Abstract

The case discusses the marketing strategies of Korea based Hyundai Motor Company (HMC) in India. HMC entered India by establishing its wholly owned subsidiary Hyundai Motors India Limited (HMIL) in 1996. Within a year of launch of its first product - Santro, HMIL had emerged as the second largest car company in India. The case describes in detail the entry, product, pricing, distribution and promotional strategies of HMIL. The case briefs the challenges faced by the company and its marketing plans in future. It also includes a note on the Indian passenger car industry, the leading player and its marketing strategy.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing Strategies of Multinational Car Company in India.

Keywords

Case, Hyundai Motors, Indian Passenger Car Industry, Foreign Car Manufacturers in India, Marketing Small Cars in India, Marketing Mix, Positioning, Customer Value, Pricing, Distribution, Advertising Campaign, Santro