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Case
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Reference no. 502-036-1
Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2002

Abstract

The case intends to give a detailed insight into the reasons behind Korea''s major automobile manufacturer Daewoo''s car Cielo not being as successful as expected in India. The problems on the positioning and pricing front are explored in detail. The case is so structured as to enable students to understand how the lack of a strategic focus led to the failure of Cielo. Students should essentially be able to understand the pitfalls of poor positioning and pricing tactics. Students should also understand how the mistakes of a parent company can harm the subsidiary''s business. The case is aimed at the MBA/PGDBA students as part of the marketing curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
1995-2001

About

Abstract

The case intends to give a detailed insight into the reasons behind Korea''s major automobile manufacturer Daewoo''s car Cielo not being as successful as expected in India. The problems on the positioning and pricing front are explored in detail. The case is so structured as to enable students to understand how the lack of a strategic focus led to the failure of Cielo. Students should essentially be able to understand the pitfalls of poor positioning and pricing tactics. Students should also understand how the mistakes of a parent company can harm the subsidiary''s business. The case is aimed at the MBA/PGDBA students as part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1995-2001

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