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Case
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Reference no. 302-155-1
Authors: A Mukund; D Sirisha
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case discusses the launch of the first electric car in India - Reva, by the Bangalore-based Reva Electric Car Company (RECC). The case discusses the Indian passenger car industry and the steps taken by the Government of India as well as the major players in the global automobile industry to reduce automobile pollution. The case also explains how electric vehicles can help reduce automobile pollution and discusses the future of electric vehicles (EVs), particularly Reva, in India. The case is so structured as to enable students to: (1) understand the industry structure and the environment in the Indian automobile industry in the 1980s and 1990s; (2) study the approach used by Reva Electric Car Company to position Reva in the highly competitive and crowded market; (3) valuate the strategy adopted by RECC to launch its car in terms of its segment, size, and scope; (4) examine the key challenges faced by RECC in the long run and explore possible options to deal with the challenges; and (5) discuss whether RECC can succeed in the long run in a highly competitive and capital intensive industry and suggest strategies for its survival and growth. The case is aimed at MBA/PGDBA students, and is intended to be a part of the strategy and general management curriculum.
Location:
Industry:
Size:
Medium
Other setting(s):
2001-2002

About

Abstract

The case discusses the launch of the first electric car in India - Reva, by the Bangalore-based Reva Electric Car Company (RECC). The case discusses the Indian passenger car industry and the steps taken by the Government of India as well as the major players in the global automobile industry to reduce automobile pollution. The case also explains how electric vehicles can help reduce automobile pollution and discusses the future of electric vehicles (EVs), particularly Reva, in India. The case is so structured as to enable students to: (1) understand the industry structure and the environment in the Indian automobile industry in the 1980s and 1990s; (2) study the approach used by Reva Electric Car Company to position Reva in the highly competitive and crowded market; (3) valuate the strategy adopted by RECC to launch its car in terms of its segment, size, and scope; (4) examine the key challenges faced by RECC in the long run and explore possible options to deal with the challenges; and (5) discuss whether RECC can succeed in the long run in a highly competitive and capital intensive industry and suggest strategies for its survival and growth. The case is aimed at MBA/PGDBA students, and is intended to be a part of the strategy and general management curriculum.

Settings

Location:
Industry:
Size:
Medium
Other setting(s):
2001-2002

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