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Nexa: Maruti Suzuki's Premium Dealership Network
內容大綱
In July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market—the premium segment. Although MSIL was the current market leader in India’s entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment—a segment that had seen intense competition since 2008. By launching Nexa, a new nationwide premium dealership, through its existing dealer network, MSIL was attempting to create a differentiated car buying experience. MSIL planned for all-new premium models to be launched exclusively from Nexa outlets. Would the launch of Nexa help MSIL attain its desired objective of becoming a major player in India’s premium car market?
學習目標
This case is ideal for use in undergraduate and graduate class modules on brand resonance and customer experience. While working on this case, students will<br><ul><li>understand the existing dealership model of MSIL and how Nexa can create differentiation;</li><li>analyze the issues that affected MSIL in not being able to capture a significant market share in the premium category;</li><li>analyze the competitive forces that have compelled MSIL to launch Nexa and how it can affect its existing dealership model; and</li><li>suggest measures to create brand resonance around Nexa.</li></ul>