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12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE.

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Présentation au sujet: "12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE."— Transcription de la présentation:

1 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Alliance PSA Chrysler Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

2 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Sommaire 1.Les Fusions par absorption 2.Présentation de Peugeot (aux environs de 1978) 3.Présentation de Chrysler Europe (aux environs de 1978) 4.La tentative de fusion par absorption de Peugeot sur Chrysler d'après l'expérience de Mr Happe 5.Cas de l'alliance entre PSA et Mitsubishi Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

3 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 PSA Peugeot Citroën est né de la réunion, en 1976, de Peugeot et de Citroën puis de la fusion par absorption, en 1978, de Chrysler Europe (deviendra Talbot). 1. Le cas PSA / Chrysler I. Les Fusions par absorption Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

4 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 Définition: Opération par laquelle une société dissoute transmet à une société existante ou nouvelle, son patrimoine entier, actif et passif compris. I. Les Fusions par absorption 2. Quest ce quune fusion-absorption? Conséquences: Dissolution de A Augmentation de capital de B Echange de droits sociaux (associés de A deviennent les associés de B) Soulte: rémunération des apports de A Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

5 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 I. Les Fusions par absorption Améliorer ses parts de marchés face à un concurrent Acquérir une taille critique Acquérir des savoir-faire complémentaires à lactivité de lentreprise Economiser des coûts de production Ex: Composants en commun à 2 véhicules Simplifier la coopération entre deux sociétés en créant une structure unique Reprendre une entreprise en difficulté et lui permettre de survivre Ex : PSA rachète Citroën 3. Objectifs Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

6 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 I. Les Fusions par absorption Etablissement d'un projet de fusion Dépôt de ce projet au greffe du tribunal de commerce Communication dans chaque département des sièges sociaux des sociétés participantes. Approbation en assemblée générale du projet de fusion par les associés Dépôt au greffe d'une déclaration dans laquelle sont répertoriés les actes effectués, en conformité avec la réglementation. 4. Procédure Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

7 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 I. Les Fusions par absorption 5. Clefs du succès Entente entre les dirigeants des deux entreprises Vision partagée des partenaires et de leurs avis sur lévolution de leur secteur Gérer avec tact lintégration des deux structures aux cultures parfois très éloignées Entente sur lemplacement du siège social et la nouvelle dénomination Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

8 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 I. Les Fusions par absorption Opération souvent longue et coûteuse au début, de part les restructurations quelle implique. Effet de synergie parfois long Fusion nest pas une opération courante, mais plutôt stratégique, dont les fruits sont attendus à long terme. 6. Inconvénients Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

9 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Economic situation of PSA around 1978 Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

10 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE In 1973 : PSA is a familial holding in which there are : - Peugeot cycle - Peugeot Steels and Tools - Peugeot cars Position in the french market : - PSA benefited of the « 30 glorieuses » -2 nd french car manufacturer after Renault and followed by Citroën and Simca – Chrysler France - Two main plants : Sochaux and Mulhouse Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

11 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE In 1973 : First Oil shock - Peugeot is still selling cars because of its Diesel cars - Citroën : completely affected by this oil shock + debts-> bankruptcy Consequences : -Michelin, first stockholder of Citroën, wants to sell it to PSA - In a first time, PSA get 38,4 % of Citroën to see the economic evolutions in 1974, and finally decide to get completely Citroën, Michelin enterring the capital of PSA around 9% (expandable to 12%) Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

12 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE In : Increase of turnover Great net income Reach Renault at the first place of the french car manufacturer 1,5 million cars produced per year Then, when Chrysler begin to approach PSA, everything is made to make the alliance working Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

13 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 1978 PSA buy Chrysler Europe : 230 million dollars for Chrysler UK and Spain PSA become the FIRST EUROPEN CAR MANUFACTURER PSA become the 4th car manufacturer in the world 1979 PSA sales : 2,5 million cars PSA net income : 48 billion francs Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

14 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE HISTORY OF CHRYSLER EUROPE It was the European division of American Chrysler, who was active between 1967 and 1979, although their vehicles were sold with Chrysler until 1981, and thereafter to be owned by Talbot and PSA Group. Between 50 and 60, Chrysler decided to address the global expansion, as for example Ford and General Motors, which already had a solid base in Europe. Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

15 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE In 1958, Chrysler began to buy significant stakes: The French company, Simca, in The Spanish company, Barreiros, in Also it bought the British company, Rootes. The aim was to take total control of both and the sum of these companies resulted in Chrysler Europe. The financial situation of the U.S. company had deteriorated sharply during the '70s, which led the company to divest its European subsidiary that was sold to PSA for the symbolic price of 1 dollar in The agreement included the maintenance of the Chrysler brand until the end of From that date the vehicles were renamed Talbot, mark owned PSA. Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

16 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE THE MARKET OF CHRYSLER EUROPE: The first model of Chrysler Europe was the Chrysler 180 which was the result of combining two similar projects that Rootes and Simca had separately at the same time. The sales result was not very good except in Spain. It was sold from 1970 to The first single car developed only by Chrysler was the Chrysler 150 which their sales were really high and was awarded the European Car of the Year in It was sold from 1975 to Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

17 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE The Chrysler Horizon, was another success receiving the award for the Car of the Year in Europe in It was sold from 1977 to The Chrysler Sunbeam was a development entirely from the British side of Chrysler Europe to maintain production plant Linwood, Scotland, which was threatened with closure. It was sold from 1977 to At the time of the acquisition of Chrysler Europe by the PSA Group, was in development a vehicle, which eventually took the name of Talbot Tagora. Apart from these models, Chrysler Europe continued producing and marketing the Rootes and Simca vehicles already produced before the acquisition by Chrysler. Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

18 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE M. Happe has started to deal with marketing for Peugeot in 1981 M. Happe worked before 10 years in marketing for Chrysler. Merging of Chrysler with Peugeot explained by M. Happe Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

19 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Motivations for this merge on Peugeot side: Peugeot only in France (and a little in Africa) and need to extend to Europe : vieille dame de Sochaux. Chrysler Europe meanwhile factories in UK and in Spain. Critical scale need by Peugeot Company to be competitive. Peugeot need know-how of marketing that Chrysler could bring. Chrysler experience of the European countries. At this time there were a discussion about possible merging between Chrysler and Volkswagen: Need to be quick to get Chrysler Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

20 Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Causes of the low success of this merging: Activity networks difficult to merge. Car dealers of Peugeot and former Chrysler competing each other because in same area. The networks were not complementary. Chrysler hadnt a good public image: Peugeot gave up the Chrysler name. The price set by Chrysler was actually too high compared to the assets, useful for Peugeot. Talbot bankrupted in As Peugeot lost a lot of money they cut cost on their cars and they developed marketing by themselves.

21 PSA / Mitsubishi cooperation 4007 C- Crosser Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE 12 / 01 / 2010 Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

22 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE History of the PSA / Mistubishi cooperation : 2005 : first agreement concerning the 4x4 vehicle vehicle per year 2008 : first common plant, based in Russia 70 % PSA / 30 % Mistubishi Motors 2008 : Work together to developp electrical pull Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

23 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE The PSA / Mitsubishi cooperation could turn into an alliance Since PSA is still looking for a concrete alliance, there are chances for them to developp a real partnership to be more competitive around the world PSA could enter around 30% to 50% into the Mistubishi capital How ? Mitsubishi : issue of stock When ? The two parts are discussing since a few months about this alliance. It could happen early. Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

24 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE Consequences of a PSA / Mitsubishi alliance ? The group would become the 6th car manufacturer of the world It would be present in all markets around the world Probalities of this alliance : Since they are looking for producing together an electric car around 2011, the chances of this alliance are high Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance

25 12 / 01 / 2010 Pablo MARTINEZ – Emilie GLERANT – Christophe BURGUN – Benoît ROJARE – Charles FREMONT – Philippe MERVEILLE – Wyclief LASSEY – Flore LAFARGUE QUESTIONS ? Merging by abosrption Peugeot (PSA) in 1978 Chrysler in 1978 Peugeot / Crysler merging PSA / Mitsubishi alliance


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