesses]

Strong control over the company's financial resources with a low debt ratio and strong financing capacity

Strength

The company is strongly represented in the international

Strength

market through many alliance strategies (including Nissan), which increases the number of potential customers. This also allows strong economies of scale to be achieved A pioneering company in the hybrid car market. Market that shows strong growth and consumer enthusiasm.

Strength

A long-standing brand with many years of experience in

Strength

its sector of activity and a strong corporate culture that contributes to employee motivation

Renault not only produces cars but also scooters, trucks

Strength

and vans. In addition, the associated services are a source of added value. The company's diversification allows it to position itself on different markets so that it does not depend too much on its main activity. International presence based on its alliances with other car manufacturers and strong dependence on the European market. Renault's weak presence in the Asian markets, which represent the markets with the highest

Weakness

growth. No factory on Chinese soil, which requires it to import its products from Korea. Renault remains cautious about its investment, which is considered too uncompetitive compared to the market

Weakness

and hinders its development. It is a French brand that promotes the made in France. As a result, employee costs are particularly high. Moreover, French labour law does not allow much flexibility either.

Weakness

But French know-how, particularly in terms of the technical skills of its employees, guarantees the good quality of its products and is recognized as a strength by

Strength

consumers. Focusing the company's efforts, particularly marketing on entry-level vehicles that are not very profitable

b)

Weakness

diagnosis of external conditions – opportunities and threats in the company's

environment. Based on the analysis of the macro- and micro-environment, specify the trends, tendencies and phenomena that are not affected directly by the company, but which affect the development opportunities or threats. Based on the information gathered, fill in Table 2 in relation to the macro- and micro-environment of the company. Table 2. SWOT analysis of the company [opportunities, threats]. Factor [macro-environment, micro-environment]

Character of the factor [opportunity or threat]

Ecological awareness helps to create new markets and new products.

Opportunity

Emerging countries are seeing their demand explode. Conquering these countries can significantly increase the company's market share.

Opportunity

Technological advances are pushing car manufacturers to surpass themselves and invest in research and development. Thus, creating the autonomous car or the

Opportunity

flying car of tomorrow can create a new market that would give a real competitive advantage. Legislation around the automobile sector is becoming increasingly strict (vehicle consumption, fuel taxation,

Threat

traffic restrictions on days of high pollution, etc.) which can have consequences on the population's way of consuming (choice of alternative transport method) It is a very competitive market, which leads to a lack of

Threat

visibility for companies. Rising fuel prices are driving consumers to find alternatives to car use, which can have an impact on

Threat

turnover. Price fluctuations (in particular their increase) of raw materials for construction have an impact on production costs and margins.

Threat

Can you mark any interactions between strengths/weaknesses/threats/opportunities? Mission 1. Using available sources find an information about the current or previous mission of the company. Please provide the references. Renault's mission is "To make mobility sustainable and accessible to everyone, everywhere in the world." Source : https://group.renault.com/groupe/ 2. Explain whether the current mission is good and relevant. The mission is to provide the easiest possible access to vehicles while doing everything possible to meet current environmental conditions. However, it must also make a profit to ensure its sustainability and the employment of its employees. We cannot conclude by saying that the mission is good or bad since the two go hand in hand: to ensure access to vehicles that are as environmentally friendly as possible, but the company's primary goal is to sell. 3. If possible, find the information concerning the values, ethical code and rules represented by the company and try to provide a comment on the actions representing those values.

Renault's ethics charter is based on 5 main points: ● ● ● ● ●

Protection of employees Heritage protection Protection of customers Shareholder protection Promotion of citizenship in a global environment

To achieve this, Renault places great emphasis on equal opportunities and the working conditions of its employees. To protect its assets, the company protects its image and assets through a policy of total control of its communication. The protection of its customers is achieved through the respect of its rights and the respect of technical and environmental requirements. The protection of shareholders is mainly achieved by controlling information on the financial health of the company. With regard to the last point, and finally to protect citizenship in a global environment, Renault ensures that it is neutral in its decision-making (supplier, sponsorship). Also, the company's CSR policy is committed to integrating concerns social, environmental and economic in its actions taking into account the interests of all stakeholders.

SOURCES : - https://www.etudes-et-analyses.com/blog/decryptage-economique/analyse-swotentreprise-renault-15-03-2016.html - https://notesmatic.com/2018/08/renault-swot-analysis/ - https://www.andlil.com/analyse-swot-de-renault-145915.html - https://group.renault.com/wp-content/uploads/2019/02/charte-ethique-francais2019.pdf - https://investir.lesechos.fr/actions/actualites/diagnostic-les-faiblesses-de-renault155081.php...