Cielo -A Car in Trouble

  
Case Studies in Business Marketing

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Please note:

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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Case Details:

Price:
Case Code : MKTG010 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 8 Pages
Period : 1995-2000
Pub Date : 2001
Teaching Note : Available
Organization : Daewoo Motors India Limited
Industry : Automobile & Automotive
Countries : India

Abstract:

The case provides a detailed insight into the reasons behind the failure of Cielo, a family-sized car, manufactured in India by Korea's automobile giant - Daewoo.

Focusing on Cielo, its flagship model and Matiz, a small car, it analyses the marketing strategy, problems in positioning and pricing of Cielo, and the performance of Daewoo's Indian operations.

Issues:

» Daewoo Motors Indian performance, launch of Cielo, positioning and marketing strategies of the Daewoo Motors, launch of Matiz

Contents:

  Page No.
The Entry of Daewoo 1
Background Note 2
The Mistakes 2
The Biggest Blunder? 4
Shifting the Focus to Matiz 5
Exhibits 7

Keywords:

Cielo, family-sized car, India, Korea's automobile giant, Daewoo, flagship, model, Matiz, marketing strategy, problems, positioning, pricing, Daewoo's Indian operations

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