Jeep: An American Giant conquering France

Written in close collaboration with Olivier Bouelharrag, Communications Manager for Jeep France, this case study presents the situation of Jeep on the French automobile market at the beginning of 2014. The case includes detailed information about Jeep and about the French automobile market as it was at the end of 2013.
Jeep is the world leader of the 4-wheel drive cars. In France, a market trusted by French automakers, Jeep weighs only 0.13% in volume market shares. The American giant wants to further introduce its vehicles in this market and to conquer the heart of French people whose expectations are specific, yet different from those of its usual American consumers, especially with what refers to environmental issues.
As one of Jeep's Brand Managers in France, the learner is being asked to recommend a new model of vehicle tailored to the French market, which should help the brand in achieving its objectives.

- Conducting both the internal and external diagnosis (strengths / weaknesses - opportunities / threats).
- Designing a marketing strategy (objectives, segmentation, targeting, positioning...).
- Detailing the marketing mix (product, price, distribution, communication).
- Defining a budget necessary for the implementation of the communication plan.
- Validating the consistency between the different components of the marketing plan.

Car industry - Small SUV - Brand universe - Brand positioning - Marketing plan - Marketing mix

L1, L2, IUT/BTS1/2, L3, M1, M2
Executive Education: managers
Pre-requisites: knowledge of the implementation of a 360° marketing strategy

Car Industry

- PPT: debriefing (56 slides)

Année de la problématique : 2014

Livraison : Livraison par lien de téléchargement

Nombre de pages : 18 avec 23 page(s) annexe(s)

Temps d'utilisation : de 1 à 2 jours (8h to 12h)

Code du secteur d'activité : 34 - Industrie automobile