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- Title
Santro The Car that Built a Company.
- Authors
Singh, Malay Kumar; Mansata, Abhilasha; Giri, Sasmita
- Abstract
This book entitled "Santro The Car That Built A Company", as the name suggests, talks about the story of Hyundai Santro's entry into the Indian market and its success. BVR Subbu, the author, was the president of Hyundai Motors, India and has also worked with Tata motors in the past which is why through the book, we see a comparison of various companies which helps us understand the book better. The book is divided between 8 chapters and the chapters have been uniquely named on terms of War. The stages of Introducing a new product in a new market, the business strategies to beat the existent competition, the marketing strategies and every other factor that has been present in the Santro's journey has been spoken about in this book. Santro has been a very unique car for a lot of reasons but entering a different market where there were companies ruling and receiving support from the government for a very long time, Santro actually ended up setting records for the quickest small car brand who broke the record of selling maximum units. This book basically talks about all the areas like finance, marketing, branding, human resources, technology, advertising to name a few. The book also covers various drawbacks like corruption, political influences over other car manufacturers and cultural differences between India and other countries.
- Subjects
INDIA; BUSINESS planning; MARKETING strategy; NEW product development; COMPACT cars; POWER (Social sciences)
- Publication
IFIMs Focus: The International Journal of Management, 2018, Vol 14, Issue 1, p60
- ISSN
0973-9165
- Publication type
Article