The Renault-Nissan Alliance

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 University of Applied Sciences Berlin (Int. Management) course: Operative Marketing language: English abstract: This assignment paper analyzes the question whether the alliance of two culturally different automobile giants was a success or not. Was Nissan be abled to use synergy effects of Renault and was Renault be abled to use Nissans benefits? In the analysis of the given case the most common marketing strategies will be dopted: Michael Porter's Diamond / Five Forces the cultural web Hofstede's cultural dimensions Porter's generic strategies SWOT PESTLE and Resource based view and Market based view.