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Maruti Suzuki India Limited: Leveraging the Changed Economy
Although Maruti Suzuki India Limited (MSIL) was the leader in passenger vehicle sales in India in May 2015, it was having difficulties breaking into the high-end car segment. There were multiple strategies that MSIL could have used to deal with this problem, such as; changing its brand image from small automaker to high-end automaker; staying in the small car market; penetrating the market further by introducing new models and their variants in the same segment; or striking a balance between both of the other suggestions (i.e., a mixed strategy). <br><br>A sudden change in MSIL's image could harm the company's existing share of the small car segment. At the same time, remaining firmly in the small car market could be detrimental for MSIL's market leader position in the years following, as the small-car-dominated market was gradually moving towards segments such as mid-size and executive cars in India. Which strategy (or combination of strategies) should the company pursue? -
Kaps Ice Cream: Should It Enter the Premium Segment?
On November 1, 2015, the four founders of Kaps Foods India Private Limited (Kaps) invited external business consultants to a business strategy meeting. The ice cream industry was moving toward the premium segment of the market, and Kaps was eager to move out of its stagnant phase. However, two of the four founders were skeptical about the acceptance of the Kaps brand in the higher-end market. They believed that the market would always consider Kaps a local brand, which was not ideal for moving into the premium market. Also, taking on the bigger players at the higher end of the ice cream segment would be a daunting task for the company. The four partners had a number of issues and options to ponder and discuss with consultants. Becoming a pioneer in the ice cream industry in the central Indian state of Chhattisgarh was a proud achievement for the team, but what new marketing considerations would be involved in entering the premium market?