Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 20 pages
Data source: Published sources
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https://casecent.re/p/20387
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Abstract
The case examines the changing dynamics of the Indian road transportation industry at the turn of 20th century. It discusses how the competition from foreign players and the changing customer needs and aspirations, forced the domestic manufacturers to revamp their product marketing and distribution strategies. The case discusses in detail the emerging trends across all major segments of the industry viz, bicycles, two-wheelers (mopeds, scooters, scooterettes and motorcycles), four- wheelers (cars and utility vehicles) and commercial vehicles (heavy trucks and buses), specifically in terms of products (new products with advanced technologies and customer-centric features), marketing strategies (price cuts, discounts, finance schemes, and promotions), and enhanced focus on rural customers (through dealer networks in rural areas, test drives, participation in village fairs etc). The case finally explores the future of the road transportation industry in India. The case is structured to enable students to: (1) understand the nature and changing dynamics of the Indian road transportation industry; (2) examine the evolution and growth of the major segments of the road transportation industry viz bicycles, two-wheelers, four-wheelers and commercial vehicles and discuss their current status in the industry; (3) explore the need for technology-led innovations, customer-centric product offerings, innovative marketing and distribution strategies in the road transportation industry; and (4) understand the rationale behind the focus of bicycles and automobile players on the rural customers in India. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum.
About
Abstract
The case examines the changing dynamics of the Indian road transportation industry at the turn of 20th century. It discusses how the competition from foreign players and the changing customer needs and aspirations, forced the domestic manufacturers to revamp their product marketing and distribution strategies. The case discusses in detail the emerging trends across all major segments of the industry viz, bicycles, two-wheelers (mopeds, scooters, scooterettes and motorcycles), four- wheelers (cars and utility vehicles) and commercial vehicles (heavy trucks and buses), specifically in terms of products (new products with advanced technologies and customer-centric features), marketing strategies (price cuts, discounts, finance schemes, and promotions), and enhanced focus on rural customers (through dealer networks in rural areas, test drives, participation in village fairs etc). The case finally explores the future of the road transportation industry in India. The case is structured to enable students to: (1) understand the nature and changing dynamics of the Indian road transportation industry; (2) examine the evolution and growth of the major segments of the road transportation industry viz bicycles, two-wheelers, four-wheelers and commercial vehicles and discuss their current status in the industry; (3) explore the need for technology-led innovations, customer-centric product offerings, innovative marketing and distribution strategies in the road transportation industry; and (4) understand the rationale behind the focus of bicycles and automobile players on the rural customers in India. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum.