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Kia Motors: Positioning and Growth Strategies in India
內容大綱
Kia Motors India (Kia) had tasted success in India within a year of the launch of its product Seltos. Kia’s managing director and chief executive officer was quite happy with the sales figures for Seltos, the mid-sized sport utility vehicle (SUV) launched in August 2019, and was fairly confident that Kia’s compact SUV Sonet would follow the same path. Kia’s positioning strategies had worked very well thus far, and the company had been able to cultivate a brand image of a premium automaker whose products were considered aspirational.<br><br>However, Kia’s competitors seemed to have learned from Kia’s success in realizing what worked for Indian consumers and were starting to launch new variants of existing models. In the face of this competitive onslaught and slowing economic growth in India, the chief executive officer had to formulate strategies that would keep Kia’s growth trajectory on track. Could his understanding of the dynamics of the SUV segment in India enable him to frame effective positioning and growth strategies that would continue to work for Kia?
學習目標
The case is intended for use in advanced undergraduate-, graduate-, and executive-level courses in marketing management and strategic marketing that deal with understanding, applying, and developing product positioning and growth strategies. After working through the case and assignment questions, students will be able to do the following:<ul><li>Apply Michael Porter’s Five Forces model to ascertain the attractiveness of a given segment.</li><li>Explain how determining the frame of reference, and identifying points of parity and points of difference within the frame of reference, can form the basis of brand positioning strategies.</li><li>Identify and apply various determinants of product differentiation for creating a distinct brand positioning strategy.</li><li>Apply marketing strategies for driving growth of the product.</li></ul>