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Competitive Strategies Case Study

Case Title:

Hyundai Motor: Facing Challenges

Publication Year : 2006

Authors: Abhijit Sinha and Supratim Majumdar, Kumar Satyaki Ray

Industry: Automobiles

Region:US South Korea

Case Code: COM0152K

Teaching Note: Not Available

Structured Assignment: Not Available

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Hyundai Motor India limited (HMIL) started its Indian operation in 1996. It launched Santro in B Segment, Getz in B+ Segment, Accent in C segment, Elantra in D Segment. Over the years HMIL became the second largest car manufacturer of India. But from 2004 the company started to experience the heat in both segment. Entry of foreign carmakers: Honda, Toyota and Ford along with aggressive marketing and new product launch of Maruti put Hyundai in trouble. Its market share in all segment reduced significantly. Hyundai planned to launch new models in all segments. It also revived its production process and planned to position some of its product differently. Along with this the management team of Hyundai was also trying to make a foray in overseas market. This case discuss in details about the success potential of HMIL’s strategy in Indian market.

Pedagogical Objectives:

  • To give a glimpse of Indian automobile market, major players, recent trends and marketing strategy adopted by different companies
  • To understand the segmentation-targeting-positioning strategy in Indian automobile market
  • To discuss in details about the 4Ps of marketing and its application in Indian automobile industry
  • To discuss about the marketing strategy adopted by HMIL, key differentiator of its strategy and how the company plan to regain its lost market share with the help of these strategies
  • To understand the potential problems of the strategy.

Keywords :  Hyundai Motor Corporation; Global automobile industry; Promotional campaign; Customer relationship management; Marketing strategy; Competitive Strategies Case Study; Compact; Sedan; Pricing strategy; Premium segment; Product life cycle; Brand management; Cannibalisation; Positioning strategy; Advertisement campaign; Media

Contents : 
Hyundai Motor Company
Glimpse Of Indian Automobile Industry
Hyundai India: The Second Largest On Indian Road
Hmil: Experiencing The Heat
Foreign Car Makers In India
Hmil In Compact Segment

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