India is one of the most promising and fastest-growing economies in the world. Many MNCs have sensed exciting opportunities here. Despite the huge potential of the country, the performance of MNCs in India has been decidedly mixed. Many MNCs which have succeeded remarkably elsewhere in the world, have yet to achieve significant market shares in India. The market entry strategies that have worked so well in other countries have not been successful in India. Many MNCs are still struggling to understand the Indian customers. India poses special challenges on account of its heterogeneity in terms of economic development, income, religion, cultural mix, tastes and aspirations. Companies must have an open mind to succeed in India. They have to invest substantial financial and managerial resources to understand the needs of customers and come up with suitable products. Using a case study approach, the book is divided into two sections. Section I includes cases relating to Strategic Management and Section II focuses on Marketing Management. The companies featured in this book are: Coca-Cola India in 2003, GE in India, POSCO in India, Nokia in India, Unilever India in 2004: In search of a growth strategy, Hyundai in India, Suzuki in India, Coke & Pepsi in India: Pesticides in Carbonated Beverages, Unilever in India: Rural Marketing Initiatives, Unilever in India: Building the Ice Creams Business, Unilever in India: Building and Nurturing Brands, Unilever in India: Managing Brand Extensions, Detergent Wars in India, Coca-Cola India in 2004: Marketing Strategy, LG in India and Samsung in India.
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