Abstract

When the Indian car industry opened its doors to new players, Maruti Udyog Ltd, which had, till then enjoyed an enviable position in the market was suddenly faced with severe market erosion. This case study looks at the various strategies MUL adopted to regain its place in the market -particularly its price-reduction strategies and the widening of its product range. The case also looks at the reactions and moves of other players in the industry, viz. Hyundai, Daewoo, Telco etc

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Upheavals in the Indian small car segment in the late 1990s, Pricing strategies.

Keywords

Indian car industry, new players, Maruti Udyog Ltd, market, severe, market erosion, MUL, price-reduction , strategies, product range, reactions, moves, Hyundai, Daewoo, Telco