Cielo -A Car in Trouble

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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 : MKTG010 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 8 Pages
Period : 1995-2000
Pub Date : 2001
Teaching Note : Available
Organization : Daewoo Motors India Limited
Industry : Automobile & Automotive
Countries : India


The case provides a detailed insight into the reasons behind the failure of Cielo, a family-sized car, manufactured in India by Korea's automobile giant - Daewoo.

Focusing on Cielo, its flagship model and Matiz, a small car, it analyses the marketing strategy, problems in positioning and pricing of Cielo, and the performance of Daewoo's Indian operations.


Daewoo Motors Indian performance, launch of Cielo, positioning and marketing strategies of the Daewoo Motors, launch of Matiz


  Page No.
The Entry of Daewoo 1
Background Note 2
The Mistakes 2
The Biggest Blunder? 4
Shifting the Focus to Matiz 5
Exhibits 7


Cielo, family-sized car, India, Korea's automobile giant, Daewoo, flagship, model, Matiz, marketing strategy, problems, positioning, pricing, Daewoo's Indian operations

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