SKODA AUTO`s `India 2.0 Project`: A Lesson for Foreign Automakers in The Indian Market
Case Code: BSTR652
Case Length: 12 Pages
Pub Date: 2023
Teaching Note: Available
Organization : Skoda Auto Volkswagen India Private Limited
Industry : Automotive
Countries : India
Themes: Business Level Strategies, Competitive Strategy, Consumer Marketing,Brand Development
Abstract Case Intro 1 Case Intro 2 Excerpts
The case ‘SKODA AUTO’s ‘India 2.0 Project’: A Lesson for Foreign Automakers in The Indian Market’ describes how Skoda Auto India had a firm strategy in place to achieve sustainable growth in the Indian market. The case seeks to highlight the need for automakers to take a relook at their existing strategies and make the necessary investments in order to grow market share and brand value.
The case touches upon the background and the salient features of the India 2.0 strategy. It then describes how the VW Group made the required changes by establishing a new management structure to use the existing synergies more efficiently and establish more agile coordination processes so that decisions could be made more quickly. Next, the case describes in detail the two models which Skoda Auto launched under the ‘India 2.0’ project tailored to the requirements and wants of local customers. The case also focuses on Skoda Auto’s customer satisfaction initiatives. The case ends with Skoda Auto’s plans to increase its exports of cars manufactured in India for the global market and on the next strategic move (India 2.5 project).
The case is structured to achieve the following teaching objectives:
- Recognize the importance of strategic level decisions in business growth.
- Examine the role of customer satisfaction in the automobile industry.
- Identify the role of levels of product experience in improving brand image.
- Evaluate the Country-of-origin (COO) concept and its relationship with brand personality and purchase intention.
Business strategy; Generic Strategies; Growth strategy; Consumer Research; Product development; Customer satisfaction; Customer Relationship Management; Service Operations; Strategy Implementation;
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