Hyundai's Marketing Strategies in India
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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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MKTG095 |
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extraThemesAdvertising and Promotion |
| Case Length |
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16 Pages |
| Period |
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1998-2004 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Hyundai Motors |
| Industry |
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Automobile, Passenger Cars |
| Countries |
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India |
Abstract:
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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.
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Issues:
• Understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players.
• Study the entry strategies of global car manufacturers in India.
• Examine and analyze the marketing mix of Hyundai Motors in the Indian passenger car industry.
• Compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry
Contents:
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
Hyundai's Marketing Strategies in India
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