Crafting Your Future: Renault Market Expansion in Brazil Report

This report analyzes the market expansion strategy of Renault in Brazil, focusing on the competitive business environment and emerging trends. It utilizes Porter's Five Forces to assess the automotive industry's dynamics, including competitive rivalry, bargaining power of suppliers and buyers, and the threats of new entrants and substitutes. The report examines leadership, management, and operational skills crucial for success, highlighting the importance of leadership styles, problem-solving abilities, and industry-specific training. It also assesses career opportunities and skills gaps within the sector, referencing Renault's achievements and investments in Brazil. The methodology involves secondary data analysis, including articles, journals, and websites. The report aims to formulate effective strategies for successful market expansion through launching a new factory in Brazil, considering both internal and external factors. It includes a personal development plan to enhance skills and achieve personal objectives related to the project.

Crafting Your Future:
Professional Practice
and Research

Table of Contents
Title: Market expansion of Renault by opening of new factory in Brazil.......................................3
INTRODUCTION...........................................................................................................................3
Element-1 :LITERATURE REVIEW..............................................................................................4
Element-2: Self reflection................................................................................................................7
Analysis of the journey:..........................................................................................................7
Action:....................................................................................................................................8
Element-3: Personal development Plan:........................................................................................10
C: Personal objectives:.........................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Changing external environment leads to development of lot of opportunities and threats
for different business that have to be identified in order to further utilise the opportunities in such
a manner that there can be availing of such opportunities before the competitors. Renault is a
multinational auto-mobile brand that was established in the year 1899. They are dealing in
different range of vans, cars and also manufactured tanks, tractors, buses, auto-rail vehicles,
aircraft engines and buses (Covin and Wales, 2019). Present report is based on working as a
consultant, so that specialist services can be offered to the automotive industry of Renault to
analyse the different directions and opportunities that are part of this industry in Brazil so that
most appropriate strategy can be selected and recommended to this organisation for their future
expansion terms. For this there has been use of secondary sources of information in order to
make a research and further focus on self-reflection along with the timely partition of personal
development plan in order to improve the areas in which there is lack of performance
(Edmondson, 2018). There are different techniques of critical evaluation that has been used to
analyse the competitive changes in the environment, trends and changes with application of
appropriate tools and techniques.
Aim: The aim of the research is to study the competitive business environment of Renault and
to assess emerging trends and the need for ethical and creative leadership and career
opportunities in the sector.
Objectives:
 Analyse existing information regarding the market to understand the past and present
trends in the industry.
 Critically analyse leadership, management and operational skills in the industry.
 To assess career opportunities and skills gaps in the sector
 To form effective strategies in order to successfully implement the market expansion
strategies in form of launching a new factory.
Questions:

 What will be the impact of external environment on present competitiveness of Renault
to expand their market share in Brazil?
 Analyse leadership, management and operational skills in the industry?
 Assess career opportunities and skills gaps in the sector?
 Formulate some of the effective strategies so that there can be successful market
expansion of Renault in their new target country Brazil?
Methodology:
Research methodology is related with the analysis of different types of data and information type
that is being used in a particular research work. For this purpose, there is analysis of different
types of primary, secondary, qualitative and quantitative form of information that is applied in
the present research according to the suitability and specific requirement.
Primary data: Primary data is the type of data that is collected directly from the data sources. It
includes authentic, reliable and objective type of information that is collected for the purpose of
addressing a particular research problem. It is specific to the needs of researcher. It exhibits the
ownership of collected data by use of primary research. In present research work there has been
no application of any type of primary information there is only use of secondary available
sources for the purpose of carrying on of research work.
Secondary data: It is the type of that is extracted from existing sources and there is no collection
of first-hand information through this sources. In present research work there is use of online
available articles, journals, books, websites as a sources for the purpose of collecting information
relevant to the aid aims and objectives of the research.
Qualitative research: It is a method of collecting information by application of open ended
questions. In which response are collected in non-numerical form this method assists research in
developing a detailed overview of the participant’s viewpoints.
Quantitative research: It is a part of overall research methodology in which there is collection of
information that has to be in measurable form. There is use of a systematic way of investigating
the data. It includes methods such as survey research, descriptive research and correlational
research. In present research work there is application of descriptive research work as there is use

of secondary sources of information for the purpose of collecting relevant information according
to the laid objectives of research.
Element-: LITERATURE REVIEW
Analyse existing information regarding the market to understand the past and present
trends in the industry
According to views of (Guler, Gannon and Sicchio, 2016), In order to make a evaluation
of the changing external environment there is a need to use porters five forces for the purpose of
evaluating the present competitive forces:
Competitive rivalry: Renault has to deal with other existing competitors that includes the brands
such as Ford, Honda, Chrysler and Nissan. The industry is willing to focus on adoption of
strategies of mergers or alliances that can be formed to minimize the negative impact from high
rivalry if such existing automotive brands.
Bargaining power of suppliers: the raw material required by Renault includes the paint, plastic,
aluminium and other such related components. All these products are unique and not available
easily so Renault has to maintain long term relations with their suppliers so that they are able to
deal with the bargaining power of suppliers can assist them in achieving their aim of factory
expansion in Brazil. So overall bargaining power of suppliers is high for Renault.
Bargaining power of buyers: The switching cost of buyers for Renault is low as they are able to
sell their vehicles and can purchase one at a time. Customer can easily get the information
related to product from different third party sources and not relying on seller. Buyers are also
very sensitive to the price and tend to purchase from brands who are offering products at lower
cost. So, the overall bargaining power of buyers is high and there Renault has to deal with price
based competition.
Threat of new entrants: Renault has been able to establish cost advantage through global
presence across different parts of the world, it is one of the established brand of the automotive
industry. There is a moderate switching cost if the vehicle replaced is new and low if vehicle is
old as there is already a high amount of depreciation. In automotive industry there is requirement

of high amount of investment for establishing a production unit and also for building up of
required brand image in the market as there are already lot of established brands. Further there is
need of high compliances with formed legislations by government and other regulatory
compliance is required, there is a low threat of new entrants for Renault in Brazil that can lead to
no competitive threat from any new start up brands.
Threat of substitution: It is related to other available product and brands that can be easily
substituted in place of products that are developed by Renault. In Brazil there is presence of
other means of transportation such as public transport facilities, motorcycles, railway facilities
that can be easily be substituted for vehicles manufactured by Renault. So it can be said that
there is moderate threat of substitutes that have to be managed by offering vehicles with high
quality products and prices have to be cost law in order to success by use of price penetration as
a Strategy in order to achieve a higher market share.
According to Renault Brazil who is the CEO of Renault has shared his vision that they
are willing to become future of the French auto maker in Brazil. For this there has been a
expansion towards achievement of a higher growth in Brazilian car industry. From year 2004-
2016 there has been an enhancement in the sports utility vehicles to grow from 6 percent to 15
percent (Hofverberg, Kronlid and Östman, 2017). from the above made analysis of porters five
forces it can be said Renault can achieve higher Market share and their objective of achieving the
market expansion by focussing on high competitive rivalry that can be achieved at a particular
point of time.
Critically analyse leadership, management and operational skills in the industry.
As per the viewpoints of tony, (2021) there are certain leadership skills that are essential
required for the purpose of proper timely expansion for the purpose of creation of great
leadership so that teams and employees can be properly managed in this scenario of new change
that is to be implemented in the organisation. Leadership skills required proper use of suitable
leadership style that can be transactional or transformation according to the internal management
structure of Renault. Further leaders have to concentrate on goals to execute them by formulation
of right plan with setting up of required benchmarks so that employees can be strive to meet such
goals (7 WAYS TO IMPROVE LEADERSHIP SKILLS,).

Management and operational skills: there is requirement of some string problem solving
skills in order to perform the functions assigned in the automotive industry. Such as it includes
problems solving skills to develop a proactive approach in dealing with unexpected situations.
Operational analysis is also requited to deal with the daily complexities of operations. That
include professional training in lean methodologies, six sigma that can be viewed as a great asset
for employers. Industry familiarity is an another key aspect that is required to enhance the
industry specific training to learn the basic fundamentals and develop hand on knowledge &
experience.
According to views of VALÉRIE CALLOCH 2018, in the year 2018 Renault has been
celebrating 20 years of industrial preferences that has led to record of market share where it has
been concluded that Brazil I a land of opportunity for Renault. There has been high amount of
investments that are being made in Ayrto senna complex in the Curitiba so that there can be
higher performance in the complex industry. There is celebration of ranking that lead to placing
of Brazil at the 8th position out of 500 companies in the list of different organisations. Renault
has been making investments in the periods of instability that is leading to a more expansion
opportunities for future. The major seven vehicles that Renault has been dealing includes
Capture & Kwid rgar is an absolute leader in this segment as the last two models are being
focussed for expansion (20 YEARS OF INDUSTRIAL PRESENCE IN BRAZIL, 2018).
As per view points of Graeme Roberts, 2020 Renault has achieved a global network of
Light house that is leading together of bringing the leaders on application of technologies in the
fourth industrial revolution. Renault has been the first automaticity industrial site that is
recognized in south America and rewards the plant with 5,500 employees. For this Curitiba plant
has connected with the supply chain to the end customers. There have been 290,000 vehicles that
are tracked by use of RFID technology that is leading to reduction in the shipping time by 30
percent and there is boosting up of the process of timely delivery. There has been a online digital
ales platform that is leading to creation of sales over 10,000 units by sharing of real time data
with the orders of supply & production. For meeting up the increasing demands of customers
there has been development of new mobility services so that there is connection of autonomous
vehicles and engagement in the process of digital transformation since year 2016. the main
vision of this journey is to connect the future with global reality. This is leading to utilisation of
the available resources combined with the existing opportunity in the markets of Brazil.

Assess career opportunities and skills gaps in the sector
According to views of Renault, 2020 has been ranked first among the customer services
car markets according to the IBRC institute in year 2017. Rifts time this brand as among the top
ten bets customer services according to its overall ranking and this ceremony took place in Sao
Oaulao in the 14th Brazilian forum of customer relationship. It has led to a positive impact on the
existing brand image of Renault that is leading to a situation where the customer’s expectation
from this brand has increased. There have been certain attributes associated to Renault that has
led to winning of this rewards such as they are having a policy of timely listening to customers,
focussing on continuous improvement and customer surveys with practises of customer
relationship management (C@RE PROGRAM: A NEW APPROACH TO THE CUSTOMER
EXPERIENCE, 2020).
It has led to a creation of a benchmark for customers that they are expecting from this
brand. Brazilians are willing to buy a new car in every three tears and this is a better figure as
compared to just a five-year average of one care in the European markets. Brazilian industry is
further aimed to grow by the end of 2021 as there are signs that there can be growth of economic
recovery which will lead to better opportunities of new launches for this brand, Renault has been
able to strengthen the links between its factories across continents for building up cars in external
markets. Sales from the factory that are located at the prarna state in south of Brazil will grew to
133 percent that is approximately 70,000 cars. The focus of RENAULT is no on pickup trucks
and SUV to meet the demands of rural locations in the Brazil (Ivy, 2019).
Career opportunities in automobile sector is emerging very fast with the growth of industry.
Different job positions that will arise in context of Renault include automotive technician that is
balancing of wheels and changing of oils. Another job positions will be diesel mechanics, sales
person for the purpose promoting the new outlets, internet marketers in order to promote the
products by use of online marketing tools for instance digital marketing. Such as organisations
are now engaging in providing vocational training system in response to vocational training so
that there can be strong up take of apprenticeships in the industry. Further, career opportunities
in Renault include electric business developer, data scientists who are compulsory required to
perform the assigned job roles. Different designations also include quality control, production
supervisor, process, sales officer. According to the present skills level there is selection of

candidates. In vase of new factor in brazil other job roles may include sales executive, enquiry
management, production management for the purpose of handling the customers.
As per views of Nicholas (2018), automotive engineering has not change overall all through years
but automation has speed up the production and manufacturing aspects of business. Skill haps is
regarded as a situation of mismatch between present skill base and the required skills for various
job position. This type of mismatch makes it difficult to find some better job opportunities and
employers at same time arte also not able to find suitable candidates. There is presence of some
of the skill gaps that may be because of lack of skill hands, changing nature of specialisations
that is because of more skilled software engineers. Technological development is also causing
problems such as there has been transformation by creation of a digital model.
For the purpose of dealing with such skill gaps there is need to change the overall training
process & techniques. Such as there is requirement to bridge the innovation gaps especially in
the sector of automotive engineering (Overcoming the Skills Gap in Automotive Engineering,
2018).
Effective strategies in order to successfully implement the market expansion strategies in
form of launching a new factory.
According to views of Pablo Gonzalez Alonso, 2015 There are two key strategies that can
be adopted by Renault such as there has to be reassessment of the value proposition for their key
customer segments so that there can be adjustment against the economic recession of this
country. Secondly Renault can make advantage of the unprecedented currency depreciation so
that there can be localizing of the business operations to take advantage of the present business
operations. For his there has to be assessment of the level of responsiveness of the customers
towards their existing business models so that there can be optimization of the brands in the
process of formulation of right strategy.
Renault has been placed at 7th position in markets of Brazil that is leading to a market
share of 7.5 percent and aimed to capitalise for SUV.s. Therefore, one of the most suitable
strategies in present situation is to launch a new SUV model just like the existing three models of
Renault that are Captur, KWID, Koleos in the similar range (Kangas and Reunamo, 2019). The
present situation is also leading to a scenario where there has been stoppage of production as
there has been closures in Brazil as auto makers in Unites states are announcing certain similar

measures. So with the conditions coming towards normal no whether is requirement to focus on
the way how present share can be maximized.
Element-2: Self reflection
In order to make a detailed assessment of the overall journey through this report there is
use of self-reflection to make a detailed evaluation of the different aspects of whole journey.
Analysis of the journey:
What happened?
The major part of the report was based on making a detailed evaluation of the overall laid
objectives and aims in the beginning of the report (Smitsman, Laszlo and Luksha, 2020). For this
there has been use of a secondary basis of collecting information. I Focussed on conducting the
overall literature review by timely allocating all the roles and different diverse topics according
to their requirements.
Assumptions did you make?
The major assumptions that were made through this report were related to the way
changing environmental factors have been kept constant. Because there is presence of lot of
uncertainties in the external environment. Further the present COVID scenario has also created a
higher threat for business where they have to now focus on effective formulatio0n of strategies in
order to minimize the negative impact. So I
yourself and your skills?
There was requirement of strong researching skill throughout this report in order to collect the
required information in the correct manner. That can lead towards drawing of correct conclusions
and achievement of the laid objectives. For this I focussed on my existing skills of analysing and
the critical evaluation of the whole information that I collected from use age of existing
secondary sources. In this whole process I was only laying emphasis on the way such
information can assist me in drawing of the required conclusions (Xu, Jiang, and Wang, 2019).
The main use of analytical skills was there that lead to interpreting the information in such a way
that can lead towards the best possible outcomes from the information.

Alternative ways of looking at the problem/process?
There has been selection of secondary method of collecting information as a part of this
report. But there can be many alternative sources that can be used in order to make a detailed
evaluation of the collected information. Such I could have use the primary sources of
information in order to collect the necessary viewpoints of different stakeholders associated with
the Renault group. Such as there can be interview questions or some form of questionnaire that
can be filed by employees and the customers. It was also an alternative solution that can lead to
achievement of best possible outcomes in the provided time frame. To analyse the further
strategies of Renault employee’s viewpoints could have been considered and to meet the
customer requirement their expectation from the brand could assist in drawing the right amount
of conclusions.
Action:
action would you take to improve?
There are some of the cations that can be taken so that the future possibilities of mistakes
can be avoided. In this I learnt from this research report that there has to be proper division of the
available time period according to the laid objectives of the whole organisation. All through this
report Faced difficulties regarding the process of proper time management as at the end of the
report I had a very limited time period to make all the recommendation and draw proper
conclusions. So ta that point ii had a realisation that the major shortcomings has been since the
starting of the report because of the limited availability of the time period and not being Able to
allocate according to the importance of each activity.
How can you learn from what has happened?
The major learnings from this report is that I felt that the overall resources are always
limited and the utilisation has to be done in such a manner so that there can be minimization of
benefits from such limited resources and there can be effective utilisation with achievement of
the laid objectives in all
How would you respond if this happened again:?
The overall response can be analysed by the application of Kolbs reflective cycle a mentioned
below:
There can be an analysis based on use of Kolb's learning cycle:

Concrete experience: In this the major experience was conducting the research based on
use of only secondary available sources of information.
Reflective observation: In this aspects of I felt that primary sources of collecting of
information was an alternative solution to the way established information was used all through
this report in order to achieve the laid objectives of this report.
Abstract conceptualisation: This element of Kolbs reflective cycle denotes the overall
learnings from this experience through the journey. I felt that throughout my journey I realised
that there has to be proper utilisation of all the resources and for this there is a need to focus on
the proper management of available time period since the starting of the report. I was not able to
do it and this is the major reason I had a shortage of time period at the end of the report (Zacher
and Rudolph, 2019).
Active experimentation: In this the overall learnings has been that existing sources of
information can be also a very useful area from where information can be easily collected and
there is less complexity in this source. Further in further research report there can be use of both
primary and secondary sources in order to reach to more authentic and relevant conclusions.
Further there has to be assessment of Belbins nine team roles that can be used in order to
make a detailed assessment of the different individual roles in the course of a project. The role of
team workers was played by me where I had to identify the work and then complete it according
to the criteria identified by our team leader. Further I also played the role of coordinator where I
had to focus on team objectives so that delegation of work was easily done to my subordinates.
The role of split was focussed on bringing of in depth knowledge related to specific area of team
tasks. The leaders were playing the role of evaluator and problem solver as all the issues were
solved by them. Role of implementer and shaper were played by all the team members and
completer role had to be monitored by the leader of our team.
Element-3: Personal development Plan:
A: Personal analysis:
Strengths Opportunities
 Conflict resolution skills has been one
of strength as with application of
appropriate leadership skills there is
 There is further opportunity of
improvement of existing skills in which
there is scope of further development.

proper engagement of teams that is
leading to achievement of laid
objectives.
 Opportunity of developing competence
in different associated theories that can
contribute towards basic learning
process.
Aspirations Results
 To achieve better grades in exams.
 Get proper placements after completion
of the career and the degree course.
 Result will be achieved by specifying
the time period in which all the
activities to overcome the weakness
will be done.
B: Setting goals:
What do I want
to learn?
What do I have
to do?
What support
and resources
will be required?
How will I
measure my
success?
Target date for
review of
results?
Time
management
skills
Attend some
seminars
I will need a
laptop and a good
internet
connection I will
be focussing on
attending of the
webinars.
There is better
performance as
more work can be
done in the
limited time
period.
All the deadlines
of class
assignments and
home work will
be timely met.
04/12/20
Problem solving
skills
Different conflict
resolution
techniques will be
learnt. This
includes listening,
speaking, being
Focus will be on
development of
creative and
innovative
thinking that can
assist in the
There will be
proper influence
on the colleagues,
bosses and client
so that there can
be proper
10/12/20

impartial,
promotion of team
work.
process of lateral
mind set.
Adaptability and
resilience skills
will be learnt to
focus on higher
flexibility.
adjustments with
proper solving
skills.
Leadership
skills
Different effective
style of leadership
has to be learnt. IT
includes the
participation
leadership style,
situation
leadership style,
autocratic
leadership style,
democratic
leadership style
are some of the
types that have to
be learnt in order
to understand the
different
perspectives of
leadership
management in
teams.
The main
resources that will
be required is
related to learning
of team
management
skills as a leaders
such as cognitive
abilities that can
enhance the
process of team
building and team
management.
There will be
presence of no
conflicts and high
amount of
coordination in all
the group tasks
that will be
allotted as part of
the class
assignments.
15/12/20
Team formation
skills
Different theories
related to team
Different sources
of online
With the
application of
20/12/20

management and
team formation
have to be
understood.
available
information and
recommendation
by authors have
to be learnt.
Further there will
be requirement of
some books and
access to online
available
information to
read all the
information of
techniques that
are part of team
management.
team
development
skills such as
belbin's theory
and tuck-man
team
development
model there will
be resolution of
all the different
stages of team
formation.
C: Personal objectives:
Short term goals( Next 6 months)
My short term goals for the coming time of next 6 months is purely related to my academic
career. Where I will be willing to make connections with my mentors, deciding on major
aspects and discussion with my classmates in order to solve all my queries.
Progress on thesis and the techniques of research writing.
Working or creating of a internship and more newt king techniques.
Medium term goals (Next 2-3 years)
To arrange all the financial resources for my coming future needs.
Pay the entire tuition fees based on self earnings or internships
perform all the micro management activities related to my career aspects.
Long term goal (Following 3-5 years)
To get a placement on some good corporate.

Focus on my further part time studies
Achieve graduation and post graduation degree with distinction.

CONCLUSION
From above mentioned aspects it can be summarization that the best course of strategy
for the organization is to focus in launching of a new factory in Brazil. It will lead to expansion
of market share by launch of some new products. It is going to assist in the process of dealing
with the negative impact of changing external environment scenario. So, there is requirement to
use certain effective strategies that can lead towards timely launching of factories so that there
can be timely launching of new products in Brazil.

REFERENCES
Books and Journals
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Edmondson, V.C., 2018. Crafting Strategy for Competitive Advantage. In The Thinking
Strategist: Unleashing the Power of Strategic Management to Identify, Explore and Solve
Problems. Emerald Publishing Limited.
Guler, S.D., Gannon, M. and Sicchio, K., 2016. Crafting wearables: Blending technology with
fashion. Apress.
Hofverberg, H., Kronlid, D.O. and Östman, L., 2017. Crafting sustainability? An explorative
study of craft in three countercultures as a learning path for the future. Nordic Journal of
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Childhood Development, Literacy, and Learning (pp. 113-128). Springer, Cham.
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Futures: Crafting and Curating the Conditions for Future-Fit Education. World
Futures, 76(4), pp.214-239.Smitsman, A., Laszlo, A. and Luksha, P., 2020. Evolutionary
Learning Ecosystems for Thrivable Futures: Crafting and Curating the Conditions for
Future-Fit Education. World Futures, 76(4), pp.214-239.
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mediation model of team personality, team climate for innovation, creativity, and job
crafting. Journal of Oc5010390 (2)cupational and Organizational Psychology, 92(4),
pp.848-872.
Zacher, H. and Rudolph, C.W., 2019. Why do we act as old as we feel? The role of occupational
future time perspective and core self-evaluations in the relationship between subjective age
and job crafting behaviour. European Journal of Work and Organizational
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