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Case study

Arun Kumar Kaushik and Geetha Mohan

The case collates secondary data pertaining to Maruti’s current position, Nexa, the premium retail sales channel of Maruti, and recent developments in the Indian…

Abstract

Research methodology

The case collates secondary data pertaining to Maruti’s current position, Nexa, the premium retail sales channel of Maruti, and recent developments in the Indian automobile industry. It presents the facts and data published on websites, newspapers and magazines in the form of a case study.

Case overview/synopsis

Nexa was launched by Maruti in 2015 to enhance the buying experience of its premium customers and to re-position itself as a premium brand. It started offering customized services to car purchasers through its well-trained employees, attractive store environment and omni channel experience. Through all these facilities, though Nexa had a bumpy ride for selling its first product, it managed to pace up and perform better in the next few years. It remained to be seen how Maruti would handle competitor and cost challenges and how it would strategize its efforts to strengthen its footprint in the Indian automotive industry.

Complexity academic level

This case can be used in retail management, sales and distribution management, marketing management and related courses/modules at the master’s level.

Details

The CASE Journal, vol. 16 no. 4
Type: Case Study
ISSN:

Keywords

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Case study

Badal B. Rath

Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies.

Abstract

Subject area

Marketing. Sub subjects: customer segmentation, targeting, positioning and new product launch strategies.

Study level/applicability

This case can be taught at degree and master level management programmes including distance education mode in business schools having marketing management as one of the subjects.

Case overview

Maruti Suzuki a leading global Japanese car manufacturer recently launched a new multi utility passenger car with the brand name Ertiga. Ertiga was launched by Maruti Suzuki as life utility vehicle (LUV) using lifestyle categorization instead of using car categorization to position Ertiga using LUV theme. This new category created called LUV is in car categorization between high end hatchbacks and multi utility vehicles/sedans. This case highlights how Maruti Suzuki through effective market research was able to identify a new category and also create and offer a car to the Indian market. This case covers some of the innovative promotional strategies like in film promotions and brand placements which was used to promote Ertiga in India.

Expected learning outcomes

The case is designed to enable students to understand the concept of segmentation, targeting, and positioning about the various products launch strategies companies adopt in the emerging markets. Also this case covers the marketing mix concepts and how it was adopted during the Ertiga launch in India.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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Case study

Gopalakrishnan Narayanamurthy, Pradeep Kumar Hota, Surya Prakash Pati and Manoranjan Dhal

Human Resource Management (HRM), Industrial Relations, Labor Law (Indian business context), Organizational Behavior, Trade Union and Employer-Employee Relationship.

Abstract

Subject area

Human Resource Management (HRM), Industrial Relations, Labor Law (Indian business context), Organizational Behavior, Trade Union and Employer-Employee Relationship.

Study level/applicability

Academic students (MBA and BBA), management trainees, HR managers and top management of organizations interested in understanding the importance HRM practices.

Case overview

This case describes an Industrial Relations situation in an automobile company in India. It begins with the mention of Maruti Suzuki India Limited's (MSIL) brush with an unprecedented labor violence that rocked its Manesar facility on July 18, 2012, eventually leading to the lock out of the same on July 21, 2012. Further, it describes the background of the company, employer-employee relationship, a series of strikes experienced by the company, incidents that led to the violence, incidents that happened on the day of violence and finally actions taken after the violence by the company, the government and the union. With such details, the case raises questions on the prolonged people management issues afflicting MSIL. It endeavors to educate the discussants on the specifics of an industrial relations system and the role of each actor toward maintaining industrial peace.

Expected learning outcomes

Understanding the role of actors of industrial relations toward effective HRM in the organization. Analyzing the compliance of the actors under the existing labor laws as applicable to the organization. Comprehending the attitude of employees, employers and industry toward each other and also toward the job. To understand the nuances of people management function and its contribution toward the violence that eventually resulted in lockout. To comprehend various organizational behavior concepts that shall help synergize the employees' objectives and employer's goal. To analyze the complete incident with relevant organizational and industrial relations (IR) theories.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Suraksha Gupta and Naresh Malhotra

The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration…

Abstract

Purpose

The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets.

Design/methodology/approach

The authors use the case of an international brand and local firms in an emerging economy to illustrate and support the proposed framework.

Findings

The extant literature on competitiveness advocates the fit between business partners in association based on mutual value creation. This paper adopts a resource‐based view to support this approach. It contributes to knowledge about emerging markets by reflecting on the benefits gained by both international firms and local firms that are based in emerging markets as partners in association for business purposes.

Practical implications

The study draws on managerial practices and existing literature to develop a conceptual framework that explains how a resource‐based association drives individual competitiveness, and how the integration of the competitiveness of both partners facilitates innovation in marketing.

Originality/value

This study uses a resource‐based view to explain the relationship between an international brand and its resellers in emerging markets. It contributes to the business‐to‐business marketing literature that discusses innovation as an important outcome of collaboration between international firms and their local business customer firms in emerging markets.

Details

Marketing Intelligence & Planning, vol. 31 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

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Case study

Vinod Kumar and Vivek Gautam

Marketing, new product launch and innovations.

Abstract

Subject area

Marketing, new product launch and innovations.

Study level/applicability

Postgraduate students.

Case overview

Maruti Suzuki India Ltd. (MSIL), established in February 1981, formerly known as MarutiUdyog Limited, is a subsidiary of Japanese automobile Manufacturer Suzuki. It has a market share of 37 per cent in passenger car segment in India. Its product portfolio ranges from entry-level Alto to hatchbacks like A-Star, Zen Estilo, etc. to sedans like SX 4 to sports utility vehicles like Grand Vitara. MSIL is always known for delivering value on these lines – low cost of acquisition, high fuel economy, less maintenance hassles and wide service network. MSIL is planning to launch its much awaited hatchback Celerio with revolutionary auto gear shift technology for the first time in India at an affordable price. Promotional campaign is yet to be completed. Online trends reflect the consumer trends of any country. During the Auto Expo Week, Maruti Suzuki Celerio became the most searched hatchback on Google in the subcontinent according to a report published by the Indian Express citing the Google Trends Report. One of the key success factor is communicating the right message to the customers so as to attract them. So, MSIL's challenge is to plan a product launch so as to spread awareness.

Expected learning outcomes

To discuss the ways in which the product may be differentiated, to acquaint students with the process of developing a slogan for the introduction of Celerio to the existing market, to explain the concept of segmentation to the students, to familiarize students with communication mix and to give the students an idea about need of digital communication to promote the product.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Content available

Abstract

Details

Strategic Marketing Management in Asia
Type: Book
ISBN: 978-1-78635-745-8

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Article

Vibha Pinglé

State‐owned enterprises (SOEs), in general, have not been successful. Their indifferent performance has been at the center of the debate about the role of the state in the…

Abstract

State‐owned enterprises (SOEs), in general, have not been successful. Their indifferent performance has been at the center of the debate about the role of the state in the economy. To economists, the performance of SOEs is evidence of what is wrong with state intervention. And in recent years privatization has increasingly been regarded as the only way of improving the performance of SOEs. Yet, while unsuccessful SOEs abound, a few high‐performing SOEs such as POSCO (South Korea), Airbus Industrie (France), EMBRAER (Brazil), and MUL (India) can also be found.

Details

International Journal of Sociology and Social Policy, vol. 17 no. 7/8
Type: Research Article
ISSN: 0144-333X

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Case study

Rik Paul and Debapratim Purkayastha

– Customer retention at Hyundai Motor India Ltd.

Abstract

Title

Customer retention at Hyundai Motor India Ltd.

Subject area

Marketing management, services marketing, customer relationship management and strategic marketing management.

Study level/applicability

This case can be taught effectively to MBA/MS students.

Case overview

Hyundai Motor India Ltd (HMIL) commenced operations in India in 1996 and launched its first car in India – the Hyundai Santro – in 1998. Since then, there has been no looking back for the company. Its domestic and export sales figures have risen manifold each year and the car maker has gone on to become the second largest manufacturer in the Indian car market with a market share of 18.10 percent as of 2010-2011. By 2009-2010, most of the major international car makers were setting up production facilities in India. The market was set to become highly competitive and it became imperative for manufacturers like Maruti Suzuki India Ltd (MSIL) and HMIL to retain their customers in order to maintain their market share. Nalin Kapoor, General Manager (Sales & Marketing) was contemplating the marketing strategies he could use to counter the stiff competition. Customer retention was one of the major problems in the automobile industry as the purchase time span varied between three and five years and the cost of brand switching was nil. HMIL had been pursuing customer relationship management activities but its customer retention ratio was declining. Kapoor and his team decided to study the loyalty programs of some companies in the automobile industry to ascertain whether launching a loyalty card could solve their problem of retention. The marketing strategy department with the help of a management intern extensively studied the existing loyalty program of Hero Honda, MSIL, and Ford to identify how those programs were designed and promoted to the customer. The reports also indicated the shortcomings of each program and the features which were highly accepted by the customer. The loyalty program also had cost implications as there was a need for a strong technical support team to run it successfully. With the reports in hand, Kapoor was in a dilemma on whether launching a loyalty card would be feasible or not. If yes, then how should it be structured to motivate the customers to stay loyal to the company? Also, how could the cost in terms of promotion, training, and technical support be justified? If not a loyalty program, then what marketing strategies should the company pursue to retain customers effectively? The problem demanded immediate attention and action and Kapoor was well aware of the implications that a delay in decision making would have for the market share of the company in the growing and dynamic automobile industry in India.

Expected learning outcomes

These include: the concept of customer relationship management; relationship marketing; customer retention; customer loyalty; customer profitability segments; relationship bonds; and designing loyalty programs.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

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Article

Nilanjana Bardhan and Padmini Patwardhan

Since the onset of globalisation, many multinational corporations (MNCs) have been increasingly opening up subsidiaries in several host nations. While the entry of MNCs in…

Abstract

Since the onset of globalisation, many multinational corporations (MNCs) have been increasingly opening up subsidiaries in several host nations. While the entry of MNCs in some nations has been generally unproblematic, that has not been the case in every host nation. Fears of neocolonialism and postcolonial anxieties are very real phenomena in many parts of the world. When it comes to such resistant environments, MNCs need to be especially careful in how they conduct their public relations activities. This qualitative study of two MNC subsidiaries in India – Hindustan Lever Limited (of Unilever) and Maruti Udyog Limited (of Suzuki Motor Corporation) – explores, in context, the phenomenon of MNC public relations in this host nation that has a history of resistance to MNCs. The authors conclude that MNCs can be successful in potentially resistant host environments through culturally attuned involvement, intervention and respect for the local that is proven through socially responsible performance over time. This is an important message for MNCs starting up in new host environments. Descriptive details elucidate the specific public relations activities of the two MNCs in the Indian business and cultural environment. Overall, the findings have heuristic value for transnational public relations theory building since they suggest that an MNC’s organisational culture and approach to communication and relationship cultivation are important variables that shape how it practises public relations in host nations around the world.

Details

Journal of Communication Management, vol. 8 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

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Book part

Daniela M. Salvioni, Francesca Gennari and Luisa Bosetti

The aim of this chapter is to investigate the relationship between ethics, risks of compliance failure and strategic value of global responsibility for BRICS companies…

Abstract

The aim of this chapter is to investigate the relationship between ethics, risks of compliance failure and strategic value of global responsibility for BRICS companies. The first part of the chapter adopts a theoretical approach: it introduces and analyzes the key role of compliance risk management for sustainable and successful development of companies. The second part of the chapter uses an empirical approach, based on the case study method. The chapter focuses on the BRICS. The chapter demonstrates that mere formal compliance with laws, recommendations, and internal codes is not sufficient for companies that want to be responsible and attract stakeholders’ consent and resources. A shared background of ethical principles is required for a proper understanding of the rules, in order to prevent the risk of compliance failure and limit the global risk exposure of a company. Due to the business perspective adopted in the research, this chapter leaves out the sociological aspects regarding how to create, spread, and strengthen the culture of compliance within a company. The chapter encourages companies to connect ethical principles and compliance with the rules. Indeed, a lack of ethics in business operations, obscured by formal compliance, often results in indirect negative impacts on stakeholder relationships, so it is only a futile attempt to act responsibly. The originality of the chapter consists in suggesting the adoption of a responsibility-oriented approach for compliance risk management.

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