Subject category:
Marketing
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources
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Abstract
The case has been tailored for imparting business learning for undergraduate students and can be used for examination purpose. Daikin Air-conditioning India Pvt Ltd, a 100% subsidiary of Daikin Industries Ltd, Japan - the world's No 1 air-conditioning company had global sales revenue of 940 Billion Yen in the financial year 2010-11. The company was focused on increasing its market share from 12% in 2011 to around 15% during the financial year 2012-13. Daikin also tried to expand and strengthen its foothold in the Indian market, by foraying into newer markets in the tier II and III cities which included Indore, Bhopal, Ujjain, Bhubaneshwar, Jaipur, Patna, Ludhiana, Jalandhar, Amritsar, Lucknow, Vizag and Kochi. But the expansion plans were not without challenges as the AC market was crowded with strong players like Samsung, LG, Hitachi, Panasonic, Haier, Blue Star, Godrej, Videocon, Whirlpool and Carrier. Daikin India had tried to compete in the mass market by aggressively investing in marketing and advertising so as to create brand visibility in new markets. The case tries to illustrate the expansion strategy followed by Daikin in India and whether it would help Daikin to further penetrate and capture the market share in the future.
About
Abstract
The case has been tailored for imparting business learning for undergraduate students and can be used for examination purpose. Daikin Air-conditioning India Pvt Ltd, a 100% subsidiary of Daikin Industries Ltd, Japan - the world's No 1 air-conditioning company had global sales revenue of 940 Billion Yen in the financial year 2010-11. The company was focused on increasing its market share from 12% in 2011 to around 15% during the financial year 2012-13. Daikin also tried to expand and strengthen its foothold in the Indian market, by foraying into newer markets in the tier II and III cities which included Indore, Bhopal, Ujjain, Bhubaneshwar, Jaipur, Patna, Ludhiana, Jalandhar, Amritsar, Lucknow, Vizag and Kochi. But the expansion plans were not without challenges as the AC market was crowded with strong players like Samsung, LG, Hitachi, Panasonic, Haier, Blue Star, Godrej, Videocon, Whirlpool and Carrier. Daikin India had tried to compete in the mass market by aggressively investing in marketing and advertising so as to create brand visibility in new markets. The case tries to illustrate the expansion strategy followed by Daikin in India and whether it would help Daikin to further penetrate and capture the market share in the future.