Cuprins
- Part 1: Market Analysis 3
- Part 2: Commercial Potential Analysis 13
- Part 3: Communication Plan 22
- Part 4: Financial Analysis 24
- Part 5: SWOT Analysis & Recommendations 31
Extras din proiect
PART 1: MARKET ANALYSIS
THE CAR MARKET
The automobile park – January 1st 2007
- The automobile park (except fleet of the companies and hirers) is estimated at 29,3 million vehicles at January 1, 2004 and has experienced a 24% growth in 9 years.
- The average utility life of a vehicle is 8 years. 50 % of the vehicles have more than 7 years of useful life.
- The gasoline vehicles represent more than 55%. However the number of diesel vehicles in circulation has been in clear progression for 10 years (25 % of the automobile park in 1993 versus 45 % in 2003). The diesel have a lower useful life: 7,1 years versus 8,7 years for the gasoline.
- The annual number of kilometres carried out by the French population remains stable. However mileage with the meter has increased considerably taking into account the age of the vehicles.
- The diesel owners roll more: 17 665 Km/year on average versus 11 555 Km/years for the cars using gasoline.
- The 3-4 years old vehicles represent 15,1 % of the automobile park and it is them which carry out the most kilometres per year: 17 005 Km/year.
- Secondhand cars are more numerous (58 %). This figure has remained stable for ten years.
- One envisages a potential of purchase of 2 754 000 vehicles for the year 2008.
The car age and useful life.
Average value: 7.6 years
THE TIRE MARKET
- The market represents 26 862 000 tires in volume.
- 32,5% of the drivers mounted new tires in 2006.This tendency is about stable since the 90s.
- The market is more significant in summer.It accounts for 32% in volume, versus 2,4% in winter.
- 9 drivers out of 10 call upon service providers to change their tires.Only 6 % of the drivers change the tires themselves.
- The diesel vehicles drivers change tires more often than those using gasoline (i.e. 54,8%).The second hand cars drivers need to the change tires more often than those owning new vehicles (i.e. 98,3%).
ØThe first change of tire intervenes regularly when the car has reached 20 000 to 30 000 km.
MARKET ACTORS
- There are 825 fast car specialists (Axto, Midas, Speedy) and 1968 tire producers.
- The tire producers’ weight in the workshop entries is 5%.This rate is rather low because of the presence of competitors such as automobile centres or manufacturers who have a much broader activity. However, 91% of the workshop entries at the tire producers led to a change of tires.
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- Feasability Study for Renault Tires.doc