Indian Customers' Expectations on New Generation Cars

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Case Details:

Case Code : MKTG281
Case Length :7 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Available
Organization : - ,
Industry : Automobile
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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Industry Background

As of 2009, the Indian Automobile industry was the seventh largest in the world1 with an annual production of over 14 million vehicles. In 2009, India became Asia's fourth largest exporter of automobiles, surpassing China.2 According to the Society of Indian Automobile Manufacturers (SIAM), India's automobile production had increased to 14,049,830 units in 2009-10 from 11,172,275 units in 2008-09 - a 25 percent surge. By 2050, India was expected to top the world with 611 million vehicles.3 This huge demand was linked to economic growth and a rise in income levels. Per capita penetration at seven cars per thousand people was, however, still among the lowest in the world. 4

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The Indian automobile segment was divided into several segments viz. two-wheelers (motorcycles geared and ungeared scooters and mopeds), three-wheelers, commercial vehicles (light, medium, and heavy), passenger cars, utility vehicles (UVs), and tractors5...

Excerpts - Next Page >>

1] "Automobile Industry India,"
2] Vipin V. Nair, "Suzuki, Hyundai's Indian Car Exports Beat China's,", September 07, 2009
3] S Kalyana Ramanathan, "India to top in car volumes by 2050,", October 2004
4] "Automobiles,", July 10, 2009
5] "Automobiles,", July 10, 2009

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