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PSA Peugeot Citroen - Strategic analysis

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Jérôme Deman

on 4 December 2014

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Transcript of PSA Peugeot Citroen - Strategic analysis

Table of contents
1. Description of the company & of the market
2. PESTEL Analysis of the automobile industry
3. PESTEL Analysis of the banking sector
4. Porter's 5 forces
5. Mission & Vision statements
6. PSA resources
7. BMC's
8. Conclusion
9. Bibliography
Group PSA Peugeot Citroën:
1976: Merger of Peugeot SA and Citroën SA
2013: Present in 160 countries.
European leader in light commercial and low-carbon vehicles.
2nd largest car maker in Europe.
Automotive markets:
China is the world’s first automotive market followed by the US & Europe
China, India and Brazil: high growth rate
US & West European markets: slow recovery
Russia: unfavorable macroeconomic environment
PESTEL Analysis of the automobile industry
PESTEL Analysis of the banking sector
Porter's 5 forces
Mission & Vision Statement
Manufacture vehicles that meet both the design team and the customer’s expectations, while respecting costs targets and delivery deadlines.
Willingness to contribute to sustainable development. Placing each model in the top 3 of its category.
Managers and employees need to respect values in their relationships with clients and suppliers.
Taglines :
Peugeot : « Motion and Emotion »
Citroën : « Creative Technology »
PSA Banque : « Banque de l’économie réelle »
PSA resources
BMC Peugeot Citroen
BMC PSA bank & Faurecia
3 strong complementary brands: Peugeot, Citroën, DS
Peugeot moves up-market
DS independant premium brand
Global growth by focusing on most promising markets :
Latin America (Brazil, Argentina, Chile and Mexico)
Increase in local production & partnerships
Vehicle range adapted and renewed in order to satisfy specific demands of different regions.

Banque PSA finance
APEC : Asia-Pacific Economic Cooperation
Global Automotive Retail Market part I (September 2013) KPMG http://www.kpmg.com
Automotive Industry Analysis 2014 - Cost & Trends, Michael LIU https://www.franchisehelp.com
PSA et l'automobile, rois des dépôts de brevets (11/04/2014), Philippe JACQUE http://www.lemonde.fr
2005 – 2013 sales statistics http://www.oica.net
Projets de PSA Peugeot Citroën: six réalité à prendre en compte (18/02/2014), Yves Vandewalle http://yvesvandewalle.typepad.fr
PSA launches new brand strategy for Peugeot and Citroën (12/03/2014) Bertrand GRAY http://europe.autonews.com
Juan Manuel Perez Debrand, The Automobile Industry in Latin America: Assessment of the conditions for sustainable development
Timothy J. Sturgeon & Johannes Van Biesebroeck, World Bank, Effects of the Crisis on the Automotive Industry in Developing Countries
EY, Megatrends shaping the Latin American light vehicle market

DEMAN Jérôme, ENSCH Laurie, KOUTCHERIW Alexandre, VALASSIS Thomas
Strategy and strategic analysis
Full transcript