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The main mission of the organization is to support the French group on emerging
markets of Romania. In other words, we can say the company's mission is its reason to
exist. Renault managed and still manages to develop new markets seizing production
and sales of its products throughout countries around the world.
The main values that govern the company's activity is work, discipline, respect,
responsibility, caring for the environment. The work is "the law of the modern world
that has no place for lazy people.
Concern for the environment has become a necessity. Long-term company's efforts to
reduce global warming pollution, encourages initiatives to production with minimal
waste, extend the use and recycling of end products
Strategies of the marketing mix strategies
Product Strategies

a) Quality Strategy is the most important strategy in the approach used to create
product quality relationship built on efficiency. It is known that an increase in
quality undoubtedly involve a progressive increase in expenditure covered only to
a point of revenue contributions to the quality question. Dacia always approached
such a strategy to ensure its maximum efficiency with turning human and
technical potential available in all producing countries, subsidiaries of the parent
company. Dacia Trust didn`t aimed at the highest level of product quality, but
rather the best value for money. Dacia objective was to produce a range of
vehicles robust, reliable and accessible for Romanian and foreign customers,
Renault quality standards.

b) Global supply strategy
Dacia management opted for a strategy based on undifferentiated markets, sustained
effort on the part of the massive image change that requires special attention from
consumers and on the other hand, the low cost car segment positioning. At present,
Dacia is available in 51 markets from Europe to Africa, through North Africa and Turkey
and will make entry in Portugal but also in Scandinavia (Sweden, Denmark, Finland).
Thus, Sandero, like Logan, will be available gradually on an international scale. In 2009,
this 5-door sedan bicorp comes on the market in South Africa.
Key resistance is represented by the resistance of mentality. Many perceive the
Romanian Dacia brand with great reluctance based on experiences long ago, and
especially during communism. During this period the political situation did not allow
competition to develop in this segment, and the restriction of competition has led to a
monopolistic practice of the company, and thus almost all Romanians who had a car
was brand Dacia.
Before being taken over by the company Renault in 1999, Automobile Dacia SA has
benefited from a favorable image of Romanian consumers. With the takeover, Dacia has
acquired a new form, took courage and began to gain ground in the consumer's mind.
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The solution was represented by a method which required rebranding huge costs
especially in the technological system and then to promote the product.
Basically, without a glorious past, or a positive image, Dacia car appeared in another
form and claimed to have respect from its customers, given that it showed a reduced
price and brought the quality promised.
This obstacle was overcome with the help of specialists in the field, Blogging, Public
Relations.
4.1. SWOT ANALYSIS OF THE COMPANY
SWOT analysis is an overall assessment of strengths, weaknesses, opportunities and
threats of the company.
Strengths

Latest equipment used to manufacture cars, continuously improving from year to year,
cheap labor that is not less than 13.873 employees only in Romania, is the first
company's strengths.

Strengths regarding the communication strategy within the company Dacia
International communication strategy, modern, dynamic.
Credible communication strategy.
Clear identification of the message communication (customer profiling).
Use of site communication mix: advertising TV, games, contests, advertising
billboard, print, participation in fairs and exhibitions of national and
international web page.
The messages are clear and consistent, providing a balance between simplicity
and complexity.
Direct communication through the show room advisers arranged sites to
international standards in accordance with brand image.
Weaknesses

Failure to satisfy all consumers, with a risk that some of them focus on competition.
Weaknesses of the company's communication strategy
At Dacia there was a communication strategy before 1999.
Dacia brand image leaves its mark with its ups and downs on the communication
strategy and new Dacia products.
High costs for rehabilitation Dacia brand image.

Opportunities
Among the main opportunities encountered in the Romanian market we enumerate:
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The rapid growth of the market.
Opportunities to expand product portfolio, which happened in the last four years,
and current efforts are going in the same direction, development and creation of
new models.
Possibility of vertical integration. This includes the purchase of companies
accounted for Dacia suppliers of raw materials or strategic points were on the
market.
Possibility of concluding lease contracts.

Threats
The main threats of the company Automobile Dacia SA can be represented by:
Adoption of regulations restrictive laws or regulations with adversely
impact;
Joining an economic recession at the national or international level.
Unfavorable demographic changes,
Changes in needs, tastes and preferences of customers,
Market entry of new competitors;
Increasing demand for cars competition,
Vulnerability to changing business environment.

Marketing claims that to be successful, a company must give its customers more value
and satisfaction than its competitors.
The company not only must adapt to consumer needs, but must obtain a strategic
advantage, implementing in their minds that their product offer is much better than the
competitor.