This document provides a case study on Hyundai's entry and marketing strategies in the Indian automobile market. It discusses the background of India's protected car industry until the 1980s. Hyundai entered India in 1996 by establishing a manufacturing plant in Chennai and launching their first car, Santro, a small B-segment vehicle. Santro was priced lower than its competitors and sold over 75,000 units in its first year, making Hyundai the second largest carmaker in India. The document then outlines Hyundai's marketing strategies for Santro, including positioning, pricing, promotions, and dealerships. It also discusses Hyundai's launch of additional models like Accent and Getz, and factors in

1. Hyundai - A case study on its marketing strategies in India

10. Launch Of Accent Threat Tough competition from Maruti Esteem and Ford Ikon Opportunity Leading the Market of C segment cars Weakness New entry in C segment Strength Priced below Mitsubishi Lancer with same quality and technology