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Jeep: An American Giant conquering France

M1976(GB)
Résumé
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.
Objectifs pédagogiques
- 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.
Mots-clés
Car industry - Small SUV - Brand universe - Brand positioning - Marketing plan - Marketing mix
Public
L1, L2, IUT/BTS1/2, L3, M1, M2
Executive Education: managers
Pre-requisites: knowledge of the implementation of a 360° marketing strategy
Secteur d'activité
Car Industry
Caractéristiques particulières
- PPT: debriefing (56 slides)
2014
Livraison par lien de téléchargement
18 avec 23 page(s) annexe(s)
de 1 à 2 jours (8h to 12h)
34 - Industrie automobile
Oui (6 pages) - incluse

Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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