Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Daewoo Motors performance in India, positioning strategies.

Keywords

Cielo, family-sized car, India, Korea's automobile giant, Daewoo, flagship, model, Matiz, marketing strategy, problems, positioning, pricing, Daewoo's Indian operations