This document is a fine creative idea about the Renault's marketing plan for 2003, within the Hungarian business environment.

EXECUTIVE SUMMARY

The marketing dodging of Renault Hungary aims to increase its market share by 10% and its sales revenues by 15 to 20% in all market segments throughout the year 2003.

The objectives of the company toilet be achieved by introducing a new marketing strategy that is based on personalised interior and exterior purport of the cars. As the focus is on the new generation, we have selected the quest models from itsexisting portfolio: Twingo, Clio, and Megane. The repositioning accompanies a strong advertising campaign, that is applied to invoke new customers from competitors, or to win new ones from the yet untouched potential target groups and to retain persistent customers by buy at commercials.

The most important tools included in the communication tittup are television advertising and public relations. In the PR campaign we organise contests, exhibitions, press conferences and special events in pronounce to create a younger and more vivid estimate for Renault. Besides the new idea of personalised interior and exterior design, we continued focusing on traditional attributes, such as safety and comfort.

The marketing plan consists of several elements that are provisionary and perhaps negligible in case working with a tight budget.

The execution of the marketing strategy expects to have an dissemble on the way the younger generation develops opinion on Renault by the end of year 2003.

TABLE OF CONTENTS

EXECUTIVE SUMMARY1

TABLE OF CONTENTS2

ENVIRONMENTAL ANALYSIS4

PEST ANALYSIS4

Political - Legal4

Economic4

Sociocultural6

Technological7

INDUSTRIAL ANALYSIS8

PORTERS 5 FORCES MODEL8

Threat of entry8

Bargaining berth of buyers9

Bargaining power of suppliers10

Threat of substitutes10

Competitive rivalry10

THE HUNGARIAN MARKET11

RENAULT IN HUNGARY11

SWOT ANALYSES12

Strength:12

Weaknesses:13

Opportunities:13

Threats:13

COMPETITOR ANALYSES13

MARKET RESEARCH16

TARGETING17

GEOGRAPHIC:17

DEMOGRAPHIC18

PSYCHOGRAPHICS18

BEHAVIOURAL18

POSITIONING18

MARKETING OBJECTIVES19

MARKETING STRATEGY19

THE KEY ELEMENTS OF THE STRATEGY20

Emphasize Safety20

Superior interior design20...

Very good intromission of ideas! Useful for the analysis of Hungarian market for Renault, and marketing strategies!!!

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