What is it about?
Maruti was the market leader in India in the Automobile industry with no competition at all initially. It all changed when Hyundai entered and gave it tough competition by focusing on quality of cars, use of advanced technology, customer and service. Though Maruti had the advantage of being there much before than Hyundai, it remained to be seen who came out on top in the battle of the auto-makers.
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Why is it important?
India was an attractive market with the a very large population having more disposable income. They had also become more aspiring to own cars that were advanced, of good quality as well as fuel efficient. This was a large battle ground. Our focus is on the strategies used by the top two automobile manufacturers to see how Maruti tried to maintain its leadership position and how Hyundai was consistently posing it tough challenges.
Perspectives
I had been fascinated to see this battle of the auto-makers for years and wanted to capture the essence of this competition the best I could.
Mr Achyut K Telang
ICFAI Foundation for Higher Education
Read the Original
This page is a summary of: Hyundai’s Challenge to Maruti Suzuki in the Dynamic Indian Automobile Sector, Asian Journal of Management Cases, March 2016, SAGE Publications,
DOI: 10.1177/0972820116634472.
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