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BRILLIANT’S Case Study 293

Among the other new entrants then, Tata was concentrating more on the
diesel car market. With Daewoo, yes, we can say that their mismanagement
helped us win some customers. But a good chunk of our demand came post-
April 1999 when the Supreme Court ruled on Euro-II emission norms, the fact
that we were the only manufacturers offering that technology in India helped us
more than anything else.
Does the shift in customer preference towards diesel cars put Hyundai at
a disadvantage?
It's not that Hyundai does not have diesel technology capabilities. We
have been looked upon as technology leaders even in the diesel market with
our common rail (CRDI) engine. The point is, if we have made a statement that
we will only offer the best technology in India, can we then give our customers
the second best? But bringing the CRDI technology at a price point that would
be appropriate for a small car seems very difficult. But if dieselisation takes off
at a much faster pace, then we will be ready to address the demand.
Issues:
1. Evaluate the market entry and consolidation strategy of Hyundai in
India.
2. What can Maruti learn from the Hyundai experience for its export strat-
egy?
Instructions: Carry out internet search on both Hyundai and Maruti to
collect more data on the firms as well as their marketing strategies.

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