Renault-Logan Case Study

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Executive summary The case is about Renault's new car model Logan, which was designed to serve mainly emerging markets like Eastern Europe, North Africa, Latin America and the Middle East. The company has designed its supply chain in such a way so that it can take advantage of the special customs and duties treaties the above mentioned regions have. The case illustrates the complexities of the design decisions and the approaches the company had to take. The case ends with a key decision that Renault has to make - how to set up the supply chain for the new market in South Africa. Again, the customs and duties implications play a big role in such a decision. Renault had to decide between three available options: either to ship CKDs from Romania and build CBUs in South Africa to serve the South African market, or to build SBUs in Romania for the South African market or ship the CKDs from Romania to Morocco and build afterwards the CBUs there in order to serve the South African market. However, these three options will be later discussed in more detail based on data from the case and on our own assumptions. Integration of emerging economies into their activities in order to accommodate local needs and develop new market opportunities represented a way for Renault to increase its sales. In the mid-1990s, Renault made a strategic decision to expand its presence in markets outside Western Europe. On September 29, 1999 Renault acquired 51% of the capital of the Romanian car maker Dacia, amounting to $50 million. Renault has since increased its equity stake to 92.72% and put the entire company on track for rapid, wide-reaching modernization. Thus, Romania became a strategic base for Renault’s international expansion plans. Renault boosted annual production capacity at Pitesti from 350,000 units in 2008 to 400,000 units in 2009 and aimed to build another 400,000

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