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The Turning Point

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Nicolai Kjærnes

on 4 April 2014

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Transcript of The Turning Point

Project Plan
7 Step IMC Plan
PSA Peugeot Citroën S.A.: The Turning Point
Main Issues
1. Overcapacity

2. Unions

3. Weak performer in a weak market
Diversification: emerging markets
Innovative products
Reputation for safety
Brand identification
Not very well known in new markets
Inability to leverage innovation to luxury market
Bound by union contracts

Emerging markets
Joint ventures, platform sharing
Growing demand in Asia Pacific
Intense competition
Strong labor unions
Environmental regulations
Foreign currency risk
New registrations by brand
by Group 2: María Benavent Serra, Lara Hages, Mai Ngo, Zain Azhar, Nicolai Kjærnes and Robin Vlaming
Industry: Auto & Truck Manufacturer
Country: France + 160
Founded: 1896
CEO: Philippe Varin
Brands: Peugeot & Citroën
Employees: 215,029
Market Cap: 3,5B
PSA Peugeot Citroen: 2013 Interim Financial Report
PSA Peugeot Citroen: 2012 Annual Results

Competitive Rivalry
Global rivalry
Top 8 automobile companies have 90% of revenue
Economies of scale
Toyota, Honda, Volkswagen are main competitors
Emerging market competition

Threat of New Entrants
Difficult to enter market
Large capital expenditure required
Brand loyalty
Competitive advantage needed

Threat of Substitutes
Numerous forms of substitutes
Buses, trains, aircraft, bicycle, boats etc.
Europe has great public transportation system
Subsidies from companies to use public transport

Bargaining Power of Supplier
Suppliers Medium - Large
They can put pressure on pricing, delivery and distribution
Competition between suppliers is increasing

Bargaining Power of Buyer
Strong negotiating power
Information available to all buyers regarding price and cost
Buyers price conscious
Less focus on brand loyalty
Turning Point
1. Awareness
2. Image Integration
3. Functional Integration
4. Coordinated Integration
5. Consumer Based Integration
6. Stakeholder Based Integration
7. Relationship Management Integration

8 Steps of Change Management
Comparative Advantage
Close Plants in Europe
Strategic Partnerships
Long term strategy
Good relation
Mutual understanding
Approach to the Issues
Brand Identification
Why, not what
Golden Circle
Mission & Vision
Peugeot: Pursue useful technological innovations, whose design and implementation reflect the skills of the workforce,
-meet all economic, social and environmental responsibilities,
-maintain relations, based on ethical values and trust based dialogue, with all partners.

Toyota: Seeks to create a more prosperous society through automotive manufacturing.
Peugeot in Short
Motion & Emotion
Upmarket Position
In 2013
The year will be full of major launches, carrying our DNA, and new evidence of our brand promise.
Full transcript