Ford India in 2009 (A): Need for a Strategy Change?

            
 
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Case Details:

Case Code : BSTR370
Case Length : 18 Pages
Period : 2004-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Ford India Pvt. Ltd
Industry : Auto and Ancillaries
Countries : India

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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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Excerpts

Ford Motor Company and its Indian Subsidiary

Ford Motor Company, Dearborn, Michigan, one of the leading US-based automakers, was globally known for its brands of cars. Founded in 1903, the company had a global presence as of 2009 with about 90 manufacturing units employing about 213,000 people...

The Small Cars Segment of the Passenger Vehicle Market in India

As of March 2009, passenger vehicle sales contributed to 16% of the total sales of automobiles in India (Refer to Exhibit I for market shares of various categories of vehicles in the Indian automotive industry as of March 2009). Passenger vehicle sales had shown an increasing trend in the 2000s...

India as a Manufacturing Hub for Small Cars

According to a report by IHS Global Insights Inc, in 2007, it was estimated that the Indian auto market would find a place among the top six auto markets in the world by 2012...

Small Car Plans of Other Automakers for India

Around 12 new models of small cars were expected to be released for sale in India by 2010 or 2011. Small cars such as the Polo from Volkswagen India Pvt. Ltd., the Beat from General Motors, and the Micra from Nissan India Motors Pvt. Ltd. were expected to hit the Indian roads in 2010...

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Conclusion

Commenting on the developments in the automotive industry in India, V.G. Ramakrishnan, a Frost & Sullivan analyst, said "Detroit is a benchmark only to be surpassed; the United States is no longer the last frontier in car technology and production... Detroit is going to feel the pressure."...

Exhibits

Exhibit I: Market Share of Various Categories of Vehicles in the Indian Automotive Industry
Exhibit II: An Overview of Manufacturers of Passenger Vehicles in India - As of September 2009
Exhibit III: Market Share of Leading Manufacturers in Passenger Vehicle Sales in India
Exhibit IV: Features of Various Small Cars in India
Exhibit V: Top 10 Passenger Vehicle Models in India, Based on Sales in September 2009
Exhibit VI: India's Automotive Mission Plan 2006-2016 - Excerpts

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