個案資料
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Maruti Suzuki India: Defending Market Leadership in the "A Segment"
內容大綱
Maruti Suzuki India Ltd. (MSIL), a subsidiary of Suzuki Motor Corporation Japan, is considering a new product introduction to defend its pre-eminent position and retain its competitive advantage in the Indian car market. Three different choices have emerged, out of which only one can be pursued. There is a need to reassess MSIL’s potential growth opportunities and strategy for competing in the A-segment. Which product should MSIL invest in to successfully defend its position?
學習目標
Using the case, students will learn about the following processes:<ul><li>Collating and synthesizing relevant quantitative and qualitative data for making marketing decisions; trade-offs related to new product selection; and market making versus market share.</li><li>Mapping evolving consumer needs and regulatory changes to arrive at a target market; product and its positioning decisions; using the consumer, company and competition (3C) framework for market analysis and developing a positioning statement for a product.</li><ul>