然而，起亚的竞争对手似乎已经从起亚的成功中汲取了经验，意识到什么对印度消费者有效，并开始推出现有车型的新版本。面对激烈的竞争和印度经济增长放缓，首席执行官必须制定战略，保持起亚的增长趋势。他对印度SUV市场动态的了解能否使他制定有效的定位和增长战略，继续为起亚发挥作用？
Kia Motors India (Kia) had tasted success in India within a year of the launch of its product Seltos. Kia’s managing director and chief executive officer was quite happy with the sales figures for Seltos, the mid-sized SUV launched in August 2019, and was fairly confident that Kia’s compact SUV Sonet would follow the same path. Kia’s positioning strategies had worked very well thus far, and the company had been able to cultivate a brand image of a premium automaker whose products were considered aspirational.
However, Kia’s competitors seemed to have learned from Kia’s success in realizing what worked for Indian consumers and were starting to launch new variants of existing models. In the face of this competitive onslaught and slowing economic growth in India, the chief executive officer had to formulate strategies that would keep Kia’s growth trajectory on track. Could his understanding of the dynamics of the SUV segment in India enable him to frame effective positioning and growth strategies that would continue to work for Kia?
起亚汽车：在印度的定位和增长战略 Kia Motors: Positioning and Growth Strategies in India (Simplified Chinese version)
Nitin Gupta
Product #:W35431
Supplier:Ivey
Discipline:Marketing
Setting:India, 2020
Industries:
Your Price:$10.54
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Learning Objectives
在完成案例和作业问题后，学生将能够做到以下几点:
- 运用迈克尔·波特的五力模型来确定特定细分市场的吸引力。
- 解释如何确定参考框架，并确定参考框架内的共同点和差异点，从而形成品牌定位策略的基础。
- 确认并应用产品差异化的各种决定因素，以创建独特的品牌定位策略，
- 应用营销策略来推动产品增长。
This case can be used in marketing management and strategic marketing courses in modules on brand positioning and growth aspects. The case can be taught in advanced undergraduate, MBA, or executive-level programs dealing with understanding, applying, and developing product positioning and growth strategies.
After working through the case and assignment questions, students will be able to do the following:
- Apply Michael Porter’s Five Forces model to ascertain the attractiveness of a given segment.
- Explain how determining the frame of reference, and identifying points of parity and points of difference within the frame of reference, can form the basis of brand positioning strategies.
- Identify and apply various determinants of product differentiation for creating a distinct brand positioning strategy.
- Apply marketing strategies for driving growth of the product.