The PSA Group . Peugeot & Citroen

THE MARKETING STRATEGY "Marketing is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of enterprise." (Peter Drucker, 1954) International marketing is becoming more important to companies as the world shifts from distinct national markets to linked global markets. Globalization brings …

…e spend their leisure time. ● Drop in demand for cars. ● Increase Models (at least 4 models to compete in the USA) ● Concern around the environment ● Need to change and adapt according to local foreign market. Technological: ● The need to innovate is a constant need for such a volatile market ● Low emission and electric cell cars. ● Huge investment in latest production technology ● Major input in new design needed ● Legislation regarding fuel