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Does Maruti Suzuki need to reposition their Ignis model in India in 2024? / Xuan Huy Nguyen

Author
Nguyen, Xuan Huy, active 2025
Published
London : SAGE Publications: SAGE Business Cases Originals, 2025.
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1 online resource
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Summary
In November 2023, CEO Hisashi Takeuchi of Maruti Suzuki India Ltd was faced with the challenge of doubling the turnover of the company by 2030-2031 and improving the business performance of the Ignis model, a compact sport utility vehicle. In order to achieve those critical targets, repositioning the Ignis model in the Indian market was one option he had to seriously contemplate. The current brand positioning strategy of Ignis appeared to have considerably confused their customers. In addition, Ignis faced fierce competition from alternative models of other carmakers and had the disadvantage that two other Suzuki models, Wagon R and Baleno, were taking business away from Ignis. This case encourages students to process the multifaceted nature of brand positioning strategies and product differentiation strategies. More specifically, students will be asked to apply the points of the parity difference framework and product levels in the customer value hierarchy to develop a strategic brand strategy for Ignis to build an authentic luxury brand in the Indian market.
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ISBN
9781071958728 : (SAGE Business Cases)
View MARC record | catkey: 47384349