Bharat Motors has been selling the “Konard” brand of passenger cars in India for the last
60 years. Their car has been the leading car market share wise for the last 50 years. But,for the last 5 years the scenario has changed. Many multinational car companies have
entered the country and introduced highly fuel efficient, user friendly, & high performance
models in the country. The buyers have thus seen the market change from sellers to
buyers’ market. Spectacular product characteristics have become the rule of the day.
Resultantly Konard has rapidly and constantly lost the market share. Realizing that the
company has no other alternative, they have tied up with a leading car company of Korea
and are now ready to launch an absolutely new and drastically improved version of the old
a. Is the company’s strategy of tie up with Korea car manufacturer and the readiness to
launch a completely newer version of Konard a wise decision? Justify your answer.
Yes it's the wise decision. It enables them to combine all the advantages and focus on best ways of marketing as combined strength.