Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 17 pages
Data source: Published sources
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Abstract
The case discusses the marketing strategies of Korea-based Hyundai Motor Company (HMC) in India. HMC entered India by establishing its wholly-owned subsidiary Hyundai Motors India Limited (HMIL) in 1996. Within a year of the launch of its first product - Santro, HMIL had emerged as the second largest car company in India. The case describes in detail the entry, product, pricing, distribution and promotional strategies of HMIL. The case briefs the challenges faced by the company and its marketing plans in future. It also includes a note on the Indian passenger car industry, the leading player and its marketing strategy. The case is structured to enable students to: (1) understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players; (2) study the entry strategies of global car manufacturers in India; (3) examine and analyse the marketing mix of Hyundai Motors in the Indian passenger car industry; (4) compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry. The case is intended for MBA/PGDBM level students as part of the international marketing curriculum.
About
Abstract
The case discusses the marketing strategies of Korea-based Hyundai Motor Company (HMC) in India. HMC entered India by establishing its wholly-owned subsidiary Hyundai Motors India Limited (HMIL) in 1996. Within a year of the launch of its first product - Santro, HMIL had emerged as the second largest car company in India. The case describes in detail the entry, product, pricing, distribution and promotional strategies of HMIL. The case briefs the challenges faced by the company and its marketing plans in future. It also includes a note on the Indian passenger car industry, the leading player and its marketing strategy. The case is structured to enable students to: (1) understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players; (2) study the entry strategies of global car manufacturers in India; (3) examine and analyse the marketing mix of Hyundai Motors in the Indian passenger car industry; (4) compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry. The case is intended for MBA/PGDBM level students as part of the international marketing curriculum.