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Skodian Automobile Industry Analysis

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INDIAN INSTITUTE OF MANAGEMENT KASHIPUR MARKETING MANAGEMENT END TERM PROJECT REPORT ON LAUNCHING SKODA HATCHBACK MODEL IN INDIA Submitted to - Prof. Rajat Sharma Submitted by- Vaibhav Sharma PGP15056 A Srinath Reddy Neha Kumari Satish Dabadhe Danish Sultan Contents Objective 1 Industry Background 1.1 Indian Automobile Industry 1.2 Industry Segmentation 1.3 Passenger Car Sales & Segmentation 1.4 Hatchback Market in India 2. Skoda 2.1 Skoda Group 2.2 Skoda Auto India 2.2.1 Product Line 2.2.2 Slaes 3. 5C framework 3.1 Company 3.2 C 1. Objective: The objective of our study was to analyze the opportunity of launching a Skoda product in Hatchback segment of Passenger Car Industry in India and recommend the strategy for the same. 2. Industry Background: Indian automobile sector is the world seventh largest in the world in terms of production. The annual average production is 17.5 million vehicles. By the end of 2015, India …show more content…

The company has a 300000 sq mt state of the art manufacturing facility at Aurangabad. The company has rolled out different models in different years (refer figure). At present the company sell four products in India which are Rapid, Superb, Octavia & Yeti. Among these Rapid, Superb and Octavia are sedans where as Yeti is a SUV. Skoda cars are known for their product quality. The company wants to position itself as a premium value brand in all the segments of presence. The company does not have any hatchback presence in the country. The earlier launched Fabia was not able to generate higher sales because of the cost involved in its development and the cost of some imported parts which raised its price for Indian customers. The company at present is making efforts to reduce its product development cost and produce products catering Indian customers specific needs in mind. However, the company believes in continuing its strategy of positioning itself as premium value

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