Dacia marketing plan

3989 Words16 Pages
This program for international marketing was developed because of the desire of Dacia to expand as much as possible on an international scale. Because of this desire, the existence of an international marketing plan is needed that will ease this expansion, that will point out the planning, research and development activities that have to be undertaken, so that an effective penetration of the market will be achieved. I. IS THIS PLAN POSSIBLE? 1. ABOUT DACIA Dacia Group. Dacia, the first Romanian car constructor, was created in 1966 with the establishment of the Mioveni Motorcar Plant. Following the privatization process, Renault purchased 51% of the company’s share capital in 1999, as Renault’s participation at Dacia currently runs at 99.43%. The company has undergone a groundbreaking modernization program: upgrading the industrial installations, reconstruction of the commercial network and reorganization of the suppliers’ network. Renault’s investments at Dacia amounted to 772 million Euros at end-2006. Spanning an area of 2,900,000 sqm, the Mioveni platform is the birthplace of the Logan model, Logan MCV and Logan VAN models. In 2007 the range of Dacia Logan products welcomed three new launches: Logan Van, Logan LPG, the 85 HP engine on the 1.5 dCi Logan diesel. Range of products: 1968: Dacia 1100 (Renault 8) 1969: Dacia 1300 berlină (Renault 12) 1973: Dacia 1300 Break 1975: Dacia Pick Up 1987: Dacia 1320 1991: Dacia 1325 Liberta 1992: Dacia 1307 şi 1309 Dubla Cabina 1995: Dacia Nova 2000: Dacia SupeRNova 2003: Dacia Solenza 2004: Dacia Logan Logan, a National Challenge The Logan project stands out as a genuine national challenge, by means of which Dacia materializes its ambitions of becoming a brand with a truly international vocation. The Logan launch came in response to the Renault Group’s need to have a

More about Dacia marketing plan

Open Document