Hyundai's Marketing Strategies in India

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Case Details:

Case Code : MKTG095
Case Length : 16 Pages
Period : 1998-2004
Pub Date : 2004
Teaching Note : Not Available
Organization : Hyundai Motors
Industry : Automobile, Passenger Cars
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Hyundai's Entry in India

One of the major players that entered the Indian car market was HMC through its subsidiary HMIL. Before making its move, the company closely studied the industry for a year. The company's officials talked to vendors, dealers and customers to get a thorough knowledge of the industry...

Marketing Santro

Santro received an encouraging feedback from customers who appreciated its unique design that gave more headroom and facilitated easy entry and exit...

Launch of Accent

By mid 1999, the major players realized that the 'B' segment would be the fastest growing in the car industry. To cash in, Telco re-launched its 'Indica' by introducing several new features and solving the glitches in the original model...

Repositioning Santro

By late 2002, the competition in the B segment had increased significantly. MUL's Alto which was launched in October 2000 had received a good response. Although HMIL's Santro remained the largest selling car in the B segment, MUL commanded the largest market share in this segment due to the combined sale of its three cars - Zen, Wagon R and Alto...

Status in 2004

The financial year 2003-04 ended on a positive note for HMIL. The company achieved revenues of Rs 50 bn and profit after tax (PAT) of Rs. 1.90 bn in the financial year 2003-04 compared to Rs 43 bn revenues and PAT of Rs 1.65 bn in the fiscal 2002-03...

The Challenges Ahead

During the period January to June 2004, Santro lost its leadership status in the B segment...

Exhibits

Exhibit I: Segments of Indian Car Market
Exhibit II: Total Sales of Leading Car Models (2003-04)
Exhibit III: Comparision of Features of Different Models in B Segment
Exhibit IV: Market Share (in Units) of Car Models (April 2000 - January 2004)
Exhibit V: HMIL's Santro
Exhibit VI: Advertisement of Accent
Exhibit VII: Advertisements of Santro Xing