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Mbs Marketing

Which markets and segments does Renault aim to reach for the Logan?
In 1995, Renault, under the direction of the former CEO Louis Schweitzer, made a strategic decision to expand the company’s presence in markets outside of Western Europe. Schweitzer’s focus was to take advantage of central and Eastern Europe. These emergent markets cover a huge geographical area and were deemed to have great growth potential, as they are made up of countries with high economic growth rates. In order to enter each of these markets Renault had to produce a car that would meet the needs of the consumers whose main concern was price, reliability and durability. This resulted in the production of the Renault Logan.
The market industry in which Logan entered was the low cost/passenger automobile market. Renault segmented its market for the new Logan automobile geographically, focusing on emerging markets and capitalizing on the opportunity of high growth in the middle-class markets internationally.......


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Approximate Word Count: 1517
Approximate Pages: 7 (250 words per double-spaced page)

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