Mar

ket
ingManagement

December2021Exami
nat
ion
Q1.Tesl
a Model3 i
s pl
anni
ng t
olaunch i
n December 2021 i
nIndi
a.As a
Mar
ket
ingconsul
tantexpl
aint
hest
epst
haty
ouwi
llsuggestf
ort
heNew Pr
oduct
Launch?(
10Mar
ks)

Answer1.
I
ntr
oduct
ion 

Wi
tht
hecr
eat
ingpr
esenceofwor
ldwi
dev
ehi
clecr
eat
orsandbr
andsi
nthecount
ry,
and
t
hecl
i
ent
s'capaci
tyt
opur
chasenewv
ehi
clesandst
ayawar
eoft
hose,t
hecust
omer
s
hav
ebeenwi
l
li
ngt
obuyanov
erabundanceandt
rav
elpur
poses.

Tesl
aisgi
vi
ngi
tspassagel
evelModel3v
ehi
cleahugegat
her
ingofr
edesi
gnsf
or2021,
i
ncl
udi
ngout
sidest
yli
ngpar
tst
hathav
eexchangedspl
endi
dchr
omef
orr
efl
exi
vesi
l
k
dul
ltr
im.Thr
eenewwheelpl
ansgi
vet
hemov
ingst
ockanot
herl
ook,andt
hecapaci
ty
compar
tmentcov
eri
sasofnowpower
-wor
ked.Appear
ancer
efr
eshescont
inuei
nsi
de
wher
ethev
ehi
cle'
smet
all
i
cdoor
wayedgepr
otect
orsgai
nthedi
m si
l
ktr
imt
ofaci
l
itat
e
wi
tht
heout
side.TheModel3'
smi
dcont
rolr
egi
onhasbeenr
edesi
gndt
oobl
i
get
wo
r
emot
esmar
tphonechar
gingpads,andt
hesunv
isor
sasofnowuseamagnett
ohol
d
t
hem setup.Theseat
-changecont
rol
sandt
hedi
rect
ingwheel
-mount
edi
nfot
ainment
scr
ollwheel
shav
enew f
ini
shes—t
hepasti
ngr
aphi
teconceal
edpai
ntandt
het
owar
d
t
heendi
nmet
al.Fort
hemostpar
thugeofev
ery
thi
ngi
stheModel3'
sdeal
twi
thdr
ivi
ng
r
each.ThebaseSt
andar
dRangePl
usmodelbyandbyat
test
sav
oyagi
ngext
entof263
mi
l
esf
oreachchar
ge,upf
rom 250,whi
l
etheLongRangemodelpar
adesa353-
mil
e
r
ange,
31mi
l
esmor
ethant
he2020model
passedon.

Thoughtandappl
i
cat
ion
At
hingdi
spat
chi
sanor
gani
zedwor
ktomakeanot
hert
hingav
ail
abl
eforpur
chaset
o
t
hegener
alpopul
ati
on.Thegoali
stoguar
ant
eet
hatev
ery
onei
nsi
det
heassoci
ati
on,
y
ouraccessor
iesandt
argetcust
omer
scont
empl
atey
ournewt
hing.I
fyoudon'
tdot
he
t
hingdi
spat
chenough,cust
omer
swon'
tthi
nkabouty
ourr
epl
y,ormaypossi
blyhav
ea
hor
rendousi
mpr
essi
onofy
ourt
hing,andy
oumaynothi
tyourpayandadv
ant
age
t
arget
s.

Di
spat
chi
ngy
ourt
hingi
sal
sobasi
cal
l
yascr
it
icalascul
ti
vat
ingauni
magi
nabl
ethi
ng.I
f
y
ou don'
tdo t
he t
hing di
spat
ch sui
tabl
y,cust
omer
swon'
tthi
nkabouty
ourr
epl
y,
pot
ent
ial
l
yhav
eat
err
ibl
eimpr
essi
onofy
ourt
hing,andy
oumaynothi
tyourpayand
ef
fi
ciencyt
arget
s.Taki
ngev
ery
thi
ngi
ntoaccount
,or
chest
rat
ingear
lyi
sfundament
al.
St
arty
ourt
hingdi
spat
chpl
an4-
6mont
hsbef
oredi
spat
chsowhent
het
hingi
sar
ranged
f
reet
obeboughty
ouwi
l
lber
eadyt
oreasonabl
yexecut
eadi
spat
cht
hatmeet
syour
goal
s.

Thi
ngdi
spat
chpl
anshel
pyouwi
thsequenci
ngt
heev
ent
sthatl
eadupt
oandev
enpast
at
hingdi
spat
chdat
e.Youwi
l
lpr
obabl
yguar
ant
eet
hatev
ery
onei
nsi
det
heassoci
ati
on,
y
ourassi
stant
sandt
argetcust
omer
spondery
ournewt
hing.

Ani
nsi
deandoutmast
ermi
ndedandi
ncr
edi
blet
hingdi
spat
chhel
pint
hef
oll
owi
ngs:
1.Makescar
e:

Anespeci
all
yor
chest
rat
edt
hingdi
spat
chcanbeusedasanadv
anci
ngchancef
ort
he
t
hing.I
tmakescar
eaboutt
het
hing,andpeopl
edi
scov
erconcer
ningt
hepar
tst
hatt
he
t
hingneedst
obr
ingt
othet
abl
e.Af
it
ti
ngt
hingdi
spat
chhel
pspeopl
ewi
thchoosi
ngt
o
buyt
het
hing.

2.Li
ftbar
gai
nsi
nthehi
ddenav
eryl
ongt
imeoft
hedi
spat
ch:

Aspeopl
ebecomeawar
eoft
hear
rangement
soft
het
hings.Theycangeti
twheni
tis
di
spat
chedkeepi
ngwat
ch.Thusl
y,associ
ati
onscanobt
ainasi
gni
fi
cantpi
eceoft
he
ut
il
izat
iont
hatt
heymadei
nthecr
eat
ionandexhi
bit
ingoft
het
hing.

3.Makespubl
i
cit
y:

A par
ti
cul
arl
yor
gani
zedandcomposedt
hingdi
spat
chi
sanamazi
ngwel
l
spr
ingof
publ
i
cit
yfort
het
hing.Peopl
epondert
heaf
ter
eff
ectofuncommonwor
thi
ntheev
ent
t
hati
tisdi
spat
chedusi
nggenui
nepr
omot
ingsy
stems.
1.Descr
ibeYourTar
getAudi
enceandski
l
ltogeti
ntouchwi
tht
hem

Por
tray
ingy
ourv
est
edpar
tygi
vesy
oudi
rect
ioni
nyouradv
anci
ng,wor
kswi
thmor
e
consi
stency i
nyouri
l
lumi
nat
ing and al
l
ows y
ou t
o honest
lyi
nter
face wi
thy
our
cust
omer
s.Geti
nthemi
ndofy
ourv
est
edpar
tyandunder
standwher
ethebestspott
o
r
eacht
hem i
sandhowt
heywi
l
lunr
avel
youradv
ancement
.

2.KnowThePr
obl
em You'
reSol
vi
ng

Const
ant
lyst
ayf
ixedony
our"
who"and"
why
."Testi
twi
thy
ourper
sonas,bant
erwi
th
t
hem abouti
t,andr
eal
i
zesomet
hingwi
l
lful
fi
ll
adi
sregar
dedneedf
ir
st.

3.Under
standTheBuy
ingJour
ney

Thebuy
ingf
ramewor
kshapest
hef
oundat
ionofal
ldi
spl
ayi
ngandar
rangement
swor
ks
out
.Your
eal
l
yneededt
ohav
eaper
sonalunder
standi
ngoft
hebuy
er'
str
oubl
e,wher
e
t
heygett
hei
rinf
ormat
ionandwhoi
mpact
sthepur
chase.
4.Secur
eYourOnl
i
neI
dent
it
y

Nowaday
s,we hav
e seen di
ff
erentcy
ber
squat
ter
sendeav
ort
otake adv
ant
age of
associ
ati
onswhodon'
tgett
hei
rspacename,br
andname,onl
i
nemedi
aaccount
s,and
sof
orwar
dIti
sessent
ial
togetal
loft
hesepr
ecedi
ngdi
spat
chi
ngwher
ever
.

5.Endor
seYourPr
oduct

Ont
heof
fchancet
hatpeopl
ewon'
ttol
erat
ingt
het
hingoror
gani
zat
ionsubj
ectt
oa
pi
tch,t
heyi
nal
lpr
obabi
l
itywon'
ttol
erat
ingt
het
hingoror
gani
zat
ionwheni
texi
sts.A
st
rai
ght
for
war
dmet
hodofdoi
ngt
hisi
stocul
ti
vat
eal
andi
ngpage.Runnot
ices.Check
whet
herany
one t
aps t
he "
Buy Now"but
ton.Gi
ven t
hatt
hisi
sval
i
d,y
ou hav
e
endor
sement
.

6.KnowYourCompet
it
ionAndBeDi
ff
erent

Weseemany"
MeToo"br
andsj
umpi
ngupt
hatneedt
ori
det
het
rendwav
eandexpl
oit
ot
her
srapi
dlycr
eat
ingt
ri
umphs.May
bet
hanf
oll
owi
ngt
hispr
ogr
ammedr
eact
ion,l
ook
t
owhati
npar
ti
cul
arpr
eci
sel
ymakesy
oui
nter
est
ing.Sor
touty
ourbr
anddi
ff
erent
iat
ors
anddev
elopy
ourst
oryar
oundt
hat
.

7.Of
ferf
reest
art
er:al
l
ow anoppor
tuni
tyt
otheI
ndi
ancust
omer
stodr
ivet
hev
ehi
cle
wi
thoutanychar
ges.Ev
ery
onecoul
dn'
tneedany
thi
ngov
ert
oendeav
ort
hef
ullmodi
fi
ed
t
ypeoft
esl
a.

Concl
usi
on

Asshoul
dbeobv
ious,v
ari
ouswhodi
spat
cht
hingsar
eadequat
eatsomet
hingany
way
notal
lthi
ngs.Bef
orey
oudi
spat
ch,
under
standy
ourl
i
mit
ati
onsandei
therut
il
izeorev
en
mor
ecommonl
yre-
sui
tabl
ethecapaci
ti
esy
our
eal
l
yneeded,bot
himmedi
atel
yand
whent
hingsst
artt
otakeof
f.Qui
ckaccompl
i
shmentcani
nci
tedi
sil
l
usi
onmenti
fyou
hav
en'
tcompl
etel
ythoughtt
obet
hisf
ir
st.

Q2.Par
leAgr
omakesi
tsent
ryi
ntot
hedai
rysegmentwi
thapr
emi
um andhi
gh-
qual
it
y
r
angeoff
lav
oredmi
lkpr
oduct
s,'
SMOODH'
.Wi
thdi
srupt
ioni
nbor
n i
nthebr
and'
s
phi
losophy
,SMOODHbecomest
heonl
yfl
avor
edmi
lkbev
eragei
nthegl
obalmar
kett
o
beav
ail
abl
ein85mlTet
raPaksandpr
icedatonl
y₹10.Suggestasui
tabl
epr
omot
ion
mi
xfort
henewl
aunch.(
10Mar
ks)
Answer2.

I
ntr
oduct
ion 

Pr
omot
ioni
sanunder
taki
ngbypubl
i
cist
stoenl
i
ght
en,per
suade,orr
emi
ndcust
omer
s
andB2Bcust
omer
stoaf
fectt
hei
rper
spect
iveorgetar
esponse.Mostf
ir
msusesome
sor
tofpr
omot
ion.Si
nceassoci
ati
ongoal
schangecompr
ehensi
vel
y,sodopr
omot
ional
pr
ocedur
es.Thegoali
stost
rengt
henmov
ementf
rom peopl
eorr
elat
ionshi
pofagoal
mar
ket
.Inanadv
ant
ageor
gani
zedf
ir
m,t
hei
dealmov
ementi
sfort
hecust
omert
obuy
t
hehi
ghl
evel
thi
ng

Twent
yyear
saf
teri
tsshor
tbot
herwi
thdai
ryt
hings,Par
leAgr
oPv
t.Lt
disbacki
nthe
mar
ketwi
thSmoodhpr
epar
edmi
l
k,t
hrowi
ngat
estt
oenemi
es,f
ori
nst
ance,Amul
,
Nest
leandI
TCwhi
chhav
ecutupI
ndi
a'
swor
thaddeddai
rydr
inksmar
ket
.

Theext
ensi
oni
suphel
dbyanal
lar
oundexami
nat
ionandexpansi
vei
nter
esti
npr
esent
dayandcr
eat
iveadv
ancement
stodev
elopasol
i
ddai
ryst
ruct
ureandf
ami
l
iar
izenov
el
t
hingswi
tht
heI
ndi
anpur
chaser
s,t
heassoci
ati
onsai
dinanaf
fi
rmat
ion.

Wi
thanexpenseofRs10f
ora85ml
tet
rapak,
Par
leAgr
opl
anst
odi
stur
bthepar
t.

"
Wit
hthi
scommi
tment
,Par
leAgr
oisgunni
ngt
ofost
ert
hebr
andedupgr
adedmi
l
k
mar
keti
nIndi
afr
om t
hecur
rentRs800cr
oret
oRs5,
000cr
orei
ntheaccompany
ing
f
oury
ear
s,"t
heassoci
ati
onsai
d.
Smoodhi
sav
ail
abl
eint
wochoi
ces,
chocol
atemi
l
kandt
off
eecar
amel
,hopi
ngt
otar
get
cl
i
ent
sacr
ossal
lageget
-t
oget
her
s.

Thoughtandappl
i
cat
ion

"
Rightwhenwel
ookatdai
ry,
thebestt
estt
hatwesawwast
hatwhi
l
ether
eisagi
gant
ic
mar
kett
hatexi
stsf
ordai
ry,
asy
oupr
esumabl
yknowi
mpr
ovedmi
l
koressent
ial
l
yot
her
wor
thaddeddai
ryt
hings,t
hewor
thpoi
nti
sanobst
acl
e.I
nthei
mpr
ovedmi
l
kcl
ass,
essent
ial
l
yal
l200mlmi
l
kthi
ngsar
eest
eemedat₹20,₹25or₹30,
"ITC'
sSunf
eastand
Her
sheychocol
atemi
l
kshakear
ebot
hassessedat₹35f
or180ml
,whi
l
eAmulKool
comesf
or₹20.I
ndi
a'
supgr
adedmi
l
kmar
keti
satabegi
nni
ngphaseandunnecessar
y
expensesar
ewar
dingv
ari
ouscl
i
ent
sof
f.

Par
leAgr
o,whosebr
andt
urnov
erf
orFY2020i
s₹7,
000cr
,hascont
ri
but
ed₹100cr
oret
o
del
i
verSmoodhati
tspl
ant
satMy
sur
uandSi
tar
ganj(
Utt
arakhand)
,andpl
anst
oadd
t
wo ext
rar
egi
onsbef
oret
hey
ear
'send.I
thasmor
eov
ersav
ed ₹30-
40 cr
oref
or
begi
nni
ngpubl
i
cizi
ngandadv
anci
ng,
precedi
ngdi
spat
chi
ngt
het
hingcount
rywi
de.

Chahuansai
dPar
leAgr
owi
l
lfocusi
nont
hemassmar
ket
,sect
ionl
evelwor
thf
eat
ure
at
tractmor
ebuy
ers."
Ourpassagei
ntot
hedai
rymar
ketwasdependentuponushav
ing
t
hechoi
cet
obr
eakt
hatwor
thpoi
nt.Thusl
y,i
t'
sbeenext
endedl
engt
hsofi
magi
nat
ive
wor
kthati
sgonei
ntobasi
cal
l
yhav
ingt
hechoi
cet
oappearatt
his₹10est
eem poi
nt,
"
shesai
d.
Par
leAgr
odi
spat
chedN-
Joir
egul
ari
tem mi
l
kin2001,j
ustt
owi
ndupt
het
hingf
our
y
ear
saf
ter
war
d.

The Smoodh di
spat
ch comes when r
isi
ng ex
tensi
on i
s pushi
ng f
ood and r
ewar
d
associ
ati
onst
odi
spat
chl
owergr
ammagepacksorr
aisecost
s.Par
leAgr
ohasgr
asped
cost
sfori
ts₹10Fr
oot
ipack,
fori
nst
ance,
forwel
lov
er15y
ear
s.

"
Ourent
ir
est
rat
egyt
owar
dshav
ingt
hechoi
cet
ohel
patt
hiswor
thpoi
nt(
acr
osst
hings)
r
eli
es upon maki
ng v
ery cr
it
ical l
evel
s of ef
fi
ciency acr
oss t
he ent
ir
e
mov
ement
—whet
herornoti
t'
sfr
om t
hecr
eat
iont
othel
astr
etai
lst
ore,t
hecapabi
l
ity
t
hatwemakei
nsi
det
hisSKU,
anddr
ivebenef
it
sthr
oughv
olume.

I
ndi
a'
sbr
andedi
mpr
ovedmi
l
kmar
keti
ssur
vey
edat₹800cr
oreandPar
leAgr
odesi
res
t
ofost
ert
hatt
o₹5,
000cr
orei
ntheaccompany
ingf
oury
ear
s.

I
TC'
sSunf
eastbr
and,TheHer
sheyCompany
,Amul
,Cav
inKar
eandNest
leI
ndi
a,ot
her
t
hanacoupl
eofgi
gant
icandcommonassoci
ati
onsatpr
esentsel
lpackagedpr
epar
ed
mi
l
k."
Allt
hrought
heaccompany
ingf
ivey
ear
sorsomet
hingt
othatef
fect
,weshoul
d
hav
ethechoi
cet
ofost
ert
hear
rangementmul
ti
-wr
inkl
e—t
hreet
onumer
ousoccasi
ons
i
tscur
rentsi
ze.Wear
ewant
ingt
omakeal
i
ber
alscr
atchi
nther
ewar
dar
rangement
,yet
i
nthe₹10chocol
ateor
derl
i
kewi
sewhi
chi
satt
hispoi
nta₹4,
300cr
orei
ndust
ry.

Concl
usi
on
Wi
thov
eral
ldai
rymaj
orsseei
ngatI
ndi
aasabenef
ici
alhy
pot
hesi
sev
enhandedand
home-
repl
i
cat
eddai
ryassoci
ati
onsal
lsetf
oramor
eser
iousl
evelofi
mpr
ovement
,the
r
egi
oni
sdependedupont
onot
icesomer
ealmov
ementwi
thunequi
vocal
l
yat
onof
spotf
oral
ongwhi
l
etowor
k.I
nli
ghtofev
ery
thi
ng,66% oft
heov
erabundancemi
l
k
av
ail
abl
eisatt
hispoi
nti
nthemessyr
egi
on.

3.Readt
hecase&answert
hequest
ionsbasedont
hecase:

Ki
aMot
orsannouncedt
hati
thasopened i
tsf
ir
stdi
git
alshowr
oom i
nIndi
a,mov
ing
t
owar
dspr
ovi
dingdi
git
izedser
vicest
oit
scust
omer
s.

Theshowr
oom i
slocat
edi
nPr
abhadev
iwhi
chi
soneoft
hebusi
esthubsofMumbai
andi
sequi
ppedwi
th3Dconf
igur
ator
swi
thadi
git
alcat
alogue,
aHer
it
ageWal
l,
Digi
tal
SpecBoar
dsandamedi
awal
l.

The showr
oom i
s desi
gned t
o di
spl
ay Ki
a’s cur
rent pr
oduct por
tfol
io wi
th
3Dconf
igur
ati
on.The3Dconf
igur
atorzonei
nthef
aci
li
tyenabl
est
hecust
omer
sto
cust
omi
zeanddesi
gnt
hei
rfav
ori
teKi
acar
sandwi
tnesst
hei
rint
ri
cat
edet
ail
s.Al
lthe
showcasedv
ehi
cleswi
llbeequi
ppedwi
thdi
git
alspecboar
dst
oshar
eal
lther
elev
ant
i
nfor
mat
ionaboutt
hepr
oduct
.Thecont
entdi
spl
ayedi
ntheshowr
oom i
scont
rol
led
di
rect
lybyKi
aIndi
a,pr
ovi
dinggr
eat
ert
ranspar
ency
,asenseofsecur
it
yandr
eli
abi
li
ty
t
othecust
omer
s.
a.‘
The3Dconf
igur
atorzonei
nthef
aci
li
tyenabl
est
hecust
omer
stocust
omi
zeand
desi
gnt
hei
rfav
ori
teKi
acar
s.’
Basedont
hisst
atementexpl
ainwhi
cht
ypeoft
arget
ing
st
rat
egi
esi
sini
ti
atedbyKi
aMot
ors.Just
if
yyourr
eason. (
5Mar
ks)

Answer3A.

I
ntr
oduct
ion 

I
ndi
vi
dual
s,t
heysayneedi
sthemot
her
,taki
ngev
ery
thi
ngi
ntoaccount
,andt
heear
li
er
y
earorsomewher
ear
oundt
her
ehasf
undament
all
ybeenonesi
gni
fi
cantaf
fi
rmat
ionof
t
hataphor
ism.Asofnow,gi
vent
hesecondsur
geofCov
iddef
il
ement
shasasofl
ate
gi
venacoupl
eofsi
gnsofebbi
ngandat
hir
dwav
eisdependedupont
ohi
tthenat
ioni
n
t
hel
ongr
un,weshoul
dcont
inuet
opr
act
icesoci
ali
sol
ati
ngandpr
act
iceawi
der
ange
ofal
arm.Thatdoesn'
tbodeunr
easonabl
ywel
lforassoci
ati
onst
hatr
elyuponspeaki
ng
wi
thcust
omer
sey
etoey
eoront
heot
herhandi
fnot
hingel
set
heyf
urr
owedconcer
ning
ay
earear
li
er.Thi
siswher
etheneedbei
ngmot
herofadv
ancement
sbi
tcomesi
n-
aut
omaker
shav
eshownt
obeexcept
ional
l
yshar
p,wor
kingonr
esponsesf
orhel
pthem
wi
thwor
kingwi
tht
hist
est
.Thel
atestmodelcomesf
rom t
hespotofKi
aIndi
a,whi
ch
hasdi
spat
chedabr
andnew v
ideo-
basedl
i
vear
rangement
sconv
ersat
iongamepl
an
appl
i
cat
ion.

Thoughtandappl
i
cat
ion

Cal
l
edKi
aDi
giConnect
,thi
shel
pcanbebenef
it
tedt
hroughbooki
ngapl
ant
hrought
he
si
te.Theaut
omakerobser
vesi
tsexcel
l
entcust
om appl
i
cat
ionwi
l
lal
l
owcust
omer
sto
i
nter
facewi
tht
hei
rnear
estor
gani
zat
ionsandgett
hebasi
cassi
stancet
hrought
hei
r
v
ehi
clebuy
ingadv
ent
uret
hroughav
ideogat
her
ingst
aget
oof
fert
hem ashowcase
r
egi
onl
i
keunder
standi
ng.

Tae-
JinPar
k,Execut
iveDi
rect
orandChi
efSal
esandBusi
nessSt
rat
egyOf
fi
cer
,Ki
aIndi
a,
sai
d"TheKi
aDi
gi-
Connectdr
ivesuggest
sKi
aIndi
a'
sext
remeandcr
eat
ivepr
ocedur
e
t
owar
dsof
fer
inganexcept
ionalpr
emi
um cust
omerexper
ience,agr
eedwi
thournew
br
andr
eason-'
Adv
ancementt
hatmov
es'
.Wi
tht
hisi
ndust
ry-
fi
rstdr
ive,
wehav
epushed
aheadi
nchangi
ngt
hepur
chasej
our
neyofourcust
omer
stoast
eady
,moder
nizedone.
Dev
elopmentdr
oveel
ect
roni
cchangehasbeent
hef
undament
alphi
l
osophyf
orKi
a
I
ndi
ast
rai
ght
for
war
dlyt
owar
dthebegi
nni
ngandwear
ecent
eredar
ounddr
ivi
ngt
he
hi
ghl
eveldi
stur
bancei
ntheI
ndi
anv
ehi
clei
ndust
rygoi
ngon.Wear
ecer
tai
nthatsuch
mechani
zedheadway
swi
l
lof
feruni
magi
nabl
ecust
omerbegui
l
eatev
erymov
ementof
t
hei
rvehi
clebuy
ingj
our
neyandmakeKi
aIndi
aahopef
ulandl
ovabl
ebr
andi
nthe
count
ry.
"

Concl
usi
on

Cust
omerj
ustneedt
ogot
otheKi
asi
teandpi
ckv
ideomeett
hroughKi
aDi
gi-
Connect
.
Ot
hert
hant
hev
ideot
alkwi
th,
cust
omer
swi
l
lmor
eov
erhav
ethedeci
sionof360-
degr
ee
v
irt
ualex
per
iencet
hrough v
ideo cal
l
,scr
een and v
ideo shar
ing,shar
ing handout
s,
pr
icel
i
st,andsoont
ohel
pwi
thwat
chi
ngoutf
ort
hei
rinqui
ri
es.Anot
hercapt
ivat
ing
pi
ecei
sthatt
heappl
i
cat
ionsi
mil
arl
yal
l
owscust
omer
stoaddacoupl
eoff
ami
l
y
member
sandpar
tner
sont
hecal
lfr
om di
ff
erentgeogr
aphi
cregi
ons.Youknow,soy
ou
t
rul
ydon'
tmi
sst
hepr
esent
ati
onr
egi
onexper
ience.

b.Fr
om y
ourper
spect
ive,
whatdi
vi
sionst
rat
egyi
stakenonbyKi
aMot
ors?(
5Mar
ks)

Answer3B.

I
ntr
oduct
ion

Ki
amot
orsent
eredi
nIndi
a'
saut
omar
ket
,toest
abl
i
sht
hebr
andwi
thr
evol
vear
ounda
bi
ggernumberofv
olumesandsl
i
ceoft
hepi
einst
eadofonbenef
it
s.TheSout
hKor
ean
Hy
undaiMot
orGr
oupassi
stantpr
ecedi
ngi
ntr
oduci
ngi
tsel
ect
ri
cvehi
clesi
nIndi
atot
all
y
appr
eci
atedt
hepubl
i
caut
hor
it
ypl
ant
osetupest
abl
i
shmentandv
ari
ouspr
erequi
sit
es
ofi
nvi
gor
atedt
ranspor
tabi
l
ity

Thoughtandappl
i
cat
ion

Thedi
rect
ingbossandCEOofKi
aMot
orsI
ndi
a,Kookhy
unShi
m sai
dinagat
her
ing"
t
hinki
ngi
smor
eaboutbei
ngal
egi
ti
mat
ebr
andi
nIndi
aasf
arasmi
ghtbef
easi
ble.We
hav
etakeni
nal
otofmodel
sfr
om ot
hercompet
it
orbr
ands.Al
ongt
hesel
i
nes,we
shoul
dbet
hemostappr
eci
atedi
nthepr
inci
plest
age"
.2Ki
awi
thi
tshi
ddenendeav
orof
$1.
1bi
l
li
oni
nIndi
acannotbecomeusef
ulsoon.KI
Auncov
eredi
tsf
ir
stt
hing,Sel
tos
whi
chi
saSpor
t-
Uti
l
ityVehi
cle(
SUV)hi
ghl
i
ght
edt
est
ingI
ndi
anSUVcust
omer
swhi
ch
hasot
herst
rongpl
ayer
sli
keHy
undai
,Mahi
ndr
aandMahi
ndr
aLt
d.andTat
aMot
orsLt
d.
ThenewmemberSAI
CMot
orCor
p.ofChi
naandFr
ance'
sGr
oupePSAwi
l
lmakemor
e
genui
nesect
ion.I
nsuchaci
rcumst
anceoff
ir
m chal
l
enge,Ki
ahaschar
act
eri
zeda
st
ronggoaloft
ransf
ormi
ngi
ntot
he5t
hlar
gestaut
omakeri
nIndi
aint
hel
oomi
ngf
ive
y
ear
s.Tomeeti
tsl
evelheaded,t
heassoci
ati
onpl
annedt
olaunch4new model
sov
er
t
hecomi
ngt
woy
ear
s.Thusl
y,i
nthepr
esenti
ncr
edi
blygenui
neI
ndi
anv
ehi
clemar
ket
,
t
hati
sowedt
obet
hewor
ld'
sthi
rdgr
eat
estt
il
l2025,how f
arKi
a'
spassageand
hy
pot
hesi
sofbei
ngr
easonabl
ebr
andi
nIndi
aiscl
ever
.

Concl
usi
on

I
nthey
ear2019,Ki
aMot
orsper
cei
vedt
hei
rdi
sposi
ti
onf
orcl
aimt
ofamepar
toft
he
ov
eral
lmar
ketandpl
anst
oent
ert
heI
ndi
anmar
ket
.Hy
undaicl
aims33.
88% par
tof
Ki
a.Theassoci
ati
onsor
tedoutsomewayt
oent
eri
nav
ici
ousmar
ketl
i
ket
heUKand
waspr
oduct
ive.Thecr
edi
tfort
hei
rthr
ivi
ngcanbeessent
ial
l
yowet
otheenor
mous
associ
ati
onofsel
l
erst
heassoci
ati
onhassetup.Hy
undaiKi
ascat
ter
edi
nexcessof
165count
ri
eshas12consecut
ivedev
elopmentf
ramewor
kaut
omobi
l
es/
inf
ogr
aphi
c
cr
eat
ingpl
ant
s.I
tist
hef
our
thgr
eat
estv
ehi
cleOEM (
Ori
ginalEqui
pmentManuf
act
urer
)
i
nthewor
ldcov
eri
ngi
nexcessof166or
gani
zat
ions.Ev
eryassoci
ati
onf
orbui
l
dingi
ts
br
and ht
tps:
//ki
acar
sindi
a.wor
dpr
ess.
com/
behi
nd-
the-
names-
ofi
dent
it
y has an
except
ionalsel
l
ingpoi
nt(
USP)
.Ki
aMot
orsCor
p.ki
a/usedt
hei
rrel
ent
lessassessi
ngas
USPconv
ersel
y,wi
tht
he/
var
iouspl
ayer
swat
chi
ngout
.