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La logan, un produit « low cost » de conquête du marché mondial

Author

Listed:
  • Charles Croué

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

Depuis les années quatre vingt dix, l'effet « prix bas » s'étend dans les pays développés et les pays émergents et pénètre de plus en plus de secteurs d'activité. Cet effet touche aujourd'hui l'industrie automobile mondiale. En 2006, le groupe Renault, prend date pour se positionner sur le marché mondial de la voiture économique afin de contrer les velléités des marques chinoises qui se préparent à occuper ce créneau. Pour Renault l'approche « Low cost » est globale et inimitable. L'article s'appuie sur les premiers succès commerciaux de la LOGAN pour expliquer les raisons qui justifient que ce modèle tiendra une place clé au cœur de la stratégie mondiale du groupe français développée d'ici 2010.

Suggested Citation

  • Charles Croué, 2006. "La logan, un produit « low cost » de conquête du marché mondial," Post-Print halshs-02914906, HAL.
    • Handle: RePEc:hal:journl:halshs-02914906
    DOI: 10.7193/DM.043.044.123.136
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