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Stratégie Psa Peugeot Citroen

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Stratégie Psa Peugeot Citroen
PSA : DOSSIER DE STRATEGIE

DOSSIER DE STRATEGIE

Professeur responsable : BENAVENT Christophe BOISSEAU Christophe

Réalisé par : BENZAKRI Dalila NACHET Lamiaa
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SANDWIDI Adeline

PSA : DOSSIER DE STRATEGIE

Executive Summary:
- Le marché de l’automobile est hyperconcurrentiel mais fermé à d’autres entreprises : • • • • Dominé par des géants mondiaux, presqu’en Oligopole Diversité importante dans les gammes de voiture, stratégie de la marguerite Demande des investissements lourds et sur du long terme Image de marque joue énormément

PSA Peugeot Citroën une grande entreprise Française : • • • 2ième sur le marché Français Le groupe PSA est le premier en part de marché, plus 3 millions vendus Un développement important grâce notamment au rapprochement avec Citroën. • • • Un développement important sur les nouveaux marchés Leader de la voiture écologique (stop to Start ; Le filtre à particules ; …) Motorisation performante au niveau surtout des moteurs diesel (HDI).

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Les plans stratégiques du groupe ont pour finalité de devenir un leader mondial et soutiennent donc la croissance tout en tenant compte du contexte de la crise financière actuelle: • • • • • • Internationalisation de la marque Ouverture de la gamme pour d’autres types de clientèles Vendre 4 millions de voitures par an d’ici 2010 Rester le leader sur les voitures écologiques Etre plus fiable dans sa production Mettre la sécurité comme objectif principal.

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PSA : DOSSIER DE STRATEGIE

SOMMAIRE
Introduction .......................................................................................................... 5 Partie 1 : analyse stratégique de PSA ..................................................................... 6 1) DIAGNOSTIC DE L’IDENTITE L’ENTREPRISE ..................................................... 7
A. Historique de l’entreprise et Identité juridique ........................................................ 6 B. Information économique
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