Dacia Duster SUV
(9 pages of text)
Case (Pub Mat)
Driven by the 2009 global economic crisis, Dacia Romania designed and built the Dacia Duster sport utility vehicle (SUV) to be the ideal SUV at an affordable price. After a successful introduction of the cheapest modern sedan on the international market in 2004, and one of the cheapest modern seven-seaters in 2006, Dacia planned to introduce what it hoped would become the cheapest modern SUV on the international market. The main challenge it was facing in 2009 was not only how to sell the car to existing customers, but also to conduct an extensive public communication campaign in order to convince other drivers to change their cars for the cheaper, more efficient Dacia SUV that was going to be available in spring 2010.
This case can be used in undergraduate and postgraduate courses on business communication, marketing, and operations management. The three main objectives are to:
- Familiarize students with the process of developing a slogan for the introduction of a new product in existing and new markets.
- Train students in organizing the product launch schedule.
- Develop students’ skills in familiarizing customers with a new product.
Romania, Large, 2010
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