Research On Renault 's Joint Venture Strategy

Automobile industry is considered to be one of the pillars of modern economy both in developed country and emerging market nations. Renault, as the world’s famous multinational automobile enterprise, finally took hands with Dongfeng Group, reputed as the Chinese second largest automobile company. A joint venture was built after ten years booming of Chinese automobile market. The article strived to make a comprehensive analysis on the strategy of the joint venture, numerating the core competence of Renault group and indicating the reason why Renault choose Dongfeng at this particular time and the challenges and opportunities that are facing the new Joint-Venture. Finally, the article also offers some suggestive solution for the future operation of the Joint-Venture both internally and externally.Based on the data and information collected from different channels, utilizing the theory of SWOT Matrix, Company core competence theory, Porter five powers and Marketing mix model, conclusions are drawn from the research that Renault has made a smart decision and it will catch up with the other competitors in Chinese automobile market if the Joint-Venture could successfully realize the internal integration and release its full strength.Chapter 1 mainly makes a brief description about the background of the subject and put forward the point of concerns as well as the research scope.Chapter 2 introduces the theoretical framework of the thesis:SWOT analysis, Strategic management theory, Enterprise Core competence theory, Porter five forces theory and marketing mix theory.Chapter 3 makes a description about the business environment of the company comprising both the international environment and domestic environment which might provide the full picture of status about the global automobile industry as well as Chinese automobile market and it also suggest the prospect of the market in the future.Chapter 4 makes an analysis about the competences of Renault and introduces the SWOT model to measure the feasibility of the new Joint-Venture.Chapters 5 further analyze the obstacles and opportunities of the internal integration and external expanding and also tend to offer some suggestive solutions.Chapter 6 makes a conclusion about the Renault’s Joint-Venture strategy.