The New Amby: The Second Debut

IF 0.1 Q4 BUSINESS

Asian Case Research Journal Pub Date : 2019-07-10 DOI:10.1142/S0218927519500020

A. Adhikari, S. Mukherjee

引用次数: 1

Abstract

Ambassador, a product by Hindustan Motors previously deemed the “King of Indian Roads” has lost its clout with the emergence of the New Economic Policy in India (1991) because of resistance to change and lack of marketing orientation. Not only did the new corporate entrants appear as threats to them, but the consumers’ changing demographics, needs, and preferences also went against the company. Therefore, Ambassador, the elegant Indian mystic, was pushed to the taxi segment. But the taxi segment was gradually populated by competitors such as Maruti Suzuki or Tata Indica. The Ambassador brand had again gone into limbo. As a final attempt to survive, the company planned to bring in the New Amby Sub-4 Meter in 2013. However, the managing director was in a dilemma whether to position it as a taxi or a passenger car and what should be the marketing strategy for it.

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新Amby:第二次亮相

大使是印度斯坦汽车公司的产品，曾被认为是“印度道路之王”，但随着印度新经济政策(1991年)的出现，由于抵制变革和缺乏营销导向，大使失去了影响力。新进入的公司不仅对他们构成威胁，而且消费者不断变化的人口统计、需求和偏好也对公司不利。因此，这位优雅的印度神秘主义者大使被推到了出租车领域。但出租车市场逐渐被马鲁蒂铃木(Maruti Suzuki)或塔塔印度(Tata Indica)等竞争对手占据。大使品牌再次陷入困境。作为生存的最后尝试，该公司计划在2013年推出新款Amby Sub-4 Meter。然而，总经理陷入了两难的境地，是将其定位为出租车还是乘用车，以及它的营销策略应该是什么。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Case Research Journal BUSINESS-

CiteScore

0.10

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0.00%

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期刊介绍： The Asian Case Research Journal"s principal objective is to provide case instructors, whether academics, consultants, or company in-house trainers, a selection of high-quality cases on Asian companies and MNCs operating in Asia-Pacific. These cases, not having been previously published, provide a fresh and topical pool of cases for teaching purposes. The cases are either decisional — that is, requiring some business decision from the reader — or illustrative in nature, such as reasons for a firm"s success. The cases come from various business disciplines including strategic management, marketing, organizational behavior/human resources, operations management, and MIS. All cases have been double blind refereed to ensure quality.