Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 10 pages
Data source: Published sources
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Abstract
The case analyses how General Motors entered India through a particular segment and created a complete product portfolio, in order to cater to all the segments in the industry. It expanded its product line over the years and created a premium brand for itself. In the year 2005, it entered the small car segment by introducing ''Spark''. General Motors planned to capture a 10% market share by the end of 2012.
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Abstract
The case analyses how General Motors entered India through a particular segment and created a complete product portfolio, in order to cater to all the segments in the industry. It expanded its product line over the years and created a premium brand for itself. In the year 2005, it entered the small car segment by introducing ''Spark''. General Motors planned to capture a 10% market share by the end of 2012.