Case Name :      Dacia Duster SUV

Authors :           Marina Apaydin, Hantulie Oana Nicoleta

Source :             Ivey Publishing

Case ID :            910A31

Discipline :        Marketing

Case Length :    14 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Driven by the 2009 global economic crisis, Dacia Romania designed and built the Dacia Duster sport utility vehicle (SUV) to be the ideal SUV at an affordable price. After the successful introductions of the cheapest modern sedan on the international market in 2004 and among the cheapest modern seven-seaters in 2006, Dacia planned to introduce what it hoped would become the cheapest modern SUV on the international market. The main challenges Dacia was facing in 2009 were not only how to sell the car to existing customers and how to conduct an extensive public communication campaign in order to convince other drivers to change their cars for the cheaper, more efficient Dacia SUV that was going to be available in spring 2010.