Maximus Motor Company (Scenario)
Maximus Motor Company is a British automobile manufacturer that builds high-end luxury cars for sale around the world. Maximus managers recognize they are missing opportunities in emerging markets, such as India, which have an increasing number of middle-class people ready to purchase affordable cars. Competitors that entered the Indian market experienced significant profits over the last two years. Maximus managers have been assigned the task of determining the best strategy for Maximus to do business in India.
Which of the following would be most important for Maximus managers in determining the best entry strategy for entering an emerging market such as India, characterized by the presence of family conglomerates?
◦ What other firms have partnered with family conglomerates?
◦ How often do Indians use their cars and for what purpose?
◦ What type of automobile should Maximus manufacture in India?
◦ How would Maximus benefit from partnering with a family conglomerate?
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