Indian Customers' Expectations on New Generation Cars
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Case Details:
Case Code : MKTG281
Case Length :7 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Available
Organization : - ,
Industry : Automobile
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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Rakesh Bharadwaj (Rakesh), director of GNext, an India-based auto component manufacturer, was reviewing the company's key decision to start car manufacturing. Two months earlier, GNext, which was involved in making Brackets, Starter Motor sub assembly, etc., had taken the decision to enter the competitive market.
Rakesh knew that existing automobile manufacturing companies were facing new challenges in catering to the ever-changing customer attitudes toward the purchase of new generation automobiles. He therefore decided to devise the company's strategy accordingly and as part of the planning phase, had marketing research conducted on Indian consumers.
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Based on the tabulated responses, he wanted to make some recommendations to the design department. According to conventional wisdom, automobile customers could be categorized based on certain factors they emphasized while buying the automobiles, like performance, comfort, economy, convenience, and luxury.
Industry Background -
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