FIAT: a good product with a wrong strategy. Issue 1 (19th April 2013)

• Record Type: Journal Article
• Authors: Mullick, N.H.; Tripathi, Gaurav
• Is Part Of: Emerald emerging markets case studies. Volume 3:Issue 1(2013)
• Page Start: 1
• Page End: 13
• Publication Date: 2013-04-19
• Subjects: Fiat -- Tata Motors -- India -- Marketing -- Emerging markets -- Company performance -- Automotive industry
• DOI: 10.1108/EEMCS-Aug-2012-0151
• Languages: English
• ISSNs: 2045-0621

Abstract

Abstract : Title: – FIAT: a good product with a wrong strategy. Subject area: – Marketing, distribution channels and servicing, product portfolios. Study level/applicability: – This case is suitable for students of business schools specialising in marketing. It is appropriate for students of marketing management and marketing strategy, distribution management and other related subjects. Case overview: – The case focuses on the debacle of Fiat in India after its recent joint venture pertaining to dealership and servicing ended. The future is unclear and is the topic for debate. Expected learning outcomes: – The case will help students to understand the reasons for the failure of Fiat in India and to be able to connect the case with the marketing concepts, especially those pertaining to distribution channels. Supplementary materials: – Teaching notes are available for educators only. Please contact your library to gain login details or e‐mail [e-mail] to request teaching notes.