Case Solution & Analysis for Nexa: Maruti Suzuki’s Premium Dealership Network by Boishampayan Chatterjee, Manas Paul, Parijat Upadhyay, Neel Das.
Complete Case details are given below :
Case Name : Nexa: Maruti Suzuki’s Premium Dealership Network
Authors : Boishampayan Chatterjee, Manas Paul, Parijat Upadhyay, Neel Das
Source : Ivey Publishing
Case ID : 9B16A040 / W16580
Discipline : Marketing
Case Length : 08 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In July 2015, the largest automobile company in India, Maruti Suzuki India Limited (MSIL), took the initiative to improve its market penetration in a particular category of the passenger car market-the premium segment. Although MSIL was the current market leader in India’s entry-level car segment, the company had not been successful in establishing itself as a dominant player in the premium segment-a segment that had seen intense competition since 2008. By launching Nexa, a new nationwide premium dealership, through its existing dealer network, MSIL was attempting to create a differentiated car buying experience. MSIL planned for all-new premium models to be launched exclusively from Nexa outlets. Would the launch of Nexa help MSIL attain its desired objective of becoming a major player in India’s premium car market?
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