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Seijing Motor Corporation: Reposition or Extend the Pickup Brand
Ashita Aggarwal; Shriram Iyer; Projesh KarCase IVEY-9B18A012-EMarketingIn early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company’s Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC’s share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC’s Supreme brand was competing with the market leader in the pickup segment. The pickup needed ...Starting at €8.20
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BYD Cars in India: Can They Make a Dent?
Makrand Manjul Shandilya; Parijat Upadhyay; Prabin Kumar PanigrahiCase IVEY-W32514-EMarketing, StrategyIn October 2022, Chinese car company BYD Auto Co., Ltd. (BYD) announced its entry into the Indian automobile market with the Atto 3, an electric sports utility vehicle (e-SUV). Despite facing challenges in India’s emerging electric vehicle (EV) market and the close scrutiny on investments from China, BYD aimed to sell 15,000 units to be assembled at its existing Chennai plant, to establish manufacturing facilities, and to open fifty-three dealers...Starting at €8.20
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Nexa: Maruti Suzuki's Premium Dealership Network
Boishampayan Chatterjee; Manas Paul; Parijat Upadhyay; Neel DasCase IVEY-9B16A040-EMarketing, StrategyIn 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 sinc...Starting at €8.20