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CIELO - SWOT

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CIELO - SWOT

CIELO - SWOT

Published in: Marketing

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  • 1. CIELO : A CAR IN TROUBLE
  • 2. GROUP MEMBERS Diya Basu Harshpreet Singh Mayank Narang Smita Jain Varun Jenveja
  • 3. 1967: Foundation of Daewoo Group 1977: Tried to Enter into the joint venture with US auto Major GM but failed 1991: Daewoo bought out GM’s 50% stake in the venture for US$ 50 millions 1991: Take over 50% equity in DCM-Toyota and company renamed as Daewoo Motors 1997: Raised the stakes of DCM to 92% 2000: Daewoo was declared bankrupt BACKGROUND HISTORY
  • 4. 43261 13776 9006 5512 4213 1995-96 1996-97 1997-98 1998-99 1999-2000 CIELO SALES IN INDIA Sales (no. of units)
  • 5. SWOT ANALYSIS
  • 6. STRENGTH • First Movers in India • Entered in 1995 • 3 Versions -CIELO, CIELO GLX & GLE • Only Competitor ( MUL) AD • Successfully tried and trusted strategy • Technology with aesthetics • Feature rich , luxury car •Acquisition with DCM Toyota
  • 7. • Positioning “Technology with aesthetics”/ family car •Targeting Premium class /middle class segment •Segmentation No concept of segmentation available when CIELO was launched WEAKNESS
  • 8. • Quality defects • Complaints on Fuel Inefficiency • No Training was provided to sales staff . • Positioning of NEXIA and CIELO could not be independent of each other. WEAKNESS
  • 9. WEAKNESS • Incompatible management style for Indian market • Diwali Bonanza Scheme • Lottery schemes
  • 10. WEAKNESS • High Import Content • high prices compared to competitors • Ineffective Incentive • Pass on benefits • Prevailing finance rates – 23% • Offered Finance rates – 14.33%
  • 11. OPPORTUNITIES • Targeted the mid size car segment • Val-you Campaign-1998 • Encash on the Matiz image • Scope in the Indian automobile market
  • 12. THREATS •Middle class boom did not take place as expected • Recessions • Competition from other international players • Creditors refused to give fresh loans
  • 13. THANK YOU