daewoo case.d
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1.Major south Korean
conglomerate.
2.Founded in 1967.
3.Second largest
conglomerate in korea.
4.It was also in the field of
readymade garments,
construction etc.
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1)1) The Biggest Challenge MUL.The Biggest Challenge MUL.
2)2) First vehicle CIELO was launchedFirst vehicle CIELO was launched
in 1995.in 1995.
3)3) Initial bookingInitial booking--1,14,000 cars.1,14,000 cars.
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DAEWOO
CIELO
CIELO GLXCIELO GLE
M
OD
E
L
S
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1)1) Improper marketImproper marketresearch.research.
2)2) Imported spareImported spare
parts and engines.parts and engines.
3)3) Manufacturing inManufacturing in
existing plantexisting plant
(Toyota).(Toyota).
4)4) ImproperImproper
Positioning.Positioning.
5) Ineffective marketing5) Ineffective marketing
strategies:strategies:--
DiwaliDiwali BonanzaBonanza
Offer.Offer.
Test drive scheme.Test drive scheme.
Price cut.Price cut.
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HEFTY PRICE CUT.HEFTY PRICE CUT.
INC I TENT RANDINC I TENT RANDP ITI NING.P ITI NING.
INCREA E ININCREA E INADVERTI ING UDGET.ADVERTI ING UDGET.
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1)1)M TIZ wasM TIZ was
launched in 1998.launched in 1998.
2)2) Increased in salesIncreased in sales
by 52.2by 52.2%.%.
3)3) eglectioneglection ofof
CIELO.CIELO.
4) Launching of EXI .4) Launching of EXI .
5) M TIZ performance in5) M TIZ performance in
I I .I I .
6) Postponed of launching6) Postponed of launching
of L OS, UBIR andof L OS, UBIR and
M US.M US.
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