Can Maruti Suzuki’s Wagonr Steer Through The Repositioning Drive?

Komal Nagar

Informasi Umum

Kode

24.10.500

Klasifikasi

658.8 - Marketing, Management of Distribution/Marketing, Manajemen Distribusi

Jenis

Case Studies

Subjek

Marketing Management

No. Rak

Dilihat

184 kali

Informasi Lainnya

Abstraksi

Maruti Suzuki India Limited (MSIL), a joint venture between Maruti Udyog Limited, India and Suzuki Motors, Japan, is considering repositioning its WagonR brand amidst issues of overall decline in sales in the automobile industry. With a market share of more than 53%, MSIL is the market leader in passenger vehicle segment in India, yet it is facing difficulties in driving up sales. The company’s portfolio comprises entry-hatch, mid-hatch, premium-hatch, sedan, SUV/MUV, crossover and van. The case dilemma involves the decision that MSIL’s management should take for the repositioning of WagonR, a compact hatchback, at a time when the automobile industry is showing no signs of recovery. Is it opportune to reposition WagonR, given the current situation of the passenger car market in India? If yes, what can MSIL learn from its past positioning efforts and how can it use insights about consumers’ current perceptions of WagonR’s brand image to arrive at a repositioning decision?