Cielo -A Car in Trouble
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(Case Code: MKTG010) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG010 |
For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extraThemesMarketing Mix |
| Case Length |
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8 Pages |
| Period |
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1995-2000 |
| Pub Date |
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2001 |
| Teaching Note |
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Available |
| Organization |
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Daewoo Motors India Limited |
| Industry |
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Automobile & Automotive |
| Countries
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India |
Abstract:
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The case provides a detailed insight into the reasons behind the failure of Cielo, a family-sized car, manufactured in India by Korea's automobile giant - Daewoo.
Focusing on Cielo, its flagship model and Matiz, a small car, it analyses the marketing strategy, problems in positioning and pricing of Cielo, and the performance of Daewoo's Indian operations.
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Issues:
» Daewoo Motors Indian performance, launch of Cielo, positioning and marketing strategies of the Daewoo Motors, launch of Matiz
Contents:
Keywords:
Cielo, family-sized car, India, Korea's automobile giant, Daewoo, flagship, model, Matiz, marketing strategy, problems, positioning, pricing, Daewoo's Indian operations
Cielo -A Car in Trouble
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