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Maruti Suzuki India Limited: Marketing
內容大綱
Maruti Suzuki India Limited, India’s largest car manufacturer and the only company in that country to have crossed the 10 million sales mark, was struggling with labour problems in one of its manufacturing units. As a result, it was rapidly losing its market share to competitors and its position as market leader was at stake. The strike not only damaged property at the plant and caused one death and hundreds of injuries, it also heavily impacted revenue and market share as customers and dealers dealt with the negative publicity and the shortage of production that resulted in long wait times for the company’s most popular models. The company must come up with a strategy to deal with its vulnerability in light of production cuts, demanding customers, disgruntled dealers and charged-up competitors.
學習目標
The case is targeted at postgraduate students of management studying strategic marketing and the business environment. The case helps students to:<br><br><ul><li>Understand the impact of poor industrial relations on marketing and business.</li><li>Analyze various risks related to pricing, product line management, customer service, dealer relationships and competition.</li><li>Appreciate possible strategies to handle situations of labour unrest affecting market share and profitability.</li></ul>