International marketing and communication Essay

International marketing and communication - Essay Example Globalization has resulted in increased pressure on the firms to achieve global competitive advantage. Automotive industry has recently witnessed large scale consolidation of organization resulting in mergers and acquisitions to capitalize the strengths of each market and organization. Most of the organizations in the automobile industry are doing business offshore. Automobile manufacturing contributes to 10% of the world GDP. Canadian Automobile industry also contributes significantly in the regional GDP. With WTO policies of free trade there is no more legislation in Canada which supports the BIG three of the US automobile industry. Many non-American firms such as Japanese have already entered Canadian market. Peugeot already has its existence in the Canadian market with their motorbikes. With fluctuating oil prices, growing environmental concerns and the expected forecast of growth the time is ripe for Peugeot to enter Canadian market with its full range of products. Peugeot has a competitive edge in the Canadian market with already developed distribution system. A large population of Canada speaks French so a French company will get some favors from the consumers. Contents Introduction 4 Market Characteristics 5 Market Review 6 SLEPT Analysis 6 Social 7 Political 7 Economical 7 Technological 8 Legal 8 Industry Climate Significant New Trends 8 French Automobile Industry 9 Situational Analysis 9 Current products 10 Existing Segments 10 Current Pricing 11 Current Distribution 11 Current Media and Communications 12 Objectives 12 Objectives for the Organizations 13 Objectives for the product/services 14 Objectives for Target market 14 Implementation 14 Segmentation 14 Positioning 15 Standardization VS Adaptation 15 Communication 16 Future Research 16 Bibliography 18 Introduction The Canadian car manufacturing industry is very huge with total revenue of $ 18.1 billion in 2010. In the recent past the growth has been negative. The compound annual rate of change (CA RC) for the total revenue is -2.7% for the period 2006-2010. Total production along with the revenue has also declines in the same period and the CARC for the production volume of the industry is -2.8%. The total production volume in 2010 was 1,272,825 units. The picture is still not all that gloomy and that is the reason for my selection of this industry. The forecasts for the industry are encouraging. An upward trend is expected. For the next five years i.e. till 2015 the industry is expected to accelerate and grow. The forecast is a positive CARC although a little low at 0.4%. With this CARC the industry is expected to grow to a value of $18.4 billion by the end of 2015. 1(Data monitor, 2011) Peugeot has long history in France. Armond Peugeot launched the first quadricycle oil in 1890. Since then there has been no looking back for Peugeot. The second French manufacturer in early 1970’s developed partnership with Renault/Volvo, Fiat or BMW. This change in management led to the creation of Citroen PSA Peugeot-Citroen. Brand strengthened and the company has expanded globally. Peugeot has a distinctive history of providing elegant and unconventional designs. Peugeot 401 and 601 Eclipse shinned in 1934 with unconventional design of retractable rooftop designed by legendary Georges Paulin. It became such a success that it was preceded by a long queue of innovative and luxurious