Fiat's Indian Journey

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR020 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


MNCs in India
Case Length : 7 Pages
Period : 1996 - 2002
Pub. Date : 2002
Teaching Note : Available
Organization : Fiat India Limited, Premier Automobiles
Industry : Automobile & Automotive
Countries : India


The case explores reasons for the poor performance of the Italian automobile company Fiat in India. It examines in detail the company's efforts to make its Uno and Siena cars a success. The case also takes a look at the changes made by the company for ensuring the success of its new car, the Palio, launched in September 2001. The case is so structured as to enable students to understand how certain mistakes on the marketing, product development and the strategic alliance fronts resulted in Fiat's poor performance over the years in the Indian car market. The students should also understand the rationale behind the measures taken by the company for ensuring the success of the Palio. The case is aimed at MBA/PGDBA students, and is intended to be a part of the Business Strategy curriculum.


Entry of Fiat into India, Failure of Uno and Sienna, Launch of Palio, Problems in Joint Venture between Fiat & PAL


  Page No.
The Launch of Palio 1
Background Note 2
The Failed Resuscitation Attempts 3
The Last Hope? 6


Poor performance, Italian automobile, Fiat, India, Uno, Siena, Palio, September 2001, marketing, product development, strategic alliance, Indian car market, Business Strategy

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